The Marketing & Media Committee kicks off 2019 with Ashok Sethi, a long-term observer and analyst of the Chinese consumers.
Ashok will base his talk on his recently published book, "Chinese Consumers – Understanding the World's Largest Demographic." His book is an introduction to the urban Chinese consumers - the products that they like to consume, the forces and urges that drive their behavior and the opportunities it creates for the marketers, from both within China and elsewhere in the world, who have so far not succumbed to the attraction of the land.
This showcase will take a comprehensive approach to examining China – a review of the macro, socio-economic forces shaping Chinese consumers as well as the cultural underpinnings of their behavior. It will also examine the contemporary trends formed by the extraordinary transformation in the Chinese consumers' lives, including the digital revolution that is happening today.
Ashok has been living and studying Chinese consumers for the past 16 years. His research has special focus for understanding the Chinese mind in relation to other Asian consumers.
Come join the Marketing Committee for a provocative discussion that promises to be enlightening and practical.
Paul Lin, the Chair of the Marketing Committee, will host this showcase with Ashok.
09:45 Registration & Networking
10:00 Showcase with Ashok Sethi – Understanding the Chinese Consumers
11:30 Event Finishes