The post-70s generation in China are pragmatic and value-driven. They are [1] dedicated to their careers and focused on wealth accumulation due to their conservative nature and prioritizing of traditional values. [2] As the first generation affected by China's one-child policy, they place great importance on family and devote themselves to their children's education and care of elderly parents. [3] Generally less burdened by housing costs than younger generations, they are passionate about savings and upgrading their assets through investments.

1. The typical lifestyle gear picture of
China’s post 70s
•
•
•
•
•
•
* Special feature
* Career
* Family
* Consuming habit
* Entertainment
* Social habit

2. 0 lifestyle ——
vs.
* Special feature - root & background
Born in 70s; Grew in 80s; Striving in 90s
Ideal， Conservative v.s. Pragmatic，Value Creation
The Chinese post 70s are a generation who
grew along with China's economic reform and
opening-up. They were influenced by
traditional culture, especially the Red culture
the revolutionary tradition, so most of the post
70s are relatively conservative and appreciate
the traditional values & ideals; a large portion
of the post 70s had experienced the age of
poverty, so they strived to improve their living
conditions and the society, they are a group of
pragmatic and productive people.

3. 0 lifestyle
The Special Feature of post 70s
They are pragmatic, so they are dedicated to career
They are conservative, so they focus on wealth accumulation
They value traditional ideals, so they regard family as the no. 1 element of happiness
They want to create vaule, so they engage in cosntant self-improvement

4. 70 80 90 % 2010
• 56%%% %
• 71%%% %
• 48%%%
%
%
36-45 %
• %
•
Career -
[Salt of the Earth]
[Workaholic]

5. • %
• %
•
• 65%% 70
%
• %
• 80
70 80 90 % 2010
[The 1st Generation of Slaves to Housing
Mortgage]
experienced the transitional urban
housing reform in China, some of them
received the benefits from the welfare-
oriented distribution (allocation) of public
housing, some of them purchased their
houses when the prices were not so high,
so generally the post 70s bear less
housing/ mortgage burden than the post
80s
[Passion for money savings]
Most of the post 70s are neither consumerist nor
materialist

6. • %
• %
• %
[Upgrade Assets]
Interested in wealth management,
investment, upgrade assets

7. !
• %
• %
70 80 2012
[Family First]
Facing marriage, a tendency for altruism and dedication
The holistic interest of the family is more important than self needs satisfaction

8. • 95 05 %
• ( )%
• %
• %
•
!
[Consumption for the Children]
Most family, esp. urban family, has only one child
due to the ‘One Child Policy’
Education expenditure & plan
Elite education
Possible psychological issue for adolescence/ teenage
rebellion
Less burden than taking care of infants

9. 7 !• 50 0-70 %
• %
• %
• %
• %
• 7 %
[Responsibility of supporting parents]

10. • %!
[Entertainment]
Prefer the form of entertainment which
can satisfy the needs of everyone in the
family, e.g. family travel

11. •
%
• %
2014
[The Activities on the Internet ]
The post 70s usually make use of the Internet and
Social Media to collect information, and to realise
self-enhancement;
They are also fond of organising offline activities via
the Online community

12. • 6 %
• %
• 6
「Social Habits」
'Work' and 'Stockt' are the most favorable conversation topics
The main purpose of social activites are for building and sustaining network
Spending a lot a time on hanging out with cilents or business parteners

13. • %
• %
• %
• %
• %
[Health & Beauty]
Work stress, lack exerciese, sub-health conditions, midlife crisis
Aging & degradation of body function

14. Reference
•
2014% %
• 70 80 2012 %
• 70 80 90 2010 %