Branding and Advertising in China

1. Branding and Advertising in China Mingyue Hu ANTH290

2. Bourgeois Bohemian in China

3. Pecuniary Emulation The phenomenon begins with those sitting at the top of the social pyramid, whose consumption standards become emulated by those in lower tiers of society. (Page 180) • for those situated loser on the hierarchy, there is no faster way of acquiring social prestige than copying the lifestyle of those higher up. • “Lower tiers busy making an urban imaginary that is always and already a tier higher

4. Bourgeois Bohemian- Begins of Boboism Bobo exist from the gap between differentiation and emulation • Bobo can be seen both as a pop cultural and as a marketing phenomenon, and their existence points to the need to give marketing a place in transnational pop culture studies.(Page 181) • Bobo is a subculture to the mainstream. • Tribe- Mainstream- what Consumer Identify with • “Neo-Tribe” The concept “ the imaginary space crisscrossed with various funny terms.” (Page 181) • Our job is to find out the Bobo customer segmentation.

5. BOBO These are highly educated folk who have one foot in the bohemian world of creativity and another food in the bourgeois realm of ambition and worldly success. The member of the new information age elite are bourgeois bohemians. (Page 182) The Bobo Reality in China

6. To Become a BOBO Bobos are seeking Premium value. Boboism is equivalent to a getaway lifestyle.

7. Bobo did not become a class The original bobo spirit-- an affluent class opposed to soulless materialism-- had touched a raw nerve in China’s rising social elite. • Government define the goal of the society to blur the line between rich and poor. • Majiajue rise the nerve of society and the hatred to the rich group Naming a lack is the fastest way to guarantee its quick rise in demand.(page 188)

8. Bobo did not become a class : Reason • Public’s attention was diverted from the question of the middle class to the new benchmark for prosperity, namely “xiaokang” • Bourgeois equation is essential for boboism to take root in China and is worthy of critical attention.

9. Middle class in China

10. Bobo- the class of taste Nothing seems to stop the chinese from indulging themselves in a social imaginary that fans their dream of being part of the global, “cosmopolitan” culture.(Page 193) • Different from the American version of Bobo, Bobo means more likely a taste and lifestyle to China. • Perhaps taste has become the fastest shortcut to higher social class and social status. (Page 193) • One doesn’t have to be an aristocrat to act aristocratic. • IPhone 6= Kidney 6 • Face consumption create room for Chinese bobo • Urban China has been overcrowded with social trends that usually emerge in the west in post-affluent societies where luxury is less about owning and displaying one’s wealth and more about simply being and enjoying. But will Chinese Niche consumers be able to appreciate “one-downmanship” when they have not had enough practice with “one-upmanship”(face consumption)

11. Bobo as market segmentation Beijing Wangjing Soho Postmodern City

12. The Tribal Paradigm The connection between consumerism and theory of neo-tribes. • Contemporary consumers live in the time of tribes, which has witnessed an explosion of style culture. Tribes are organized around brand names and role playing fantasies.(Page198) • Dislike old category of sociality, “social” means “rational association of individuals having a precise identity”. • The guarantee of group solidarity of the neo-tribes become dependent on, and as fragile as, their occasional gathering.

13. What is in Xinxinrenlei(90’s)’s Mind?

14. How Marketing works in China- Target Xinxinrenlei (90s) 388 Smart Gone in 3 MIN