TREND 1 Me Consumption Cluster-Oriented Me 2011 Consumption 2012 Consumption The Chinese used to see „individualism‟ as a word with bad connotations, applicable to people who only cared about themselves but not others. However, the Chinese of today have come to see individualism as something to be pursued and developed. They no longer live by the principle of “the bird that shows its head gets shot.” Instead their unspoken slogan is “I have my own perspective”. They are more eager to share themselves with other people and put themselves in the limelight. The rise of personal media, including blogs, microblogs, and personal pages, are good examples of this trend. An ordinary individual can now have his or her own broadcasting platform. Each person is a source of information, becoming the hub of his or her sphere of influence.