ACTIVITIES

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New trends and changes in consumer goods are growing fast. In daily consumer products, analysts report a growing emphasis on individuality and high quality. New buyers will soon be in search of brand name products. Competition will get stronger as more and more players continue to enter the market offering a wider range of products. They learn to listen to consumers, hear their needs and understand their perceptions.

The rapid growth of the Asian market will also affect the production of goods for mass consumption. The Chinese market, in particular, is expected to play a crucial role in international trade over the next few years. Under the former system in China, the notion of a "consumer society" did not exist. Government officials discouraged consumption of consumer goods and services while production and distribution were controlled by the state.

Since the opening of China to foreign producers, most global competitors are trying to enter this fast growing consumer market. The interest has been considerable, not only in companies delivering products to local consumers, but also in those planning to establish manufacturing bases in China to take advantage of very competitive labour costs.

Moreover, as Chinese consumer affluence continues to rise; quality, good value and brand names will influence their purchasing criteria and help them build their own consumer identity. This is how marketing strategies of foreign companies are indirectly accelerating the formation of a consumer society in China.