What's New With China's Consumers

McKinsey is just out with a new and very comprehensive survey and analysis of the Chinese consumer, entitled, "What's new with the Chinese consumer" (free registration required). Its subtitle is that "It’s hard for brand managers to keep pace with the shifting attitudes of Chinese consumers. But some trends can be discerned amid the noise."

The upshot is that brand loyalty seems to be weakening in China and word of mouth is more important than television ads. Unfortunately, this survey was before the Sanlu milk scandal which must have impacted consumer sentiment.

Go here to learn all.