As China’s consumer landscape evolves, brands are being compelled to consider ethical practices, localised offerings, immersive experiences and a genuine commitment to community development, writes Tom Pattinson China’s vast consumer market defies classification. And yet, amidst the mosaic of consumers divided by everything from geography to socio-economic status, one key group has more power than most – the 300 million-strong middle class, many of whom were born after the 1980s…. …
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guochao
Over the past decade, China has witnessed a fascinating evolution in consumer behaviour, where a wave of nationalistic branding known as guochao has swept the nation. Tom Pattinson explores how the trend has impacted Western brands Guochao, which translates to “national trend” – or can be more eloquently translated as ‘China chic’ – encapsulates the rise of Chinese brands that celebrate and promote Chinese cultural identity. This movement gained momentum… …
From navigating zero covid measures and travel restrictions, to China’s embattled real estate sector, these were the five stories that captured the most attention on Focus this year 1. How to travel to China in 2022 Can you travel to China right now? The short answer is yes, but there are processes in place that you need to follow. Tom Simpson, CBBC’s Managing Director of China Operations and China Chief …
Since 2018, brands like L’Oréal, KFC and Oreo have attempted to tap into the guochao trend by showcasing designs and collaborations inspired by Chinese culture. However, amid a slew of unpopular collaborations, Qing Na from Dao Insights cautions that consumers may be getting tired of this trend The term guochao (国朝), meaning ‘national trend,’ refers to the fact that young Chinese consumers are increasingly interested in the integration of traditional… …