Marketing Consultation and Brand Coaching

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16 Jul
2012

A Chinese tour guide first let me in on the cultural legend. Then I saw it in print, quoting a Japanese press article titled, "The three most-wanted, a mirror of the economic situation." An unnamed cultural anthropologist had defined and recorded the materialistic desires of the Chinese consumer, reflecting the nation's increasing affluence and sophisticated wants. In the 1950s, it was a watch, bike and sewing machine; TV set, refrigerator and washing machine in the 1980s; phone, computer and air conditioning in the 1990s. I am told that the purchasing of such modern conveniences even pre-dated electricity in some regions.

Today as the selection of goods are so widely available throughout most of China, it is understandable that there is no longer a single, uniform wish-list. Housing, an automobile, and children's education would find a place on some tallies. Currently, Smartphone ownership in China totals 33% of the total population, and growing as the country has demonstrated a passion for going mobile, so the latest mobile phone technology would be high on other lists. And in Tianjin province, 85% of primary school students who received gifts for International Children's Day, asked their parents to give them brand-name sports shoes.

As our purpose is to follow and analyze materialistic desires as methods to gain or improve status through consumer behavior, we ask you, "If a nationwide survey was done today, what would be the three most sought after items by Chinese people?"

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