Chuppies, China's Yuppies
(US News & World Report)
Updated: 2006-05-17 10:08
"Chuppies" are China's
young well-off generation. With money in their pockets and different consumer
habits from their parents, China's new "Supershoppers" are spending up on brand
name cosmetics and clothes, according to a report in the US News & World
Report. Chuppies describe themselves as "being open-minded, being ready to
learn, and loving new things."
Starbucks, a famouse chain cafe is a fashionable place for
trendsetters to meet.
There are already 100 million middle class Chinese, and by 2010, that number
is predicted to double. Chinese consumption is estimated to increase by 18
percent a year over the next decade. Technologically savvy, the avaricious young
shoppers in this rising tide are even making purchasing decisions for their
Unlike their parents, this generation has known only relative stability and
economic prosperity. They even have an American nickname for themselves,
"Bobos," adapted (somewhat incorrectly) from a David Brooks book Bobos in
Paradise published in 2000 and translated into Chinese in 2002,
There are 400 million mobile phone users in China, and on average, they
change their mobile phone every 3 to 6 months. Nowadays, Chinese consumers have
900 choices of mobile phone types, while there are only 80 in America.
Many companies, such as
Adidas, have products specially designed for the Chinese market. Adidas
just set up their Asian design and development center in Shanghai to cater to
Mobile phone advertisements can be seen all around China.
China's youth now pay more attention to the
brands they buy. Haagen-Dazs is regarded as the top brand of ice cream in China
and its shops are always packed with families, but very few buy pints to take
home. Starbucks, which has 66 outlets in Shanghai alone, projects an image of
being a fashionable place for trendsetters to meet.
According to a survey by a US investment bank, China accounted for only one
percent of consumers of top grade bags worldwide five years ago. This figure has
increased to 12 percent, after top consumers the United States and Japan. It is
predicted that in the coming 10 years, China will become the number one consumer
of luxury goods.