Review | How do Chinese consumers spend? From millennials to nouveau riche, evolving habits explored in new book
China’s Evolving Consumers: 8 Intimate Portraits offers insights for marketers and business owners to identify the various types of consumers in the Chinese market and take a walk in their shoes
China’s Evolving Consumers: 8 Intimate Portraits
edited by Tom Nunlist
Earnshaw Books
Since the 1980s, China has risen from 10th to second in the global GDP rankings. The resulting improvement in living standards and greater spending by Chinese consumers has proven a tremendous opportunity for brands both local and global. The country’s own citizens, though, have sometimes struggled to keep up with the pace.
But who are Chinese consumers? What are their lives like and what are they looking for? These are questions China’s Evolving Consumers attempts to answer by lifting the lid on other aspects of their lives.
