Overview

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. AuthorsLianne 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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9780321453440

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Reviews

First and foremost, this is a book about people: the young adults of China. Told with great insight and deep affection for China, this is a must-read, easy-to-understand book for both business and pleasure travel to a fascinating country. Drawing on their social science backgrounds, decades of studying people around the globe, and ten years of study of this extraordinary and changing place, the authors bring to life the people, the culture, the traditions, and changes. If you have time to read only one book before going, this is the one to choose.-Carolyn Fuson, Sr. Research Manager, Windows Live, Microsoft Corporation The future is created by the young, and China's New Culture of Cool is our first real portal into the mindset of China's young people today and their impact on the emerging China economy of tomorrow.-Moira Gunn, Host, Tech Nation on NPR Talk For those who seek out sensible orientation and extensive updates on China's consumers insights-read it! You will get to know what China's young consumers consider cool within their own cultural context and unique lifestyles. This is a very intuitive book that increases our insight into the fast-emerging and ever-transforming China market.-Ben Tsiang, Co-Founder & Executive VP, SINA (China's largest web portal) This is a guidebook that will clarify navigating this exciting journey through China's culture of cool created by its youth. It is a perfect read for those desiring an understanding of the effects the enormous change has brought to China throughout the last decade, as seen through their perspective. Technology, food, fashion are the areas that provide global inspiration for innovation and imagination. A necessary read.-Richard Saul Wurman, Creator of the TED and eg Conferences Having seen the Chinese consumer revolution unfold in front of my eyes for the last 10 years, I find this book a must-read for any marketer committed to understanding the Chinese consumer experience.-Bernd Schmitt, Author, Customer Experience Management Clear, direct and insightful commentary about the seismic market shift that's occurring on the other side of the planet. An invaluable resource!-Clement Mok, Director of Global Design Planning/Sapient This book paints a vivid picture of how the young and entrepreneurial in China are driving change in its cities. Reading it is the next best thing to going there and experiencing it yourself.-Jon Jerde, FAIA, Founder and Chairman, The Jerde Partnership Hurry and read China's New Culture of Cool. My wife and I signed the first shoe contract with China in 1974. Now over 80 percent of all shoes sold in the U.S. are made in China. Along with that statistic, there are millions more cell phones in China than people in the U.S. These inspiring insights show how youth can change the way we all live, as we seek our own future.-Cabell Brand, Chairman, Cabell Brand Center for International Poverty and Resource Studies

First and foremost, this is a book about people: the young adults of China. Told with great insight and deep affection for China, this is a must-read, easy-to-understand book for both business and pleasure travel to a fascinating country. Drawing on their social science backgrounds, decades of studying people around the globe, and ten years of study of this extraordinary and changing place, the authors bring to life the people, the culture, the traditions, and changes. If you have time to read only one book before going, this is the one to choose.-Carolyn Fuson, Sr. Research Manager, Windows Live, Microsoft Corporation The future is created by the young, and China's New Culture of Cool is our first real portal into the mindset of China's young people today and their impact on the emerging China economy of tomorrow.-Moira Gunn, Host, Tech Nation on NPR Talk For those who seek out sensible orientation and extensive updates on China's consumers insights-read it! You will get to know what China's young consumers consider cool within their own cultural context and unique lifestyles. This is a very intuitive book that increases our insight into the fast-emerging and ever-transforming China market.-Ben Tsiang, Co-Founder & Executive VP, SINA (China's largest web portal) This is a guidebook that will clarify navigating this exciting journey through China's culture of cool created by its youth. It is a perfect read for those desiring an understanding of the effects the enormous change has brought to China throughout the last decade, as seen through their perspective. Technology, food, fashion are the areas that provide global inspiration for innovation and imagination. A necessary read.-Richard Saul Wurman, Creator of the TED and eg Conferences Having seen the Chinese consumer revolution unfold in front of my eyes for the last 10 years, I find this book a must-read for any marketer committed to understanding the Chinese consumer experience.-Bernd Schmitt, Author, Customer Experience Management Clear, direct and insightful commentary about the seismic market shift that's occurring on the other side of the planet. An invaluable resource!-Clement Mok, Director of Global Design Planning/Sapient This book paints a vivid picture of how the young and entrepreneurial in China are driving change in its cities. Reading it is the next best thing to going there and experiencing it yourself.-Jon Jerde, FAIA, Founder and Chairman, The Jerde Partnership Hurry and read China's New Culture of Cool. My wife and I signed the first shoe contract with China in 1974. Now over 80 percent of all shoes sold in the U.S. are made in China. Along with that statistic, there are millions more cell phones in China than people in the U.S. These inspiring insights show how youth can change the way we all live, as we seek our own future.-Cabell Brand, Chairman, Cabell Brand Center for International Poverty and Resource Studies

Author Information

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 PrincipalChristopher 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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