What does the modern Chinese consumer want, and how are those desires changing? Advertising guru and frequent television news commentator Tom Doctoroff, North Asia Area Director and Greater China CEO at JWT, discussed these issues and his new book, What Chinese Want: Culture, Communism and China’s Modern Consumer at a National Committee public program on June 1, 2012 at Dorsey Whitney New York. The discussion was moderated by National Committee Senior Director for Education Programs Margot Landman.
The Age of the Affluent. The Dynamics of China’s Next Consumption Engine: China se convertirá pronto en el segundo mercado del consumo del mundo. Los sectores acomodados representarán 280 millones de personas en el año 2020, un factor que deben tener en cuenta las empresas internacionales.
Social media has become an effective medium for influencing our ideas and views and has drastically changed the rules of an effective Brand Marketing campaign. Due to the growing importance of e-commerce and online activities, reaching customers through digital means has become an essential part of marketing plans globally. Chinese Internet users are active and goal directed. These traits make the Chinese netizen highly desirable for Brands who want to connect and build two-way communications with their consumers, since it gives an ability to communicate directly with the target group, which was unimaginable just a few years ago. Digital media in China is filled with various kinds of “fish” such as; search engine giant Baidu, social networking sites (RenRen, Qzone), instant messaging (MSN, QQ), online trade sites (taobao.com, 360buy.com), video sharing (Youku), etc. In times when social media influence is flourishing, new technologies and ideas can be embraced and adopted with astonishing speed, instigating significant and often unpredictable consequences. Recent evidence of this is the unexpectant rise of microblogging activity. Since launching the first microblog site in 2007, Fanfou with 0.3 million users, the number of users has gron to 250 million by the end of 2011. The majority of Chinese netizens have at least 2 profiles in different microblogging platforms. Research shows that since August 2011, microblogging ranked as the primary and most reliable source of news and information. This extensive digital iceberg is drowning the once thought to be unsinkable traditional media ship (radio, newspapers, TV).
The Chinese consumer is evolving. Key trends are shaping the consumerlandscape in China, which means consumers will look, feel, and act different from today.