Chinese Consumers

1. Front Matter

   Pages i-xiii

   PDF

2. Introduction: The Yin and the Yang of the Chinese Consumers

   • Ashok Sethi

   Pages 1-10

3. The Mega Forces

   • Ashok Sethi

   Pages 11-32

4. Digital China

   • Ashok Sethi

   Pages 33-54

5. Key Segments of Chinese Consumers

   • Ashok Sethi

   Pages 55-85

6. Key Industries for Future Growth

   • Ashok Sethi

   Pages 87-106

7. Luxury with Chinese Characteristics

   • Ashok Sethi

   Pages 107-121

8. Looking into the Chinese Consumer Mind

   • Ashok Sethi

   Pages 123-147

9. Branding in China

   • Ashok Sethi

   Pages 149-163

10. The Changing Marketing Game

    • Ashok Sethi

    Pages 165-176

11. Looking Ahead

    • Ashok Sethi

    Pages 177-187

12. Illustrative Consumer Portraits

    • Ashok Sethi

    Pages 189-203

13. Back Matter

    Pages 205-230

    PDF

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.

• Chinese Consumers
• Chinese Middle Class
• Branding in China
• Marketing
• Urbanism and Marketing

“China is blazing the trail in technology, and this is transforming consumers and their lives profoundly at a pace that no other world region is experiencing.  Deep understanding of Chinese consumers is therefore mission critical. Sethi provides a fascinating perspective based on his deep knowledge based on years of research and his personal life experiences in China. This book is a must read for anyone who wants to participate and win in this complex, competitive, and rapidly evolving market.” (Stan Sthanunathan, Executive Vice President, CMI, Unilever Plc)

 “Sethi has a unique ability to look at the ground insights, enrich them with local anecdotes, and envision the shape of things to come in a simple, relevant, and refreshingly stimulating manner. In this book, he looks at the hyper connected and hyper segmented consumer of China, influence of the digital revolution, luxury market, retail trends, and Chinese youth from both tactical and strategic perspectives. A must read for those who wish to understand China.” (Pratik Thakar, Head, Asia Pacific Creative, Content & Design Excellence, The Coca-Cola Company)

 “Ashok has a knack of identifying the trends that matter, verbalizing them in a lucid manner, and clearly painting the ensuing opportunities for marketers. This book provides a simple and comprehensive description of what every marketer needs to know about Chinese consumers.” (Paul Zhou, Head, Illuminera Group)

• Illuminera Institute, Shanghai, China

  Ashok Sethi

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. 

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