Summary:
The book provides insights into the complexities of the Chinese consumer market, exploring cultural, social, and psychological factors that drive purchasing decisions in China. It offers strategies for multinational companies to successfully navigate and tap into the burgeoning Chinese economy by understanding and catering to the unique desires and motivations of Chinese shoppers.
Key points:
1. Face (Mianzi) Significance: Brands that help Chinese consumers show success or status are more likely to succeed, as "face" or social reputation is crucial in China.
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