China is not only a paradise for tourists but it is also a paradise for advertisers and especially online advertisers, due to the fact that China’s has the fasted growing consumer market in the entire world. No other country can catch up with China’s rapid growth.
But what is the reason for this? Do social and cultural factors play a part in this story? Why is the consumer market growing at this fast rate? Is it to stratify the needs and the expectations of Chinese consumers or is it solely materialism? And in what aspects are Chinese consumers different from foreign consumers?
In this article, you will find an answer to these questions and more information about how Chinese consumers cater importance to foreign or domestic brands. What they find important and why spending money to buy products, makes them happy.
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To consume whatever, you want
Today in China poverty and famine no longer exists. But you should know that this is the first generation who can live like this. So, at this moment for the first time in history, Chinese consumers are free and have a choice what to consume. Which also means whatever you consume, defines what you are as a person. It defines what you like and what find important to have in your live. In addition to that it shows what makes you happy.
‘You are what you consume.’
Spending money to buy goods has become a manner of self-expression for many Chinese citizens. However, with this desire and enthusiasm to consume there are also companies who are waiting in line to benefit from the Chinese consumers.
For instance, JD.com and Tmall.com are two rival online companies who are luring consumers on a daily basis to choose from their huge assortment and eventually make a purchase. They are both benefiting from the growing consumer market in China. There are other players in this sector but JD.com and Tmall.com are without a doubt the two biggest players who also in addition profit the most money.
Consumerism means success
This is an aspect we all can relate to. Everyone has bought something in their lifetime not because we needed it but because we solely wanted to show it off. Whether it was a new leather jacket, an exclusive game or a nice piece of jewellery, it doesn’t matter. The point is that we all bought something not because if we didn’t have, it was life-threatening. We all bought it to satisfy or need to brag about it.
So why do we have this need of ‘conspicuous consumption’? Research has shown that if we buy stuff for example a smartphone, expensive watches or a luxury car, we will feel more successful. And others will find us successful due to you are able to spend money this amount money. You earn more that one’s living thus you have extra money to spend and enjoy life to its fullest.
As mentioned earlier, Chinese consumers see consumption as a manner of identifying themselves. Therefore, buying products are in fact statements of their personal identity.
Me-ism is not the same as being selfish, me-ism is one activity where you place yourself at number one whereas with being selfish means you solely think about yourself on a daily basis.
Since the government has implemented the one-child policy, many Chinese citizens don’t have sibling, aunts, uncles or cousins. So, when it is your birthday you won’t receive not as much gift if the one-child policy wasn’t applied.
As a result of that, many Chinese consumer like to reward themselves with gifts. It becomes even more noticeable when on China’s Singles’ Day a kind of anti-Valentine’s day, a massive number of gifts are being purchased for the Chinese consumers themselves.
Collected data shows the giant e-commerce company Alibaba had gain almost 17.8 dollars during this Singles’ Day.
Like in western culture, Asian culture like to spend time with each other and make new memories. However, this creates FOMO, the Fear Of Missing Out. Outsiders will not have the same experience and will not be able to catch up with the group, they will simply be left behind. Social media makes this even worse, because here groups of people can share photos and moment with each other.
Brands influence here their target audience by using: holiday sales, group buying, and other promotions. The goal of an organization is to create a hype so many consumers and their group of friends will connect with brand.
Sociologist Erich Fromm said, ‘when people have the ability to be whatever they want, they want to be like everyone else.’
A well-known company like Alibaba can respond to all demands of the Chinese consumers. But take in consideration that a Chinese consumer not only have to be satisfied with their purchases. socio-cultural impulses must be protected at all cost to meet the expectations on the consumer.
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