New Consumer Culture in China

The Flower Market and New Everyday Consumption

Xi Liu (Tsinghua University, China)

$284

Hardback

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English

Routledge
20 July 2021

Consumerism; Market research; Retail sector

Series: Routledge Studies in Marketing

"This book looks at the recent emergence of ""new ordinary consumption,"" in urban China and defines new ordinary consumption as a consumer practice in which people routinely integrate products and items, traditionally reserved for special occasions, into their daily lives, to accentuate their own well-being.

The book, through the case study on the adoption of cut flowers and upscaling non-floral goods, provides insights on how deal proneness and high price sensitivity pose challenges to many market retailers. It also proposes how to go about resolving these challenging issues in retail through the alteration of perceived reasons to consume. The author also examined social media marketing narrative that two direct-to-consumer floral goods sellers used, to guide consumers away from the social and cultural baggage of consumption, thereby giving more consideration to products reshaping consumers’ motivation, and driving the purchase. Heeding the findings of floral startups that awakened consumers’ aspirations to redefine their everyday personal lives, and making such aspirations a profitable business, this interesting case study suggests that it is time to revisit the appeal of conspicuous consumption in the present-day Chinese markets.

Anyone interested to learn more about the Chinese consumers and their novel consumption habits would find the book a useful reference."

By: Xi Liu (Tsinghua University China)
Imprint: Routledge
Country of Publication: United Kingdom
Dimensions: Height: 234mm, Width: 156mm,
Weight: 303g
ISBN: 9780367235178
ISBN 10: 036723517X
Series: Routledge Studies in Marketing
Pages: 116
Publication Date: 20 July 2021
Audience: College/higher education , Professional and scholarly , Primary , Undergraduate
Format: Hardback
Publisher's Status: Active

Xi Liu is an Associate Professor of Marketing in the School of Economics and Management of Tsinghua University. She does research on new consumption culture in China. She teaches qualitative marketing research at the doctoral level, and marketing class at the MBA and undergraduate levels.