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2019 | OriginalPaper | Buchkapitel
1. Introduction: The Yin and the Yang of the Chinese Consumers
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Abstract
This book is a result of being a witness to the evolution of Chinese consumers from thrifty survivalists to global luxury powerhouses. The book looks at the trends which have been shaping the Chinese consumers and attempts to look ahead and imagine the shape of things to emerge. The book traverses a large territory, from demographic and mega trends, to consumer values, to digital revolution and the unique history of marketing in China. It also describes the key trends in consumption and the development of the luxury market and provides portraits of the key consumer segments.