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A changing China: Day to day life in the new century

Editor: Yuan VictorYue, Zhang Jun

ISBN: 978-1-84464-361-5

Ebook ISBN: 978-1-84464-402-5

Hardback-80 pages

Mar 31, 2015


£75 €90 $120



This book provides a vivid and detailed analysis and insight into life in modern China. It brings together researchers, sociologists, entrepreneurs and the findings of 20 years of polling research to show how the people of China have coped with the immense changes to their lives in the past two decades. It shows how people in China have had to balance traditional values with modern day demands, how they have emerged as consumers dealing with modern technology and how they have struggled for a better life. The economic success story of China in the last 30 years is well known this is a detailed study of the people who built that success. Written by leading executives at Beijing based Horizon Research Consultancy Group this work is rich with data and analysis and discusses nearly all aspects of life in China. It explores love and marriage and changing family relations. It examines everything from fast food to fashion; migrant workers; work and careers; real estate and investment; shopping online and health care. A constant theme throughout the book is the phenomenal change that is taking place in the lives of the Chinese people. The book will appeal to anyone who is keen to know the goals and aspirations of people in modern China as well as their challenges and achievements.



Chapter One: The Tightly Wound Up Lives of Chinese Popular fast-food meals I’m afraid of being late; I can’t afford the time to eat you In-your-face trendiness The work day which never ends Women who are afraid to become mothers The elderly who never retire Health: Neglecting it on one side, buying health products on the other Chapter Two: The Chinese struggle for success Struggling for success in another place away from home The floating population in the cities The changing capital in the job market The new generation of migrant labor workers: I want to disappear into the city Staying at home when everyone else is moving The moving elderly: the falling leaves which can’t find their roots Autos: Adding color to the struggle for success After the struggle: please give me some peace! Chapter Three:The Chinese Who Can’t Wait Education should start early, the early years fade quickly Buying a home: starting at graduation Retirement: The dream which begins when they start their career Investing: Accelerated joy and worry Chapter Four: The Chinese Who Tear Down Barriers The Relationship between the Sexes: From Clearly Defined Roles to Complementary Roles Love and marriage have become a game Home responsibilities: From each having his / her own responsibility, to fighting together shoulder to shoulder Power in the household: No big or small From the old taking care of the young to the young who are never weaned From having a child to care for one’s old age, to society caring for the old The workplace: Time is a butcher’s knife Mutant literature Chapter Five: The Chinese Who Stay Within Their Confines Always choosing a “human companion” Old wine in a new bottle, the search for a marriage partner never ends Marriage assets enter the contract age For a couple, anything can be discussed From one-child policy to planning a family From several generations in one home to the distance of a bowl of soup Work is finding the right battlefield Chapter Six The Chinese In Full Bloom When online purchases become a habit Consumer credit: Enjoying life earlier Shanzhai: A shortcut between classes Consuming fractured time: boredom brings business opportunities Vacation consumerism: Taking the heart to enjoy the scenery The rise of the new consumers: COM Chapter Seven The Chinese Trapped in the Internet In the Internet, we are all Spiderman The blurred line between the virtual world and reality Games on the Internet: Mixing reality and fantasy The information moat becomes a highway The diseased ones are us, not the Internet Afterword


About the Authors:

About Yuan Yue Victor Yue Yuan, the Chairman of the board of Horizon Research Consultancy Group, the CEO of Feimalv (Entrepreneurial Management Service Organization). He once worked in Ministry of Justice P.R.C in the late 80s, and then created Horizon, the leading polling and consulting company in 1992. Victor holds a Ph.D. in sociology from Peking University, a MPA from the John F. Kennedy School of Government, Harvard University, a Masters degree in law from Southwest University of Political science and Law and Yale World Fellow 2007. Victor is also the famous media professional and CCTV strategy consultant. Among other prestigious posts, he is the Vice President of China Marketing Research Association, the Vice President of Beijing Consulting Association, ESOMAR Representative and Chairman of China area, American Marketing Association member and Vice President of Harvard Club Beijing. Victor has had more than 20 years experiences in polling research and also served as a management advisor of many famous medias and enterprises in the scopes of organization management, senior negotiation, brand expending, policy analysis, social group research etc. Moreover, Victor has published more than 40 books in respect of Economics, Sociology, Politic science and Culture.

About Zhang Jun Gloria Zhang, CEO & Senior Partner of Horizon Research and Consultancy Group, Chairman of Horizon E-lab, is responsible for overall development of the Group. She is China representative of ESOMAR, member of CMRA and registered consultant in Beijing with MBA of George Washington University and Master of the Economy of China Renmin University. With more than 17 years experience in marketing research, Gloria has been invited to give lectures on many high-level conferences and workshops about the subjects of youth trends in China, new product development for young generation, consumption pattern and cultural study of specific consumer groups such as children, teenagers, urban women, blue collars and young men and so on. In recent years, Gloria was dedicated to furthering online interaction research to explore innovation value that researches bring to the marketing through integrating social media and mobile Internet technology. Gloria is the main author of “Fantastic Conference: How To Convene a Focus Group Discussion”, “Innovative marketing mindsets”, “post-90s generation” and she has published several marketing articles such as “Twenty-somethings Transform China’s Cities”,“Youth Trends in China”,“Market research-The pathway from consumer needs to final products”.

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