Chinese modernisation is taking a different route to what we know in the West as modernisation. At the same time Chinese consumers are part of a global consumer culture. They are following and setting trends in fashion, technology, food and drinks. They are also facing, and solving the same global challenges as Western consumers. From gender inequality to climate change.
Looking closer, really close …. might reveal a consumer culture context where global trends play out in a different way or are similar with other underlying needs, values or motivations. Unawareness can result in far reaching consequences when there is no resonance with or even negative social backlash from Chinese consumer audiences.
Projects, services and training
Research with Chinese consumers and not about them is at the core of Modern Chineseness. Modern Chineseness is doing various consumer culture research studies to help clients connect deeper to their Chinese consumer audience.
Shedding light on contemporary Chinese consumer culture
The term KOL stands for Key Opinion Leader. KOLs are used by many brands in their campaigns in an effort to reach a bigger audience within a particular segmentation. Chinese consumers used to drift to KOLS to find some authenticity from the traditional approach of...read more
What Chinese consumers want today, is much more connected to global changes in lifestyles and shaped by Chinese technology innovation than in the past. And brands in their localisation journey shouldn't forget that. Through my ethnographic consumer research studies in...read more
Understanding contemporary and emerging Chinese consumer culture, to create brand narratives, content, concepts, designs, products and services which dynamically and strategically communicates with the Chinese consumer audience.
Clients and partners
For confidentiality reasons it is not possible to disclose all the names of the clients and partners.