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The Modern
Chinese Consumer
Michael Johns
October 27, 2013
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Major Topics
• The Chinese Worldview
• Chinese Strengths and Limitations
• The Modern Chinese Consumer
– Three Golden Rules of Marketing in China
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THE CHINESE
WORLDVIEW
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Legalism Confucianism Daoism
1. The only evil is chaos
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Z“Harmony is sublime”
1. Stability as the only absolute good
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2. A cyclical view of time and space (Daoism)
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3. Family as the foundation of society (Confucianism)
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ZCHINESE
STRENGHTS
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1. National mobilization of resources
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2. Incremental progression
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3. Application of Foreign Strengths in a Chinese Context
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CHINESELIMITATIONS
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1. Conformism
that militates
against innovation
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2. Pervasive insecurity
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Z
The
MODERN
Chinese
Consumer
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vs. PROTECTIONPROJECTION
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Standing out to fit in
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Progress, safely
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REGIMENTATIONAMBITION vs.
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THREE GOLDEN
RULES OF
MARKETING
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1. Price-premium = public consumption
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STATUSBRANDS
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2. Product as means to an end
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Case Study: DeBeers (Western view of diamonds)
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Case Study: DeBeers (Chinese view of diamonds)
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3. Reassurance, reassurance, reassurance
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3a. Physical reassurances
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3b. Face reassurances
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RECAP
Chinese worldview
The only evil is chaos
A cyclical view of time and space
Family as the foundation of society
Standing out to fit in:
three golden rules
Public consumption
Product as a means to an end
Reassurance, reassurance, reassurance
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Main Resource
• “What Chinese Want – Culture,
Communism, and China’s Modern
Consumer” – Palgrave Macmillan, 2012
• by Tom Doctoroff – Greater China CEO,
J. Walter Thompson (JWT)