{"id":7701,"date":"2021-05-12T07:30:53","date_gmt":"2021-05-12T07:30:53","guid":{"rendered":"https:\/\/focus.cbbc.org\/?p=7701"},"modified":"2025-05-08T09:45:53","modified_gmt":"2025-05-08T09:45:53","slug":"china-consumer-tribes-uk-china-consumer-week-2021","status":"publish","type":"post","link":"https:\/\/focus.cbbc.org\/china-consumer-tribes-uk-china-consumer-week-2021\/","title":{"rendered":"China’s consumer tribes and other takeaways from UK China Consumer Week"},"content":{"rendered":"

Do you know your Moonlight Clan from your Too Cool tribe? UK China Consumer Week 2021 touched on everything from China’s consumer tribes to KOLs, brand partnerships to ‘phygital’ retail. So how can<\/em> British brands better navigate China’s dynamic consumer and retail sectors?<\/h2>\n

Post-pandemic China is a consumer market redefined. While some of the fallout from the pandemic reflects the acceleration of market trends already underway, such as live commerce and hybrid physical and digital consumer events, others have emerged as a reaction to the crisis and its impact. The recent UK-China Consumer Week 2021<\/a>, a week-long online event series that kicked off on 19 April, shed light on some of the key issues British brands need to be aware of in navigating the Chinese consumer market.<\/p>\n

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Who are Chinese consumers?<\/strong><\/h4>\n

Chinese consumers are highly sophisticated shoppers and often think deeply about the brands they purchase and how these will reflect their identity and style. For example, a recent study found that on average Chinese shoppers need 15 touch points in formulating a retail decision compared to seven for Western consumers. Unsurprisingly, due to China\u2019s vast size, differing levels of development and diversity, there is no \u2018one size fits all\u2019 when it comes to selling to China.<\/p>\n

China has many consumer tribes, and it is necessary to get to know them and understand which tribes your brand appeals to. For example, the \u2018Moonlight Clan\u2019 (\u6708\u5149\u65cf), exuberant urban consumers who spend their entire salary before the end of each month, are vastly different from the \u2018Too Cool\u2019 (\u571f\u9177) tribe \u2013 rural youth with big aspirations in China\u2019s small towns.<\/p>\n