CHINESE CONSUMPTION PATTERNS & TRENDS TRENDS OF CHINESE VALUES AND WESTERN DEMANDS
Future Concept Lab • Francesco Morace • Lucia Chrometzka • Bangkok • 7 October 2006
CHINESE CONSUMPTION PATTERNS & TRENDS FUTURE CONCEPT LAB ACTIVITIES
CHINESE CITIES BEIJING, SHANGHAI
MARKET ANALYSIS CHINA, INDIA, WESTERN, THAILAND
STRATEGIC INDICATIONS CONCLUSIONS
FUTURE CONCEPT LAB Future Concept Lab is a Research Institute that stands out on the international landscape as one of the most advanced research centres specialized in marketing and trends in consumption on global and local level. With extensive research activities on four continents, the research team is headquartered in Milan but has correspondents in twenty-five countries around the world.
FUTURE CONCEPT LAB TRAINING & SPECIAL PROJECTS Future Vision Workshops Genius Loci lab Advanced Training
PUBLICATIONS Books Special Projects
AD-HOC RESEARCH Qualitative research Quantitative research Ethnographic Research
SOCIO-CULTURAL RESEARCH MindStyles Program Genius Loci Program Street Signals Program Happiness Program STRATEGIC CONSULTING Company Check-up Brand Enhancement The Lab
FUTURE CONCEPT LAB IN WHICH WAY IS THE ACTIVITY OF FUTURE CONCEPT LAB DIFFERENT? Starting from the concept of strategic innovation, we began to integrate all the research methodologies used in this challenge and we began to consider the way that all the disciplines (from sociology to social psychology, from anthropology to design) could have an important role, contributing in this direction. In this way we have formed a interdisciplinary and regular group of 20 professionals that participate in the specific projects: Global Concept Positioning, Trend Analysis, Company Check up, Genius Loci Profile, Brand Equity Study, Concept Test, U&A: use and attitude, advertising pre and post test, product test.
FUTURE CONCEPT LAB LOCAL TRENDS: GENIUS LOCI PROGRAM Future Concept Lab has developed the Genius Loci Program, a research that analyses the cultural characteristics and the consumption patterns in 21 Countries around the world in order to interpret the globalization phenomena in cultural and commercial level. Since 1999, a task force of experts dedicate themselves full-time to the elaboration profiles for each of the countries under observation, underlining the uniqueness and character of each country and market. The Institute has been carrying out research all around the world and has presented the findings of this Program in various Universities, Institutions and Companies.
Africa Australia Belgium Brazil China Greece India Iceland Israel Holland Colombia Finland France Germany Japan UK Russia Spain Sweden USA
FUTURE CONCEPT LAB BODY SIGNALS PROGRAM The 50 correspondents of Future Concept Lab scattered in 40 different cities around the world, constitute a network of highly sensitive antennas gathering, deciphering and reporting the trends (in the public and home environment) emitted by the observed cities. The report includes a variety of information regarding new products, photos of people, shops and new initiatives from various sectors. Amsterdam Antwerp Bangalore Barcelona Beijing Berlin Bilbao Brussels BogotĂ Bologna
Bombay Boston Buenos Aires Cannes Helsinki Hong Kong Istanbul Johannesburg Lisbon London
Los Angeles Ljubiana Madrid Marseilles Miami Milan Montreal Moscow New York Paris
San Francisco San Paolo Seoul Shanghai Sidney Tel Aviv Tokyo Valencia Vienna Zagreb
FUTURE CONCEPT LAB IS IT POSSIBLE TO WORK ON WEAK SIGNALS OF CHANGE? In order to give voice to people’s expression of emotions we have been collecting thousands of images that capture what we call street signals.: the spontaneous “signals of change” coming directly from city observation. More than 50,000 high quality images that we have been gathering from all around the world, thanks to the international observatory activity and the network of correspondents.
FUTURE CONCEPT LAB INTERNATIONAL OBSERVATORY It was back in the 1994 when we started to deploy young professionals and researchers around the world who would be able to become “highly sensible antennas”on a specific territory for us, participating to our projects of observation and international research. The variety of information regarding products, people, shops and new initiatives from various sectors, is illustrated with photographs from FCL’s archives, giving “food for thought” and insights for understanding better the present and imagining the future.
FUTURE CONCEPT LAB WHAT IS A COOL HUNTER OR A CULT-SEARCHER? We started with the observation of 5 metropolis (London, Paris, Milan, Tokyo and New York) and each year ever since we are inserting new cities up to the present number (40). Therefore, we consider our correspondents like our windows to the world scene. A cool hunter “reads� in a spontaneous and direct way the phenomena present in a specific city: everything that is fresh and interesting (cool) of the expressions emerging in daily life, related to the world of young and adults with a particular attention to the 4 P of new marketing, giving priority to societing.
FUTURE CONCEPT LAB HOW DOES A COOL HUNTER OR A CULT-SEARCHER WORK? The correspondents, who live and work in their territory of observation, give a focus on: the people (photos taken in the streets), the places (as for instance the new stores and bars, described and photographed), the plans (for instance new cultural tastes, films or magazines of success, events) and the projects (as for instance the activities of universities and institutions, during working or leisure time). The cult searcher older than the cool hunter who’s usually around 25 y.old - are young researchers who work for us not only for gathering the trendy “signals”, but also participating to ad hoc projects that the companies entrust us to bring in conclusion. The activity of the international observatory, continuously tested, has demonstrated to be increasingly useful and necessary, as an integration to the traditional research outcomes.
FUTURE CONCEPT LAB ETHNOGRAPHIC OBSERVATION FCL has carried out an Ad Hoc research based on the ethnographic observation and market research analysis in two Chinese and two Indian cities, Shanghai and Beijing, and Bombay and Bangalore. This research study had the objective to identify the most important phenomena regarding new venues, products and consumption, and trends overall. During the Ad Hoc research phase, FCL activated its network of correspondents in the 4 cities. Each correspondent was given a detailed brief to follow, prepared by the FCL team, with indications that would allow the researchers to focus on specific areas of consumption and daily life. The researchers in the various cities observed reality, gathered information, took photographs and interviewed people in various occasions. After the observation and research period in these cities, all of the findings and research material was analysed by the FCL team. The findings presented in the following slides represent the panorama of most relevant phenomena in the two Chinese cities, selected and interpreted using both advanced methodological grids and expertise.
FUTURE CONCEPT LAB WHY ARE WE TALKING ABOUT SOCIETING? Marketing is being transformed in Societing, that means a market analysis that converges into a global analysis of society. The observation and analysis when it comes to the definition of new business scenarios should not only be limited to the “hunting� of fads but should take into consideration new parameters. The 4 P of classic marketing (product, price, place, promotion) convert into the 4 P of Societing: People, Places, Plans & Projects. In the centre of the configuration created by the 4 P we find the Occasion, that is the ability to construct experience and to create new relations while seizing the life occasions, in time and space.
FUTURE CONCEPT LAB SOCIETING FOR INNOVATION Nowadays, there are no “sealed� business sectors: they all get stimuli from other sectors like fashion, design, cosmetics, alimentary goods and so on bringing surprising results. The crossing of peoples expressions in a specific place and in relation to the current cultural influences, give birth to innovative new projects.
People
The occasion can often be found when the poetry meets history, as Walter Benjamin stated many decades ago.
Plans
Occasion
Projects
Places
BEIJING CHINESE CITIES INTRO The modern capital is now thinking about profit, private initiatives, property and progress, planning the future of its status and reputation. Consumption in its own manner represents a way of “glorious growth”, paraphrasing Deng Xiaoping’s “to grow rich is glorious”. The demonstration of one’s wealth to the others is not considered a vulgar behaviour. People are not afraid to show off purchased objects can be admired and even envied by others. Excess is the way to express the consumption fever the people of Beijing are living. Everything is thought to be big, following the Western world standards.
BEIJING CHINESE CITIES INTRO Going for shopping is an occasion to be treasured for ever. Couples, families and friends organise “small excursions” in the shopping malls and have fun not only by buying or by getting involved in street competitions but above all by taking photographs of each other in front of displays and attractions as a demonstration of the shopping day’s success. The wedding preparations is the most important project for the couple. Before getting married everything has to be perfectly “documented” by photos, the bride has to experiment different hairstyles and try on a variety of Western type clothes and wedding dresses before the luxurious ceremony. The union is “socially accepted” from the moment a rich food banquet is offered to family and friends by the newly-wed couple. Having dinner and a drink in a hotel restaurant, for instance in Grand Hotel, is an important occasion for the people of Beijing. No matter what type of dishes are proposed, the affluent inhabitant of Beijing doesn’t hesitate to invite his family and friends in a luxurious hotel garden for dinner or barbecue and pay the bill, as a way to show how cosmopolitan he is.
BEIJING CHINESE CITIES BODY
Variety as a priority mostly for teenagers Busy and animated shopping experience Entertainment and consumption fever Pleasure of sharing activities and showing off Big investment for wedding preparations Streets demonstration and testing of products Diet products and slimming methods success Need of western status accessories
BEIJING CHINESE CITIES FOOD
Eating on the move Re-inventing the old concept of snack Growth of local fast food restaurants Desire for expensive imported beverages and snacks Coffee and tea with milk as the big favourite Exaggerated consumption of soft drinks Eating for breakfast fast food meals Eating and shopping combo-experience
BEIJING CHINESE CITIES LIFE FACILITATORS
Importance of keeping in pace Youngsters craze for technology Consumers choose “excess” over “function” Drawn by attractive proposals and flashy design Home entertainment systems Pocket money on mobile phones Accumulating electronic and domestic appliances MDAs for the wealthy
BEIJING CHINESE CITIES PEOPLE The city is the best playground for new talents. XIE RONG is a young fashion designer who prefers to be called “craftswoman”. Mainly producing wool knitted garments she opened a studio in Dashanzi and a boutique at Houhai Lake. She is not interested in the fashion system but has been lately part of it: she had the chance to create an entire collection for Wang Xiaoshuai’s last movie, who is considered to be one of the most representative directors of China and won the third-place jury prize at the Cannes Film Festival. Every item is handmade and unique, made of natural materials, cotton, wool and linen. The cut of the clothing allow people to feel really pleasant and comfortable. Some of the materials used are imported from India, Thailand and Nepal. Her carefree bohemian style seems to embody consumer’s need for simple but sophisticated life, where status is banned and a fine artwork can be enjoyed fully. Handmade Comfort
BEIJING CHINESE CITIES PLACES Hair stylists in town are mainly concentrated in Dongsi Road, which is also the place of street-style garments and funky accessories, and beauty salons seem rather to be nightlife clubs: techno music, eccentric stylists and futuristic decors. And in this context someone really managed to create a strong brand and a solid company: Beijing based SHENMEI has already more than 500 salons all over China, 7000 employees. The brand is so popular that features as the hairstyling choice of television stars and is present in the most exclusive fashion catwalks. SHENMEI’s salons are considered to be meeting places for the trendy crowd, where one however can get a professional service. The interior design of salons and the youthful atmosphere are at the base of this chains’ success. Fashionable Cuts
BEIJING CHINESE CITIES PLANS Beijing’s young white collars give today less importance to social status, giving rise to a new style in home decor and new interior design brands. WOODCASE and DARA for instance, propose products that are a blend of simple lines and Chinese traditional style and handcrafts. These two companies are both in Dashanzi Art district, a unique creative environment and an ideal window on tomorrow's consumption trends. DARA was founded 8 years ago by the 32 y.o designer Jiang Peng, who at that time used to work mainly for the foreign embassies in Beijing. DARA aims to build a real brand, planning to open a 1800 square meters store by next year and broadening their presence all over China. WOODCASE has a different history although proposing a similar style: the company was established 4 years ago and is manufacturer of customer-designed furniture. Traditions Interpretation
BEIJING CHINESE CITIES PROJECTS 798 SPACE is a new rising, avant-garde and multi-functional space that hosts high-level cultural, artistic and commercial activities, designed by in the Bauhaus style in the early 1950's by East German's architects. Located in Dashanzi Art District, originally known as Factory 798, has become the heart of a growing art and culture community in Beijing and thus considered to be the Beijing “Greenwich Village�. The space represents an innovative platform for thought and exchange between young intellectuals from China and elsewhere. The area is dedicated not only to contemporary art exhibitions, but also concerts, fairs, fashion shows and social meetings. The 798 Restaurant for instance, is playing on the union between art gallery, bookshop and lounge restaurant, where you can read an art book while having a Chinese meal. Cultural District
BEIJING CHINESE CITIES FOREIGN INFLUENCES The Singaporean chain BREADTALK has nowadays shops in many upscale shopping malls of downtown Beijing. Bread is becoming a fashionable snack and its “see thru” kitchens, the clean and bright environment and fragrant bread varieties are an appealing both to the young and old. Transparent Process The Korean SOSHOW in Chongwenmen, a big market opposite to the New World Center, offers shopping, entertainment and food and beverage functions under one roof. The mall is very popular amongst the young since one can find not only trendy fashion brands but also with a cinema and a food court. Total Service There are more than half a dozen coffee shops by the Taiwanese UBC in downtown Beijing. It’s much more quiet than Starbucks and offers a comfortable atmosphere for managers and businessmen with advantage of selling status spirits, like Remy Martin and Hennessy cognac. Exclusive Spirits
BEIJING CHINESE CITIES OVERVIEW
PEOPLE
Handmade Comfort
PLACES
Fashionable Cuts
PLANS
Traditions Interpretation
PROJECTS
Cultural District
FOREIGN
Transparent Process
INFLUENCES
Total Service Exclusive Spirits
SHANGHAI CHINESE CITIES INTRO The acceleration of the processes, both in terms of commercial activities and cultural exchange, has been accepted by the inhabitants of Shanghai with open-mindedness. The old and the new generations live in harmony within the retro-futuristic scenario of the city. The consumer is in a continuous search of the latest trend and wants to try all the novelties that come out although the elderly seem to be outsiders to the shopping fever. Shopping is perceived as a way to play different roles through the purchased objects and not a collection of status symbols.
SHANGHAI CHINESE CITIES INTRO Women care a lot about their white skin and complexion. A wide range of products to suit these needs are available in the market and those more affluent frequent beauty centers. In order to protect themselves from the sun rays they use big umbrellas when walking around the city and the cover arms and shoulders with shawls. Coloured hair and all-dressed up style is the new expression for the young men of Shanghai who adopt a stylish look. They dress casual and with a particular attention to show off their personal taste and the haircuts complete a look that recalls Western pop stars and role models. Starbucks frappuccino is one of the latest craze: green tea served with a thick layer of whipped cream, combines the love of the Chinese for tea and celebrate the milk as an imported ingredient. But most of all, the citizen of Shanghai are willing to queue up for hours, paying a high price for their standards, just to enjoy the experience in the specific coffee shop.
SHANGHAI CHINESE CITIES BODY
New beauty models and awareness Fast acceptance of new proposals Fun aspect of consumption Simple and sophisticated elegance Selection and re-elaboration of the traditional Outdoor activities and shared passions Informal displays and street vendors Thrill out of promotions, offers and choice
SHANGHAI CHINESE CITIES FOOD
Coffee places popularity Non-Chinese restaurants for special occasions Priviledging fruit and vegetables Trained personnel in luxury restaurants Embracing new eating habits Foreign chains as the popular meeting places for the young Supermarkets offering take-away services Dairy products success
SHANGHAI CHINESE CITIES LIFE FACILITATORS
Fast learning of new technologies Locally “produced” CDs, DVDs etc. Frequent live shows and music Insurance policies boom Easy replacement of the old systems Privileged services for the young Open-minded towards new proposals Personalisation of mobile phones
SHANGHAI CHINESE CITIES PEOPLE TONY WONG is the creator of MAN OF MARS. The 25 years old designer studied fashion in Japan and aims to become a symbol of Shanghai’s street style. His shop is coated of white and green tiles and at a first sight looks like a surgery room, shiny surfaces and minimal furniture. Nevertheless, one feels more at ease once inside the shop, thanks to the dj console on the counter and the creative mosaic work on the floor depicting a funny dog. Both the shop’s interiors and Tony’s design style have strong Japanese influences. The innovative shaped garments in the shop are quite simple and suitable to a comfortable and carefree urban style. Tony considers his clothing creations as art works and “not just stuff to wear”, and therefore one can find available only a limited number of items sold in the shop. Creative Touch
SHANGHAI CHINESE CITIES PLACES Upscale fitness centers that offer “all-inclusive� services, from towellaundry and locker facilities to massages and skincare treatments, are gaining on popularity both among men and women. PHYSICAL Fitness & Beauty Centre chain is a good example of this booming sector. With outlets spread all around the city centre and a strong attention to the interior design and impressive signage this exclusive and elegant fitness center has become the meeting point for the young, mostly of high income. Popular amongst young models, actresses and professionals the PHYSICAL Ladies concept launched by the chain for its ladies only club in Shan Dong Zhong Lu. Physical training may not be enough to become a star but visiting regularly the fitness center and taking full advantage of spa facilities offered in the premises (sauna, steam bath and Jacuzzi) can help self-esteem and contribute to a positive mood. Total Wellness
SHANGHAI CHINESE CITIES PLANS The LAYEFE store is located in Shanghai's upmarket Xintiandi district. Chen Yifei the brand’s owner, after years devoted to painting and 10 years spent in New York, has created a space where people can buy products that are entirely Asian: hand-embroidered bed linen, glassware, vases, lacquered wooden trays and fine porcelain from Jingdezhen, in Jiangxi province. Chen Yifei believes that China's expanding ranks of young, middle-class home owners are ready to start filling their homes with stylish furnishings. Therefore, a distinctly Chinese "lifestyle" brand that embodies mainland sensibilities can be appealing not only in China but also abroad. In the future Chen Yifei is planning together with Stanley & Partners to build a creativity center inside the park. Art and design workshops will occupy the 8.86% in a total area of 20.310 square meters while the rest will be dedicated to a cinema, an exhibition space and other amenities. Mainland Sensibilities
SHANGHAI CHINESE CITIES PROJECTS The MClub, not far from the Bund, is a fashionable and elegant space: a design workshop, an art gallery, a music club, a restaurant and a hairstylist, in sum a 360° degrees style lab. Simon Ma, an artist born in Hong Kong and educated in London, is the men behind the MA.DESIGN brand, who states proudly on his homepage: “Made in Shanghai - 100% Original design”. He proposes a space that can become a hangout for expatriates and locals who enjoy this kind of lifestyle, so they can spend a pleasant afternoon, meeting each other and exchange ideas. Ma’s objective is to build a community around MA.DESIGN and the MClub by making everything personal and by involving more customers, rather than waiting for them to “come in and buy our stuff”. This philosophy is the driving force of the 160 interior designers team working under his guidance, who furnish not only private homes but also major corporate multinational clients in Shanghai. Original Networking
SHANGHAI CHINESE CITIES FOREIGN INFLUENCES There are more and more consumers concerned about giving their place a touch of personality and there’s no lack of alternatives in the city. IKEA is a cool and relatively affordable but not cheap way to meet this demand and that’s also because it turns furnishing in a creative game. The brand’s products are desirable among young white collars. Simply Desirable JEJU in South Korea is proposed by local Chinese tour operators as the land of the famous Korean soap opera All-In. One can have the possibility to visit every single place seen in the TV drama. TV Culture JACK THE HUT, a food chain with outlets and food kiosks all around the city corners, suitable for the fast rhythm of the city: a good glass of fresh pearl tea, a specialty imported from Taiwan that has become a big favourite in Shanghai. Typical Flavours
SHANGHAI CHINESE CITIES OVERVIEW
PEOPLE
Creative Touch
PLACES
Total Wellness
PLANS
Mainland Sensibilities
PROJECTS
Original Networking
FOREIGN
Simply Desirable
INFLUENCES
Pop Culture Typical Flavours
MARKET ANALYSIS CHINA
SOCIAL CHANGE_YOUNG SOCIAL CHANGE_ADULTS SOCIAL CHANGE_ELDERLY UNIQUE SONS
INDIA
MIND BUILDERS
WESTERN
PLEASURE GROWERS
THAILAND
SENSE GIRLS
CHINA SOCIAL CHANGE_YOUNG
MARKET ANALYSIS
90’s
2005
FOOD SECTOR From eating in the traditional food stalls to tasting “pearl tea” or Kebab (Oriental style meat on the spit) FASHION SECTOR From buying low cost basic garments, stopping by the craze of Western brands, to creating a personal style BEAUTY SECTOR From clean and simple looks, stopping by the craze of imported cosmetics, to fancy experimentation of “mixed” hairstyles HOUSING AND TECHNOLOGY From essential furnishing, stopping by the craze of high tech devices, to the personalization of the living context
CHINA SOCIAL CHANGE_YOUNG
MARKET ANALYSIS
90’s
2005
TRANSPORTATION From using the public transportation to skating and rollerblading ENTERTAINMENT From the shopping craze to coffee drinking and socialization MEDIA From reading pop culture magazine, stopping by the craze of sitcoms, to internet surfing LEISURE From hanging around the shopping malls to hanging out in bookstores FUTURE ASPIRATIONS To travel abroad (Korea, Japan and Europe)
CHINA SOCIAL CHANGE_ADULTS
MARKET ANALYSIS
90’s
2005
FOOD SECTOR From the daily consumption of boiled rice, stopping by the craze of restaurant chains, to the consumption of bread delicacies FASHION SECTOR From wearing fake luxury brands, stopping by the craze of French /Italian Style, to an unpretentious simplicity of style BEAUTY SECTOR From dreaming of spotless skin and body, stopping by the craze of the Western ideal of beauty, to the search of psycho-physical wellbeing HOUSING AND TECHNOLOGY From the pseudo-traditional decorations, stopping by the craze of MDA status, to elegant furniture, traditional materials and processes
CHINA SOCIAL CHANGE_ADULTS
MARKET ANALYSIS
90’s
2005
TRANSPORTATION From walking and biking to car driving ENTERTAINMENT From drinking different types of tea to enjoying exclusive beverages and alcoholic drinks MEDIA From TV watching to lifestyles magazine reading LEISURE From gambling in game arcades to dinning in fancy hotel restaurants FUTURE ASPIRATIONS To buy a fully furnished apartment in a new residential area, designed by a famous architect
CHINA SOCIAL CHANGE_ELDERLY
MARKET ANALYSIS
90’s
2005
FOOD SECTOR From eating fried grasshoppers in vendor’s stands in eating local delicacies in Chinese fast food joints
FASHION SECTOR From wearing grey/blue uniforms to locally produced low cost shirts and jumpers
BEAUTY SECTOR From practicing Tai-Chi in the parks to using imported cosmetics
HOUSING AND BUILDING From sharing the “hutongs” courtyards to living in small apartments in the outskirts of the city
CHINA SOCIAL CHANGE_ELDERLY
MARKET ANALYSIS
90’s
2005
TRANSPORTATION From using the bicycles to using the “sponsored” public transportation ENTERTAINMENT From Chinese opera singing and theatre to following product demonstrations in the streets MEDIA From having a telephone to owing a mobile phone LEISURE From mahjong playing to food shopping in supermarkets FUTURE ASPIRATIONS To remain close to their old-time friends
CHINA UNIQUE SONS
MARKET ANALYSIS
The most interesting target, for the Thai production system, is the generation of China’s only children, born following the law of 1980: individualists, egocentric, narcissistic, consumers. They are and feel "unique". They are the motor of new China, engaged in creative activity and economic performance that construct their existential horizon. In balance between the mythology of capitalism and confucianism come-back.
Photos from FCL archives
CHINA UNIQUE SONS
MARKET ANALYSIS
In the rest of the world, only children constitute a group of essential reference, that replaces the single within the collective imagination, proposing new styles and behaviours. Project details are expressed in fashion, but not only, and that become important and central in the definition of a new glamour and in the various expressions of itself. In the concept of challenge the movement of consented limits is present the effect of a constant experimentation.
Photos from FCL archives
CHINA UNIQUE SONS
MARKET ANALYSIS
Their desire to try everything, the rush to appropriate from experience the possible or impossible, the taste to break with the rules that are imposed by previous generations, represent the nucleus of many manifestations of consumption. The significance of luxury for the Unique Sons contains the idea of exclusivity, excess, exhibition. We are not dealing with only having the best, but to exhibit it, to show the richness. Luxury is therefore the infraction of the societies imposed limits of rationality. The forms of luxury involve a multitude of senses, and are frequently utilised as inspiration for new forms of product.
Photos from FCL archives
CHINA UNIQUE SONS
MARKET ANALYSIS
Unusual or previously un-existing rites are created and appreciated by the Unique Sons, becoming fonts of opportunity for companies. New occasions of sharing the daily in playful or more serious terms, are introduced, linking together the brand with the occasion itself as facilitator of experience. The shared moment results to be a strange attractor, rich in developments and applications within which products often assume values that were not expected.
Photos from FCL archives
CHINA UNIQUE SONS
MARKET ANALYSIS
The meeting between ones own culture and modern needs stimulate the recreation and revisit of types of traditional product, that can be also proposed by other Asian markets such as Thailand, that are able to support the new daily dynamic, typical of the Unique Sons. Maintaining the original qualities, but adapting them to the more knowledgeable dimension, new occasions of consumption are born and new categories of product, that the young Chinese consider as a priority.
Photos from FCL archives
CHINA MARKET ANALYSIS
UNIQUE SONS
Target profile Narcissism and uniqueness as daily expressions Consumption as individual status Clothes, fashion and personal accessories, as a trait of personality Luxury, even occasional, as a way to recognise the quality of life Personal challenge and creative energy as additions to individual identity
Product profile Products of excellence and branded Neo-romantic aesthetics Classic and trendy brands Made to measure neo-artisan services Innovative and distinctive shops and events