Forbes – Social Media Keeps Chinese Consumers Spending Large On Life’s Little Things

Li is part of a phenomenon that is sweeping across large swathes of China: people are increasingly shifting their consumption of even routine everyday things to more premium categories. “Once people learn about good things, they can’t get over them easily,” says Xu Ke, 27, founder and CEO of Eqingdan.com (literally translated as “the list”), a Beijing-based start-up that offers shopping guides that end up showing the likes of Li more sophisticated offerings for things that they are looking to buy.

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