the golden weeks and a white christmas - how do chinese & british consumers spend their biggest...

GOLDEN WEEKS & WHITE CHRISTMAS

How do Chinese and British

consumers spend their biggest shopping festivals

Magdalena WongJanuary 2013

Stress! British: Wear-out Sufficiency

Chinese: New-found Abundance

Government-engineered long holiday

Labour Day: May

National Day: October

Chinese New Year: January/ February

Golden Weeks in China

Chinese: New-found Abundance

Progress is a reality for almost everyoneElderly to catch up with their lost years

Middle-aged work hard to make money and provide for their family

Youngsters enjoy abundance of love, care and material support from their parents

Consumerism

British: Wear-out Sufficiency

Have been through the excitement

Sufficiency for a generation

Mature consumer culture

Fatigue

Running out of ideas

Golden Weeks participation is imperative for brands in China

It is Golden, not White

Royalty, wealth, safety

Loud, flashy, showy

Can be intimidating

Chaos and disorder

Peace and order

Crowds signify SAFETY & TRUST

When food is NOT food

Non-transparency of product information and consumer rights

Chinese consumers like to do their own research and they also like to be serviced

Information channel in brand choice1) Word of mouth recommendation

2) Brands’ official websites

3) Search engines

4) TV

Attention, respectInteractive play between Parent-Child and Adult-Adult relationship

Making a deal Money can be talked about

Price is negotiable

Part of the experience

“IT IS A JOLLY GOOD DEAL!”

Thank you