China Youth Innovation Tracker provides marketers inspiration in the following areas:
Youth motivation: what are the emerging motivations, values and identities among Chinese youth
Youth engagement: what are the effective ways of youth activation/engagement
Creative reference: what we can learn and what is available from creative culture
Brand implications: insights & cases applicable for diverse marketing approaches across different categories.
2015 china youth innovation tracker sample & introduction (english)
Photo by Tangting
A Proposal for China Youth
Innovation Tracker 2016
WHAT IS CHINA YOUTH INNOVATION TRACKER........................... 3
WHAT IS THE METHODOLOGY...................................................... 5
TIMELINE AND QUOTATION.......................................................... 9
PRODUCT SAMPLES...................................................................... 10
TABLE OF CONTENTS
WHAT IS CHINA YOUTH INNOVATION TRACKER?
China Youth Innovation Tracker is designed to give you actionable insights into Chinese youth trends, to inspire
ideas and provide informative support to keep up with changing culture. it provides marketers inspirations and
support on following areas…
Youth motivation: What are the emerging motivations, values and identity among Chinese youth
Youth engagement: What are the effective ways of youth activation/engagement
Creative reference: What we can learn from creative culture
The implications will be valid for general youth marketing across different categories with multi-category cases.
We describe trends according to three factors:
What’s Up: Youth behavior that makes up a trend
Why Now: Needs and values driving behavior
Where and How: Examples of trends in action
China Youth Innovation Tracker is based on China Youthology’s youth culture signal pool. The signals are specific
events, people, stuff and marketing practices, including youth culture hits or important signals showing youth
culture changes. By tracking and interpreting these signals, we find emerging trends among young consumers
and provide you new perspectives.
WHAT IS THE METHDOLOGY?
We mine for data in an optimized and comprehensive mix of online and offline media (including academic
journals, in-depth magazines, portals, online community, etc.) that curate information/stories on a variety
We follow a diverse panel of opinion leaders (industry observers, critics, and opinion leaders in a variety
of youth communities from mass youth culture to leading-edge youth culture), tracking their blogs/
microblogs and conducting periodic face-to-face interviews.
Based on the signals collected by media and influencer tracking, we conduct internal workshop to
analysis the relationship between signals and draw out the potential micro trends, and then validate and
refine the trends by in-depth focused desk research.
China Youth Innovation Tracker deck
The deck (both Chinese and English version) comes in a PDF version, and a PPT version so you can
easily use these trends as part of your own presentations.
For each quarter, there will be 3 print-outs as reading materials and workshop stimulus for your daily
TIMELINE AND QUOTATION FOR 2016
China Youth Innovation Tracker will be delivered in ten working days after each quarter (before mid
April, July, October and January 2017).
The quotation is…
China Youth Innovation Tracker (including both Chinese and English versions)
RMB 25,000 per quarter
Print-outs (3 per quarter, Chinese or English version)
TOTAL COST FOR 2016: RMB 100,000 (6% business taxes included)
China Youth Innovation Tracker SAMPLE
Conventionally, customization means either:
1. Putting your name or symbol on a product to
mark it as your own.
2. Designing a product by picking out its
Youth are customizing the product to their lifestyles.
THE RISING TREND
Now, youth are customizing products to fit their lifestyles rather than carry their personal labels. This
1. Experiential Solutions – Youth are buying items in packages based on the experience they can
bring. So rather than a young runner designing the best shoe by picking out its parts and colors
and then the best sweatband with the prettiest design, she cares more about getting running
shoes that come with a fitness bracelet and sweatband – an easy, packaged solution to the
2. Sharing the Solution – Because Youth like to do things socially, they value the option of sharing
their “customized solution packages” with friends who share similar lifestyles. They are not buying
customized products just for themselves.
Youth no longer derive value from personal customization of a product, but rather the customization of
the product to their lifestyle.
WHAT ARE THE DRIVERS?
Luxury Redefined – Youth are no longer impressed solely by high price
Cultivating Lifestyles – Today’s youth are deep and broad explorers of
Valuing the Experience – Youth see the product as a component part of
a whole experience.
As China’s consumption culture becomes
increasingly sophisticated, Youth are less
impressed with luxury for the sake of
luxury. They are more interested in
forming identities along cultural lines
rather than financial lines, preferring
products with heavy cultural meanings
over blatant symbols of luxury.
Today’s youth are broad and deep
explorers of lifestyles. They look
broadly at the diverse options of
lifestyles, and deeply into each
lifestyle’s expressions. In order to
explore and understand each lifestyle
fully, they want to know how products
and services fit into them.
Valuing the Experience
Youth are exploring and developing
self-identities through new and
interesting life experiences. They see
products and services as the
component parts of a single, whole
experience. Youth are therefore not
simply interested in a product’s
functions, but how a product can
bring greater value to that
Uniqueway: Customized Overseas Travel
Uniqueway, founded in Beijing in 2012, is a travel service company
targeting China’s young white-collar workers. Created to give
personalized travel experiences, Uniqueway simplifies the planning
process and offers opportunities for customization.
The website’s “travel consultants” are Chinese youth are familiar with
destinations through having spent long periods of time there, generally
as students. These consultants inquire about customer hobbies,
interests, and needs in order to custom tailor itineraries. They then help
customers to book their trips and are available for consultation during
trips. These consultants collect a 10-30% service fee.
Uniqueway.com has received an angel investment of RMB 10,000,000
in Pre-A series funding.
Qu Song Li: One-Stop Gift Shopping
Qu Song Li is a new function of the “Qu Wan” franchise. It aims to offer
a one-stop gift-giving service featuring product recommendation and
leveraging Qu Wan’s established product fulfillment channels.
Qu Song Li has four parts to its process: gift delivery, gift receipt, gift
request, and special commemorative dates. Gift delivery asks that the
customer fill in the gift receiver’s gender, interests, and personality traits.
For instance, you can select “Tech Junkies” or “Apple Fans” or
“Photographer,” “Artistic Hipsters,” etc. These gifts capture unique
individual traits, not just social identities.
As of late, Qu Song Li is a relatively influential and innovative retailer,
and has received a Series B investment of USD 10,000,000.
Miaoji Travel: Big Data Driven Travel
Miaoji Travel is a quantitative travel app established by a Chinese
engineer. It uses big data and smart tech to provide users with a full
itinerary customized to their needs and interests.
Miaoji leverages data from travel sites in 10 languages to collect and
collate millions of data points for flights, trains, car rental, hotels,
sightseeing, eating, and fun activities. It will plan personalized itineraries
according to user interests and needs, including travel destination,
dates, number of travelers, and personal specifications, to construct a
Miaoji was established in 2014, and has already received Series B
IMPLICATIONS AND OPPORTUNITIES
The big idea here is: redefine your consumer segments along cultural lines.
Brands should consider:
1. What are their consumer segments, how are they defined? Do not just look at your target
consumers in terms of their demographics or product preferences. It is increasingly important and
beneficial to segment them by culture consumption identities. For instance, gamers vs. ACG fans,
young business travellers vs. exploratory DIY travellers, or Teddy bear gifters vs. Teddy bear
2. What are their meaningful experiences in youth culture? Designing a consumer’s experience means
changing the cultural meaning of that product. Understand through youth research what defines a
“meaningful experience” to today’s young consumers, so that the experience design surrounding a
product is optimally impactful.
3. Recognize the Opportunity. This new type of customization is inexpensive. It does not require
spending a lot on product design and development so much as understanding strategically how
youth see products and services fitting into their lives.20
China Youthology is a research- based youth consultancy
that aspires to build meaningful connections between
brands and Chinese youth.
We care about Chinese youth, and believe that deeper
mutual understanding benefits everyone.
For more information about China Youthology, visit
Also feel free to contact:
Thanks for your support!
- China Youthology Team