"Unlike much that is written on business in China, authors James K. Yuann and Jason Inch use their years of experience as analysts to explore the cultural as well as the market trends. It is a refreshing approach but one that still leads to a hard economic conclusion: The next decade in China is likely to be as remarkable as the one that preceded it, with no shortage of opportunities for savvy businesspeople. [...]

Yuann and Inch believe the key to succeeding in China in the upcoming years will be to follow what they dub the “supertrends” of business, society and wealth. Many of the old assumptions about China will need to be thrown out. In manufacturing, for example, the authors see a shift toward added value and innovation as producers bid farewell to the low-end knock-offs currently synonymous with the “made in China” label.

On the social end, China’s “affluencing” middle and upper classes are coming to expect and demand higher quality products, especially technologies like mobile phones, which help reinforce their social networks. Chinese send text messages and join internet communities in numbers that dwarf their Western counterparts. The authors believe smart marketers will recognize these media as important new ways to reach their customers."