THE FULL-FRONTAL TREND IN CHINA
Or the new Chinese appetite for transparency
Abstract
The full-frontal trend is about transparency. The consumers are now expecting to have a
free access to the information related to the product, but also about the business practice of
the company. This trend is more and more visible in western countries, but is emerging
slowly in the BRICS. I’ve decided to investigate in China, where a new generation of
consumers are currently changing the old rules. Customization instead of standardization,
transparent instead of opaque, social and ethical rather than “not-involved business
practices. Many social actions should be implemented to fit to this trend and remain
profitable. It’s not anymore only about products, but more and more about the company or
the group behind the scene. Because consumers are digging for always more and more
information, the company should control it and turn it in a very profitable way, without
hiding anything. Everything in the full-frontal trend is about trust.
Introduction
Our modern society is characterized by the information. It’s the first time in the whole
human history that information rules the behavior of people, consumers, companies, states
and countries. Thanks or because of the rise of new technologies, we weren’t as well
informed now than never. Updating your facebook account by registering all your personal
datas such as your phone number or your private address, having the possibility to search
information about the ecology print of a big company… Everything is now possible. For
the best and the worst. Based on the human curiosity and hunger for always more and
more information, we have seen different kind of behavior emerging, surfing on this new
trend. Some of these behaviors seems sincere, but once again, when it deals with profits,
nothing is done by random. The communication is more than never necessary to prevent
bad brand image; but also compulsory! A non-transparent company will immediately be
seemed as guilty for having some dirty files hidden, which means not trustful.
The goal of this purpose is to deal with the full frontal trend that rules modern societies
into a controversy country: China. China is known for having bad business practices like
corruption, difficult working conditions and not eco-friendly footprints. But more and
more Chinese consumers are willing to support better business practices, especially the
single child’s generation. The purpose will show what the opportunities are and how to
implement them in order to take fully part of this new trend: transparency.
