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  • © 2019

Chinese Consumers

Exploring the World's Largest Demographic

Palgrave Macmillan

Authors:

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  • Analyses extensively the impact of the digital transformation of China

  • Is based on first-hand research and study of Chinese consumers for 15 years

  • Written by an Asian with an intuitive understanding of the Asian consumers

Buying options

eBook
USD 89.00
Price excludes VAT (USA)
  • ISBN: 978-981-10-8992-3
  • Instant PDF download
  • Readable on all devices
  • Own it forever
  • Exclusive offer for individuals only
  • Tax calculation will be finalised during checkout
Softcover Book
USD 119.99
Price excludes VAT (USA)
Hardcover Book
USD 119.99
Price excludes VAT (USA)

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Table of contents (11 chapters)

  1. Front Matter

    Pages i-xiii
  2. The Mega Forces

    • Ashok Sethi
    Pages 11-32
  3. Digital China

    • Ashok Sethi
    Pages 33-54
  4. Key Segments of Chinese Consumers

    • Ashok Sethi
    Pages 55-85
  5. Key Industries for Future Growth

    • Ashok Sethi
    Pages 87-106
  6. Luxury with Chinese Characteristics

    • Ashok Sethi
    Pages 107-121
  7. Looking into the Chinese Consumer Mind

    • Ashok Sethi
    Pages 123-147
  8. Branding in China

    • Ashok Sethi
    Pages 149-163
  9. The Changing Marketing Game

    • Ashok Sethi
    Pages 165-176
  10. Looking Ahead

    • Ashok Sethi
    Pages 177-187
  11. Illustrative Consumer Portraits

    • Ashok Sethi
    Pages 189-203
  12. Back Matter

    Pages 205-230

About this book

“China is blazing the trail in technology, and this is transforming consumers and their lives profoundly at a pace that no other world region is experiencing.  Deep understanding of Chinese consumers is therefore mission critical. Sethi provides a fascinating perspective based on his deep knowledge based on years of research and his personal life experiences in China. This book is a must read for anyone who wants to participate and win in this complex, competitive, and rapidly evolving market.”

Stan Sthanunathan, Executive Vice President, CMI, Unilever Plc

“Sethi has a unique ability to look at the ground insights, enrich them with local anecdotes, and envision the shape of things to come in a simple, relevant, and refreshingly stimulating manner. In this book, he looks at the hyper connected and hyper segmented consumer of China, influence of the digital revolution, luxury market, retail trends, and Chinese youth from both tactical and strategic perspectives. A must read for those who wish to understand China.”

Pratik Thakar, Head, Asia Pacific Creative, Content & Design Excellence, The Coca-Cola Company

“Ashok has a knack of identifying the trends that matter, verbalizing them in a lucid manner, and clearly painting the ensuing opportunities for marketers. This book provides a simple and comprehensive description of what every marketer needs to know about Chinese consumers.”

Paul Zhou, Head, Illuminera Group

This book offers a comprehensive analysis of Chinese consumers from multiple perspectives, from the megatrends to their values and psychological changes. The book examines in detail the digital and mobile transformation of the consumers, the way their lifestyle, social interactions and shopping habits have changed, and the opportunities they offer to marketers. The analysis and insights are based on the author’s first-hand observations of the metamorphosis of the consumers and consumption in China over the last fifteen years.

Ashok Sethi leads the Illuminera Institute in Shanghai and has over 30 years of experience in providing marketing consultancy and consumer insights and 15 years of first-hand experience in observing the Chinese consumers. 


Keywords

  • Chinese Consumers
  • Chinese Middle Class
  • Branding in China
  • Marketing
  • Urbanism and Marketing

Reviews

“China is blazing the trail in technology, and this is transforming consumers and their lives profoundly at a pace that no other world region is experiencing.  Deep understanding of Chinese consumers is therefore mission critical. Sethi provides a fascinating perspective based on his deep knowledge based on years of research and his personal life experiences in China. This book is a must read for anyone who wants to participate and win in this complex, competitive, and rapidly evolving market.” (Stan Sthanunathan, Executive Vice President, CMI, Unilever Plc)

 “Sethi has a unique ability to look at the ground insights, enrich them with local anecdotes, and envision the shape of things to come in a simple, relevant, and refreshingly stimulating manner. In this book, he looks at the hyper connected and hyper segmented consumer of China, influence of the digital revolution, luxury market, retail trends, and Chinese youth from both tactical and strategic perspectives. A must read for those who wish to understand China.” (Pratik Thakar, Head, Asia Pacific Creative, Content & Design Excellence, The Coca-Cola Company)

 “Ashok has a knack of identifying the trends that matter, verbalizing them in a lucid manner, and clearly painting the ensuing opportunities for marketers. This book provides a simple and comprehensive description of what every marketer needs to know about Chinese consumers.” (Paul Zhou, Head, Illuminera Group)

Authors and Affiliations

  • Illuminera Institute, Shanghai, China

    Ashok Sethi

About the author

Ashok Sethi leads the Illuminera Institute in Shanghai and has over 30 years of experience in providing marketing consultancy and consumer insights and 15 years of first-hand experience in observing the Chinese consumers. 

Bibliographic Information

Buying options

eBook
USD 89.00
Price excludes VAT (USA)
  • ISBN: 978-981-10-8992-3
  • Instant PDF download
  • Readable on all devices
  • Own it forever
  • Exclusive offer for individuals only
  • Tax calculation will be finalised during checkout
Softcover Book
USD 119.99
Price excludes VAT (USA)
Hardcover Book
USD 119.99
Price excludes VAT (USA)