Chinese women's hairstyles can be divided into two groups based on their relationship with their hair. The first group sees hair as a way to conform to mainstream styles and fit in by not standing out. This includes blind followers of trends and traditionalists. The second group views hair as a means of self-expression and distinction. This includes perfectionists who use unique styles to showcase their tastes and adventurists who experiment with bold colors. Overall, the document discusses how Chinese women use hairstyles both to affiliate with others and express their individuality.
A year is made of only twelve months, but thousands (or millions!) of customer touchpoints – each one with a unique personality. With that in mind, this year we created our very own buyer personas calendar, showcasing a different persona for each mont and season. Every year, retailers ask themselves: How will I find, identify and reach the right customer during Christmas? Or Halloween? Or Valentine's Day? Our proprietary tech answers that, reaching anyone, anywhere, with ads as individual as they, we, all are. And with our design team, we make sure your message is presented in the best way possible.
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A year is made of only twelve months, but thousands (or millions!) of customer touchpoints – each one with a unique personality. With that in mind, this year we created our very own buyer personas calendar, showcasing a different persona for each mont and season. Every year, retailers ask themselves: How will I find, identify and reach the right customer during Christmas? Or Halloween? Or Valentine's Day? Our proprietary tech answers that, reaching anyone, anywhere, with ads as individual as they, we, all are. And with our design team, we make sure your message is presented in the best way possible.
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Different from American style humor, Chinese have their cultural influenced style of humor, a quick comedy portrait and definition for Chinese sense of humor, and how can M&M better adapt themselves in this market.
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3. But this is clearly not the case in China
14年3月17日星期⼀一
4. If Hair is all about...
Differentiation
Self Expression
Style
Character
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5. Then in China, why they happen to have the similar
hairstyle?
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6. Is it because that there is some certain mainstream
rules ?
or
Chinese women just having dysfunctional relationship
with their hair?
What’s in their mind?
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7. Mind map 1
Mainstream & Affiliation rules
Individualism has been seen as an undeserved value in China, they don’t
want be “weird” or “looking different”.
Youth tribes, most Chinese girls’ main concern is about “Fitting In”
Fitting in the groups, career, occasions..
Being acceptable and avoiding embarrassment.
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9. Blind
Follower
Traditional
Keeper
BF Pleaser
Safe
Player
Career
Adapter
Mainstream
Affiliation
Chinese Girls
Mind Map
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10. Blind
Follower
Mind map 1
Mainstream rules
They don’t really have their own taste. Totally following the trend, what is
latest hairstyle from those models? What kind of hairstyle is popular?
So they can show people they are following the main trend, fitting in the
“up-to-date”.
They usually have the similar hairstyle which copied from some Japanese
models, Internet celebrities.
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11. Traditional
Keeper
Mind map 1
Mainstream rules
As chinese, you should have black, long, straight hair - that’s the tradition
definition of Beautiful hair.
They are the conservative followers of traditional mainstream, and they
think that’s the way to stay classy, fit in the Chinese Hair look.
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12. Safe
Player
Mind map 1
Mainstream rules
It’s interesting that If you ask some girls why they having a bang, most of
them will tell you it’s because the bang can makes their face look smaller,
even younger. They think their forehead and face are not that pretty, they
don’t want to dye their hair because their yellow skin doesn't go well with
the yellow color.
They do care about their hair but just play with their hair in a safe way.
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13. BF Pleaser
Mind map 1
Affiliation rules
“Relationship” is a big thing, especially to some Chinese girls.
If their boyfriends like black straight hair, then they will just keep their hair
like this. In their mind, they want to please their boyfriends with their
favorite hairstyle, dress style. Somehow you can also say they are girls
without ego, or they just respect their boyfriend in an unnecessary way.
14年3月17日星期⼀一
14. Career
Adapter
Mind map 1
Affiliation rules
Frankly, there is some unwritten hair code of careers in China.
For example, as a teacher, you shouldn’t dye your hair, and need to keep it
simple and decent, as a Journalist you should always keep your “normal”...
They do their hair in some certain career style so it can makes them
14年3月17日星期⼀一
16. Mind map 2
Distinction & Self-Expression
More Chinese are having oversea background now, some of them absorbed different
cultural, and influenced by dynamic experience, have higher level of education,
western mindset, they no longer think that “Fitting In” is a big concern.
They start to face up to personal value and be true to themselves, the rising
Individual awakening is pushing their hair style in every sense.
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17. These girls have higher level of hair consultation,
to show their confidence, their taste, their mindset, their attitude.
It’s not a sub-cultural, but more like a kind of reaction to “Globalization”
affecting our culture.
The development of dynamic cultural which is fluctuating with the interaction
between foreign modern cultural and chinese traditional culture.
14年3月17日星期⼀一
19. Blind
Follower
Traditional
Keeper
BF Pleaser
Safe
Player
Career
Adapter
Mainstream
Affiliation
Chinese Girls
Mind Map
Perfection
Chaser
Adventurist
Distinction
Cultural
Exhibitionist
Self - Expression
Status
Shower
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20. Perfect
Chaser
Mind map 2
Distinction
They value themselves a lot and they have good fashion sense, know how
to make their hair better.
They love themselves more than any one, want to show their perfect style
in every details. Go premium hair salon, even get a hair cut by Kim
Robinson.
14年3月17日星期⼀一
21. Adventurist
Mind map 2
Distinction
They are daring enough to get a funky hairdo, or dye their hair in pink,
blue and flaunt it as well. They are not afraid of “Fail”.
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22. Cultural
Exhibitionist
Mind map 2
Self-Expression
They put much effort on being indifferent to the mainstream. They
influenced by western cultural and like to show it off - from the inside
out. “I am the London girl”, “I am the New yorker”, they present their
cultural background with their hair.
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23. Statues
Shower
Mind map 2
Self-Expression
Somehow, these girls use their hair as their “Status Signal”. They cut
their hair when they broke up with their boyfriends (don’t laugh, it’s
true), or totally change their hair style when they up for a new job (like
model, artist, musicians..), social statues, even sexual orientation.
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24. so their hairstyle look more unique, characteristic
...and pretty
14年3月17日星期⼀一
25. From Blind Follower to Perfect Chaser, Safe
Player to Adventurist, they all “use” their hair in
different social purpose, because hair is one of
the most crucial, obvious thing that other
people can see as you.
14年3月17日星期⼀一
26. The Relationship
between Chinese girls and their hair
So Hair is an essential form of communication
to them - even can call it as a
communication tool - for them to fit in / or
express their cultural
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