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“Together with my Chinese network I help to identify and understand today’s and future Chinese consumer lifestyle trends.” 

Owner Marleen Spijkman MSc LLM – Chinese consumer lifestyle strategist and cultural branding specialist

About Modern Chineseness

 

 

We cast a spotlight on Chinese consumers and (emerging) lifestye trends in China 

 

At Modern Chineseness we are experts on identifying what drives Chinese consumer behavior. By immersing ourselves in the everyday lives of Chinese consumers we identify what’s happening next. We dig deep and get the story behind (emerging) lifestyle trends from a Chinese consumer perspective.

 

 The driving force behind Modern Chineseness is Chinese consumer lifestyle strategist and cultural branding specialist Marleen Spijkman MSc LLM.  Since 2007 she frequently is in China. She gained workexperience in (international) marketing, communication sales and education before turning to Chinese consumer research, cultural futures and semiotics.

 

In case you are wondering, the name “Modern Chineseness” encapsulates our frame of understanding Chinese audiences: how do Chinese consumers build their own path towards modernity? It also underlines our attitude towards outdated portrayals of Chinese consumers. 

 

 

 

 What is unique about our approach?

– In trend talks and workshops we share hard-to-find Chinese consumer insights. That we gain from identifying (changing) lifestyles, values, perceptions, interpretations, (unmet) needs, trendanalyses and observation of the everyday lives of Chinese consumers. For instance, we visit Chinese people’s homes, observe daily activities or go shopping with them to get a better picture unconscious behavior and talk with them to reveal the Chinese consumer perspective. 

– In co-creation workshop we work together to apply the latest consumer insights in practice. . 

– We make in-depth consumer research and trendanalyses accessible for all kinds of budgets, not only for multinationals.

– We bring Chinese consumer lifestyle trends to live through the use of videos and pictures.   

“Curiosity already got the better of me at a very young age. To me there is no better way to identify growth opportunities in localization than to jump into the lives of Chinese consumers.”

 

Owner Marleen Spijkman MSc LLM – Chinese consumer lifestyle strategist and cultural branding specialist

 

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