UNDERSTANDING THE CHINESE CONSUMER IN THE 21ST CENTURY: KEY ATTITUDES AND TRENDS

Consumerism in China has come a long way since the initial market policies of the early 1980s. A whole generation has now been born into China’s burgeoning consumer society, and they are departing from the less commercial views of their parents. This generation is shaping China’s development – it is their attitudes and buying habits that will impact on how the West responds to, and works with, China’s growth.

In this presentation, Alison Hulme outlines some of the key trends in China’s consumer market, examining the attitudes behind consumerism in 21st Century; looking at, for example, generational differences in consumerism, the popularity of copycat goods and the reasons behind certain brand messaging successes and failures.

Read ‘Understanding the Chinese consumer in the 21st century’ here.