10 Chinese consumer trends

Domestic consumption in China in 2010 is likely be characterised by several important trends. These include: a soaring of consumer confidence; attainment of a consensus on price inflation; a move away from bank savings towards other investments; greater age sensitivity in consumption differences; increased spending on entertainment; continued levels of demand for cars, homes and high-end goods; greater investment in preventive healthcare; a decline in consumption of daily necessities; continued growth of the online shopping trend; and a shift towards brand-building instead of promotion.

10 Chinese consumer trends

Alick Zhou

Consumers' confidence will generally soar; consumption of daily necessities is falling; bank savings are decreasing, with investments in other fields increasing. At the same time, the consumption of entertainment and health-related sectors sees significant growth.

These conclusions are drawn from a survey of consumers from six major Chinese cities – Beijing, Shanghai, Guangzhou, Chengdu, Wuhan and Shenyang – by Ipsos, a global leader in survey-based market research. Although the shadow of the global financial crisis hasn't completely dissipated, domestic consumers in China have formed opinions on the development trends in 2010 of the overall...

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