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Mass Consumerism + Diverse Preferences = Consensus?
Written by Betsy
Sunday, 26 December 2010 14:21

With the recession in full swing, 2010 saw global consumer research projects increasingly focus (mostly optimistically) on the sheer numbers behind the Chinese economy. From May 2009 – May 2010, retail sales in China rose 18.7%, according to the Chinese National Bureau of Statistics and forecasts call for retail sales in China to eclipse those in the U.S. by 2016.  Kairos Consumers, like numerous global consumer research companies, recognizes the challenge in defining the Chinese consumer.

 From region to region, urban to rural, young to old, tremendous disparities emerge. What is clear: customization, often centered on a degree of nationalism, has relevance. For all the questioning of the hegemonic shift and definition of new world order by global economists, how are manufacturers – and brands – reacting to exploding consumerism in China? In 11 Crucial Trends for 2011 (, Trendwatching takes a look at the lucrative business of tailoring Western brands to the Chinese market and the value of the “Made for China” message. From Levi dENIZEN Jeans (slimmer fits for Asian/Chinese consumers) to BMW (a limited edition M3 Tiger to commemorate both the 25thanniversary of the M3 model in China and the Year of the Tiger), customization will likely pay dividends. What are some of the other consumer motivations to consider? How can these brands leverage technology most efficiently in reaching key consumers? Join Kairos Consumers in 2011 to take a closer look at this dynamic market.

Last Updated on Wednesday, 02 February 2011 12:37