New Consumer Culture in China: The Flower Market and New Everyday Consumption

The emergence of new ordinary consumption in urban China, where products and items traditionally reserved for special occasions are integrated into daily life to enhance well-being, is explored in this book. It challenges market retailers with deal pron being proneness and high price sensitivity and proposes solutions through altering perceived reasons to consume. The author also examines social media marketing narratives used by direct-to-consumer floral goods sellers to guide consumers away from social and cultural baggage and towards products that reshape motivation and drive purchases. The book suggests that it is time to revisit the appeal of conspicuous consumption in the present-day Chinese markets.

Format: Hardback
Length: 116 pages
Publication date: 20 July 2021
Publisher: Taylor & Francis Ltd

The book delves into the recent emergence of a novel consumer practice known as "new ordinary consumption" in urban China. It defines this practice as the integration of products and items traditionally reserved for special occasions into people's daily lives, with the aim of enhancing their well-being. Through a comprehensive case study, the book explores how deal proneness and high price sensitivity pose challenges to many market retailers. It proposes strategies to address these challenges by altering perceived reasons to consume. Additionally, the author examines the social media marketing narratives employed by two direct-to-consumer floral goods sellers to guide consumers away from the social and cultural baggage of consumption, emphasizing the importance of products in reshaping consumers' motivation and driving purchases. Drawing from the findings of floral startups that have awakened consumers' aspirations to redefine their everyday personal lives, the book suggests that it is time to revisit the appeal of conspicuous consumption in the present-day Chinese markets.

Anyone interested in gaining deeper insights into the Chinese consumer and their unique consumption habits will find this book to be a valuable resource.

Weight: 314g
Dimension: 163 x 240 x 15 (mm)
ISBN-13: 9780367235178