China Trend report - Peter Heshof - BLOOM - 2011 - Preview


Published on

Do you want to know what drives consumers in urban China?
What the existing and rising trends & needs are in China?

This Trend report gives you clear answers.
It shows you (illustrated by many pictures):
- a view of the existing situation in China;
- the 4 existing consumer trends;
- the 3 rising consumer trends;
- a map of the changing Zeitgeist in China

The report is based on my observations and many interviews.

This file is a PREVIEW, if you like to order the complete Trend Report urban China, go to

Cost: 300 euro (incl VAT)

Peter Heshof

Published in: Business, Travel
1 Comment
1 Like
No Downloads
Total views
On SlideShare
From Embeds
Number of Embeds
Embeds 0
No embeds

No notes for slide

China Trend report - Peter Heshof - BLOOM - 2011 - Preview

  1. Trend report China 7 consumer trends of urban China Peter HeshofI use my trend insights to answer your marketing questions
  2. Why a Trend report China ?As Trend watcher and marketing strategist I visit every year a city to inspiremyself. Last year I visited New York. This year I visited Shanghai & Beijing,because China is modernizing at very high speed and will become the nr. 1economy in the world. So I want to understand what drives and motivates theChinese and what are their existing and future needs as a consumer?I use my trend insights to answer marketing questions concerning brandpositioning, marketing strategy and innovation. Since 2003 I work forcompanies such as Unilever, Sara Lee, Ahold, Achmea, Rabobank, Robeco,Ziggo and Eneco.In this trend report I would like to share my observations of the consumer needs& trends in urban China (Shanghai & Beijing).My observations are based on my experiences and many interviews.I would like to thank Chang, Ding, Gerard, Hua, Hugo, John, Joshua, Kang,Liberto, Maurits, Mei, Mari, Michael, Rogier, Victor, Xu, Youngmei, Zhang andZheng for sharing their views. 2
  3. 4 chapters 1. Existing economical context 2. Existing consumer trends 3. Rising consumer trends 4. Changing ZeitgeistPeter Heshof 2011© 3
  4. 4 chapters 1. Existing economical context 2. Existing consumer trends 3. Rising consumer trends 4. Changing ZeitgeistPeter Heshof 2011© 4
  5. Existing economical context Need for stability The CPC, Communist Party of China, focus is on harmony and will only survive if the 1.3 billion Chinese people remain satisfied.Peter Heshof 2011© 5
  6. China First To avoid the Soviet Union scenario the CPC has realized that they have to adjust the political policy to keep their 1.3 billion inhabitants satisfied. They follow Darwins rule; the survivor is not the strongest but the one that adjustsbest to new situations. So continuously and small political adjustments, are the key driver of the survival of the CPC. CPC gave room to the market, to private business, to foreign companies and most importantly they joined the WTO in 2001. This was the basis for enormous growth of China in the last 10 years. Becoming the factory and cash machine of the world. China’s role in the world is based on an in- ward looking policy to secure their needs. 6Peter Heshof 2011© Credo: China first! 6
  7. China’s focus on growth To keep the people satisfied 8% economic growth is necessary. China’s growth strategy:- Investment in infrastructure, property and easing company loans - Focus on export via efficiency and low currency 7Peter Heshof 2011© 7
  8. China’s growth risks The risk factors for sustainable growth: - Bubbles: housing market and company loans - Increasing inflation - Increasing gap between poor and very rich - Corruption 8 Peter Heshof 2011©Peter Heshof 2011© 8
  9. China’s rebalance China should make a rebalance from an overinvestment in infrastructure andproperty towards raising household income.- Less dependency on export, more growth from internal consumption. - Creation of strong Chinese brands of high quality.- From Copy to more Added Value industry. 9 Peter Heshof 2011©Peter Heshof 2011© 9
  10. China’s biggest challenge The art of copying (repetition), low wages andcurrency, has made China the biggest factory of the world. The Chinese educational system is also about repetition. The one who repeats the best, the answers learned, is the hero. But repetition isbased on the existing rules and truth. If you want to create new views or insights you have to letgo of the existing views and choose a new path. As Steve Jobs did at Apple, one of the most admired brands in China.If China wants to build a sustainable economy of long term growth, it should Add Value to the existing copy market. It needs entrepreneurswho are able to think Out of the existing Chinesecopy box. But in an educational system focused on repetition, this will be the biggest challenge for China.Peter Heshof 2011© 10
  11. 4 chapters 1. Existing economical context 2. Existing consumer trends 3. Rising consumer trends 4. Changing ZeitgeistPeter Heshof 2011© 11
  12. 4 Existing Consumer Trends - Me, my family & I - Be the best - ….. - …..Peter Heshof 2011© 12
  13. Me, my family & I In 1979 the 1-child program started in China. Besides birth control it also had an enormous effect on the social structure as it created princes and princesses. These only childs are treated like a prince orprincess. As the focal point of their parents they are often spoiled.On top of that many parents who work in cities,leave the children at their village and see them only once a year.Besides the risk of getting spoiled, only children grow up without brothers and sisters. So no playing, no fights, no sharing and no social learning as a kid. This policy creates youngsters who consider themselves the center of the world. This is completely different from their parents’ upbringing. They were taught to be humbleand subordinate to the common goal and to theirPeter Heshof 2011© family. 13
  14. Me, my family & I Me & my family First. The I is different from the western I I = inner group = core family The family puts its interest first. Life is hard in China, I care about myself and my family, not about others.Peter Heshof 2011© 14
  15. Be the best To differentiate myself from 1.3 billion people I have to be better than the rest. Or at least my parents want me to perform better. Education is about repetition, not about creativity. Tiger-mums help you to be the best. I have a need to perform and to improve myself. 15Peter Heshof 2011© 15
  16. Be the best In China self development is not about to be yourself or self actualization. In China self development is about being the best, the smartest of your group. China’s culture is not like in the Apple commercial Think Different. Where the crazy ones, the misfits, the rebels and the troublemakers are glorified. In China the one who fits best to the community-standards is glorified. .Peter Heshof 2011© 16
  17. 4 chapters 1. Existing economical context 2. Existing consumer trends 3. Rising consumer trends 4. Changing ZeitgeistPeter Heshof 2011© 17
  18. The complete Trend report China Would you like to receive the complete Trend report, including: - All 4 existing consumer trends - The 3 rising consumer trends - The changing Zeitgeist in China Go to my online shop: order directly this beautiful Trend Report After payment you will receive the full digital pdf report. Costs: 300 euro (including VAT) Extra option: ask for my personal presentation of the China report, to get all the details. 18
  19. Het Complete Trend verhaalWilt u het complete China trend verhaal horen,middels een persoonlijke presentatie door mij op uw locatie & het complete Trend report ontvangen? Neem dan contact met mij op: 06-18552437 19
  20. Do you need help to translate these trends to innovation or brand positioning? Mail or call me, +31 6 18 55 24
  21. Copyright© 2011 by Peter HeshofAll rights reservedNo part of this publication may be reproduced, stored in or introduced into aretrieval system, or transmitted, in any form, or by any means (electronic,mechanical, photocopying, recording or otherwise) without prior permission ofPeter Heshof.Requests for permission should be directed to