“denizens of the Middle Kingdom are profoundly Confucian. They are motivated by a religious zeal to maintain order. One one hand, Chinese are passive, willing to conform to rigid, hierarchical convention. On the other, they are boldly resolute, intent on moving up the ladder of success. This master conflict between regimentation and ambition exists in the heart of the citizens and defines the bull’s eye of consumer desire.”
It’s a pretty interesting report, with profiles of the middle class as well as of urban buyers, and with detailed descriptions of what makes Chinese women, men and teens “tick”. The report is also full of “fun facts” – like the fact that they consume 21 liters of beer in China vs. 84 liters in the US, or that 90% of Chinese own cell phones vs. 54.6% in the US.
Apparently Chinese consumers like to buy expensive, foreign brands for the outside, and local, cheap brands for the inside.
Hmmm…I know people in the Western World that are not all that dissimilar in their buying behavior.