Naoki Fujii's "New Consumption: Value Creation in the New Era Enabled by Digital" Now Available

Naoki Fujii of Dentsu Inc. McGarryBowen China's book " New Consumption: Value Creation in the New Era Enabled by Digital " (President Inc.) was released on October 28.

President Inc., 328 pages, ¥2,420 (tax included), ISBN: 978-4833424301

[Book Content]
Explaining how digital technology is transforming consumer behavior and how companies should respond, using various advanced examples from China, a "DX pioneer," from the perspectives of the "value" and "means" of consumption.
While previous books on China's New Retail and digital economy were often translations of Chinese texts, this volume is uniquely authored by an active Japanese planner who works globally and is currently based in China. It goes beyond merely introducing Chinese cases to explore future global consumption trends. Packed with useful insights for business professionals across various industries involved in advertising, PR, and new business creation.

【Author Profile】

Naoki Fujii
Dentsu Inc. McGarryBowen China
Group Account Director

While attending Waseda University, he worked at a Western PR firm. He provided communication and marketing support, primarily public relations consulting, for a wide range of clients from investment funds to consumer goods companies. After working at a classical music agency developing new businesses (including overseas markets) and fundraising, he transitioned to the advertising industry. Starting with PR and digital, he has experience in mass advertising and business development. As an integrated marketer/planner, he has spearheaded "expanding" campaigns and businesses that capture media and consumer insights from various roles. He particularly excels in areas where existing knowledge and experience cannot be directly applied, such as outbound marketing from Japan and new business development.
In recent years, he has focused on providing marketing support locally in China, relocating to Beijing in 2021 for his second stint living in the country. He has contributed numerous articles to publications including the Nikkei Business digital edition and Toyo Keizai Online.