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The Golden Weeks and a White Christmas - How do Chinese & British consumers spend their biggest shopping festivals?

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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/zXFpauAdEAo

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Transcript of "The Golden Weeks and a White Christmas - How do Chinese & British consumers spend their biggest shopping festivals?"

  1. 1. GOLDEN WEEKS & WHITE CHRISTMAS How do Chinese and Britishconsumers spend their biggest shopping festivals Magdalena Wong January 2013
  2. 2. Stress! British: Wear-out Sufficiency Chinese: New-found Abundance
  3. 3. Golden Weeks Government-engineeredin China long holiday Labour Day: May National Day: October Chinese New Year: January/ February
  4. 4. Chinese: New-foundAbundance Progress is a reality for almost everyone Elderly 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
  5. 5. British: Wear-outSufficiency Have been through the excitement Sufficiency for a generation Mature consumer culture Fatigue Running out of ideas
  6. 6. Golden Weeks participation isimperative for brands in China
  7. 7. It is Golden, not WhiteRoyalty, wealth, safetyLoud, flashy, showy Peace and orderCan be intimidatingChaos and disorder
  8. 8. Crowds signify When food is NOT foodSAFETY & Non-transparency of productTRUST information and consumer rights
  9. 9. Chinese consumers like to dotheir own research and they alsolike to be serviced Information channel in brand choice 1) Word of mouth recommendation 2) Brands’ official websites 3) Search engines 4) TV Attention, respect Interactive play between Parent-Child and Adult-Adult relationship
  10. 10. Making a deal Money can be talked about Price is negotiable Part of the experience
  11. 11. “IT IS A JOLLYGOOD DEAL!” Thank you
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