It's a consumption report from the leading media agency, MEC.
China is changing in a dizzying pace. For some marketers, these changes will unlock significant competitive advantages. For others, dealing with their impact will be a major challenge. As change accelerates across the country, the odds of missing a beat rise significantly. It’s important therefore to have your finger on the market’s pulse – consumers.
‘Trends’ are broad points of view, and when you get a feel for them, market observations make more sense. The ability to grasp the implications of new trends will give advertisers the edge in their category. The goal of Consumption Trends China 2011 is to be a springboard to inspire marketers, and help them come up with new business concepts, new products/services and new experiences for their customers.
The report is compiled using input from over 50 trend scouts from different parts of China, backed by desk research. The report offers an overview of what will be important to Chinese consumers in 2011.