Getting Beyond China’s Mythical 1.4 Billion

In casual conversation with those who are interested in China’s craft beer market, it doesn’t take long before mention of China’s 1.4 billion population is made. One can take this as a pat euphemism for seeing the country as a lucrative business opportunity. It can also belie an ignorance that views the country as a monolith.

To attempt exporting on this basis alone would be to court failure. Not all of America is the same. Not all Americans are alike. The same is true of China. Sure there is a lot of capita, but what capita, where? Continue reading

Advertisements

An Unexpected Turn

How to Drink Beer in Mandarin book cover.When I started planning the writing of The Great Hop Forward, I read that a successful Kickstarter campaign results from an audience built ahead of time. Therefore, the first thing I did was set up a Twitter account to do just that.

I like Twitter because I find it more conducive to establishing relationships than Facebook. I also like how Twitter allows you to create lists of those you follow in order to segment different audiences, communities, and information sources. And when you find suitable people or organizations to establish a relationship with, their followers are likely to be of interest to you, too, saving time hunting around for more followers.

To interest people in following you, you need to offer them something of value. My value proposition is to be the best information source in English for craft beer developments in China. I also want to encourage people to travel to China to experience the excitement of its economic and social transformation – craft beer being an interesting microcosm of that change. Continue reading

Where This All Began

Guangzhou street scene.

Men play Go on a Guangzhou street in 1992.

I first visited China on January 25, 1992. It was also my first time visiting a communist country. Even though the Shenzhen Special Economic Zone had been in existence for nearly 10 years, a sense of unease sat in the pit of my stomach as my train plodded through the Guangdong countryside en route to Guangzhou from Hong Kong. I suppose part of it was the butterflies one may get when venturing outside your comfort zone. The other part likely came from the staff’s uniforms which reminded me of the power officialdom can bring to bear on the perceived wrongdoer, agitator, criminal, or spy. I was going to Red China!
Continue reading