同濟大学 Opportunities for Startup:The consumer market TONGJI UNIVERSITY ...but also a unique set of chiallenges... Most consumers are still predominantly price sensitive and initially have a sense of mistrust for anything new. Most consumers do not care about brand,although more and more people are starting to have brand awareness. The consumers market is still very fragmented for most product/service categories. Top tier cities(e.g.Bei Sha,etc.)are already becoming very competitive. The new potential is in 2nd and 3rd tier cities. Middle class Chinese have only just started to pay attention to diet,fitness, and a healthy lifestyle. Women have only just started to buy accessories,cosmetics,fancy lingerie, etc.in order to enhance their sense of well-being and self-respect. "Newly rich"social class phenomena....but also a unique set of chiallenges... • Most consumers are still predominantly price sensitive and initially have a sense of mistrust for anything new. • Most consumers do not care about brand, although more and more people are starting to have brand awareness. • The consumers market is still very fragmented for most product/service categories. • Top tier cities (e.g. Bei Sha, etc.) are already becoming very competitive. The new potential is in 2nd and 3rd tier cities. • Middle class Chinese have only just started to pay attention to diet, fitness, and a healthy lifestyle. • Women have only just started to buy accessories, cosmetics, fancy lingerie, etc. in order to enhance their sense of well-being and self-respect. • "Newly rich" social class phenomena. Opportunities for Startup: The consumer market