As reported by Ad Age.
Two conflicting factors motivate Chinese consumers: They want to project their status, but they also want to protect their economic and social interests.
This conflict is clear in the rhythms of daily life in China. Passion for luxury brands, over-the-top names of apartment buildings ("The Gathering of All Heroes under Heaven," for example) and omnipresent VIP cards are expressions of the former; sky-high savings, an acute fear of germs and a fixation with feng shui -- the harmonization of design with the environment to minimize risk -- are expressions of the latter ... Read full article
