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China Post-90s insight summary booklet (Chinayouthology 2013)

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This report has been presented: over 50 paid presentations, to over 4000 people, in over 10 cities in China, to people from over 15 countries…

The insights have inspired: 30 ad hoc projects on communication, 11 ad hoc projects on product innovation

Since then, we’ve been hard at work translating this full research into English so that more people can dive deep into the lives and minds of China’s new youth.

We are proud to announce the publishing of the English version of the full Post-90s report! You can access the full report there: http://chinayouthology.com/insights/442

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China Post-90s insight summary booklet (Chinayouthology 2013)

  1. 1. '9 ,3‘. QEIQ1 Q '4“ . ‘ China Youthologg No. l5, Huuyuun Hulong, Aiidingmcn, ‘III floor mine, No.38, Lane 719, vIww. i:IIinoyoul| Ielogy. oom Dongchcng Dimicv, Boiiing YuVuan ad. Chongriing Dilrrict, Shanghai , www. oponyouiIology. corn
  2. 2. China Youlhology presents 2013 YOUTHOLOGY SALON POST 905 TINY WORLD, BIG ERA Shanghai, Oct 30 a 31 2013 Belling, Nov (3 2013 YOUTHOLOGY SALON BOO KLEI Post-905 Report Kev Summay Pg.02 About China vouinoiogy Pg.1 4 Insight Center P926 Quoneny Trend Report P928 China Tribes Pln-in Card Pg,3l Youth MSGUDCEDSS PI’! -up Cad Pg.33 OI'l| i'1e Shopping Neighborhoods Pln—up Cad Pg.35
  3. 3. Q was 0 ‘Compared to IIIO Paaao. ai oh. tam. Ir. stage, 1-aiwoa have a may senuolninioiilohilhlllfnnulvnlfieyuruohonwduirionawuomd umilivnto rinluamundlharmfoilic pa1r. iwi. ... ei. ayi. aml. ai. a1i. .a mindset from hlumlooldng ia Prvum-based. my urn punionntoly buldiig and guarding their ifs lllmogh everyday trivia, well before they enter the chaos of sodoty. 11.. Post-905 aspire to have a some of ucuriy that is guarwitood by 11». qudiy at 51., to bufld a depth of individualhy around their imaruu, to mldim some at belonging as fiiidapondau bui not done’, and to influence 11». today with their own glmmor at lanai. » The actions lohn bylhouyoung Post90sIoIzaidcndguordIIcirwoddeldaflyIionuu1|: o new 531:9. ai iiawauiaxaia‘ n in can. .. teddy. - -111. mm - T1r1yWorld, Big Em. Gina Youthology 1.AII&sa1dom| piilri-1wuI>o1llI1oPod-90sII1:u 1;. .. - ' word _ s. ... ... .»""'*°'l; ".: *1='; .ta. ... °. :.. °s. ... ... ..». ai ‘oi-1.1.‘ . n.1.r: ‘- 3mi. ... I.'; "I's. IIraiiapaa9'3.7Z. wa. i,~ . §'i'3'. 'L-'°'l undanhoaioclydobaod. 2. Dur'Igdiepm5yoarsof1aseurd1,ireyo11iwe nscad1aswIIinourawnO1'maV 1Iuw1:hOn. huvaywn1loI: omuioabl| v1do§ Pod80uaridPoI90s. Whdweseei: lIor1tI'1opo¢ BOsadpoI90Iu; ' ' iimaiialiisariml proud-liens ‘ 'udiyinO1iiesesoo'cty. OI'riaYo1hologylm| >ur1oIucrvng' IIuuaT1v1g' dew: olindividiiolnfioriuidlocraisévnrsify i. .x1. l.7y1ndnydIfcrulguq: so‘yomh. TN1 [I'M _W0 052 'Iv7‘wdwi| lllo xhape_inir m l. n.aai. aiwi. naa-aia°'aui. yia' rnamigi Ilieuisvarslolhesequedellsiltqaim reason" ‘liiisiuseudi Iorwad ‘ hciiic ; ridiIddoryd>mnlflm‘: bwlhopod9°D: lul: "'l, mvHruduig' eiwollds. aiaamaiiaraevoma. mmayamaiminaammmmammaaaa q: oa‘d'1!s, yolInbru1d1vindiab1sa1d1liavy1v1ua. I. naau. iap. nau»a. ... ad1wa1u. ab1.. ayaui. mta. a md11Io! IyoungpIoplchundnr§u1dlhopaiI, ioyrlIdI1opcinlbo proasnot'n¢5vi: idzuSon, nrrdIinbtani9gcrirnivii11a| rIrlladon.
  4. 4. as: /ynj “IE Tfiacro cfllllfllil —TI1eIl1n: e Maltll‘PI’0ll0Sillfll| Sa| 'llI ellinesesinlallon Wuaougiuttnundontundlhupodaions, unxidha, uIdp'oc3euofihoPosW0niIrwghiInihoavliocIhuuworkofflu Individual. in in. pm. .. .1 individualization, individuals in . n.d. .n nodoty mad 1.. . 11.. .. 1nq'or d. nll. n9.. : rim, how do 1l. .y define and wleguerd individud right: and thereby acquire a bout: some of sowriy; second, how do they moire independent decision ad lulu pmaad mpomibilitap control a complex and velafilc daily lr. ,» mad, him do they ma irnorpcrmnd and socioloonncctierlstodtoilouruoofbo ging. Ttnnloaocomx1hui1IhuudlhowuylhoPoo90:ud&uuinulh1u: hdkng¢x -Aaaniring Sense ai Socurily— Freedom ma 121.1. The Pos¥9()s, dv4m1: lgdtiiflnd 1:: -u-I pL: :ie‘rig the values of ‘ndividnoliy Iolidgvaer dnllh, long for inévidual $'°. n-'1’. .. n 1.. .. '3.. ”.”n. ",°"‘. ¢a. .a. aid . .a. ... n,, " "“"“. i’. ... ..'””"’"". ... ..“l. .. .4 .2. . ..n"‘2."i. a . ... ... ." ‘. °Z. ".. ’i°“. ... °.. rm. .. ..‘. '.. .,. ..""“”-. .. lwra. wo. a.. Mning a l. a.i. ... a.. im. .i. yi. il. .a. ... ... .a. .y, ~Prudiocnf|1id¢pondc1nDocisiovwridring—Sclf-Povccptiovland Exploration In a indivsduarud society, .my. n. nudsto nu. indnpondcin dodsioru abamlnir ii. and be mpannsl. lorlI. or11uIvcs, Evnry indndual inn .1. went; 1. diseavnr, explore and deeds ii. meaning .6 M 56.. n. . moo. on Iudng a dil. .n. na.11.. y law. a mm. .4.. .-. to Ms their ulfdisoowry, an the problem: my lad. haven’! d. a.9.. i lnucI. $d1ooI and ian. a1y. d.. aanan w lgziltivatc indeper“vdcrl. ;‘lI'$a'Ig a: ‘pal: ilin‘e. , their pan1l5‘don'l hm diameter help, ‘-1 Ian: "36": -.E: ':nl1 . nginglodvfy. . i ny avA. dg. .yu. .n. i.. inuwludi‘ an wppan 'nam. .alang' ' in ' ix inadequate and underdeveloped. «11..1inkl. .m. ..ii. .1.. .svadudand. l.. ' ' ' andlmlalion wni. .l. . ind'n/ idualizotiori of in. sodovy, people an incnasiigly ia. ..iy. r1.. ..ra. . an irio-Iuiridyi m a. ... aan aneng this nation 1. bowie nbuild 1.. relationship 1.». .. 11.. individual and the uxioty and amine . ... .. l. .i. »g: ng.11.. .. on many urejng factor: wi. .. . 'rig in question. imnal , il. . M90. an more uisaama-a. .. aid am. .. Ineldrig » l. .ni. . lo . ... d.. .a. .d and ad. n.siy ' an. .. Extem-1|Iy, iIiu rapid nizafion hm a~. ... n1.. .dd. d 1.. moo. innn 1.. nndiaand mad . .ian-a. a.r1.. y loco an. .. . ..d11n. ..a. in lwmon nlnfiovls, and inorgonorvtionul conllids Vain wad insvitulievu Iomcn'I| sun my d. ».lap. d in n. ..ui. . . ... d. at imividuals, Ped~90: an dupautl ll: inn. ..1.. a.. naiiy inprwvod . aaa1 stalk 'I'I| ll Post-9llsInlI1l1 Process _ of lnllillilluallzatlon — Tlnl' l! ”.loi'll| . B19 Eta Im1'IlIl1l: IIun symw. l.ay. ... .d. aiaadii. ii. ..n. .;a. .;al1.. .g. ..iinaiyid. d1zaiaana. d1n. .p. ai. .a. .ai1ana1rJaa. can. pa. .dwzl. ii. . Pos#30S. lhlunswII'soHII¢Po¢90IItl1vIsItvwn| (Iydrungls. TlloPo$90xdIousIDoIwiIdtI1lmnIwscI1tIvIba1ho§wI1uHIoIy haveliprlunt, ivllwrllialllzuidingtlsnlrlsnlvubalodmullin1agIundIxpodIiionoflI1nhm1m.1'IwyI1oputu| ivui1lInpruIm, uldlxrvlliolnaronuhnlfllvywumtosoizlbdllhdrlyarldlnmovlvw. TliiaiuiawliallluPaslaosaruuudlo-iticyh. panbilio. i.pmniu. oflt. nlin1nuu. ddca. pipuin¢al. ingnru9gla. iot? «.5y axnnaa. wnnataananin. p.. ..ni. il. ra. +9o. ..anir. ad. .p. ... .d. ... andn abomihulunlvuuidwirhrprnailzn inn. livns. may update mmimlcusly . xpian. , dimmer and fulfill in. .n. anina am. 1%. ,/v. nuennd, u1d enjoy In. .ad. day. my imnndto nand ' pouibilifinuftl-clownbyeovwncdaflyoaqxrbvlu, umotionolfuliriqsuidrufioiidiudgnurnnolid lliuyoun flu loarmdworriuuboullhcluliuo. Whaoggluvovc1lloPoJ90t'Ifr1u1Y1notousyloliiainllnpruomwilI1onfo¢oIhnn. l11o1vodlIeyurowo| dr1gi: nowwt aidconlpetilive. MonyotlhcPost90soroéumdedlrornlheprenenlu1dIindhhcnlloulfioylieanddeveloplhcmxelvcisinllse way wuM. I'IIcyuIconumsd al. a.. ii. .n. ... .a. .a1..1in'. x, andiiiayaan anly. ... ..i.1.. g . ..ana. .a. n p¢I1I. TInydon'iI~l1vo lhcoo donaoiobouiliiaoomperiiouocpioooormwro-nu. Ioing ooligllboMuntl*. oprcur1taIilIsofilunislIoIir'b‘ggcd a. a.i. iy.
  5. 5. ammo‘ 1. me can otlnlllvltllal Small llorIll— ‘Ilia Still! llellttelin Present iinil unite ~ When th rauao. gruvr ll , wliat they could lii1ve—tlie material condition: at their families, living standard: in art», and the Ieruk and he him were limited At the ram time, optimism about China‘: economic and nodal devaluprn I, dream: at individuuln, all depended on the bright httrtr. at narianai development. Fur the Poet-80: th. tulure reprulrvls a certain prospect, especially the adiievemenl at the ltllddle<| asx way of Iile—eyery family owning an autnrtiolaile and an upanment. There lies between th. armni and the tantra a dear path, aparaaahaiti. tltmuglt plrlntial ettarn. The irauaor look toward: httur. full at hope and expectation. ihnreiare, when ih. raueo. were at the mine ago, build themulvex with iutur. :11 th. palm at rlrlennce ta their ar. ..ni ahaia. .. The rat. atth. prmnnt wan not the abiective, but the tool: to result the objective and preparation for the future. - The Pest>90s are dilterertt. They too: bigger rislu. and understand them better. China has entered a new ita e at economic and eoclal development, where young people, «an upon entering rtnirerrrty or the warktarce, . unpredictable change: aw rig them. it ll new hard to use previous common some to predia the uncertain tunrre. The l"uxt~90s hay. grown t. . ayiitg better material coriditluiu, lrvill, diverxified and urbanized ways at lile, and in relaxed and tonal tamily relatiotteliipn. For many at tlti: young genera . they have already poweued a aamtona homeland. -Th tore, the aamiruation ol rait at the rarwor i: not aepamtre not voyage, but building and defense at their hainelundx. For rh. Poll-90:, the htnir. taint. place in their ho lands, instead ol in an ttnaanain, ohsmn and aiuant place. They want to manage and guard their utiall world in a in risky wciety. They are trying to be on ordinary penan who doe. romath extraordinary in an uncertain age, Vlllllo nioying everyday by expanding the boundaliiu and 2. ‘Illa Illillllnll III III! II'llI| Vll‘lllI| Sllllll WI)l‘IIl—ll! . IIIIIIIIIIIII. Mlalllllfl lllfl Glllllllflltll In addition in the alaremntnianea riiitarnnae, the ratwo. have formulated tattr key principles at action at they build their inri dual uriull world anri iuiiiii tlleir expernation: iay, raiianaiity, exparieriu and conwillptieri. Under these lour an es, we can Ill . nt. riy aiii. r.nt influence: an th. individual uriull world. - roots on Jay ‘at the Prooest Joy in the riariry. ihir ll an important princi I in the prnunt. Evert it it ll your own choioe, ltie proceu at prectioe must be p ease I relaxing, amilxing. and a xlend at b 'i| g sentimental and irtrinring. focus an iay cu . naai. one to lultcr e rte with a man a timu c d . but in he proceu one may litcruau the rink at uvul ing the important things in ite and instead dwe ling on the trivial. failing to tackle setbacks or giving up too early. -calatiat. iiiriu and Return: Rationolly Consumerism and the ttiurliet economy have taught the Foot-90: to calculate risk: and return: rationally. FOCIJIlII on the present to build and maintain an individual xmall world. one need: to control riikr and be aware of liitlitutionx. w it. too much ratianal calculation at the Ixixtiti experience and prlunt pcnpectivu may deprive tit. poxt-90: at their imagination, proper calculation has taug t many to control risks and plan action, to create their personal and eodal value following the business logic at sustainability. - Ernphuxil on seltperuption and Etrperiertae Because at many invalid nxpnrinnaer and a ladr atirtni in the rapidly changing Irivirunltielit, man Pm! -905 nmpharin that their ideal and decision: iliould he farmed on the bueii of their own experience, which make: IKum keen to qiiutiun. Experience means full perception, ox ruslon and release at emotions. It ran sass frauura caused by rational thinking and judgment, but can also sauoezet e oppomrnity for systematic aonstructive thin ing and lead to a lack at openness. - sataly Needs by caraumahan Individual: are iitcnuairt ly taming to consumption to fulfill the expectation: and n dn. This leads to the reptaoement of thinking and zroufioti y the ease and availability at consumption. the accessibility or consumption ntaiiar it more diificult for part 90: to dive deep into their interest: and be courageous to take challenges. But the other lid! at the coin is that exteruive material and cuttural eoriwmpfiert can widen the vision and stimulate creativity for a niéie at youth.
  6. 6. Q mien Q lilt: tlflt'itltIIl| !IliIilll—l‘ellilnretiiilssiittItirmis 1. ISIIIIIIIIIIS suoaure they har. shilted toward. the isrerent to guard their hamulandr rottrur than railing oior, the Pail-90: consider ood ttality at lite at present as their greatest drea . They can only lind the sense of security by enjoying illity of at present Illt what the Post.9os expect is not something as vague s "all apartment and a oar", or sim Ie po an at some items. Lite at good quality needs to be based on, but no ted to material. It includes both matenal aonsumptian and a growing wltural cansumpnan. More importantly, quality lite must be built umund panonal choices and filled with an ’ 'rtdividua| traits. Ari individual can obtain a sense at ucluity, sotintactiort and self-identity by meticulously building their own qualify life. Aspiration I: [the length] continuous, sustainable Quality lite with Sulficiettt spare time - [The Width] liito with Wide soapo and continuously Enriched New Experience Aspiration 3: litre Exqllieihrleu] Exquisite lit. with nriined uieuyius and Emotional Input in aetails Z. TOISIIIIIS Yemion l: The Fleeting vauth - ‘My university days ioel like high school one again. I test so tiredl" leneion 2: Hopeless to make it—’Wi| | hard wutls make it dmirinci if I don't have convenient conditions! ’ tension a: losing other Posrittiliries— 'Am I going to regret it I neglect my inner raioet' tension 4: Unalsle ta Attard— ‘I don't have money to buy what I want. ’ Get out at the classrooms to Equip oneselt Relying on Gtlunxl (personalised nerworla oi inlluenoe) to coin opportunities Quality Lite it Not Just about Price Build individual Living spaoe Financial Management Find ttertnene through Culture consumption lleenet Inililiillualilll — Soll-lllsctlltltnl. lllsslon Ittttolllttllslltlll 1. ISIIIIIIIIIIS The post-90: or. not ran-riied with the oversimplified oaolne . they want to understand themselves irsdupth and Ixplnre themselves, tram emotions, personal‘ e, holslt s and talents, to ttseir lite pursuits. Aspiration 1- They asp to build their lite ce ertng on their interests and to beaotne a noteocommon oammorter. Aspiration ey asp to do the work that matahesthoir holslties, so that even when they are tired, they are happy. Aspiration : . ey preter indupendent thinlring and personal esrperienaus. to term their own iudgments and principlel. 2. TIIISIIIS tension I: -we do not have time ta slow down. nor oon we otiord mistakes. ‘ During the sells-tnposed limited exploration period. there is a lot at preullre. Tension 2: "I tried ditterern things, but shit do not know what I want. ‘ Addicted to the cartsumptionssriented exploration, the post9os tind it very dilficult to identity their interests or ionn their own iudgments. Tension J’ We lack self-dis: and cannot stand failure. " Extreme sell-protecian, leer of failures and the lock of perseverance and ietirnanogement aapaisilitier. creation based on interest learn aeltmanags ent suits Record personal history isroaden your horixan Find new systems to understand sell and search tor the meaning or lite
  7. 7. finial! Being Inttenenllent l. '.'ilIt3lll Feeling loneli- —ItelttiiIiIing Ilelatitttts hetttieen Itinolttlnilitiiills 1. llstlltatlons they want to be independent. to hold an to their own views, maintain privacy, and no need to pretend at taroe tlsetnsehes to do things they dan’t Iilte. At the same nine. not lonely. Aspiration 1: Esspetsatian for attention, response and feeling 0‘ existenae Aspiration 2: Etspedolion tor sharing topita and emotions to gain companionship and encouragement Aspiration 3: Expectation tor sitioere and relaxing interpersonal relationships 2. TGIISIIIIIS tension I: ‘Too much time wasted, I'd rather do my own things. ’ tension eo many comments, I reel pressured to be rnyseltx Tension . Too many interests entangled, I line it hard to trust others. ’ 3. Practices Hiding in the virtual world (world at Anime, comics and Gatrlu, abbreviated as ACG) Proving One’: own Existence on social Media Moving to ottline tor Social Aetiyiiies A companion who is 24 Hours on call consuming tor Intimacy spending More time with Parents Glimmer Oi IIHIIIIIGSS — Be ifinll in a llrllel Wllrlll 1. nsnlratlons The past-90: are more conoemed about themnliies and their own small world, and less concerned with social probiottllu their espeotatiani tor the sooisry came tron. their hope at living as an individual. In tertns of soeial puflicipuliun, they aspire to start with small things in their to net. LI diiterena. and to live with tuII ai hope. Aspiration I~ they hope they oan be post ndividuals, and the society oan be kind to individuals Aspiration 2. y hope they have the ab ty to tell right from wrong and to reasonable and professional society Aspiration 3: ey hope they oan be clear about their rights and can protect in ttridual rights in a lree and lair society 2. TEIISIDIIS Tension 1: concern over the ittlpuet: 'I do not see any results. I do not know whether my efforts really matter or not. " acls : tHruIl: "there are so many dilierent opinioristhot I find it hard to believe any of them. ‘ . Loss or good human nature: -In the lace otiha intense oornpetiiion, I have been changed by the society. ‘ 3. Practices Help and care about triends, not everyone Think betore you spealr, even when it sounds right Au an empathy, not morality Promote social innovation
  8. 8. Qzlizl Q Insltiration tor Brands — From Sllllellle Hill Hlelllllllles [II SOIIDIIIII Hill Elnllllllllfl In this time at uncertainty and increasing ohonoe, the tutor. at brands s upon their ability to entpathis oeeompany and help more ordinary ung individuals settle down and advance wrth their pursuits. lsronds must be a to alter ordinary ople an oxtruo inary lite, a sense oteontrol, a reeling or belonging, and a taiih in change and the future. Communicating through advertisements is no longer enough; brands must be able to roalixo what they remiee in their communications through their products and service. An empathetic brand must shift its perspective gem an encouraging bystander to an involved and empathenc partner. 1. Inlllflllll Ill mo 2. Iilllllfllll ll Interests - rrarn Rnprnnrtt My Dream to llring Me Good lite - rrom _suidin and _Enaouia in vouth values to 'Frattt Sytvtltoliztafiott at lntionary site to Colnudttuiixed N°"'°'"‘9 an Prod-ans Bro I 0|-In Narratien of Daily lilo - From A Preductta An Interest - rrom tire that is nought to lite that is created - rtotn lrtortttseonboted cotientetiaaion to csoeriensebased - tram Essalusive to crassage and crosserrata Commvn-mo" - rrotn selling Products to euitding Habits I. Iilllnllel‘ Ii Slelell ' tFs; °glaNinggPrab| ams ugl Haitian" - Fmvtt changitg sedeiy to changing oneselt - From Diversified Choice to Small-andrNi: e Choice 3. II III! !! II Ialettols ~ rrem crying to sharing - From Big community to small circle - tram online sense at lselonging to online lntitnaey ~ From Rebeloissenterto One who keeps to one elt - From traditional sentimental Gratitude to Equal, Relaxing and Amusing tamily rtes If you need a copy of the full report of Post 90:, or If you want to know more about China Voulila| ogy's paid presentation of Post 90:, or If you are interested in China Youtho| ogy's customized research, Please contact Lisa Li viu IlSI. ||@eIlInIIIIlIIO| II'I. eIII
  9. 9. J poovodoiogyoiionomooioaagodoonuaonoyonnooioaootoiiooi ‘ r-dmvoqmkaaiumoi-lob-onisooponoiyon. orn. n,robo. .wons. n. oa. guiroroooy. r..4oao. .dannoooy.
  10. 10. 1-“ i’ ’ ‘:1. WE ARE YOUlH. WE LOVE YOUTH @EfiE WE SEARCH FOR TRUTH AND BELIEVE I SIGHTS LEADTO CHANGE
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  12. 12. 0*‘ iatci "I.7'“; *'u: ‘ n l1.£Zt‘E. ’2:'. ;; . ; T. ,_3Si[ Marketing mtagurv slrateuv lnnuvauun . vi . I§". T'{. :""'""‘n. ..o. "i"'°‘ I-fit ulodr brand Iumu: u“wliIi-rrudio o. .o5n. u.C" hr-‘om ‘Ir-odul-d-bolrawhuo wououwoou nL‘n. u -. nuoig ad by-xix it_-urn: -an nmunopponnyh’ 4 " 3l}(ITI3'. '"T3!‘I‘G$8E' Ell _'sJJ': ;LJs'i3sscI! : 1,3 voaorouornooo n-up yuiltlnzvwulxl-dark ’lnudIuudAtwhiuNI duidse-viuttvhgnehvutta yuthmdwtomlning‘ i lluinti consult Youth ouiure THHII1 co-0|-eafion on Manceung | m[mfsian PIBSEMBHIJIIS swam“ 1 fvIdnVuInr‘-nadndu ‘mums rgauphmhmhfi - - - . . . med onus. Iur : :.~. ."°*". ... “f i *= s—: ~.. -:. _._”. "*" 5"’ --d -n ta-* tloi-F’-nvrl-‘ii-'9 ‘n""’n. ‘3'aZ'o. .-. ... .oo. WW‘ sootzornuunnorto . o'n—. o.»ai, oA. ' , _,, ,,, T_. ,,_, ,,, ,. rid-‘ruck’ .9, oi. oIaomoo'
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  14. 14. w‘ l - , -2 ULIUKAL Pti<5Pt< | |Vt l( 7 IiJb| GHTS «. lt: ll‘/ en dcdp um. l lrustuble moiglilo AUIHENTIC’ YOUIH CULTUKI: CONNECTOR wuik with yuull. . UllU| e Ill. )-ldt. ‘l. > i Rt, fi.i| VE = i jLl. /"§Bl«. .)l<)‘ll-tilt i‘~x‘i~J| JtL II II IOVul| /el'y oulve problei 1 1:»
  15. 15. 9 6 none}. vou-no.4 union: moan: ouu-a own in. .. n. . mun no. ..“ - ‘ CHINA YOUTH "L MEDIASCAPES
  16. 16. fllila YIIIIIIIIIOIIV SIIBGIIIIIIIII Ptllllllcl ; n, ouwonouowuoomt»dnong; n?, om'toAm mflflgflfig 3:3‘-E’; 'g and got mprunoro witout gong om alien, you can V in womwoo “er-0" no on «a duly . . +--"'v': +". ,°"; :-"i~°“; e:. :.s-"°~°°m: :.; -:"*-*: ,:, ~2': '°' . _ $ Lr: ;“: '" °m"’°y°" M W Pleau and cruel to I I . . R‘ Lofty cameo: Chinese youth are increasingly passionate about Helen. yu@clttnuyouHtology. com ‘ several nodal cause: In their those but miklng a dnterenao seems tor quotation and mom tnionnonon ‘‘°’‘’"‘’ ''‘°‘' '°""‘- - _ _ Earoutonoo Io Evorywtun: Rumor mun wait tor no experience to nmniul _ ; nrr"w; d|: t“; ietr oty, ymnh want new expenemxe to happen T i m . 05"’. ..-. o.
  17. 17. =o_uom __o m . ._ . .m: __or_m oc__co . 25 9230 95:0 mc_E_. z >n mucmtmaxm __unc. _. m5 Uuwfim 539» go: 4<. _._O_Q ofiwam . m 4 . :o: ou_o_ton_ . ._m3o. £ 00:50 .95 m_mU_m_. __ 2 m>_m: _ux0 6.05 >_U: o_Q cnu r= :o> : u£ _u. _Qou , _u5=: u mu_>oi I. _.. _<m_>> m>_o . < 4 . mmo. a9a 0:0 095 or: £2 9 mo: Eatonao o_no__m_ mD_>o. a Uco 6:0 .2 6:0 Umccoo 539» go; 2 Eomouoo oN_: Dm_0 mmxmooh ~_m= ._. _.<0 . m 4 . EmE0>_o>: _ 2 U02 Er: moron nco fioaaam .30? m: §>oa_ >n Um>_o>: _ «mm 0. £: o> .2 _w_mUm . _ mmx_uE . U£ muzuofi U ao_m>mn_ . _<3:~_ m. _<m~_0 N Q . :o_mmUa __m£ 2 Umzzou U20 axmwo 50> 305. . ..¢__. _:EEou 50> . um: _._ou : u£ 2mm_w. :_ _uco mw: _o> ammo: D905 9.: _u: _ufi. _mU. .5 . _OOn_ ~50» >>OZv_ . _ 4 THE NEXT FEW PAGES YOU'LL FIND A NUMBER OF TEAR-AWAY PlN—UP CARDS WITH USEFUL TIPS AND INSIGHTS FROM PREVIOUS YOUTHOLOGY REPORTS POST THEM UP IN YOUR OFFICE OR KEEP THEM HANDY ON YOUR DESK FOR THE NEXT TIME YOU FIND YOU'RE BUILDING STRATEGY TO ENGAGE CHINESE YOUTHI
  18. 18. Z, CHIN “I31 TPIBES fififilxiztfi IEEWE follow an interest $3 LEARN $€}Riifli? E solving a problem EEIEIQA : - indulgence ENTERTAIN ERVASHSE relaxation and time Kllllrlg identity ingredient Rfiéflfi relationship mediator ¥: t3‘E&§£ CONNECT &EXPRESS iiiéfiili social currency The 7 Cultural Roles of Media
  19. 19. CHINA YOUTH NEDIASCAPES r. . unin. dcdnntiau aooroa by maid n. ..-so . ira. i.u, when mnsumer! can explore a curated seledian at dtoiue. . n.. r in. Ilnlrging noodn or high ivvatvarnnnt ontn. uiooo. .. by uuoring o Incluiiri volume or Irudia aunt-tt and om. .. a. oio. .iorrt. .rn ta Izrawu raa aovilistantpatoltlt-'r mntfia habin. od&us 2 to, temion: aooroa by ontn. strapping: u) the nod talilt-rtttotidrttr-araruiauiiri-mauiztiitoiaux, andb)Itnnud to embixh sodal and atltttrd aonterdbr purchases. have a great iniiu. no. on in. not . oo. . al in. cunmmlv cydl. uuating awuuneu and rnan . i.noirying in. mapping iaumey vilh man Ivyalty Irnm aenxunuu. ooni. .i. ..tronowu. vorr. ryotoiorio. rn. ror. oanr, tno. n nu-unni-ran noon: to metal itnwarh, and the Irny dfienntiatan in then Ilwy in SOCIAL VISUAL and PUBLIC. SVVIISN M. ..“ NORMAL wuiinv O O In China, the neigrtboihood where vou go shopping says 0 lot about who you wont to be i , , www. d't'ltuyootItoIogy. uorn/ neiglttx
  20. 20. ONO ONLINE SHOPPING NEIGHBORHOODS How young Chinese consumers navigate the online marketplace

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