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By Elisabeth Croll

Exploring China's shopper revolution during the last 3 many years, this booklet exhibits a continuous cycle resulting in extra provide and disappointing call for, on the centre of which lies exaggerated expectancies of China's new shoppers. Combining financial developments with the author’s anthropological heritage, China’s New shoppers information the livelihoods and existence of China's new and evolving social different types who, divided by way of wealth, place and new release, have either benefited from and been deprived by means of the previous 20 years of reform and swift fiscal progress. provided that intake is set a lot more than procuring and spending, this ebook specializes in the perceptions, priorities and issues of China's new shoppers that are a necessary a part of any modern narrative approximately China's household industry. Documenting the social effects of numerous many years of fast monetary development and the recent curiosity in 'all-round' social improvement, China's New shoppers can be of price to scholars, marketers and a large choice of readers who're drawn to social tendencies and issues in China this present day.

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Additional resources for China's New Consumers: Social Development and Domestic Demand

Example text

In China over the past two decades, consumption has become one of the main arenas of choice which with the promotion of xiaokang, primarily a lifestyle concept, has led to increasing differentiation and more diverse personhoods, lifestyles, social categories and reference groups. Hence persons or consumers can be divided into lifestyle categories based on location, occupation, income, education, age and gender which are substantiated via the possession of goods and styles of life. Thus the chapters in Parts II and III explore the old, new or evolving socio-economic and socio-demographic categories of China’s urban and rural population in ways that highlight the attributes of their livelihoods and lifestyles directly relevant to their everyday purchases, preferences and longer-term expectations.

Eyes, and not just those on the billboards, became firmly fixed on consumer objects all of which generated new aspirations and the evolution of new lifestyles and new identities which, increasingly evident during the first fifteen years of reform, are charted in Chapter 2. By the mid-1990s however, much of the novelty and initial excitement of such interests had faded as customers disappeared, shopping malls closed and spending gave way to greater saving. Chapter 3 charts this downturn and explores the reasons for the decline in interest and sales.

The new policies encouraging spending and new forms of recreation confirmed one of my early contentions that the government deployed consumption either as an instrument of government or for compensatory Increasing demand 31 popularity to soften the effects of unpopular policies such as that implementing the one-child family or of unpopular events such as that of Tiananmen. In the 1980s, it was apparent in my own fieldwork that one of the reasons the singlechild family policy was introduced and implemented in the cities with less opposition than might have been expected was due to the simultaneous and spiralling opportunities for consumption.

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