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Consumption practices in China have been transformed at an unprecedented pace. Under Mao Zedong, the state controlled nearly all aspects of what people consumed, from everyday necessities to entertainment and the media; today, shoddy state-run stores characterized by a dearth of choices have made way for luxury malls and hypermarkets filled with a multitude of products.
Consumption in China explores what it means to be a consumer in the world’s fastest growing economy. LiAnne Yu provides a multi-faceted portrait of the impact of increased consumption on urban spaces, social status, lifestyles, identities, and freedom of expression. The book also examines what is unique and what is universal about how consumer practices in China have developed, investigating the factors that differentiate them from what has been observed among the already mature consumer markets.
Behind the often staggering statistics about China are the very human stories that highlight the emotional and social triggers behind consumption. This engaging book is a valuable resource for students, scholars and business professionals interested in a deeper understanding of what motivates China’s consumers, and what challenges they face as more aspects of everyday life become commoditized.
- Sales Rank: #1226036 in Books
- Published on: 2014-06-23
- Original language: English
- Number of items: 1
- Dimensions: 8.25" h x .70" w x 5.82" l, .51 pounds
- Binding: Paperback
- 176 pages
Review
"This is an extremely readable insight into the forces that drive consumer trends in what will one day become the world's largest consumer market. It's a book for any CEO hoping for a slice of the action."
South China Morning Post
"A valuable resource"
China Daily
''An informative combination of firsthand observations, extensive interviews, and social theory allows readers to follow Chinese consumers into a new world of goods and services. This book provides up-to-date coverage of key aspects of Chinese consumerism, including the impact of the internet, the influence of China's one-child households, and the implications of new private and commercial spaces."
Karl Gerth, author of As China Goes, So Goes the World: How Chinese Consumers are Transforming Everything
''The transformation of Chinese consumers in the last three decades, a dazzling subject, is presented in this book with rich ethnographic evidence and clear historical contextualization. The author has skilfully weaved consumer voices and her own experience with a wide range of academic theories and business insights.''
Mag Wong, Founder and Non-Executive Chairman of Oracle Added Value, Hong Kong
About the Author
LiAnne Yu received her PhD in Anthropology from UC San Diego, and is an independent consumer consultant with particular expertise in emerging markets, having worked with clients such as Microsoft, Google, HP, eBay, Time Warner,and Global English.
Most helpful customer reviews
2 of 2 people found the following review helpful.
The Refrigerator in the Living Room
By takingadayoff
China is in the unusual position of having a communist government with a heavily consumerist population. We generally think of consumerism as going hand in hand with capitalism, but here's a case where there's an evolving hybrid. Now that an entire generation has grown up never having known Maoist collectivism, it's a fascinating case study.
LiAnne Yu is an American academic as well as a business consultant. Some of her observations are couched in the language of French philosophers, but for the most part, it's geared for a general readership.
Yu's portrayal of Chinese consumers sounds much like a description of Western consumers. They are conscious of brand names, are concerned with keeping up with the Joneses, and aspire to live a middle class lifestyle complete with car and home ownership. But there are some differences. For instance, in the 1990s, having a new double-doored refrigerator was a big accomplishment, but since Chinese families don't invite each other into their kitchens to socialize, you'd find the shiny new fridge in the living room where everyone could see it.
After a while, the emphasis on brand names and "sharing" purchases by tweeting photos to all your friends seems like so much showing off. But Yu goes on to describe a society where people can't express themselves too freely -- protests are out, many websites that we take for granted are blocked in China or limited. Even art can be considered dangerous. So people express themselves through their purchases. They express their individuality through fashion, cosmetics, brand names, cars, etc.
It leaves you wondering if the Chinese government is clever to have distracted the populace in this way, or if it's just a matter of time before people demand a more substantial way of expressing themselves.
Also recommended -- Original Copies: Architectural Mimicry in Contemporary China
1 of 1 people found the following review helpful.
Things Are Definitely Changing In China
By Wilhelmina Zeitgeist
"Consumption in China: How China's New Consumer Ideology is Shaping the Nation (China Today)" by LiAnne Yu shows us a China I wasn't really aware of. It seems that this country is where worlds are literally colliding. We are now witness to a Communist Country in which rampant consumerism has people snatching up Western styles of clothing, accessories, appliances, etc.
All the young people are carrying cell phones and getting camera phone shots of things they want to buy or bought to send off to their friends. When younger Chinese speak of their future dreams they are sure include material goods like the ideal vehicle. All this new consumerism has led to traditional Chinese values held by older parents are clashing with the spending habits of the younger generation.
This is an engaging book that makes it a surprisingly great read. China's society and culture are definitely in a state of flux and excitement that left me amazed as well as informed.
1 of 1 people found the following review helpful.
More evidence that the Chinese are becoming more and more just like us
By Robert Moore
The most astonishing thing about this book is that, despite some attempts to distinguish consumerism in China from consumerism in the rest of the world, it ends up looking precisely like consumerism in the rest of the world. I've read pretty extensively on the subject, including many cited in the bibliography of this book. Amazingly consumerism looks the same just about where in the world. Almost everything that Jean Baudrillard or Pierre Bourdieu or Michel De Certeau or Mary Douglas or Daniel Miller or George Ritzer or Juliet Schor or Thorstein Verblen or James Twitchel write about consumerism or commodities can be applied word for word to any economy in the West. Those few remaining souls terrified of about a red Chinese takeover of the work needn't worry that they are going to force an alien ideology down our throats. At most, they are going to fight us over the latest smart phone or the latest style of women's handbag.
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