Jeremy Pagden
Ellen Hou

Jeremy Pagden, Chairman of The Integer Group, predicts that within the next few years, China become the second largest shopping market in the world, led only by the USA. Pagden was speaking recently to a select group of marketing and retail professionals in Shanghai at a ‘Retail Therapy’ event.

This bold prediction came as figures on retail sales in China for the first quarter of 2011 reached 16.3% growth compared to 1% in the USA.

Jeremy Pagden was just one of the marketing experts who spoke at the event. Ellen Hou, Head of Planning at TBWAShanghai revealed the results of an ethnographic study into shopper behaviour in the health supplement category.

It seems there is a new shopper in this category. These are men in their twenties who used to be looked after and pampered by their families and want to continue to look after themselves.

In this category, impulse purchase is high but different channels seem to require different incentives.

The study found that community reassurance was important after purchase as shopper continued to seek information and validation online and through friends.

“Learning from the research, and incredibly creative work from Integer in the USA, allows us to apply the latest ideas and technologies as solutions for our clients in China,“ said Eric Wong, Managing Director of Integer China.