Five trends in China youth consumers depicted, with background (social, economic, cultural triggers), important nuances that marketers should capture, and business implications (with cases). From China Youthology, brand-youth connection consultancy in China.
www.chinayouthology.com/blog
It's clear online channels are growing fast in China, and important for marketers.
But what is the cultural role of online media for Chinese youth?
This presentation is about clarifying how Chinese youth use online channels to create youth culture, and how that culture contrasts with what we see in traditional media.
2015 china youth innovation tracker sample & introduction (english)Lisa Li
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.
(youthlabindo) Indonesian youth social universe:youth marketing for energy drinkyouth laboratory indonesia
Find out why most energy drink brand failed to create real engagement with the Indonesian youth segment
*kata kunci: pemasaran, tren anak muda,riset anak muda, riset pemasaran, strategi pemasaran anak muda, jasa riset, jasa riset pemasaran, biro riset pemasaran, konsultan pemasaran, youth culture asia,youth culture report,youth data,youth indonesia,youth insights,youth marketing indonesia,youth marketing reports,youth research,youthlab, indonesian youth, data anak muda, penelitian tentang anak muda, hasil survei tentang anak muda, jasa penelitian, anak muda indonesia, perusahaan penelitian pemasaran
China is in the midst of one of history’s most dramatic consumer
revolutions. Its people have emerged from decades of global
isolation, restrictions on personal expression, and lack of
consumer choice to power the world’s fastest growing economy.
From affl uent urban youths to mobile professionals to the rural
elite, consumers are seeking products and services that refl ect
what it means to be modern in China.
5 trends from the world of social media - the broad view.
1. In-house
2. Content strategy
3. Social shopping and Location based marketing
4. Influencers
5. Social Gaming
Presentation for Ypulse Mashup Youth Marketing Conf: Building deeper connecti...Lisa Li
This is a presentation China Youthology did on the preconference ‘US & Global Youth & Youth Marketing’ of Ypulse Mashup 2010 in San Francisco.
With a 20-min speech, we talked about current youth marketing communication messages and how deeper cultural understanding of youth can lead to communication messages that resonate. The presentation is designed to give a big picture for an audience who have not came to China market before. If you care to know more nuances and deeper insights, you can check out: http://www.slideshare.net/chinayouthology/china-youth-trends-and-biz-implications-china-youthology-1361450
Aside from the ‘dreams and desires’ of youth, it is equally important to understand the ‘anxieties and contradictions’. Insights into the macro context is especially critical to understand youth, especially in a fast-changing society.
OMD set out to understand the rapid
transformations changing the country and its
people through our new study: The Future of China.
We spoke to more than 2,500 people and
uncovered profound insights into their hopes,
fears, and dreams.
It's clear online channels are growing fast in China, and important for marketers.
But what is the cultural role of online media for Chinese youth?
This presentation is about clarifying how Chinese youth use online channels to create youth culture, and how that culture contrasts with what we see in traditional media.
2015 china youth innovation tracker sample & introduction (english)Lisa Li
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.
(youthlabindo) Indonesian youth social universe:youth marketing for energy drinkyouth laboratory indonesia
Find out why most energy drink brand failed to create real engagement with the Indonesian youth segment
*kata kunci: pemasaran, tren anak muda,riset anak muda, riset pemasaran, strategi pemasaran anak muda, jasa riset, jasa riset pemasaran, biro riset pemasaran, konsultan pemasaran, youth culture asia,youth culture report,youth data,youth indonesia,youth insights,youth marketing indonesia,youth marketing reports,youth research,youthlab, indonesian youth, data anak muda, penelitian tentang anak muda, hasil survei tentang anak muda, jasa penelitian, anak muda indonesia, perusahaan penelitian pemasaran
China is in the midst of one of history’s most dramatic consumer
revolutions. Its people have emerged from decades of global
isolation, restrictions on personal expression, and lack of
consumer choice to power the world’s fastest growing economy.
From affl uent urban youths to mobile professionals to the rural
elite, consumers are seeking products and services that refl ect
what it means to be modern in China.
5 trends from the world of social media - the broad view.
1. In-house
2. Content strategy
3. Social shopping and Location based marketing
4. Influencers
5. Social Gaming
Presentation for Ypulse Mashup Youth Marketing Conf: Building deeper connecti...Lisa Li
This is a presentation China Youthology did on the preconference ‘US & Global Youth & Youth Marketing’ of Ypulse Mashup 2010 in San Francisco.
With a 20-min speech, we talked about current youth marketing communication messages and how deeper cultural understanding of youth can lead to communication messages that resonate. The presentation is designed to give a big picture for an audience who have not came to China market before. If you care to know more nuances and deeper insights, you can check out: http://www.slideshare.net/chinayouthology/china-youth-trends-and-biz-implications-china-youthology-1361450
Aside from the ‘dreams and desires’ of youth, it is equally important to understand the ‘anxieties and contradictions’. Insights into the macro context is especially critical to understand youth, especially in a fast-changing society.
OMD set out to understand the rapid
transformations changing the country and its
people through our new study: The Future of China.
We spoke to more than 2,500 people and
uncovered profound insights into their hopes,
fears, and dreams.
Has #BabaRamdev led #Patanjali just turned BOP into the new FOP?. Are only the traditional natural Indian FMCG & FMHG brands under threat or does a Unilever, a Nestle and a P&G will also feel the heat.
A strategic provoctaion from @wolfzhowl #wolfSIGHTS
China Outbound — a trend report from The Innovation Group at J. Walter Thompson — explores the fastest-growing group of global travelers and what it means for your brand.
Chinese international travel has tripled in the last 10 years to 130 million trips in 2017, with affluent, increasingly adventurous consumers setting the pace of travel retail, hotels and hospitality.
Traditional molds are changing. Singles, younger generations, and those from smaller cities are traveling, making this cohort a powerful, and moving, target.
Our report unearths the new motivations and aspirations behind Chinese travel and identifies 12 emerging types of Chinese travelers, from medical tourists to women travelers to foodies and adventure seekers. There are also filial travelers, treating their aged parents to an overseas holiday, and geopolitical travelers, who are inspired to visit places along the One Belt, One Road network of trade routes in the region.
A trends shift in how indonesian youth community, specifically anime community, consume mainstream media
*kata kunci: pemasaran, tren anak muda,riset anak muda, riset pemasaran, strategi pemasaran anak muda, jasa riset, jasa riset pemasaran, biro riset pemasaran, konsultan pemasaran, youth culture asia,youth culture report,youth data,youth indonesia,youth insights,youth marketing indonesia,youth marketing reports,youth research,youthlab, indonesian youth, data anak muda, penelitian tentang anak muda, hasil survei tentang anak muda, jasa penelitian, anak muda indonesia, perusahaan penelitian pemasaran
How to make LGBT Travel Matter to MillennialsPeter Jordan
Millennials are shaking up technology, politics and society around the world, and are joining the global workforce in ever greater numbers. However their attitudes have been strongly defined by the times in which they grew up. This includes the era of great advancements in equal rights for LGBT people, which Millennials have both witnessed and benefitted from. As a result, this generation is increasingly flexible and open-minded in its attitudes towards sexuality, calling into question whether LGBT-specific travel products and experiences will be so relevant in the future.
In this presentation, given at the 2016 IGLTA Annual Global Convention in Cape Town, South Africa I discuss all these issues and give recommendations on how to upgrade LGBT product development and marketing for the Millennial generation.
Here is a presentation shopping the empty shops situation in Lancaster City Centre and potential alternatives that can be done with them to both improve the shop and also the well being and business of Lancaster.
Six Trends That Will Change the World - Toposophy at WTM London 2015Peter Jordan
What are the trends that are about to rock the world of tourism and marketing? Toposophy presented two of them to a packed crowd of tourism industry professionals at WTM London 2015.
While it's true that lots of people in our are talking about Millennials, does the wider community understand quite how important they are as consumers now? It's also true that they're definitely not all the same. At Toposophy we take the Millennials market seriously in all the work we do, so we're pleased to share some of our insights with you.
More than 230 million “millennials” in China—or about 17% of the total population—are undergoing the biggest change of their young lives: becoming adults. Hundreds of millions of young Chinese from the 90s generation are getting older, becoming more mature and shifting their perspectives from self-focused to society-focused.
Social media in Asia: how the Internet has changed the entertainment industry in Far East and China.
The presentation was held at Far East Film Festival in Udine // http://www.fareastfilm.com
2013 Edelman Global Entertainment Study - BrazilEdelman
Edelman’s Global Entertainment Study highlights the importance and prevalence of entertainment in people’s daily lives, and how technology has enabled its consumption and sharing on a global basis. Now in its seventh year, the study, co-commissioned by Edelman and MATTER and fielded by Edelman Berland, has expanded beyond the U.S. and U.K. to include Brazil, China, Germany, India, Korea and Turkey. Here you will find the results focused on the Brazilian market.
Has #BabaRamdev led #Patanjali just turned BOP into the new FOP?. Are only the traditional natural Indian FMCG & FMHG brands under threat or does a Unilever, a Nestle and a P&G will also feel the heat.
A strategic provoctaion from @wolfzhowl #wolfSIGHTS
China Outbound — a trend report from The Innovation Group at J. Walter Thompson — explores the fastest-growing group of global travelers and what it means for your brand.
Chinese international travel has tripled in the last 10 years to 130 million trips in 2017, with affluent, increasingly adventurous consumers setting the pace of travel retail, hotels and hospitality.
Traditional molds are changing. Singles, younger generations, and those from smaller cities are traveling, making this cohort a powerful, and moving, target.
Our report unearths the new motivations and aspirations behind Chinese travel and identifies 12 emerging types of Chinese travelers, from medical tourists to women travelers to foodies and adventure seekers. There are also filial travelers, treating their aged parents to an overseas holiday, and geopolitical travelers, who are inspired to visit places along the One Belt, One Road network of trade routes in the region.
A trends shift in how indonesian youth community, specifically anime community, consume mainstream media
*kata kunci: pemasaran, tren anak muda,riset anak muda, riset pemasaran, strategi pemasaran anak muda, jasa riset, jasa riset pemasaran, biro riset pemasaran, konsultan pemasaran, youth culture asia,youth culture report,youth data,youth indonesia,youth insights,youth marketing indonesia,youth marketing reports,youth research,youthlab, indonesian youth, data anak muda, penelitian tentang anak muda, hasil survei tentang anak muda, jasa penelitian, anak muda indonesia, perusahaan penelitian pemasaran
How to make LGBT Travel Matter to MillennialsPeter Jordan
Millennials are shaking up technology, politics and society around the world, and are joining the global workforce in ever greater numbers. However their attitudes have been strongly defined by the times in which they grew up. This includes the era of great advancements in equal rights for LGBT people, which Millennials have both witnessed and benefitted from. As a result, this generation is increasingly flexible and open-minded in its attitudes towards sexuality, calling into question whether LGBT-specific travel products and experiences will be so relevant in the future.
In this presentation, given at the 2016 IGLTA Annual Global Convention in Cape Town, South Africa I discuss all these issues and give recommendations on how to upgrade LGBT product development and marketing for the Millennial generation.
Here is a presentation shopping the empty shops situation in Lancaster City Centre and potential alternatives that can be done with them to both improve the shop and also the well being and business of Lancaster.
Six Trends That Will Change the World - Toposophy at WTM London 2015Peter Jordan
What are the trends that are about to rock the world of tourism and marketing? Toposophy presented two of them to a packed crowd of tourism industry professionals at WTM London 2015.
While it's true that lots of people in our are talking about Millennials, does the wider community understand quite how important they are as consumers now? It's also true that they're definitely not all the same. At Toposophy we take the Millennials market seriously in all the work we do, so we're pleased to share some of our insights with you.
More than 230 million “millennials” in China—or about 17% of the total population—are undergoing the biggest change of their young lives: becoming adults. Hundreds of millions of young Chinese from the 90s generation are getting older, becoming more mature and shifting their perspectives from self-focused to society-focused.
Social media in Asia: how the Internet has changed the entertainment industry in Far East and China.
The presentation was held at Far East Film Festival in Udine // http://www.fareastfilm.com
2013 Edelman Global Entertainment Study - BrazilEdelman
Edelman’s Global Entertainment Study highlights the importance and prevalence of entertainment in people’s daily lives, and how technology has enabled its consumption and sharing on a global basis. Now in its seventh year, the study, co-commissioned by Edelman and MATTER and fielded by Edelman Berland, has expanded beyond the U.S. and U.K. to include Brazil, China, Germany, India, Korea and Turkey. Here you will find the results focused on the Brazilian market.
A brief outline of the Entertainment market in Asia. Part of a larger presentation on the opportunities in sport, music and other forms of branded content. January 2010.
Global Engagement in an Interconnected WorldSummarized from a p.docxwhittemorelucilla
Global Engagement in an Interconnected World
*Summarized from a paper by the same title, authored by Dr. John Lee, Associate Professor of Social Studies, N.C. State University
Introduction
A mother sits with her son at a computer. Music fills the room as stylishly dressed kids dance on a computer screen. The scene is a house in the Western African country of Senegal where an encouraging mother is watching a music video with her son and offering her opinion of her son’s favorite new musical group, Rania. The group is from South Korea and is part of a music phenomenon called Korean Pop (or K-Pop) that fuses electronic, hip hop, rock and R&B musical forms. The young man made a video of his mother’s opinion of the group and put it on YouTube. A South Korean musical group, singing music online that emerged in black American culture, is being shared by an African boy on a global commercial video sharing network. How did we get to this point and what are the implications of this interconnected and overlapping world for this young man’s future and the future of young people in the United States?
A certain vision of the future is already here, although unevenly represented around the world. This future is cross-cultural and supported by a global economic system of multinational interests delivered through a decentralized communications network. Young people today are growing up in an interconnected world with access to information through a wide variety of mediums and devices that support the exchange of ideas and opinions. Given that these systems for communication are in constant flux and are being rapidly developed, children must prepare for a future that will look different than the world of their parents.
Trends in Youth Global Engagement
There are six trends that will shape the global engagement of Generation Z over the next decade. Each of them is outlined below.
Trend #1 – The Emergence of an Online Global Identity
Online social networks connect people and create avenues for extending our identity. Identity is connected to our physical being, but increasingly young people are crafting online identities using social networks. Manuel Castells describes this phenomenon in his recent trilogy The Information Age: Economy, Society and Culture. Castells argues that the organization of global economics, political and social institutions prompts individuals to create meaning in their lives through collective action. This explains why networks such as Facebook have become so popular (500 million active users), so fast (Facebook went online in 2004). The attraction of Facebook is the human interaction and collective action that it facilitates. The technology is much less important than the human activities that the technologies enable. In fact, actual interfaces such as Facebook come and go rather quickly (e.g. AOL and MySpace, both with explosive growth and quick declines). These global networks allow people to be free of their “other” identities - ...
Kestrel Lee - The key difference between social media in Australia and China;...The China Gap
Kestrel Lee - Executive Creative Director of Integrated Marketing, Social Media and e-Commerce for Zeno Asia
@kestrellee
Proven strategies and tools are hard to access 600 million internet users including over 220 million active online shoppers who spend more money than any other online shoppers in the world.
An overview of business opportunities available in China for marketers. A presentation from the China Digital Marketing & Social Media Summit held on the 24th of October 2013.
Nike Foundation Girl Hub London ProjectJody Turner
Trend analysis of girl asset driven approaches focused on the empowerment of girls. How to get into the hands of girls what they need to do well while respecting local culture and family structure. How to reach the girl where she lives most effectively.
Si les prises de parole concernant les générations Y et Z sont légion, il était primordial pour Starcom d’adopter une prise de position limpide sur ces termes surexploités. Notre étude est une photographie de la société, une immersion dans le monde des « jeunes » à travers une recherche documentaire, des interviews d’experts et la synthèse des études que nous avons réalisées pour nos clients sur ces cibles.
The Innovation Generation in a Changing China: China's MillennialsSIS International
Michael Stanat, author of "China's Generation Y," looks at some of the forces of change that are buffeting China and how researchers can respond to them.
Published in Quirks Market Research magazine in April 2015.
By Michael Stanat, SIS International Research, http://www.sisinternational.com
MILLENNIALS: Rewriting our cultural story for brands - one mash-up at a time includes the following:
- Technology & Gen Y: together since day 1
- The technology myth
- A cultural tipping point
- Brands and our new cultural story
Similar to China Youth Trends And Biz Implications (20)
China Post-90s insight summary booklet (Chinayouthology 2013)Lisa Li
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
If you're interested in knowing more about China Youthology, or are interested in joining us, take a few minutes to look through this presentation! Here you'll find a colorful company introduction and a couple job positions that we're currently looking to fill. Thanks!
This report is about how and why young Chinese women are using e- commerce and social media to make their shopping choices.
We conducted ethnographic research with 10 young women who are avid online clothing shoppers in Beijing, Shanghai, and Chongqing.
This report is all about young women and clothes, but the conditions and drivers behind the behavior have implications well beyond cheap and cheerful online fast fashion.
Because what we see is that for young consumers in China, the starting point for shopping is shifting from advertising, brands, and retailers… to people.
China Youthology and GroupM are pleased to offer Chinese Youth Mediascapes: A Cultural Perspective.
Last year, China Youthology collaborated with GroupM to investigate the media habits of Chinese youth, the cultural role of media, and what youth care about media.
We hope Chinese Youth Mediascapes ignites conversation and feedback. We’d love to hear from you with your ideas, responses, and experiences.
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In 2010, China Youthology wanted to learn more about China’s
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We conducted extensive research, and started conversations with China’s community of youth market researchers and practitioners.
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a snapshot of the vintage / retro trend in China. what's in and what's out, representation of the trend in fashion, entertainment, and lifestyle... as well as the meanings embodied by vintage
Implicitly or explicitly all competing businesses employ a strategy to select a mix
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RMD24 | Debunking the non-endemic revenue myth Marvin Vacquier Droop | First ...BBPMedia1
Marvin neemt je in deze presentatie mee in de voordelen van non-endemic advertising op retail media netwerken. Hij brengt ook de uitdagingen in beeld die de markt op dit moment heeft op het gebied van retail media voor niet-leveranciers.
Retail media wordt gezien als het nieuwe advertising-medium en ook mediabureaus richten massaal retail media-afdelingen op. Merken die niet in de betreffende winkel liggen staan ook nog niet in de rij om op de retail media netwerken te adverteren. Marvin belicht de uitdagingen die er zijn om echt aansluiting te vinden op die markt van non-endemic advertising.
Tata Group Dials Taiwan for Its Chipmaking Ambition in Gujarat’s DholeraAvirahi City Dholera
The Tata Group, a titan of Indian industry, is making waves with its advanced talks with Taiwanese chipmakers Powerchip Semiconductor Manufacturing Corporation (PSMC) and UMC Group. The goal? Establishing a cutting-edge semiconductor fabrication unit (fab) in Dholera, Gujarat. This isn’t just any project; it’s a potential game changer for India’s chipmaking aspirations and a boon for investors seeking promising residential projects in dholera sir.
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The world of search engine optimization (SEO) is buzzing with discussions after Google confirmed that around 2,500 leaked internal documents related to its Search feature are indeed authentic. The revelation has sparked significant concerns within the SEO community. The leaked documents were initially reported by SEO experts Rand Fishkin and Mike King, igniting widespread analysis and discourse. For More Info:- https://news.arihantwebtech.com/search-disrupted-googles-leaked-documents-rock-the-seo-world/
1. Reading a book of paradoxes China youthology
China youth trends and business implications
18-30 yrs – university students and young working adults
they are in more developed cities in china tier 1 and tier 2 cities
these 5 trends are strongly manifested among the early adopters and early majority
who are we talking about
china youthology
with us with the youth china youthology
our approach 1
we study youth at three spheres – macro community and individual
a holistic and in-depth understanding of youth market through full hearted long term immersive dedication read more at our website
our approach 2
the youth-category-brand scaffolding
youth insights
updated understanding on youth's values lifestyles subcultures (what's cool)
category insights
deep understanding of category relevant needs moods attitudes behaviors
youth brand insights
principles and successful elements in youth marketing cases
china youthology
how did we come up with the trends
market research projects for youth brands since 2006
both with china youthology and previous employers
systematic and innovative methodologies to study youth including observing interacting exploring and innovating with youth everyday both online and offline
a series of topical research such as vintage trends Beijing Olympics shan zhai culture and creative communities co-researched with Neocha.com a leading online creative community China Youthology
A Book of paradoxes Chinese youth are a book of paradoxes. What's discussed in this presentation sometimes seems contradictory to the understanding about Chinese youth before (self-oriented, fun-seeking, hedonistic consumers who possess a strong need for self-expression and self-development.) It is not to say that the trends discussed in this paper are going to replace these themes but to emerge, grow and coexists with these themes.
China Youthology
A book of paradoxes
Chinese youth live amongst the fastest changing group of people in the world constantly bumping up against local and global changes.
They are bombarded with strong influences from both western and traditional chinese culture at every turn, both new and old, hip and ancient blending new ideas and traditional culture into a fabric of daily life thought and output. Typical understanding of China's youth often leads to unsuccessful communication. Often times, brands seem to be offering what's cool to youth but fail to hook them because their products don't capture the nuances in meaning and wind up saying nothing. Real understanding of Chinese youth lies in understanding the paradoxes within the nuances. China Youthology.
Fore each trend we'll talk about the background and social/economic/cultural triggers
the nuances that lead to a deeper understanding.
Implications for brand marketing with cases.
New Geek. New Chinese. New Citizen. New Life. New Entertainment. China Youthology.
New Citizen. China Youthology
09 Youth: social participation, searching for meaning, individualism, everyday doings, not sayings. Individual choice on what to spread on the Internet.
09 Brand enterprise citizenship don't talk about it, prove it. Get it louder through community.
UTSB gymnasium.
From little emperors to a bird nest generation. Making small differences by social participation.
Over 1 million youth volunteers for Beijing Olympics.
Social participation is more than charity. China. Youth participate in various forms, event t hings as seemingly trivial as forwarding emails about food safety, putting red hearts on a MSN nickname and discussing social issues on BBS, etc.
Background Key macro drivers for emerging social participation of youth.
The economic development of China brings better living conditions.
Internet empowers youth to express opinions exchange ideas form communities and make a difference.
The hope about tomorrow will dissipate all the sadness.
Nuances 1 Searching for meaning of life and love.
These nuances spring more from individual choices than from collective norms or traditional patriotism.
The collective way is out.
If you would like to stop using disposable chopsticks, I'm sure to gift you a handmade bag for your chopsticks and spoon. Just drop me an email and let me know your address and I'll courier it to you. Unigreen.
Nuances 2 Small and continuous actions in daily life.
Candy goes to orphan schools almost every weekend. She not member of any NGO. She found other like minded people at Douban and QQ and decided to go together.
Marketing implications for new citizen. China Youthology.
Corporate social responsibility under scrutiny. CSR is not longer nice to have but a must have quality for corporations.
Stop talking. Prove it. Young people respect sincere and long term efforts. Companies can learn from what the common youth are doing with their lives every day. WWF WWF.
Get it louder through communities. Online and offline, companies need to know where the grassroots communities are what kind of support the young people need, empower them, and work with them to become social currency for young people to talk about.
1KG.org
New Chinese. 09 Youth identity pride Chinese cool generation identity the gold old time. 09 brand: localization with context awareness resonance of collective memory. China Youthology.
From globalization to post-globalized chinese. Growing confidence in identity. Our generation have been following trends from the states and Japan since childhood, and one day i figured why not create something that is Chinese cool? Tong Yun, Tyakasha, Shanghai.
Background 1 China taking the global center stage. Now She is walking Why china matters. China. China was a sleeping lion.
Beijing olympic was a milestone of China taking the world's center stage. During the economic downturn China stood again at an important crossroads for the world's economy.
Background 2 empowered by Internet they have grown more critical, but at the same time are more understanding tolerant to Chinese government media and brands. CNN.
Nuances 1
Pride in Chinese identity.
Young people started to be more interested in the traditional culture. Kungfu Panda. Mei Lanfang Chen Kaige.
Nuances 2 Pride in generation identity collection memories. Party fashion life. China youthology.
The hipsters put on style of the 80s to celebrate the collective memories of their own. Satan forever.
Old and local brands have become reborn and fashionable. Yellow mountain.
Local brands start to gain cool mind share concept by amg labs.
Marketing implications for new Chinese. China Youthology.
True connection through resonance of collective memories. Jim Lucy Han Meimei Lily Lin tao liu ying fasion brand giordano cross over local designers to feature characters in a vintage English textbook design.
Resonance of collective memory Lining Jiong Sneakers Li-Ning.
Resonance of collective memory lining playstation sneakers.
Mc Farmer. Localization with context awareness. A real connection with Chinese youth on cool culture or category benefits is needed, and must be based on true understanding of the local context.
Nokia viral marketing Hiphon originated in Chinese village and Bruce Lee playing ping pong.
New Geek China Youthology.
09 Youth geek = passion effort talen social communitized learning.
09 Brand great product service innovation co-creation DIY product for exploration spread the word through evangelists build brand legacy with trend setters.
From cool to geeky deep-ization of hobbies and empowerment of communities. Nowadays people pay more attention to your music not the fact that you're a girl. The girl is a drummer of Car sick cars a popular underground band in China.
To be obsessed with what you do is the very power that drives you all the way.
Geeky passion effort talent.
Alternative scientists.
Communitized learning.
Background internet.
Empowered by the internet young people have easily formed tribes communities around their interests, share things they've learned help each other and educate themselves.
Nuances 1 common people as geeks Geeks are different than trendsetters as understood convetionally. Many geeks are common in most aspects but just trendsetting in specific areas.
Nuances 2 the new self expression.
Books I read movies and music I love places activities I go to become new spheres of self-expression.
Marketing implications for new geek China youthology.
Marketers need to understand two types of geeks. Category geeks geeks in categories or category relevant lifestyles sneakers skincare mobile phones cafe nightlife etc. Cultural geeks geeks in passion areas music art technology sports etc.
Great products engross category geeks. Geeks are attracted by brands who are themselves geeky in the product functions, technologies, ingredients etc. Relevant link: why do they camp in Apple's store: brand fandom.
Build blood connection by engaging and empowering cultural geeks. In order to do a great campaign, brands need to obtain real understanding of the communities and geeks really respect and empower geeks rather than merely consider them as commercial media.
New entertainment China youthology.
09 Youth remarkable yesterday entertainment remarkable today creativity and entertainment. 09 Brand respond to the long tail of creative people needs crowdsourcing.
From fun-seeking to creativity seeking remarkonomy. Snickers snickers snickers.
Modern sky festival Background economic transformation government support and the education Shanghai eArts festival urbanized landscape poster for modern sky festival 2008 Shanghai eArts festivaly 2008.
The internet has spurred the creative culture.
Change of values and growth of demand. On a flea market in Shanghai.
Nuances Find relevant themes to youth everyday life trifles non consumerism, organic. Kidult.
Bedroom bossa band by lullatone Japan. The following themes are abstracted from a report about creative youth which will be co-issued by China Youthology and Neocha.com soon. Tyakasha, independent brand Shangahi.
Hand made transportation card cover little-a handmade. Chinese central marshal arts academy human animation work by students in Chinese central arts academy 2008. Inconvenience Fragility vulnerability. Tears by little-a Beijing. Traditional ink and wash painting animation seen as cool.
Techy graphic by DOGCO3 social conscience indie brand more is less using recycled materials for products. Chinese Chic Painting by overturn. Collective memory Animation works by ray raydesign.com.
Hitting the road picture by loaw. Sarcasm and spoofing Chinese back dorm boys. Sensuality Graphic by. Violence. From Cult youth local independent animation publication.
Marketing implications for new entertainment China Youthology.
Designy everything creative communcation and packaing become more important than ever for almost all categories. Limi happy club. Case Limi's creative packaging for mass market skincare products. Case Nongfu Spring c100 attracted young consumers with unique bottle. Case packaging of the face shop face care products.
Crowdsourcing to meet the long tail needs. Case: local street fashion brands the thing and ENO both mobilize the independent designers to provide great variety of creatives to the local young consumers.
Various indie people are great resource for crowd sourcing of creative jobs.
New Life 09 Youth risk awareness health and wellness trading up and trading down. 09 Brand sustainability crisis management value of money.
From indulgence to sustainability. Pains of modernity and risk awareness. Health and wellness.
Let's talk about bujingqi Economic downturn.
Background pains of modernity. The young people have realized and experienced the many risks in society and in their life and they aspire a life and world that is more sustainable.
Nuances 1 new old life healing the pains of modernity. Simple life. To young consumers, naturalness means not only safe and healthy but also truthful and joy – free from pretentiousness and stress.
The life and times of less. Nuances 2 it's all about balancing. New life does not completely alienate indulgence. Here's the constant struggle between the desire of moderation and indulgence, health and extravagance anti-consumerism and consumerism.
Marketing implications for new life. China youthology.
Knowledge marketing. Companies still need to learn better ways to constantly communicate with their customers to ease the tension and concerns caused by asymmetry of information. Case lai yi fen a local snack company opens farms of ingredients to customers who want to visit.
Case muji as well as muji style becomes chic. Case oishi potato chips using mountain tea oil an ingredient that is perceived to be healthier. Safe is not good enough. The increasing needs for environmental friendly natural and healthy products has become inevitable. Sustainable products.
New citizen social participation everyday doings not sayings individualism individual choices on what to spread on the internet searching for meaning new chinese the good old time generation identity identity pride chinese cool new geek geek passion effort talent alternative scientists social communized learning new entertainment remarkable yesterday entertainment remarkable today creativity and entertainment new life trading up and training down health and wellness risk awareness chinay youthology china youth insights and marketing impact 09 youth and 09 brand china youthology cinayouthology.com
In a nutshell do something remarkable enough to become the social currency that youth need to identify themselves and build relationships with others in their communities.
Need to understand the nuances of the changing values and lifestyles as well as understand how your own category is experienced by youth. China youthology.
China youthology. Thanks to the following though leaders for the great thoughts inspirations on youth trends, innovative research and study on social changes.
Http://www.mobileyouth.org
http://www.kumeugirl.com
http://www.trendbuero.de
Thanks to people how have contributed to the paper with their questions and ideas on youth trends and youth marketing: our friends and clients at Pepsico Foods, nestle, Pernod Ricard, Johnson & Johnson, Nokia, Li Ning, TBWA, McCann Ericson, JWT, BBDO, Dentsu, IDEO, Modern Weekly, Urban China, 0086, Douban.com Xiaoeni.com, Neocha.com, 360quan.com, Sohu.com, and many others that are not listed.
Thank you. China youthology. Download our paper 'China Youth and Biz Implications at http://chinayouthology.com/blog/?p=651
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