the golden weeks and a white christmas - how do chinese & british consumers spend their biggest...
DESCRIPTION
Understanding the Golden Weeks phenomenon is critical to success in China. The Golden Weeks are similar to the retail frenzy of the West's Christmas, but with fundamental cultural differences. To address these differences, and the opportunities available to brands, Magdalena Wong, non-executive chairman at Added Value China, recently spoke at the WPP, UKTI seminar on January 14, 2013. Watch Mag's presenation here: http://youtu.be/zXFpauAdEAoTRANSCRIPT
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