This document discusses trend spotting in consumer behavior in China. It outlines the methods used to spot trends, including desk research, focus groups, interviews, and surveys. It then discusses how trends emerge from phenomena and are rooted in broader social and cultural shifts. Specific trends that are highlighted as worthwhile to analyze include stripped-down aesthetics, isolated digital spheres influenced by generation gaps and self-expression, and amateur tutorials reflecting value shifts and luxury trickling down. The document also notes how trend diffusion differs in China compared to other countries, with trends originating domestically and spreading increasingly within China rather than from overseas.

1. Trend Spotting Consumer behavior in China PT Black

2. How we spot trends Desk Research Focus Groups In-depth Interviews Ethnography Expert Interviews Quant Surveys 1

3. 2 How we spot trends

4. The Anatomy of a Trend 3

5. Phenomena 4

6. Phenomena Parkour 5

7. Phenomena Martian & Brain-disabled Language 6

9. Limited in scope

10. Niche (often)

11. Short-lived(often) 7

12. Root 8

13. Self-expression Root 9

14. Eco-consciousness Root 10

16. GenericRoot 11

17. Trend 12

18. A specific perspective on a changing phenomenon that identifies its reasons for being and provides (some) prediction for where it is going Trend 13

19. Martian Language ?? Self-Expression 14

21. Exclusive / tribal

22. Written word15

23. Trend Thinking Find Connections Dig for Reasons Embrace the Future 16

24. But…China is of course unique 17

25. A different pathway of influence: yesterday Originator Mediator Adopter Mainstream Metros and big Cities Outward- looking Mainly overseas Eclectic and out of context 18

26. A different pathway of influence: today Originator Mediator Adopter Mainstream Increasingly Chinese Inward looking Same-time access as international Connected and participating 19

27. Dominance of New Media Leapfrogging over traditional media Fueled by infrastructure investment Legal and Distribution 20

28. Elastic Definitions of Value Age Gap Economic Gap Legal and Distribution Uneven change 21

29. Geography: yesterday 22

30. Geography: yesterday 23

31. A Few Worthwhile Trends 24

32. Stripped-down aesthetics Simplicity, Health, Sophistication 25

33. Isolated spheres Digital Rise, Generation Gap, Self Expression 26

34. Amateur Tutorial Sophistication, Value gap, Luxury Trickle Down 27

35. Urban Escape Simplicity, More cars, Mobile tech 28

36. Web in-jokes, Language Shift, Splash hits More Trends! Self-expression, Tribalism, Generation gap 29

37. Final Thoughts 30

39. Lifestyles trickle down; start with the wealthy

40. Cast the net wide

41. Challenge your thinking31

42. Thank You!