Hope for the future
Though much attention has been paid to the precise meaning of the Chinese Dream, as envisaged by President Xi Jinping, most of the discussions have centered on the connection between national values, individual lifestyles and hopes for the future.
Recent discussions on the subject have spread further into the area of Chinese consumer culture and the likely impact it would have in triggering the much-needed increase in domestic consumption. But the area where the Chinese Dream could impact most of Chinese society is in its organizational culture and the move toward more brand-oriented business models in Chinese companies.
Essentially, it is only with domestic and international brand building success inside Chinese companies that any tangible and permanent increase in consumption across China will be achieved.
