Youth research innovation in China market (Chinese version)

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The great challenge of marketing to youth in China market demands youth research that go beyond conventional methodologies.

中国青年创新追踪为市场营销行业提供以下几方面灵感： · 青年驱动力：什么是驱动中国青年文化消费的新兴动机、价值与身份认同？ · 青年吸引力：有哪些激活与吸引中国青年人的有效途径？ · 创意资源：我们在青年文化研究中的最新发现，青年创意文化中可借鉴的最新资源 · 品牌战略建议：为跨领域、多样化的市场营销手段提供洞察与案例研究

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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 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.

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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.

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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.

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