This book focuses on the evolution of Guochao (China Chic) and its impact on the Chinese market. As an emerging and significant force, Guochao is playing an increasingly important role in branding and market dynamics. It has transcended commercial interests to become a notable social phenomenon. The book adopts a systematic approach to examining the evolution of Guochao, provides a comprehensive exploration of the development of Guochao as a social and consumer phenomenon over the past 20 years, offering insights into the market trends and unique characteristics of typical industries.  Through two detailed case studies, readers will understand better the growth trajectories of two typical Guochao brands. 

Dr. Weiling Ye is a Professor of Marketing at the School of Business, Shanghai University of Finance and Economics. With a Ph.D. in Management, she has dedicated 27 years to teaching and conducting research in marketing and consumer behavior. Her research interests encompass consumer emotions,  art infusion, brand strategy.