IN WHAT may be a test case for foreign retailers eyeing the vast mainland market, American chewing-gum maker Wrigley is preparing to expand to the rest of the country from its foothold in Guangdong.
However, analysts warn that China is not a homogeneous market, and what sells well in Beijing could flop in Guangzhou and vice versa.
Also, while many foreign companies have been excited by reports of increased spending power, this only really applies to affluent cities and special economic zones. In reality, they say, while city dwellers are growing more affluent, the rural populationis growing relatively poorer.
Wrigley's first shipments of Chinese-made Doublemint chewing gum left its Guangdong facility in April this year.
''We began selling seriously in China in 1988, and by 1992, sales had tripled in volume,'' said Du Wen Jim, managing director of Wrigley Chewing Gum Co in China.
Mr Du declined to reveal actual sales figures, but said Wrigley plans to capitalise on its success in Guangdong province, where it now has 40,000 to 50,000 outlets, and target the rest of the Chinese market.
