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Considers the motivations, challenges, and general experiences of consumers in contemporary China, and examines how consumer practices have evolved in the country and how they differ from those in other developed markets.
List of contents
Map
Chronology
Acknowledgements
Chapter 1: Introduction
Chapter 2: Spaces
Chapter 3: Status
Chapter 4: Lifestyles
Chapter 5: Commodification
Chapter 6: Awareness
Chapter 7: Consumption with Chinese Characteristics
Bibliography
About the author
LiAnne Yu received her PhD in Anthropology from UC San Diego, and is an independent consumer consultant with particular expertise in emerging markets, having worked with clients such as Microsoft, Google, HP, eBay, Time Warner, and Global English.
Summary
Consumption practices in China have been transformed at an unprecedented pace.
Report
"This is an extremely readable insight into the forces that drive consumer trends in what will one day become the world's largest consumer market. It's a book for any CEO hoping for a slice of the action."
South China Morning Post
"A valuable resource"
China Daily
''An informative combination of firsthand observations, extensive interviews, and social theory allows readers to follow Chinese consumers into a new world of goods and services. This book provides up-to-date coverage of key aspects of Chinese consumerism, including the impact of the internet, the influence of China's one-child households, and the implications of new private and commercial spaces."
Karl Gerth, author of As China Goes, So Goes the World: How Chinese Consumers are Transforming Everything
''The transformation of Chinese consumers in the last three decades, a dazzling subject, is presented in this book with rich ethnographic evidence and clear historical contextualization. The author has skilfully weaved consumer voices and her own experience with a wide range of academic theories and business insights.''
Mag Wong, Founder and Non-Executive Chairman of Oracle Added Value, Hong Kong
