
The New Nationalism of Chinese Consumers
The golden age of the continuously expanding market beyond the Great Wall is over. The period that was a true driver for the most important Western brands – at least in the last ten years – is ending. Chinese consumers, who are young, attracted by novelty, and have growing spending power[1] – are following the path indicated by politics and increasingly look to Chinese brands to satisfy their desires.[2] Patriotism, dual circulation, and the recent international scandals, such as that of Xinjiang cotton produced in detention camps that has forced Western and Chinese brands to take a position ...