China will soon become a frenzy of activity with 'Golden Week' shoppers seeking the best deals as the inexorable rise of the middle classes drives sales of a multitude of consumer goods.
To help navigate the most important sales periods in China, we created this groundbreaking study that launched today. Called "The Chinese Golden Weeks In Fast Growth Cities," It's produced by a team of WPP companies.
It breaks new ground in several ways:
- We uncover new understanding of consumer attitudes and behaviour during the Golden Weeks in China's Tier 2 and Tier 3 Cities.
- It combines ethnographic research, data and photojournalism.
- Unique insights, data and remarkable photos reveal new opportunities for brand and retailer success in China.
- The project was a strong collaboration between, the WPP proprietary BrandZTM study, which includes the largest brand analytics database in the world and several WPP companies: Added Value; CNRS-TGI; Hill+Knowlton Strategies; Kantar Worldpanel; Millward Brown; Mindshare and OgilvyAction.
Even if you don't work on brands that currently are present in China, I am sure that you and your clients will find this study offers original and fascinating insights about Chinese society and the evolving importance of brands in the world's most dynamic and complex market.
A free iPad magazine will be available from the iTunes stores, search for "Golden Weeks". A resource page is also available to download all elements, including the pictures, for client presentation and internal usage:
The study illustrates why the combined expertise of WPP companies is such a powerful proposition. I hope you'll share the study with your colleagues, clients and social networks.