Unveiling Main Trends Affecting the Fast-evolving Chinese Customers: An Expert-based Perspective on Opportunities and Challenges for Made-in-Italy Brands

This study investigates the major trends that characterize the modern Chinese customer, by adopting an expert-based perspective focused on the involvement of regional top managers and global functional leaders belonging to 21 Made-in-Italy brands operating in China. Through a three-step Delphi Panel, we have identified 10 clusters and their interconnections, involving 58 trends highlighted by the experts, to describe 1) the relevant factors that affect behaviours and attitudes of Chinese consumers; 2) their evolution after the Covid-19 pandemic; 3) the impact of the pervasive presence of social media in the market; and 4) the responses activated by companies in their interactions with consumers. The article also presents relevant managerial implications for companies and marketers involved with the Chinese Market.