To kick off the new year on the podcast, we catch up with Mark Tanner from the Shanghai based marketing and research agency China Skinny to unpack some of the prevailing themes in consumption in China and Chinese culture in general. We look at the work China Skinny does at breaking down Chinese target audiences by generation, region and purchasing habits. We discuss the Chinese governments ability to influence the Chinese consumer as well as the increasing competitiveness of local Chinese brands. We also look at some of the notable cultural faux pas of foreign brands in China and what trends to look out for in the coming years.