All Eyes East

More about the book

The allure of the world's fastest-growing economy and largest population is undeniable, as global companies flock to China to counteract declining markets. With 500 million individuals under 30, China's youth is set to play a crucial role in the global economy. This powerful demographic, raised under the one-child policy in a newly opened economy, is a generation of consumer pioneers. Supported by their families, they are positioned to purchase luxury items, cars, and real estate earlier than their international counterparts. Their growing influence is set to propel China to the forefront of global consumer markets across numerous categories. In this insightful exploration, the author shares extensive experience in studying youth and guiding companies in targeting young audiences in China. The narrative unveils the unique perspectives of Chinese youth, addressing issues such as generational shifts, subcultures, and the implications of the country’s gender imbalance. The author combines insights with actionable strategies, detailing successful (and unsuccessful) corporate responses to emerging trends. Through interviews with leaders from brands like Pepsi, GM, and McDonald's, as well as insights from academics and journalists, the analysis offers a comprehensive look at the world's most powerful consumers and the lessons learned in engaging with them.