Marketing Consultation and Brand Coaching

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5 Aug
2012

The shopper in China is changing according to those who follow customer behavior, further demonstrating that China is a dynamic market and continuing to evolve. Labeled 'Consumer 2.0,' they demonstrate that through experience and knowledge gained, the Chinese shopper is becoming more sophisticated.

Reported by Jing Daily.com, Chinese luxury shoppers are beginning to look for unknown brands over high-profile, recognized international labels. According to the trend tracker website, "There‘s a growing trend in China" a trend towards individualization: looking, being, and dressing differently from others. This is led by the second generation of Chinese shopper. They’re just starting out, but they’re larger, stronger and different from their predecessors. And incoming brands need to speak to them.” Other comments like, “China has moved from a country of collectivism to a country of individualism,” and “Today’s young people don’t want to blend in. They want freedom, at least in their appearance,” were included in the article.

In his recent book, What Chinese Want, Tom Doctoroff, North Asia CEO, J. Walter Thompson states that "While at the lower end of the luxury market, people do want that flashy . . . logo, but as you get more wealthy you need to project your power and wealthy in a more understated way." He predicts that luxury products that are more inconspicuous, with smaller, more subdued logos, will be the lasting ones, the brands that win.

Do you see evidence that shoppers here are becoming more thoughtful about the brands they buy, and how easy it is for others to identify their brand of choice?

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