This book offers a comprehensive analysis of Chinese consumers from
multiple perspectives, from the megatrends to their values and
psychological changes. The book examines in detail the digital and
mobile transformation of the consumers, the way their lifestyle,
social interactions and shopping habits have changed, and the
opportunities they offer to marketers. The analysis and insights
are based on the author's first-hand observations of the
metamorphosis of the consumers and consumption in China over the
last fifteen years.
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