Images ......................................................... ix
Foreword ....................................................... xi
Sir Martin Sorrell, CEO, WPP
Part One The Chinese Worldview
1 Modern Middle Kingdom: Old Pipes, New Palace ................. 3
Part Two Top Down: Doing Business in China
2 Anta and Always: An Introduction to Chinese Business ........ 35
3 The Rise of Chinese Brands: A Distant Dream ................. 39
4 Brand Management in China: Three Golden Rules ............... 43
5 Chinese Recession Tactics: How Marketers Can Win
During a Downturn ........................................... 47
6 The Chinese Boardroom: Face and Fear ........................ 51
7 Tycoon Tang Jun's Lost Face: A Chinese Business Tragedy ..... 55
8 Managing China: Stimulating Creativity in a Sea of
Convention .................................................. 59
9 Winning Designs in China: Standing Out to Fit In ............ 65
10 Digital China: Liberated Consumers, Constricted
Corporations ................................................ 69
11 E-commerce in China: Patriarchal Benevolence ................ 75
12 Illegal DVDs: Why Piracy Is Here to Stay .................... 79
13 The Business of Advertising in China: Incremental
Progress, No Breakthrough ................................... 85
Part Three The New, Old Chinese Consumer
14 Barbie, Starbucks, and COFCO: An Introduction to Chinese
Consumerism ................................................. 91
15 The New Middle Class: Constants and Variables ............... 97
16 China's Lower-Tier Cities: Brighter Eyes, Bigger Markets ... 103
17 China's Booming Luxury Market: Gold Mine or Landmine? ...... 111
18 Car-Crazy China: Where Ego and Anxiety Collide ............. 115
19 China's Senior Market: Gray Today, Golden Tomorrow ......... 119
20 China's Ambivalent Tiger Moms: When in Rome ................ 123
21 Young Digital Lives: A Parallel Universe of Ambitious
Release .................................................... 133
22 The Chinese and Food: Survival and Success ................. 139
Part Four Chinese Society
23 Family and Country and Me: An Introduction to Chinese
Society .................................................... 145
24 Codependence: China's Middle Class and Communist Party ..... 149
25 The Long, Long March: Civil Society in China ............... 153
The Sichuan Earthquake Aftermath: Forging a New Civil
Society? ................................................... 157
China's Dairy Scandal: Two Steps Back ...................... 159
26 Life in Shanghai's Lanes: A Community Affair ............... 163
27 A Day at the Shanghai Zoo: Families in Action .............. 167
28 Christmas in China: Universal Release, Transactional Gain .. 169
29 Ritualistic Observation: The Dark Matter of Chinese
Civilization ............................................... 171
30 Sex in China: Prudence and Prurience ....................... 177
Part Five China and the World
31 Icons and Identity: An Introduction to China's Engagement
with the World ............................................. 185
32 China's Worldview: Don't Rock Our Boat ..................... 191
33 How China Sees America: Dangerous Love ..................... 195
34 The Obama Brand in China: Beware of Cool Cat ............... 201
Standing Up to China ....................................... 203
Dealing with Dissenters: Pragmatism, Not Passion ........... 206
35 The Beijing Olympics and Shanghai Expo: Party Power Plays .. 209
The Torch Relay: Friend or Foe, China Perseveres ........... 209
At the Opening Ceremony: China Reveals Its Soul ............ 212
Shanghai's World Expo: An Internal Affair .................. 216
36 China and Its Neighbors: Colleagues, Not Friends ........... 219
Japan and China: Contrasting Response to the Financial
Crisis ..................................................... 219
Japan and China: Contrasting Response to Natural Disaster .. 222
A Note on South Korea ...................................... 225
China and India: A Match Made in Heaven? ................... 226
Part Six Epilogue
37 The Myths of Modern China .................................. 231
Myth 1: Popular Anger Means the Party's Power Is Weakening ... 232
Myth 2: American-Style Individualism Is Taking Root .......... 234
Myth 3: Contemporary Chinese Have No Beliefs ................. 236
Myth 4: The Internet Will Revolutionize China ................ 238
Myth 5: The Chinese Market Is, Like Europe, Many Countries ... 240
Myth 6: The Chinese Consumer Is Inscrutable .................. 241
Myth 7: The Chinese Growth Model Is in Critical Danger ....... 243
Myth 8: China Inc. Will Eat America's Lunch .................. 246
Myth 9: China Is the Twenty-First-Century Superpower ......... 248
Myth 10: China Is Militarily Aggressive ....................... 250
Index ......................................................... 253
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