Abstract:
As China enters the WTO, the range of brands and products offered to consumers will increase to match Asian standards. Therefore, China's growing domestic market will increasingly become a main reference point for marketing trends in Asia, together with Japan and Korea. As a result, the need to anticipate the next step in Chinese consumers' needs will become even more important. This paper highlights what makes the young (15 - 35 years) Chinese middle class consumer special in Asia. It also shows how this will increasingly impact the future of branding in the region, as mainland China urban youth progressively imposes its tune on regional trends and blends its priority with both western and Japanese pop culture influence.
Research Papers
Global Asian youth culture - Connected from Delhi to Shanghai to LA
Catalogue: Asia Pacific 2012: Asia Kaleidoscope
Authors: Joseph Chen, Robin Brown
Company: IRIS Network
April 17, 2012
Research Papers
Convergence or divergence of the Asian market
Catalogue: Asia Pacific 2011: Increasing Value Through Simplicity
Authors: Roxan Toll, Rosalie Tung, Chris Baumann, Hamin Hamin
Company: GMI (Global Market Insite)
March 20, 2011
Magazines
Research World (March/April 2012)
Catalogue: Research World 2012
Author: ESOMAR B.V.
 
April 15, 2012
