BCG Mission

Winning the Hearts and Minds of China's Consumers

Until recently, global companies in China have focused on geographic expansion in search of new consumers. Going forward, the game will shift to one in which consumer marketing is the source of greatest advantage. BCG’s recent survey of 4,000 Chinese consumers across 13 cities indicates that emerging trends in China are playing out in ways that differ from other markets. It is a complex market with striking cross-generational disparities. And unlike in the West, trading up beats trading down.

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Hubert Hsu is a senior partner and managing director in the Hong Kong office of The Boston Consulting Group and the leader of the firm’s Consumer practice in Asia.

Vivian Hui is a project leader in BCG’s Hong Kong office.

Carol Liao is a partner and managing director in the firm’s Hong Kong office and head of BCG’s Center for Consumer Insight in Asia.

Chun Wu is a principal in the firm’s Hong Kong office.

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