About the Book :
By 2020, consumers in China and India will generate $13 trillion of annual revenue. Already, China is the number 1 consumer market for automobiles, motorcycles, shoes, mobile phones and many categories of luxury goods, and number 2 for home appliances, consumer electronics, jewelry, and internet use. But without a reliable portrait of who these consumers are -- what and why they buy, how they think and shop, and how their needs and tastes are changing -- Western multinationals will fail to capture their share of the 13 trillion dollar opportunity.
Now, in the spirit of his best-selling book Trading Up, author Michael Silverstein, along with Chinese and Indian BCG colleagues, provides a detailed look at the behaviors, attitudes, passions and preferences of consumers today in China and India, and the companies that are successfully scoring their business. Identifying the fortunes to be made at the top, middle, and bottom of the pyramid, the authors explain BCG's proprietary market segmentation of the two countries and dissect segments based on wealth, education, attitude, geography, age and gender. Going further, the authors provided detailed portraits of consumers as they go about their daily lives -- at work, rest, and play. Through vivid profiles and memorable characters such as Mr #19, Harvard girl, and Mrs. WX Liu, the authors take readers inside the hearts and minds of Chinese and Indian consumers, and offer key new insight into how to win them over.
About the Author :
Michael Silverstein is the author of Trading Up and is the head of BCG's global consumer practice. He is based in BCG's Chicago office.
Abheek Singi is the leader of BCG's India consumer practice and is based in Mumbai.
Carol Liao is the leader of BCG's China consumer practice and is based in Hong Kong.
David Michael is the leader of BCG's globalization practice and is based in Beijing.