A study by Discovery, Ogilvy & Mather’s consumer insight and trends function, suggests an emerging influential social group defined as ‘prosumers’, a blend of producers and consumers, is playing an instrumental role in driving the success of brands in China. Described as “smart, active and tech-savvy”, prosumers differ from regular consumers in that they are often the first to form and then broadcast an opinion on a product, principally online, backing up their decision to accept or reject it with considered reasoning and factual information.
Interestingly the group while often an unknown entity offline, are able to achieve expert status online and form the core of a consumer group as a result of their enthusiasm for and knowledge of a particular product. Gaining their favour, the study says, will be a “critical battle” for enterprises in China. Something that could catch on in the West? Jo
