'Swarmonomics' and the Chinese shopper – seven things to learn

Chinese shoppers have recently demonstrated swarm-style purchase frenzies: panic-buying of common salt, then laundry detergent.

'Swarmonomics' and the Chinese shopper – seven things to learn

Saurabh Sharma Ogilvy & Mather Beijing

In the past three weeks we have seen two examples of swarm-style purchase frenzies by Chinese shoppers.

The first occasion was the panic-buying of common salt. Shoppers were under the impression that the iodine in salt could help in protecting them from the negative effects of nuclear radiation coming out of Japan following the earthquake-related nuclear emergency.

Stocking up on salt was also viewed as a good idea because some shoppers were convinced that the sea salt due to hit shelves in the...

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