This is the eBook version of the printed book.
When China opened its borders to travelers and its economy to international trade, businesses all over the world took note. With well over one billion people, it represented a huge potential marketplace for goods and services. Huge as it is, however, China is not a monolithic culture. Though deeply rooted in native traditions, its contemporary marketplace is eclectic, combining Chinese regional styles with elements borrowed from foreign cultures. Most of all, it is evolving at a remarkable pace. To succeed in that dynamic emerging market, smart businesses need to understand its driving influences—especially its urban youth.
Authors Lianne Yu, Cynthia Chan, and Christopher Ireland bring their collective experience and perspective to this thoughtful, beautifully illustrated analysis of the world’s fastest-growing market. Focusing on four fundamental aspects of the consumer Chinese lifestyle—food, style, home life, and mobility—they show how Chinese culture is speedily developing into a radically new form. Anyone who is interested in expanding his or her business in China should not miss this analysis.
In this dispatch from China, the authors shape the post-Maoist Chinese economic rise in terms of the youth market, "a generation of early adopters, happily leaving a less colorful past behind and embracing all that business, technology, and commerce promise to deliver." The authors make clear that whether trendsetters are care-free teens or entrepreneurs in their mid-20s and 30s, the new generation will drive consumer growth in the years ahead. In focused, detailed chapters, the authors address topics such as fashion, food, housing and transport, "fundamental necessities (that) have evolved into expressions of lifestyle," and devote a whole chapter on individual profiles of modern Chinese youths. Sections on fashion encompass everything from clothing to the evolving perceptions of beauty and the science of looking good, including the Miss Artificial Beauty pageant-where all the contestants have had cosmetic surgery. Incorporated throughout the book are color photographs depicting new urban centers and shopping complexes. Anyone familiar with the capitalist economy currently en vogue in the so-called Middle Kingdom-or who hopes to successfully conduct business there in the future-should appreciate this book.