If you were literally to take the old adage Follow the money you could well end up in China. As the world's largest economy, and with its recent embrace of capitalism, China presents unprecedented business opportunities for anybody who can crack its market. However, before you can successfully do that you need to understand something about the people behind those markets. And this is the book to do it To successfully sell goods and services to the Chinese consumer, businesses need a clear understanding of market trends, their eclectic sources, and the trendsetters. By taking a close look at the early practitioners of the Linglei lifestyle - the consumers who are leading the way and adopting modern products, services, and brands as part of their identities - we are shown how we can associate our brands with this trend and achieve success in this wildly lucrative region. This is based on four key industries; style, food, home life and mobility. After a brief primer on what's cool in China today, the readers are shown how the Linglei lifestyle is revolutionizing all the markets, and drawing from local tradition and international influences to create something revolutionary and new. Beautifully illustrated with colour photographs, and with on the spot research and interviews with consumers, this is the book to understanding and becoming a part of China's growing market.

Author Biography

LiAnne Yu is a partner and strategic director at Cheskin, an international marketing and consulting firm, where she specializes in ethnographic research to understand consumer behaviors. She first visited China as an exchange student at Bejing University in 1990 and has returned regularly since then. Cynthia Chan was born and raised in Hong Kong when it was still a colony of the United Kingdom. She is now a strategic director at Cheskin, where she guides clients on inter-cultural consumer insights. Cheskin PrincipalChristopher Ireland is regarded by many of her Fortune 500 clients as one of the leading thinkers in the area of market trends and consumer change. She has been studying China's emerging consumer market since the mid-1990s.