Design in China: differences between Western and Chinese Consumers

Tom Doctoroff, North Asia Director of JWT Advertising, shares some interesting angles on Chinese consuming patterns:

The Chinese consumer is becoming increasingly modern and internationalized. However, while “egos” and ambitions are huge, the “new generation” is not becoming “individualistic” in the Western sense — i.e., the peoples never define themselves independent of society. The middle class, those who can afford non-essential items, is torn between two impulses. The first is projection of status which leads to a desire to be noticed (in public contexts), aggressive self-expression and experimentation with new modes of style and design. The second, in vivid contrast to the projection, is protection, a fear of sticking out too obviously or challenging existing hierarchies and social restrictions. The Chinese saying — “the leading goose gets shot down” — is as true today as it was yesterday. People want to “advance,” be acknowledged by society as “special” but they can not afford to be too ahead of the crowd. Western-style individualism is like Eve’s apple — succulent, enticing, desired. Biting into it, however, risks banishment to the Land of Outcasts [...]

via Tom Doctoroff: Winning Designs in China: Standing Out to Fit In