As we end the Year of the Dragon and begin the Year of the Snake we witness a transition between two zodiac animals that share similar forms and attributes. In China, both are known as smart, dangerous, and auspicious. Yet to move from the Dragon to the Snake is to progress along the Chinese Zodiac from its only mythical animal, a creature that can soar in the sky, to its most earthly one, a creature that lives life on the ground.
At Ogilvy PR, we see this transition as an apt representation for what China will need to accomplish in 2013 – maintain its ambitious continuity, while bringing largerthan- life expectations back down to earth through smart, practical, and effective reform.
As three decades of astonishing growth subside, the question “what next?” is being asked more often and more intensely than ever. 2013 will be a tricky year for China - full of potential, and with much at stake. Just as the snake is unpredictable and dangerous, so it is clever. At Ogilvy PR, we believe that the Snake is the perfect symbol for companies who should coil up for protection and prepare for the right time to strike.
In our annual Chinese New Year review, we present you with a look at the economic, political and social themes currently dominating discussion in China, and offer our view on what to expect over the coming twelve months. We hope that this year you hit the ground slithering!
Click here to download the full report in English, produced by Ogilvy PR Beijing's Public Affairs team.