Trend report Shanghai (Europe vs China)
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![Page 1: Trend report Shanghai (Europe vs China)](https://reader034.fdocuments.net/reader034/viewer/2022042720/568c39b61a28ab0235a35ad2/html5/thumbnails/1.jpg)
What Chinese like about EuropeEuropean infl uences that chinese consumers embrace
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status of creativity
status of money
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Status of creativityHaving the guts to do something wierd. Taking the fi -nancial risk to choose an artistic career. Being confi -dent enough to do/create something totally original when you can’t predict the outcome. Also in China, creativity slowly gains more and more status.
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examples
everyday life in China
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What you see is...that Chinese love to be cre-ative with their camera’s. Pho-to-zones in museums or malls are always a huge succes. A Europe-theme photo-zone with images and props would be a blast!
how Chinese like to create their own combination-outfi t and show it in the shop-window. They also like to create their own coffee brew and ice-cream.
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authenticity
copy / paste
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AuthenticityChina already has it’s fake Eifeltower and other su-perfi cial replica’s. After all, the chinese are masters in faking. Europe on the other hand, represents an authentic style that attracts chinese consumers too. The status of having a ‘one of’ piece instead of an mass-produced t-shirt or the charm of presenting real cultural heritage, is something they start to appriciate more and more.
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examples
everyday life in China
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What you see is...a fake Starbucks needed to close down.
how Chinese love kids and are willing to spend a lot of money on them.
how Chinese also love their dogs and like to dress them up to show them to the world.
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irony & self-mockery
taking oneself seriously
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Irony & self-mockeryDon’t take yourself too seriously. After years of stay-ing far away from self-mockery, China carefully starts to use irony in fashion and advertisement. Also mild-criticism on the destruction of old houses and area’s is seen in public space.
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examples
everyday life in China
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What you see is...how Chinese slowly fi nd a way to proces history by means of self-mockery.
what Confucssius looks like in western clothes.
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out of the box
following procedures
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thinking out of the boxIn China life is all about rules and procedures. Euro-peans are more used to think for themselves. Often the result is a fun and useful solution for an everyday situations. Young Chinese people like and adopt this exploring-way of living.
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examples
everyday life in China
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What you see is...how Chinese people use IKEA to hang-out, sleep or or-ganise photosessions in the display-livingrooms.
the way people in Shang-hai use the mall as an exten-ded workspace (or to have a power nap).
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Shanghai Museum of History
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focus on individual
focus on group
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Focus on individualDown-sizing events, temperal pop-up café’s, small European-like festivals and concerts... young people don’t want to be part of a mass-event anymore. They want to be in a context, where there is more attention for individuals. Also the way young people dress shows a desire to be noticed.
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examples
everyday life in China
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What you see is...that apart from shopping in big mega-stores, people are looking for other shopping experiences that are more authentic and small-scale (Taikang Lu, Shanghai).
A mall could construct this same experience with for ex-ample streetmusicians, small restaurants and playing with the outside/inside concept.
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quality
quick results
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QualityChinese consumers are done with cheap products and want to show that they entered the next level: they have the money to buy real brands and they are not afraid to show it (status is very important).
On the other hand attention is drawn to the Euro-pean quality of life. Relaxing on a green terrace, but also organic food, being well mannered and and a sustainable lifestyle have captured the inter-est of chinese people.
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examples
everyday life in China
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What you see is...that the question often is: made or not made in China (the sticker on the batteries says: not made in China).
Cities in China don’t want to identify themselves with their country. They want to com-pare and identify themselves with other big cities in the world. Visible eco-trends are therefore often focused on improving city-life and glo-bal communication.
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goodfood
goodfood
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Good foodChinese love food. Not only rice but also European food, especially as a snack. Young people drink ‘en masse’ (take-away) coffee instead of tea. They often make homework together in a coffee-joint You also see lots of luxurous bakery’s. Cool offi ce ladies prefer a croissant for lunch instead of a bowl of noodles. You can’t fi nd a normal black coffee or a leaf of bread, but the special treats are all over the place. You’ll also notice a lot of cool, trendy, wenstern-looking places where they serve chinese food.
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examples
everyday life in China
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What you see is...that made in China isn’t good enough. Europe is a quality mark.
that there are enough expen-sive European restaurants in China. Reasonable priced, good quality food in small dimsum-like portions... that’s the next step.
that Chines absolutely love Kentucky Fried Chicken.
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