Most scholars think that the Zhou were much more "Chinese" than the Shang. For one, they used a father-to-son succession system. Also, they weren't too keen on human sacrifice. However, they weren't as good at working bronze as the Shang. Still, it would be centuries before the West was able to cast bronze as well as the Zhou. Some, though not all, scholars believe that the Xia, the Shang, and the Zhou actually were three different cultures that emerged more or less at the same time in different areas of the Yellow River valley. And the historical record supports this view -- the Shang were conquered from outside by the Zhou, as the Xia had been conquered from the outside by the Shang.

The Zhou actually didn't rule all of what was then China. China was then made up of a number of quasi-independent principalities. However, the Zhou were the most powerful principality and played the role of hegemony in the area. They were located in the middle of the principalities, giving rise to what the Chinese call their country -- the Middle Kingdom. The Zhou were able to maintain peace and stability through the hegemony system for a few hundred years; then in 771 BC, the capital was sacked by barbarians from the west.