After living and working in China for 7 years and after interviewing many designers (both Chinese and foreigners) working here, what you'll see is a reflection on some of the insights I've had on Chinese consumer behavior online. I'd be happy to share (or give a talk) on this presentation with you. Just drop me a line!

1. Digital Culture in China
Shanghai, November 2011
Itamar Medeiros
Senior User Experience Designer (Autodesk, Inc.)
Local Coordinator (Interaction Design Association)
11/15/2011 Itamar Medeiros, Local Coordinator, Shanghai

2. Interaction Design
Interaction Design (IxD) defines the structure
and behavior of interactive systems.
Interaction Designers strive to create
meaningful relationships between people
and the products and services that they
use, from computers to mobile devices to
appliances and beyond.
11/15/2011 Itamar Medeiros, Local Coordinator, Shanghai

3. Experience | 体验
The sensation of interaction with a product,
service, or event, through all of our
senses, over time, and on both physical
and cognitive levels.
11/15/2011 Itamar Medeiros, Local Coordinator, Shanghai

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6. Chinese Culture
Are there differences between Chinese
Culture and Western Culture one should be
aware of when it comes to creating user
experiences?
11/15/2011 Itamar Medeiros, Local Coordinator, Shanghai

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9. Consumer
Behavior
Content Navigation
Creation CULTURE Patterns
Marketing
Approaches

10. 11/15/2011 Itamar Medeiros, Local Coordinator, Shanghai

11. Consumer Behavior in China
Indicators* 2006 2010
Cars Sales 7.2 million 10.9 million
Mobile Phone Subscriptions 400 million 768 million
Internet Users 137 million 432 milion
Worldwide Luxury Market Share 12% 27.5%
11/15/2011 Itamar Medeiros, Local Coordinator, Shanghai

12. Consumer Behavior in China
Indicators* 2006 2010
Cars Sales 7.2 million 10.9 million
Mobile Phone Subscriptions 400 million 768 million
Internet Users 137 million 432 milion
Worldwide Luxury Market Share 12% 27.5%
11/15/2011 Itamar Medeiros, Local Coordinator, Shanghai

13. Consumer Behavior in China
71.7% of Internet Users live in Urban Areas
74% have monthly household income of less
then 2000 RMB (around US$ 290.00)
31.7% are Students
12.4% have a Bachelor’s Degree or Higher
11/15/2011 Itamar Medeiros, Local Coordinator, Shanghai

14. Consumer Behavior in China
Low Brand Loyalty: “Chinese consumers
remain very brand conscious, for example,
but their intense focus on value means that
brand loyalty is often a secondary
consideration.”
11/15/2011 Itamar Medeiros, Local Coordinator, Shanghai

15. Consumer Behavior in China
Low Brand Loyalty: “Chinese like to haggle
over prices, and Taobao had certain
functions built into it which enable people
to haggle over items for sale.”
11/15/2011 Itamar Medeiros, Local Coordinator, Shanghai

16. Consumer Behavior in China
Word-of-Mouth: “According to one study, 66
percent of consumers said they would
consider F&F recommendations when
choosing a moisturizer compared with just
38 percent of respondents in the U.S. and
U.K.”
11/15/2011 Itamar Medeiros, Local Coordinator, Shanghai

17. Passive Interactive
11/15/2011 Itamar Medeiros, Local Coordinator, Shanghai

18. Feedback
Control
Sophisticated Navigation, High Audience Control
Creativity
Creation Tools, Creation Help
Productivity
Productivity Tools, Living Information
Communications
Adaptivity
Artificial Intelligence, Agents, etc…
11/15/2011 Itamar Medeiros, Local Coordinator, Shanghai

19. Marketing Approaches
Feedback
Control
Sophisticated Navigation, High Audience Control
Creativity
Creation Tools, Creation Help
Productivity
Productivity Tools, Living Information
Communications
Adaptivity
Artificial Intelligence, Agents, etc…
11/15/2011 Itamar Medeiros, Local Coordinator, Shanghai

20. Marketing Approaches in China
Push vs. Pull: “A push strategy is especially
appropriate where there is low brand
loyalty.”
11/15/2011 Itamar Medeiros, Local Coordinator, Shanghai

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25. Passive Interactive
Feedback
Control
Sophisticated Navigation, High Audience Control
Creativity
Creation Tools, Creation Help
Productivity
Productivity Tools, Living Information
Communications
Adaptivity
Artificial Intelligence, Agents, etc…
11/15/2011 Itamar Medeiros, Local Coordinator, Shanghai

26. Content Creation
Feedback
Control
Sophisticated Navigation, High Audience Control
Creativity
Creation Tools, Creation Help
Productivity
Productivity Tools, Living Information
Communications
Adaptivity
Artificial Intelligence, Agents, etc…
11/15/2011 Itamar Medeiros, Local Coordinator, Shanghai

27. Content Creation in China
Means of expression: “The Internet has
become a new channel for the Chinese
government to get to know the people's
situation and amass the public's wisdom,
and consequently exercise governance for
the people and improve its work.”
11/15/2011 Itamar Medeiros, Local Coordinator, Shanghai

28. Content Creation in China
Value of Networks: “In open networks, 80%
of the content is created by 20% of the
contributors”.
11/15/2011 Itamar Medeiros, Local Coordinator, Shanghai

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32. Navigation Patterns
Feedback
Control
Sophisticated Navigation, High Audience Control
Creativity
Creation Tools, Creation Help
Productivity
Productivity Tools, Living Information
Communications
Adaptivity
Artificial Intelligence, Agents, etc…
11/15/2011 Itamar Medeiros, Local Coordinator, Shanghai

33. Navigation Patterns
Local vs. Global
Organically vs. Structured
From Desktop to Small Displays
11/15/2011 Itamar Medeiros, Local Coordinator, Shanghai

34. Navigation Patterns
Local vs. Global: Local content – adapted to
local culture – makes adoption of Chinese
Clones faster in China
11/15/2011 Itamar Medeiros, Local Coordinator, Shanghai

35. Navigation Patterns
“China's online game industry generated
32.37 billion Yuan ($4.9 billion) in sales
revenue last year, of which 59.6 percent
came from the country's own products.”
11/15/2011 Itamar Medeiros, Local Coordinator, Shanghai

36. Navigation Patterns
Organically vs. Structured: “Eastern
Aesthetics can be reasonibaly divided into
compartment of main religions informing it,
ie., Hinduism, Buddhism, Taoism,
Confuciounism [...] These are less
humanistics and more Mystical [...] Mysticism
tends to be more or less naturalistic.”
11/15/2011 Itamar Medeiros, Local Coordinator, Shanghai

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39. Navigation Patterns
From Desktop to Small Displays: “With an
increasing number of people choosing to
access the Internet via mobile phone, it is
expected that China's mobile Internet users
will outnumber those using personal
computers by around 2012.”
11/15/2011 Itamar Medeiros, Local Coordinator, Shanghai

40. Bringing Everything Together
Low Brand Loyalty Local vs. Glogal
Word-of-Mouth Organically vs. Structured
Push vs. Pull From Desktop to Small Displays
Means of Expression
Value of Networks
11/15/2011 Itamar Medeiros, Local Coordinator, Shanghai

41. Consumer
Behavior
Content Navigation
Creation CULTURE Patterns
Marketing
Approaches
11/15/2011 Itamar Medeiros, Local Coordinator, Shanghai

42. Low Brand
Loyalty
Word of
Mouth
Means of Global vs. Local
Expression
Organically vs.
CULTURE Structured
Value of
Networks Small Displays
Push vs. Pull
11/15/2011 Itamar Medeiros, Local Coordinator, Shanghai

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44. Opportunities
Build on Brand Awareness
Leverage of the Value of Networks
Add Value through Service Design
11/15/2011 Itamar Medeiros, Local Coordinator, Shanghai

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46. Build on Brand Awareness
“Many of these Chinese youth have begun
settling on what they like and are teaching
their own children what to buy. Companies
must understand what motivates Chinese
youth and what are the most effective
methods and ways of targeting them.
11/15/2011 Itamar Medeiros, Local Coordinator, Shanghai

47. Leverage on the Value of Networks
“Closed groups and companies will give way
to looser networks where small contributors
have big roles and fluid cooperation
replaces rigid planning.”
11/15/2011 Itamar Medeiros, Local Coordinator, Shanghai

48. Add Value through
Service Design
“In the competitive world of business, what
separates an industry's players is often the
service that comes with the product
offering – the customer experience. Quality
of service determines whether a customer
will be loyal, or leave.”
11/15/2011 Itamar Medeiros, Local Coordinator, Shanghai

49. Added value through
Service Design
“Within Service Design, Service Interfaces
are designed for intangible products that
are, from the customer’s point of view,
useful, profitable and desirable, while they
are effective, efficient and different for the
provider.”
11/15/2011 Itamar Medeiros, Local Coordinator, Shanghai

50. IxDA Mission
EVANGELISM PROFESSIONALISM
Promoting awareness of the discipline, Encouraging high standards of
craft, and value of interaction design practice within the interaction design
and design research. discipline.
INNOVATION EDUCATION
Advancing the discipline of interaction Establishing standards for academic
design. programs in interaction design.
COMMUNITY BUILDING
Developing a close-knit community of
interaction design professionals.
11/15/2011 Itamar Medeiros, Local Coordinator, Shanghai

51. How Can I Help?
The task of building up the community is
huge, and every member should
contribute:
How Can I Help?
11/15/2011 Itamar Medeiros, Local Coordinator, Shanghai

52. How Can I Help?
The task of building up the community is
huge, and every member should
contribute:
http://www.ixda.org/local/ixda-shanghai
shanghai-local@ixda.org
11/15/2011 Itamar Medeiros, Local Coordinator, Shanghai