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By staff reporter ZHANG XUEYING

　　Walmart, the biggest chain store group in the US and in the world, recently announced that it would open more branches in China. Having entered the Chinese market in 1996, Walmart has opened seven shopping malls and one main store in China, all of which have proved to be very successful. Meanwhile, Carrefour, the world's second largest chain store, has taken the decision to close its branch in Hong Kong and to increase its inland business.
　　At first, only a few foreign diplomats, businessmen and tourists were regular customers of Walmart and Carrefour, whereas now most of the faces one sees in either establishment are Chinese, and their patronage is increasing at an incredibly rapid rate. Chinese customers appreciate these foreign style markets for their being more spacious and relaxed, and not as crowded and noisy as many Chinese stores. Other advantages are that they have more imported products, and that all customers command deep respect.
　　One Chinese supermarket manager remarked that Chinese consumers are becoming more and more fastidious. This is quite true. Chinese shoppers are these days paying greater attention to the date of production and quality guarantee period of the commodities they wish to buy, and if this information is not shown, they will often look elsewhere. More and more consumers carefully read the commodity food value breakdown before buying. Natural and green foods are preferred, whereas instant and frozen foods have lost their popularity. According to experts, the nutritional value of food is lost if it is stored for too long. Consequently, fresh vegetables, fruits and dairy products, with low fat and cholesterol and no chemical additives, are now good sellers on the Chinese market.
　　More foreign fruits and vegetables, such as American apples, Malaysian pineapples, Vietnamese Litchi, as well as red cabbage and eggplant from America and Israel, are now available at both large supermarkets and from smaller outlets. Consequently, Chinese cabbage, formerly the most common winter vegetable in northern China, no longer dominates the vegetable market, despite the availability of many new varieties. Farmers have also found that vegetables cultivated without using pesticides are more in demand in the city.
　　Imported health products are also a popular item on the Chinese market, despite being relatively expensive. Alaska fish oil, for example, once retailed for 180 yuan (approximately US$ 20) per 100 capsules.

Living in Comfort
　　Although Beijing real estate prices are twice or threefold those of Shanghai and Guangzhou, the house purchasing trend in the capital is still on the rise. Madam Zhao says, "My present apartment neighbors the street, which is noisy day and night, and the air quality there is bad; we have nowhere to go for a stroll after supper. I plan to buy an apartment in Yiyuanju. The price there is a little expensive, but it is by the Kunyu River, where we can go for a walk after dinner. More important, the living quarters have their own lawns and flower terraces."
　　In housing exhibitions in Beijing, living quarters with sizable green areas, convenient transportation and modern facilities are those most in demand. In order to attract the interest of prospective purchasers, real estate businessmen advertise their properties as being in areas in an "ecological quarter' with "French style". Such properties include many advanced Western-style facilities and equipment, and houses are constructed in foreign styles to add to their appeal. The most desirable residences often include fitness centers, golf courses, indoor swimming pools and tennis courts.
　　The predispositions of Beijing people as regards house furnishings have also undergone a radical change. Environmentally-friendly glue and paint are now preferred as regards decorating materials, and Sweden's Ikea has brought to China diverse house furnishing and design ideas. Many first-time home purchasers go there in search of inspiration as regards styles of decoration. and it now transpires that wooden furniture is considered old fashioned, and that metal crafted furniture and fittings are the latest trend, although traditional styles have come back into favor.

Leisure Activities
　　Many young Chinese people are no longer in the habit of going home directly after work. Instead, they might arrange with friends to go to the gym or fitness club for some healthy exercise. From 6 pm to 9 pm on work-days and at the weekend, gyms are mostly full, despite membership fees having been raised. Owing to a shortage of sports fields and stadiums and high demands, many people have to make bookings two or three days in advance.
　　Chinese people no longer wonder about how to spend their recreation time. Pursuits such as bungji-jumping, rock climbing, bowling, archery, and fitness exercises have become very common, and, for the more affluent, golf is becoming very popular. In some big sports stadiums, day-time football grounds turn into golf driving ranges at night, with professional coaches from Japan and the United States on hand to give the benefit of their expertise.
　　Weekend and holiday touring has become a new point of economic growth in China, and a definition of "holiday economy" is now included in Chinese dictionaries under new vocabulary. At the weekend, the suburbs are crowded with tourists hungry for fresh air and beautiful natural scenery, and hotels are always booked to capacity. There, away from the city, urban dwellers may find relaxation in mountain climbing, strolling through meadows and forests, rafting on the river, bathing in springs, fruit picking, or even planting vegetables on the farm. The most recent tourist schemes include weekends abroad, and exploration tours.

Increasing Environmental Consciousness
　When Beijing Television first began broadcasting air pollution statistics, Beijing people were a little bemused, whereas these days this issue is a popular topic. Many people plant flowers, grass and trees in their own courtyards, and garbage is appropriately sorted prior to disposal. Diesel trucks are only allowed on the road if they conform to required standards of tail gas emission, and gas, electricity and light diesel oil have largely replaced coal in terms of heating fuel. When coal is the only alternative, it is required to have a low sulfur content, otherwise its user will be penalized.

Catching up with global trends
　　As film critics in Beverly Hills write their comments on the latest cinematic releases, movie fans in big Chinese cities are already sitting in the cinema, taking in their plot and enjoying the action. Although the price of tickets to the latest movies is relatively expensive, Chinese youngsters nevertheless go to see them as soon as they are issued. The scope of Chinese cinemas has expanded dramatically, with drive-in and joint venture cinemas in abundance. The joint venture cinema multi-hall rolling show system, whereby on entry the film-fan can see the new film of his choice within ten minutes, picking seats from a computer screen, has attracted many cinema-goers. The state-owned cinemas of Shanghai that previously monopolized the movie market now feel threatened by this market competitiveness. It is rumored that Paramount is going to open a cine-center in Shanghai comprising ten movie theaters - not the most welcome news to other, more conventional cinemas.
　　Name brands are now demanded by more and more Chinese consumers. Christian Dior, Shiseido, Aupres, Lancome cosmetics, Chanel perfume, Ports clothes and ornaments are quickly increasing their Chinese market share, and fashion news releases from Milan and Paris are of increasing interest to the Chinese people. Comfortable fabrics and simple styles are the most preferred, as the Chinese keep in touch with global trends while retaining their own characteristics.
　　Automobile purchase is another item of dramatic increase in China in recent years. The China International Automobile Exhibition was held in Beijing last year, and foreign participants were both surprised and impressed by the strong economic force of Chinese consumers. A large number of luxury famous brand cars were bought and driven away on the spot by the time the exhibition closed. Many representatives of car companies at the exhibition were left with large amounts of orders, and some purchasers requested custom-made designs of automobile plants. Experts have, in recent years, predicted such an automobile purchasing trend in China.
　　Following international mores is another popularly discussed topic in China today. It is frequently mentioned in Chinese newspapers and magazines, as well as in daily conversation. As China prepares to enter the WTO, the Chinese people are becoming more and more internationalized and ready to merge with the global society.