It’s well known that the sustainable improvement of China's economy has to focus on fostering domestic consumption; this turns out more meaningful given the fact that foreign demand shrinks and the investment brings more risk. Moreover, China is still and will be experiencing rapid industrialization and urbanization and this makes tremendously increasing demand possible. Both of China Marketing Association and Commerce Economy Association of China aim to understanding the diversity of consumer demand and consumer behavior of Chinese consumer. We also provide consulting service for manufacturing enterprises in innovation, product development, quality control and brand marketing. We believe these are important to meet consumer demand. Moreover, information technology is making on-line shopping more important. We call for more research to understand the change of marketing environment; this matters so much in encouraging consumption and promoting steady and healthy development of consumption in China.

• Longlong Ma(Renmin University of China)