Demystifying China: A Panorama of sub-cultures based on life values
Sanjeev BhattMillward Brown, China
Duncan FalzonBMRB, China
INTRODUCTION
China has experienced explosive growth over the last decade. It has emerged as the third largest retail market in the world behind the United States and Japan (see Figure 1).
Between 1979 and 1997 the growth rate of China's Gross Domestic Product (GDP) was 9.8% annually, about three times greater than the world average. Chinese citizens' bank savings increased 220-fold, from 21 billion yuan (roughly US $2.5 billion) to 4,628 billion yuan (about $560 billion).1Never in...