Contemporary Chinese society, still Confucian to the core, is driven by the need for societal acknowledgment and diffused insecurity. Consumer behavior, characterized by status projection and risk avoidance, reflects these truths.
It's dangerous to generalize but the Chinese have always been conservative spenders and messages in China, particularly those targeted to the mass market, have usually focused on "protective" benefits.
We in China are optimistic about the nation's ability to morph from the Wild East to a brandscape. However, the mainland market is not an easy nut to crack, and realistic expectations must be set very clearly.