Brand 101
Cartoons research
New Affluence
China's opening-up and reform policies in the 1980s have created a growing upper class who are eager to demonstrate their economic success and social status by purchasing luxury goods. The growing middle-class also contributes to this market through its significantly strong purchasing power.
Although the per capita income of the average Chinese consumer only hovers around US$1,000, the mainland market for luxury goods already exceeds US$2 billion. According to some statistics, there could be approximately 250 million luxury product consumers in China by 2010.
Yet many Chinese consumers of luxury goods wrestle with an internal, paradoxical sense of guilt......
Urban dwellers in China are highly involved in cartoon activity, according to recent findings by MAP Research & Consultancy.
Based on our survey of people aged between 10 and 40 in Shanghai, Beijing, Guangzhou and Chengdu, their specific involvement can be classified as follows:
Almost 80 percent of the 2,000 respondents recognized five cartoon figures on average. Their spontaneous responses to the word "cartoon" were quite emotional.
Cartoons are not just for kids as adults over 30 are passionately engaged in cartoons......
Social context to the birth of china new affluence--a slide of Asia Pacific 2008
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Qualitative Research
