This book offers a comprehensive analysis of Chinese consumers from multiple perspectives, from the megatrends to their values and psychological changes. The book examines in detail the digital and mobile transformation of the consumers, the way their lifestyle, social interactions and shopping habits have changed, and the opportunities they offer to marketers. The analysis and insights are based on the author's first-hand observations of the metamorphosis of the consumers and consumption in China over the last fifteen years.

Analyses extensively the impact of the digital transformation of China Is based on first-hand research and study of Chinese consumers for 15 years Written by an Asian with an intuitive understanding of the Asian consumers

Autorentext
Ashok Sethi leads the Illuminera Institute in Shanghai and has over 30 years of experience in providing marketing consultancy and consumer insights and 15 years of first-hand experience in observing the Chinese consumers.

Inhalt

1. Introduction: The Yin and the Yang of the Chinese Consumers.- 2. The Mega Forces.- 3. Digital China.- 4. Key Segments of Chinese consumers.- 5. Key Industries for Future Growth.- 6. Luxury with Chinese Characteristics.- 7. Looking into the Chinese Consumer Mind.- 8. Branding in China.- 9. The Changing Marketing Game.- 10. Looking Ahead. 11. Illustrative Consumer Portraits.