Thursday 20 November 2014 Brussels China’s new consumption patterns WORKSHOP China’s new consumption patterns China is expected to account for about 20 percent of global luxury sales in 2015, and in less than a decade, more than three-fourths of China’s urban households will approach middle-class status on a purchasing-power-parity basis. Over the last three decades of economic reforms and opening, collectivism and egalitarianism have slowly given way to a stress on individuals both at ideological and broader social levels. The dynamics of the relationship between the state and markets have been shaping specific patterns of desires and consumption in post-Mao China. The Chinese way of life is changing rapidly but significant economic and demographic differences across China persist. It is indeed key that European companies, and all actors concerned, understand the challenges ahead, in order to be able to seize the opportunities offered by China’s demographic and socio-economic transition. The workshop will thus offer a comprehensive sociological and market oriented analysis of recent and future developments of Chinese consumer practices. PROGRAM of the workshop 8:45 - 9:15 : Welcome coffee 9:15 - 09:30 : Welcoming speech by Pierre DEFRAIGNE Executive Director, Madariaga – College of Europe Foundation 9:30 - 10:00 : Eric FLORENCE Professor, University of Liège «Contextualizing Consumption in Postsocialist China» 10:00 - 11:00 : Gilles GUIHEUX Professor, University Paris Diderot - Paris 7 «Consumption and social stratification in urban China» 11:00 - 11:15 : Coffee break 11:15 - 12:15 : CHU Rongwei School of Management, Fudan University Consumer empowerment and activism are on the rise, e-commerce and social media platforms play an increasingly crucial role, while president Xi Jinping has launched an “antiluxury and anti-extravagance” campaigns as part of the fight against corruption. Many of the following trends are typical of rapidly industrialising countries: rising incomes, urban living, better education, postponed life stages, and greater mobility. However, other factors, such as the one child policy and marked economic imbalances between regions, make China a case for itself. How are class and social stratification related to consumption practices and patterns? Which are the econmic, societal, and demographic changes that are shaping Chinese consumer profiles and spending habits? 15:45 - 16:00 : Coffee break «Chinese migrant workers: a new consumer market?» 12:15 - 12:45 : Q&A ---------------------------------------------------------12:45 - 13:45 : Lunch ---------------------------------------------------------13:45 - 14:45 : Ann-Sophie LEEMAN Product & Marketing Manager at Lamett China «Brand Positioning in Chinese markets» 14:45 - 15:45 : Ed SANDER China Digital Marketing Blogger & Lecturer «The Chinese Online Consumer» 16:00 - 16:50 : Pierre DHOMPS CEO Energie 7 International Author of «Réussir en Chine ? L’expérience d’une «longue marche» de 30 ans» (L’Harmattan, 2014) «Market trend for luxury goods in China» 16:50 - 17:30 : Q&A China’s new consumption patterns practical information Venue : Madariaga – College of Europe Foundation Avenue de la Joyeuse Entrée 14, box 2 B-1040 Brussels Metro : Line 1A/1B SCHUMAN Participation fee : 50 euros Registration : Please fill in the online form Your subscription will be considered firm after payment receipt on the bank account mentioned hereunder : BNP Paribas Fortis / 45, avenue des Arts. 1000 Brussels IBAN : BE78 2100 3740 6686 BIC : GEBABEBB with notice «China consumption workshop»