China's New Culture of Cool: Understanding the world's fastest-growing market

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Pearson Education, Aug 18, 2006 - Business & Economics - 152 pages
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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.

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China's new culture of cool: understanding the world's fastest-growing market

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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 ... Read full review


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About the author (2006)

LiAnne Yu is a partner and strategic director at Cheskin, an international marketing and consulting firm, where she specializes in ethnographic research to understand consumer behaviors. She first visited China as an exchange student at Bejing University in 1990 and has returned regularly since then.

Cynthia Chan
was born and raised in Hong Kong when it was still a colony of the United Kingdom. She is now a strategic director at Cheskin, where she guides clients on inter-cultural consumer insights.

Cheskin Principal Christopher Ireland is regarded by many of her Fortune 500 clients as one of the leading thinkers in the area of market trends and consumer change. She has been studying China’s emerging consumer market since the mid-1990s.

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