1. The document discusses trends in Chinese youth culture and how brands can better connect with Chinese youth. It summarizes research findings on changing aspirations, values, and identities among Chinese youth.
2. Specifically, it finds that Chinese youth are seeking comfort, encouragement, and ways to construct meaningful identities beyond materialism. They are also increasingly interested in social issues, defending civil liberties, and expressing national and generational pride.
3. The document recommends that brands provide cultural products that offer relief and reassurance to Chinese youth. It also suggests brands understand and engage with trends like social participation, new forms of individual expression, and grassroots creative culture.
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.
Dive Social is China's first social media motivation study. It deep dives into the motivations of social media, delving into the underlying reasons that drive Chinese social media users. Going beyond social media usage numbers, this study clears up myths of what people want from brands and content that influences them.
The study dispels myths like the influence of Key Online Leaders, the reach of brand accounts on social and who actually uses social media.
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.
Hot from Brazil: 7 insights into the world of the Brazilian consumerBrand Genetics
Brand Genetics' latest Speed Briefing offers a succinct look at Brazil, a country that has changed rapidly over the last decade, and will soon be the focus of global attention with the FIFA World Cup in 2014 and The Olympics in 2016. But, as the recent protests there have shown, such progress is not always smooth - and Brazil remains a complex market.
We hope these insights into the world of the Brazilian consumer are both thought provoking and useful. As insight and innovation specialists, Brand Genetics is constantly working to understand the direction of change in global markets and identify the implications and opportunities for brands.
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.
Dive Social is China's first social media motivation study. It deep dives into the motivations of social media, delving into the underlying reasons that drive Chinese social media users. Going beyond social media usage numbers, this study clears up myths of what people want from brands and content that influences them.
The study dispels myths like the influence of Key Online Leaders, the reach of brand accounts on social and who actually uses social media.
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.
Hot from Brazil: 7 insights into the world of the Brazilian consumerBrand Genetics
Brand Genetics' latest Speed Briefing offers a succinct look at Brazil, a country that has changed rapidly over the last decade, and will soon be the focus of global attention with the FIFA World Cup in 2014 and The Olympics in 2016. But, as the recent protests there have shown, such progress is not always smooth - and Brazil remains a complex market.
We hope these insights into the world of the Brazilian consumer are both thought provoking and useful. As insight and innovation specialists, Brand Genetics is constantly working to understand the direction of change in global markets and identify the implications and opportunities for brands.
Made in China: 8 Insights into the Chinese ConsumerBrand Genetics
A succinct overview of key factors influencing Chinese Consumer behaviour.
China truly is a land of opportunity with 30 years of growth that have helped lift millions out of poverty, enriched a middle class that is expanding fast and created 2.7 million millionaires and over 250 billionaires (US$). Given this speed of change and the complexity of a country with a population of 1.35 billion, making sense of the consumer and market context is not just useful, it's vital for success. Even if you're not working directly with China, you may be feeling its growing influence.
At Brand Genetics we're constantly working to understand the direction of change in global markets and identify the implications and opportunities for brands. To share some of our learnings the attached Speed Briefing outlines 8 key insights into the fast evolving world of the Chinese consumer.
Boomers Aren't Dead Yet: Insights Report October 2013The Buntin Group
Do you realize Brad Pitt and Madonna are Baby Boomers? Yep. This report will make you look at Boomers differently. See what your brand can do to reach a generation that is 80 million strong!
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.
The Sound explores the perceived fringes of culture to illuminate how emerging ways of being are shaping mass culture and changing the human condition.
FRINGESTREAM is a new way of thinking about mass behaviours and values.
FRINGESTREAM is when fragmentation becomes the new normal.
Mainstream culture used to represent the majority story..
In the pre-digital and pre- globalized world, mass culture dominated with fringe cultures existing only on the, er, fringes...often in direct opposition to mainstream values and behaviors.
Now things have changed. Living in a globalized and digital age, mass culture is now heavily inflluenced and shaped by fringe behaviors and ways of being.
FringeStream is the new Mainstream

India's Post Millennial Indian Generation: Gen-ZSneha Kapoor
Youth as a life stage is a much celebrated one – and every generation of youth brings with it energy, a desire for change, naivete and unabashed self-belief…
But at different times in history, youth demonstrate different traits – whether it is the ‘peace-loving’ youth of the 70s or the recent millennials who love challenging the status-quo.
Millennials (born in the mid 80s and 90s) have dominated the marketing and pop culture discourse in the last years, being a truly unique generation born in an age of rapid digital transformation, global connectivity and social change. However, as they age (millennials are now between 25-35 years), its important to readjust our lens on youth and turn to the generation that follows… Introducing the ‘Post-Millennial generation’, or Gen Z, as they have now begun to be defined.
Born after 2001, by the end of 2019, they will outnumber the millennials and become the single biggest youth cohort in India
Based on qualitative and quantitative research across metros in India*, this book attempts to breakdown the unique characteristics of this generation, their drivers and ways to appeal to them.
Indonesia Millennial Report 2020 (by IDN Research Institute)William Utomo
Millennials are most often used to describe a generation that thrives
on instant gratification through technology, spends too much time
on social media and are lazy in the workplace. They are portrayed as
an adventurous generation that prefer to travel rather than to save for housing, to eat out rather than to cook at home, and to spend money on the latest smartphone rather than to save it in the bank. While it may be true to some degree, it is a generalization and oversimplification
of 1 out of 7 types of millennials that we identified, The Adventurer.
At the very core, millennials are efficient, optimistic, and not that radically different from other age groups. They are largely driven by passion and use creative means to achieve success and goals in their own terms. The way millennials consume news and information are centered on their mobile phones and their paths to discovery are more nuanced and varied than some may have imagined. While there are many stereotypes and myths about millennials out there, most of them are likely based on assumptions, which will hinder us from truly understanding and fully addressing this generation’s needs. In this report, our team at IDN Research Institute, with the help of Nielsen Indonesia, delved deep on the 7 types of Indonesian millennials which are outlined based on their distinct values, behaviors, and attitudes. With a hypothesis-driven process, we drive conclusions by combining quantitative and qualitative research of more than 5,500+ Indonesians based in 11 cities from Medan to Solo to Makassar, conducting in-depth interviews, running home immersion sessions, and organizing digital diaries. Paying close attention to these factors have enabled us to have an extensive view on what and how millennials focus their attention, time and energy — an essential insight in today’s ever-evolving world.
China’s brands haven’t yet made a notable impact on the global consumer market, but will that change in the near future? Before the country can develop a cohort of strong brands, its marketers will have to remake what “Made in China” means to consumers. A leading crop of Chinese brands are already chipping away at some of the key factors standing in the way of global success as China actively seeks to export more than just the rest of the world’s manufactured goods.
This report details the external and internal factors hindering the efforts of Chinese brands to take root in developed markets. It also details some of the strategies that prominent brands, from Lenovo and Li-Ning to Haier and Huawei, are deploying to knock down these roadblocks.
Once dominated by a largely young consumer base, the Middle East and North Africa (MENA) region is at a demographic tipping point. This executive summary version of Generation BOLD, an Innovation Group MENA report, looks at over-50s in the region, who are reinventing cultural preconceptions about aging and retirement.
La gestion de projet à l’échelle d’un groupe international, ne s’improvise pas. Législation, culture, habitudes de travail… de nombreux éléments sont à prendre en considération avant de se lancer dans un projet d’une telle envergure.
De la réflexion, à la livraison du projet, les enjeux et les défis associés aux projets internationaux.
BIOGRAPHIE
Diplômée de l’école de relations industrielles de l’université de Montréal, titulaire d’une maîtrise en commerce international de l’école supérieur de commerce de Dijon et membre de l’ordre des conseillers en ressources humaines du Québec. Après une carrière bancaire de 13 années, elle a agi pendant 7 années, à titre de consultante auprès de plusieurs organisations. Madame Lefebvre évolue dans la gestion de programmes depuis 2013 à l’échelle internationale, gérant des programmes/projets en Amériques, en Asie et en Europe.
Made in China: 8 Insights into the Chinese ConsumerBrand Genetics
A succinct overview of key factors influencing Chinese Consumer behaviour.
China truly is a land of opportunity with 30 years of growth that have helped lift millions out of poverty, enriched a middle class that is expanding fast and created 2.7 million millionaires and over 250 billionaires (US$). Given this speed of change and the complexity of a country with a population of 1.35 billion, making sense of the consumer and market context is not just useful, it's vital for success. Even if you're not working directly with China, you may be feeling its growing influence.
At Brand Genetics we're constantly working to understand the direction of change in global markets and identify the implications and opportunities for brands. To share some of our learnings the attached Speed Briefing outlines 8 key insights into the fast evolving world of the Chinese consumer.
Boomers Aren't Dead Yet: Insights Report October 2013The Buntin Group
Do you realize Brad Pitt and Madonna are Baby Boomers? Yep. This report will make you look at Boomers differently. See what your brand can do to reach a generation that is 80 million strong!
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.
The Sound explores the perceived fringes of culture to illuminate how emerging ways of being are shaping mass culture and changing the human condition.
FRINGESTREAM is a new way of thinking about mass behaviours and values.
FRINGESTREAM is when fragmentation becomes the new normal.
Mainstream culture used to represent the majority story..
In the pre-digital and pre- globalized world, mass culture dominated with fringe cultures existing only on the, er, fringes...often in direct opposition to mainstream values and behaviors.
Now things have changed. Living in a globalized and digital age, mass culture is now heavily inflluenced and shaped by fringe behaviors and ways of being.
FringeStream is the new Mainstream

India's Post Millennial Indian Generation: Gen-ZSneha Kapoor
Youth as a life stage is a much celebrated one – and every generation of youth brings with it energy, a desire for change, naivete and unabashed self-belief…
But at different times in history, youth demonstrate different traits – whether it is the ‘peace-loving’ youth of the 70s or the recent millennials who love challenging the status-quo.
Millennials (born in the mid 80s and 90s) have dominated the marketing and pop culture discourse in the last years, being a truly unique generation born in an age of rapid digital transformation, global connectivity and social change. However, as they age (millennials are now between 25-35 years), its important to readjust our lens on youth and turn to the generation that follows… Introducing the ‘Post-Millennial generation’, or Gen Z, as they have now begun to be defined.
Born after 2001, by the end of 2019, they will outnumber the millennials and become the single biggest youth cohort in India
Based on qualitative and quantitative research across metros in India*, this book attempts to breakdown the unique characteristics of this generation, their drivers and ways to appeal to them.
Indonesia Millennial Report 2020 (by IDN Research Institute)William Utomo
Millennials are most often used to describe a generation that thrives
on instant gratification through technology, spends too much time
on social media and are lazy in the workplace. They are portrayed as
an adventurous generation that prefer to travel rather than to save for housing, to eat out rather than to cook at home, and to spend money on the latest smartphone rather than to save it in the bank. While it may be true to some degree, it is a generalization and oversimplification
of 1 out of 7 types of millennials that we identified, The Adventurer.
At the very core, millennials are efficient, optimistic, and not that radically different from other age groups. They are largely driven by passion and use creative means to achieve success and goals in their own terms. The way millennials consume news and information are centered on their mobile phones and their paths to discovery are more nuanced and varied than some may have imagined. While there are many stereotypes and myths about millennials out there, most of them are likely based on assumptions, which will hinder us from truly understanding and fully addressing this generation’s needs. In this report, our team at IDN Research Institute, with the help of Nielsen Indonesia, delved deep on the 7 types of Indonesian millennials which are outlined based on their distinct values, behaviors, and attitudes. With a hypothesis-driven process, we drive conclusions by combining quantitative and qualitative research of more than 5,500+ Indonesians based in 11 cities from Medan to Solo to Makassar, conducting in-depth interviews, running home immersion sessions, and organizing digital diaries. Paying close attention to these factors have enabled us to have an extensive view on what and how millennials focus their attention, time and energy — an essential insight in today’s ever-evolving world.
China’s brands haven’t yet made a notable impact on the global consumer market, but will that change in the near future? Before the country can develop a cohort of strong brands, its marketers will have to remake what “Made in China” means to consumers. A leading crop of Chinese brands are already chipping away at some of the key factors standing in the way of global success as China actively seeks to export more than just the rest of the world’s manufactured goods.
This report details the external and internal factors hindering the efforts of Chinese brands to take root in developed markets. It also details some of the strategies that prominent brands, from Lenovo and Li-Ning to Haier and Huawei, are deploying to knock down these roadblocks.
Once dominated by a largely young consumer base, the Middle East and North Africa (MENA) region is at a demographic tipping point. This executive summary version of Generation BOLD, an Innovation Group MENA report, looks at over-50s in the region, who are reinventing cultural preconceptions about aging and retirement.
La gestion de projet à l’échelle d’un groupe international, ne s’improvise pas. Législation, culture, habitudes de travail… de nombreux éléments sont à prendre en considération avant de se lancer dans un projet d’une telle envergure.
De la réflexion, à la livraison du projet, les enjeux et les défis associés aux projets internationaux.
BIOGRAPHIE
Diplômée de l’école de relations industrielles de l’université de Montréal, titulaire d’une maîtrise en commerce international de l’école supérieur de commerce de Dijon et membre de l’ordre des conseillers en ressources humaines du Québec. Après une carrière bancaire de 13 années, elle a agi pendant 7 années, à titre de consultante auprès de plusieurs organisations. Madame Lefebvre évolue dans la gestion de programmes depuis 2013 à l’échelle internationale, gérant des programmes/projets en Amériques, en Asie et en Europe.
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
Content drivers for global brands: new innovative paths for your branded cont...Vanksen
Generation Z and major events such as the pandemic are leading the change. Our world is becoming a global, multicultural and digitalized village. Vanksen expert teams used their analytical skills to look into the main shifts impacting worldwide content creators lately.
https://www.vanksen.com/en/insights/content-drivers-for-global-brands
MONEY'S TOO TIGHT TO MENTION - whitepaper by Fitzroy.pdfFitzroy BV
Right now, there is a new generation of people on the threshold from an innocent thoughtless existence to the real deal. Gen Z is growing up and this grown-up reality involves money. Young adults seem
torn and almost schizophrenic in their stance on this. On one hand, they have a childlike optimistic outlook on life yet, on the other hand, they’re hyper-aware of the unstable context they’re living in. Some prioritise security and stability, while a cohort of entrepreneurial spirits claim they will never work for a boss in a nine-to-five job.
We dug deeper and found several other tensions around money. We call these tensions, The Money Paradox.
Essay on Knowledge is Power for all Class in 100 to 500 Words in English. Knowledge Is Power Essay Essay on Knowledge Is Power for Students and .... SOLUTION: Essay knowledge is power - Studypool. Knowledge is Power Essay in English 20 lines Writing on Knowledge is .... Knowledge is Power-Essay Writing//Essay about knowledge is power .... Write a short story on knowledge is power. Essay on Knowledge is .... Knowledge Is Power Essay Knowledge Is
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Young Lions Czech Republic 2020 | Media
www.younglions.cz
Young Lions competitions and training programme develop ambition and ability to create excellent communications solutions. We provide an opportunity to develop personal and creative excellence.
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China Youth Innovation Tracker provides marketers inspiration in the following areas:
Youth motivation: what are the emerging motivations, values and identities among Chinese youth
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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
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.
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It's clear online channels are growing fast in China, and important for marketers.
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Memorandum Of Association Constitution of Company.pptseri bangash
www.seribangash.com
A Memorandum of Association (MOA) is a legal document that outlines the fundamental principles and objectives upon which a company operates. It serves as the company's charter or constitution and defines the scope of its activities. Here's a detailed note on the MOA:
Contents of Memorandum of Association:
Name Clause: This clause states the name of the company, which should end with words like "Limited" or "Ltd." for a public limited company and "Private Limited" or "Pvt. Ltd." for a private limited company.
https://seribangash.com/article-of-association-is-legal-doc-of-company/
Registered Office Clause: It specifies the location where the company's registered office is situated. This office is where all official communications and notices are sent.
Objective Clause: This clause delineates the main objectives for which the company is formed. It's important to define these objectives clearly, as the company cannot undertake activities beyond those mentioned in this clause.
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Liability Clause: It outlines the extent of liability of the company's members. In the case of companies limited by shares, the liability of members is limited to the amount unpaid on their shares. For companies limited by guarantee, members' liability is limited to the amount they undertake to contribute if the company is wound up.
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Capital Clause: This clause specifies the authorized capital of the company, i.e., the maximum amount of share capital the company is authorized to issue. It also mentions the division of this capital into shares and their respective nominal value.
Association Clause: It simply states that the subscribers wish to form a company and agree to become members of it, in accordance with the terms of the MOA.
Importance of Memorandum of Association:
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Constitutional Document: It serves as the company's constitutional document, defining its scope, powers, and limitations.
Protection of Members: It protects the interests of the company's members by clearly defining the objectives and limiting their liability.
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2. Who We Are?
1. We are China Youthology, the first youth-focused research-based consultancy in China.
2. We are a group of young people. We grew up in China, We have experienced the rapid change of youth culture, as well as youth
marketing in China.
3. Most of our clients are international giant brands. They have come to China market for more than 10 years. They have achieved
many success in China; they have tremendous experience with the local market.
3. Diversified youth marketing practices in China
1. Marketers in China are trying all new ways of marketing, incl. campus event, online ads, viral marketing, and social media
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practice
4. The Challenge:
catching the pulse of youth in a fast changing society
1. Questions asked most from clients are: Chinese youth are changing too fast… I find it hard to catch up with them and catch
attentions. Can you tell me where they are going to? Why are Chinese young consumers so not loyal to my brand? How can I
build deeper connection with them?
2. Yes youth change fast all over the world. In recent years, social media has completely changed their relationship with the brands.
In China however, in addition to social media, the rapid growth of economy and the change of social scenes add to the complex
of youth, and make it harder for marketers.
5. To Tackle the Challenge:
A holistic understanding of youth
Social Understanding Culture Intelligence
1. To tackle the challenge, we believe that research need to go deeper in a society as complicated and fast changing as China. We
believe that youth can only be fully understood on the basis of a holistic understanding of them as human beings (rather than
merely consumers) with long-term research.
2. We base our research on sociology for a macro perspective and framework to understand the societal changes and the influence
on youth.
3. We draw from anthropology for methodologies of immersing in the youth community and decoding meanings of their behaviors.
Online and offline, we are with the youth all the time.
6. What do China youth want ?
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1. As just mentioned, youth marketing in China are in a great diversity of forms. Today we don’t want to talk about the forms or
channels, but focus on the message of communication.
2. I would like to share with you some marketing practices in China, and update you with some fundamental changes of youth. I’ll
also talk about how should brands learn from the changes in youth culture and build deeper connection with China youth.
7. Most commonly used communication message:
1. an ‘aspirational life’
1. In China there has been two dominant communication messages: one is aspirational life, the other is individuality. Today we
would like to re-investigate these two messages and discuss directions for building deeper connection.
2. Let’s look at the first one first, aspirational life, or Status.
8. A 30-year dream about
‘decent life’ constructed by
ideology, economy, and market
Deng Xiaoping:
‘To get rich is glorious.’
1. The message of status is well rounded from a macro perspective: 30 years ago Deng Xiaoping opened the door of China and
declared that ‘to get rich is glorious’. The double digit GDP growth poses no doubt to Chinese people about a long-term, steady
and rapid growth of economy. In the 90s, international brands came to China and brought consumeristic dreams to Chinese
people.
2. Youth’s dreams are constructed around consumeristic aspirations. Asked about dreams, many would answer ‘a house and a car’.
3. Communication of aspirational life has worked well, and will continue to work for majority of Chinese consumers. But it couldn’t
enable deep connection. Young people find low attachment to the brands and switch to other aspirations very easily.
Source: Der Spiegel
9. However… Dreams getting bitter in past
5 years – the unachievable ‘basics’
Bye-bye my big
city dream!
1. For the brands who care to establish strategic advantage through building deeper connection with Chinese youth, it is crucial to
understand what’s changing in the recent years.
2. Until recently the young generation have been VERY optimistic about realizing their dreams.
3. However in the past couple of years, property price soured to sky, social mobility decreased, job market became more difficult…
Chinese economical structure is facing reformation. Great majority of young working adults realized their dreams are hardly
achievable. Even for those who can afford a property on installment, they found their disposable income decreased. University
students are confused and lost.
Hottest youth sitcom Dwelling Narrowness represented living conditions and anxieties of the young generation today.
4. The hottest youth sitcom
10. Feeling
defeated and
insecure
photo from flickr; by Adrian Fisk, iSpeak China
1. In a society where belief system is dominated by consumeristic aspirations, failure to achieve material success means a
complete failure of life.
2. The generation feel defeated and insecure.
11. Responding youth culture
Picture from <0086>
1. The youth still find aspirational images attractive, but they start to look for something to solve the contradictions between dreams
and realties.
12. Constructing a private warm space:
Increasing ‘healing style’ cultural consumption
Japanese Chinese mainstream Chinese grass-roots
Sakamoto Ryūichi <Strawberry Marshmallow> Zhang Xuan, Taiwan indie pop works of local crea've youth Tyakasha
healing style book <
> by Jiang Yanan
Film <McDull> Ray Lei anima'on <The Universe
Marshmallow>
Ruru'a
1. Youth look for solutions to mental balance. They are consuming more cultural products in the style that they would call ‘healing
style’. ‘Healing style’ movies, songs, books, and products give them the feeling of warmth, affiliation, and love.
13. Most shared video on SNS
1. We expected to see the response from brands. But the brands haven’t followed yet in mainland. On the Chinese SNS
Renren.com, one of the top ranking videos is a TV commercial from Taiwan. It tells a story of a young girl who does not have a
successful career nor a rich boyfriend. But she enjoys finding the peacefulness and happiness in the moments of her plain life.
14. Seeking encouragement
/ ‘survival training’
1. Aside from comfort, youth are looking for the power to hold on to their dreams.
2. There are many brand campaigns in universities, however the one mentioned by most of the youth we met is the campaigns by
P&G on practical career training and dream empowerment.
15. Most shared video on SNS
1. Again not many reactions from youth brands yet. Youth found Pantene’s TV commercial from Thailand and shared it many times
to the top ranking list. It is about a story of a blind girl. She made it to realize her dream disregard all the obstacles.
2. You may find it interesting that Chinese youth are looking for content outside of the country. Yes they do.
16. Returning home
1. Last but not least, youth return to family now. Both financially and mentally, they need the support from family and relationship
17. Take-outs:
- Aspirational image/life still
works
- But brands need to
understand frustrations
under the changing macro
context
- Learning from the youth
culture, brands should
provide relief, reassurance,
and encouragement.
youth in Jilin; photo by Go Takayama
18. Most commonly used communication message:
2. ‘Individuality’
photo by fangfang
1. The second most commonly used communication message is individuality, or uniqueness.
2. In China individuality became part of agenda of youth only in the recent 30 years. After the open door of China, youth for the first
time was imprisoned from the collective ideology. They have suddenly got the space to define who they are through the everyday
choices.
3. The whole idea of individuality is coming from the west.. Chinese youth firstly learned to find the uniqueness in themselves from
the western culture and consumption of international brands.
19. Brands as leaders of yesterday,
and followers of today
1. At the beginning, anything that the international brands introduced to China was considered as cool and differentiating.
2. In the recent years, Internet exposed Chinese youth to extremely diversified options and equipped them with capabilities and
platforms of self-expression.
3. Brands started to echo the youth popular culture communicate individuality. From hip-hop dancing, graffiti art, to animation and
gaming, to talent show… all of these elements are used in hope to resonate with youth’s pursuit of individuality.
4. However most of the brands catch on the cool elements without a real understanding the cultural meanings. Brands become the
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followers of Chinese youth today. And youth found the commercial campaigns less and less attractive.
20. Individuality
evolving from coolness to substance
• Who I am
• What I do
• What I believe
1. What should brands do then? Again, it is time to understand youth as human beings rather than only as consumers because
construction of individuality has gone beyond consumption and mass media entertainment.
2. Listen to the voice that youth are trying to make. Understand that the identity construction of Chinese youth is changing from what
I have to who I am, what I do, and what I believe.
3. Today we are going to talk about 3 major trends of evolving individuality.
21. new citizen: Speak out and
participate in social development
1. The first trend’ is ‘new citizen’. Chinese youth are re-investigating their relationship with the environment.
2. If you check the sns today, among the hottest topics are always social issues.
3. In the events of Olympic, Sichuan earthquake, environmental issues, and social injustice in the past 2 years, the youth generation
acted as volunteers, critics, evangelists, and participants.
4. The economic development has enabled some young people the ‘luxury’ of caring about things outside their own living conditions.
And the Internet has empowered youth to express opinions, exchange ideas, form communities, and make difference.
5. The motivation behind social participation is not conformity as in the past, but individualistic choice to search for meaning of life.
22. ‘Climbing over the wall’ and defending for
private space
1. New citizen is more than charity.
2. The increasingly aggressive Internet censorship has triggered more critical thoughts from the youth.
3. In the recent 2 years, more and more international and local sites are completely or partially censored in China, including
youtube, twitter, google, and the Chinese versions of these… Chinese youth speak out to oppose the censorship through creative
works, and find their ways to walk around Great fire wall.
4. Youth become more conscious about defending for their private space and personal rights. They desire to search for truth.
23. New idol: speaking
out truth, critical
minds, defend for
freedom
Han Han ranked 2nd in ‘2010
‘citizen Han Han’ on CN Time 100 poll’ for most
news weekly influential people of the year’
1. Today, Han Han is the new idol of Chinese youth. He’s a writer and professional race-car driver. He is a harsh critic on the social
issues. His blog has more than 300 million accumulative clicks. It is one of the hottest blogs in China.
2. There are many CSR campaigns in China today. But most of them are seen as ‘dumping money for reputation’. It’s not about how
much money you donate, but about your opinions about the reality and actions to make things better.
3. Youth are voicing out for their opinions about reality. Similar for brands, it’s nothing cool to be cool per se but to have an attitude.
24. Brands haven’t echoed precisely
1. Some local brands signed Han Han as spokesperson. But they don’t seem to understand what Han Han stand for to Chinese
youth. International brands are even slower to catch on the pulse.
2. There are many CSR campaigns in China today. But most of them are seen as ‘dumping money for reputation’. It’s not about how
much money you donate, but about your opinions about the reality and actions to make things better.
3. Youth are voicing out for their opinions about reality. Similar for the brands, it’s nothing cool to be cool per se but to have an
attitude.
25. New Chinese: national pride and
generational pride
1. Through social participation, Chinese youth are re-defining their relationship with the environment.
2. Now let’s look at how they are re-defining who they are through Chinese identity and generational identity.
3. The young generation in China’s big cities has grown up with KFC, Coca-Cola, Hollywood movies, Japanese animations and
games … they are very much westernized. But many have started to look back to China’s heritage for inspiration.
26. Cultural pride and reborn of ‘local’
1. The recognition of Chinese identity is strongly manifested among mass youth as national pride.
2. They are becoming more interested in traditional culture.
3. Old and local brands are reborn and considered authentic and fashionable.
27. Localization of international brands
Pepsi ‘Dare to be Red for China’
1. Many international brands have reacted to the national pride. Some received good feedback.
28. Generational pride
1. What’s less known by brands is the generational pride.
2. The undercurrent: the young generation don’t agree with some of the values of the older generation, but they don’t have the
power to change reality. So they need to find recognition from their peers and claim pride by celebrating their collective memories.
3. The vintage trend is a voice against the over-materialistic society. 2
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29. 1. Local brands react to this mood better than the international brands. We’ve shared the case of Lining last year. Recently
MetersBonwe, a local fashion brand, released a series of t-shirt in the theme of collective memory. All t-shirts are designed with
local animation characters in 80s. This series sold well. 28
30. ‘expert-consumers’ and
New Geek: ‘cultural influencers’
‘To be obsessed with what you do is the very power that drives you
all the way.’ reads the poster
1. We’ve just talked about youth social participation, and identity pride. Today individuality is more than being cool, but about what
you believe and who you are. The other way to confirm individuality through what you do.
2. Let’s see the 3rd trend of ‘individuality’, ‘new geek’.
3. In the past youth want to be expressive about who they are by putting on visible cool symbols in appearance. But today it’s much
cooler to possess capabilities/knowledge as the ‘alternative experts’ on something.
4. Internet is the major enabler not only for deepened and communitized learning, but also for providing a platform for talent – talent
and beliefs are new social currencies.
31. Geeky consumers and opinion leaders
1. Some mass youth turned into geeky smart consumers. They have strong influence on their peers on purchase decisions through
offline and online interactions. There are geeks on mobile phones, sneakers, skincare, etc.
2. The geeky consumers even became grassroots sellers on Taobao.com, the Chinese equivalent of Ebay. They source good
products and share their knowledge about the category with the online buyers. Young consumers come to them not only for
purchasing but also for learning.
32. Surging creative culture and new influencers
Snapshots of creative works of Chinese youth, pictures from Neocha Edge
1. The more cutting-edge youth are geeking out in their areas of passions. This has become one of the drivers for the surge of
creative culture in China.
33. Leverage grass-roots creative culture
1. While most of the brands are still wait and see if the local creative culture is mature and influential enough. Converse, Nike, and
Swatch started to build connection with the creative community through empowerment.
2. What we are seeing is that youth creative culture is coming into shape in China today. It’s time for brands to leverage them to
connect with youth.
3. There has been a doubt on the influence of the creative culture on mass youth. It’s time to re-evaluate the cliché that China youth
all follow mass media and mainstream celebrities, especially for top tier city youth.
34. Take-outs:
- Individuality is evolving from surface to substance
- Youth are re-investigating their relationship with the environment,
the answer to who they are, and they are voicing out
- Brands should start building their identities with the richness through
listening to and leveraging the youth culture