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Until now, anyone seeking information on
consumer trends in Asia has either needed to spend thousands
of dollars on market research, or learn the hard way --
through trial and error. One Billion Shoppers provides
a practical, up-to-date and highly comprehensive guide to
Asia's consumers, their tastes, trends and future aspirations
now that a thorough understanding of Asia is more important
than ever. Despite the economic crisis in parts of the region,
Asia remains a crucial market. By 2000, Asians will constitute
over half the world's population, including one billion
people with significant consumer purchasing power. Asian
consumers cannot be ignored, and they must be understood.
However, Asia will no longer just be about
the luxury spenders and easy-sells of yesterday. The 'meltdown'
has profoundly altered consumer habits, and this in turn
has had significant impact on retailers, manufacturers and
importers. The all-new Asian consumers must be approached
from a new perspective with new strategies.
One Billion Shoppers is a guide to
the new 'hot zones' of Asia, the emerging trends and the
ways in which Asia's historic consuming passions are being
fulfilled in a new era. As Asia increasingly becomes a region
of nuclear families, only children and middle class professionals,
so new business opportunities emerge in fast-food, financial
services and retailing. The book pays special attention
to how the nations and businesses of Asia and their consumers
are bouncing back.
One Billion Shoppers considers the
whole continent from India across Southeast Asia to Malaysia
and Singapore and across East Asia through China and Korea.
This panoramic approach reflects the growing interdependence
of the Asian nations as China emerges and India increasingly
turns East. At the same time it deconstructs the myth that
Asia is a monolith, a misconception that has led to either
fear of Asia, hype or disastrous marketing strategies for
many businesses. Rather, Asia is a complex collection of
differing nations and markets, each with its own distinct
consumer characteristics. To understand this diversity is
to successfully sell to it.
One Billion Shoppers reflects Asia's
consumers in all their dynamic diversity, from Muslim teenagers
in Malaysia to street fashions in Beijing; the growing passions
for cars, condos, mobile phones as well as Taiwan's cable
TV chaos and China's burgeoning tabloid newspaper market;
the battles still being fought such as the ongoing fast-food
and cola wars. The book looks at crucial segments of the
Asian consumer market such as India's Generation-X, Asia's
singles, DINKY's and wrinklies alongside Singapore's wired
school kids. It also examines the places where consumers
are found -- Asia's teeming megacities, its theme parks,
shopping malls and restaurants. It analyzes successes such
as croissants in Hong Kong and pizza in Kuala Lumpur, as
well as the failures.
One Billion Shoppers uses a mixture
of case-studies, analysis and observation to highlight the
opportunities for business in the region, as well as providing
examples of post-'meltdown' successes and failures. Behind
all the press headlines since 1997, Asia's consumers are
still shopping and numerous businesses are still profiting
from adapting their business strategies to the new reality
that is Asia.
Whether you are familiar with the Asia of
the past or are new to the region, One Billion Shoppers
is an essential guide.
Paul French and Matthew Crabbe now jointly
direct the market research and business intelligence consultancy
Access Asia. The company specialises in Chinese and
Southeast Asian consumer market developments and trends.
The rapidly changing Chinese market is a special focus and
they work closely with companies to help unravel this complex
market.
Paul French has written on Southeast
Asian and Chinese consumer markets for the London-based
research publisher Euromonitor for a number of years. He
was also a senior research analyst with the leading international
online information provider DIALOG (formerly M.A.I.D./Knight
Ridder Information).
Matthew Crabbe graduated in Modern Chinese
Studies from the University of Leeds, UK and has also studied
in both mainland China and Taiwan. He wrote the China Business
Digest Column for the UK-based SiYu Chinese Times, then
became a research analyst and project manager for Euromonitor
in London, specializing in Chinese consumer markets.
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