Comments (2)

By SMG Research Team, January 27, 2011 5:51 pm

I find it interesting that Chinese netizens are able to convey a meaning, idea, thought, or sentiment in the least number of words – or even in pictures.  For example, the image of the Green Dam Girl conveying implicit anti-censorship messages (with each of the items surrounding the figure symbolizing something else).

It’s rather like a no-frills, “low-carbon” way of communication, isn’t it?  Expending the least amount of effort for maximum gain (understanding).

First, let’s talk about memes

The idea of “internet memes” is used to describe concepts, videos, phrases, ideas, etc. that spread via the internet through various social media avenues.  They may evolve over time through commentary, imitations, or parodies, spreading peer-to-peer, rather than by premeditated means.  A “meme” itself is a relatively newly coined term identifying the cultural ideas or beliefs that are transmitted from one person or group to another.

An extremely popular internet meme last year was our friend, brother sharp.  Click here and scroll to the bottom for examples of some memes.

Think of it as an inside joke amongst those in the know.  But in the case of the internet, those “in the know” can be an enormously large group.  Psychologically, having a shared understanding with others (even those they don’t know) brings about a sense of camaraderie and trust.   This is especially prevalent in the Chinese digital world, given that the internet is all-encompassing part of their lives and that trust online, especially amongst China youth, is especially high.

Their rapid growth and impact of internet memes has caught the attention of society. Academically, researchers study how they evolve and try to predict which memes will survive and spread. Commercially, they have created a high level of buzz.  Marketers are clamoring to understand them and how to use them in viral marketing, viewing them as a free form of mass advertising.

Great Wall of China bike jumper meme

Now back to Chinese youth

Personally, I find that the difference between US vs. China memes is that more often, Chinese memes are symbolic in conveying an implicit meaning, versus simply spoofing or poking fun at something (though that happens a lot too).

The Chinese (especially China youth) have an all-encompassing digital affinity where the internet doesn’t simply enhance their lives, but is woven into its very basic fabric.  Young Chinese netizens are now identifying themselves through buzzwords that are able to communicate where they are from, how they were brought up, personality type, attitudes and paint a detailed picture of who they are… simply in a single word or phrase.

Let me give you an example of how TV shows and pop culture references have become identifiers.

This 20-something Chinese female netizen has no description in the personal profile column of her blog – no real name, or age, or hobbies, or quotes… instead she fills the space with only the following phrases:

Qiong er dai (poor second generation)
Qiong mang zu (the poor and busy)
Yue guang zu (moonlite/moonlight)
Qiang qiang zu (online bargain hunters)
Zhai nu (reclusive)
Cao shi nan ((desiring a) gentle herbivorous man)
Bianlitie nu (post-it girl)

This may look like a secret code at first sight, but to the trendy young netizens, these buzzwords are more than enough to draw a detailed profile of this netizen that would otherwise have required many more words to convey.

Now let’s decipher this ‘secret code’

According to the labels, other netizens would immediately understand that she is not from a rich family, (hence “poor second generation”) and that she is overworked and underpaid (“the poor and busy”), spending her earnings before the end of the month (“moonlite”).  In order to save money, she scours the internet for coupons (“online bargain hunters).  She prefers staying at home (“reclusive”) and desires a “herbivorous man” (one who is polite and gentle).  As for Ms. Netizen herself, she is a kind-hearted, plain-looking “post-it girl”, meaning that she is always ready to help others but almost immediately forgotten afterward, just like post-it notes that people use and throw away daily.

Survival of the shortest

In the fast-paced, almost schizophrenic nature of China’s digital playground, the volume of information is vast but time (and patience) is short.  The greatest amount of information conveyed most accurately in the least amount of words is a necessary rule in the game.

The Chinese youth’s obsession with TV dramas, celebrities and pop culture forms a universal language of buzzwords, understood, accepted and adopted into digital labels.

The descriptive words in the case above are from popular TV dramas.  For example, the term “post-it girl” originated from a Taiwanese TV drama in 2008 about the story of a plain “post-it girl” finding true love with a young, handsome CEO.  The protagonist is described as a post-it girl who, like an actual post-it note, is plain, convenient and useful, but something (someone) you promptly forget after.  Chinese netizens bonded over their ability to relate to this girl and to the idea of being a “post-it girl”, accepting that there’s nothing wrong with being “average”.  The male equivalent “fried dumpling man” is found from an online serial drama about a well-meaning man who treats his female friends well, but who cannot seem to make any fall in love with him.  Other TV dramas have given rise to the “phoenix man”, he who is notorious for being egotistic and calculating.

Implicit expression

In China, this implicit form of communication is prevalent.  Chinese society has long been known for its subtleties in speech and manner and this appears to have translated into the digital space.  Also, in a world of censorship, it is necessary to convey accurate meaning in abstract ways.  Finally, we have found that Chinese youth often find it difficult to speak their mind, whether it’s due to discouragement from parents and teachers, or to save face, or for fear of ostracism, or simply that they are unsure how to (though this appears to be changing…).  Thus they are turning to creative ways of expression online, creating an internet meme culture that seems to have taken a life of its own.

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Comments (5)

By Guest Reporter, January 17, 2011 2:43 pm

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Fellow Starcomer, Christie Zhang, writes about her experience volunteering at a Sichuan primary school and about the lives and future outlook of its young students.

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December 2010, Volunteering at Jiguanshan Primary School

Christie Zhang: The night I arrived was a typically cold winter night in Jiguanshan (Cockscomb Mountain) county, in Sichuan, China.  I was freezing, but I learned not to feel the physical cold as I was warmed from within, surrounded by sunny faces and positive energy.

There were six volunteers from the Vivaki family and every morning, we would hike for an hour and a half up the mountain to get to the school.  At first glance of the school, the building was in much better condition than we had expected.  Later we were told by the principal that the old school was completely destroyed by the devastating May 12, 2008 earthquake and this new school was donated and constructed by a local construction company.

On our first day, we arrived to find the children doing morning exercises comprising of funny gestures.  As soon as the routines were over, they rushed to us with curiosity and hospitality.  In total, there were 63 kids aged 5-13.  They all were amazing and they all loved interacting with us volunteers.

HOME LIFE

Half of the school’s students board at the school dormitory and teachers stay in the dormitory in shifts to take care of the children.  Xiaoqing, a first grade girl, showed us her room in the dormitory.  Inside her room there were 10 beds, 10 thermos bottles, 10 towels, 10 cups with toothbrushes and tubes of toothpastes, etc.  The director of teaching told us that all boarding students took care of themselves and would complete chores like brushing their teeth, washing their face, fetching hot water and bringing it back to the room, wiping windows, and sweeping floors… all on their own accord!  As far as we know, kids in major cities would never be as diligent.

There was no heater (or air-conditioning for the sweltering summer mouths) and standing beside the window, I could feel the cold wind seeping into the room. “Do you feel cold in the winter?” I asked Xiaoqing.  But shyly, she just shook her head without saying anything.  I couldn’t help but wonder how strong the will in her little body must be to endure nights below 3 degrees Celsius with only one thin quilt?

The rest of the students walk to and from school.  We visited the family of Zhang Xinmei, a grade four girl who lives a half-an-hour walk from school.  She led us to her house by hiking up the mountain for three to four miles.  It was such a strenuous hike and we all found ourselves panting and moving slowly.  Her house was made of wood, and had makeshift windows (which were really only open-air holes along the side of the house).  It was black and smoky inside, as wood and coal were being burned for warmth.  This simple dwelling housed a family of 5: Xinmei, her parents, and both sets of grandparents.  Her father is the main income source, doing construction jobs in the mountains.  We saw many of Xinmei’s achievement awards hung on the wall; her family was so proud of her.  We could feel the anticipation and expectation her family placed upon her for a good future achieved by education.

DREAMS

One of the volunteers from Beijing, Linxi, taught an interesting session called “dream”. He started the class by asking a simple question: “What is your dream?”

Students replied with a wide variety of answers: art teacher, scientist, musician, policeman, artist, singer, stewardess, professional basketball player, astronaut, boss, mechanic, etc.

Among these answers, stable occupations like teacher and policeman were chosen frequently. Those who like painting wanted to be an art teacher or artist.  Some of the students wanted to be a musician or singer.  One of the little boys said he wanted to be a singing star and has already decided that he will compete in “Super Boy” when he is older.

When talking about dreams, a grade six girl caught my attention.  She said she wanted to be a flower store owner in the near future because she loves flowers and wanted to turn her interest into a career.

What do dream means to these little kids? They may never REALLY think about it and just say the most familiar words they know. However, it’s nice to think that they really do have strong dreams and that these dreams are a shining beacon in the distance; something to keep their eyes on and work hard towards.

Later in the class, we tried to lead the students closer to their dreams, such as encouraging them to set a first goal which can be achieved in the short term and also a long-term goal to set their focus on and to make practical plans towards achieving it.

FUTURE

The sixth grade students make up one third of the total student number.  They will graduate from Jiguanshan primary school by mid-year and then join middle schools in other counties.  Talking of their future brought tears as they thought of leaving their friends and family behind.  We also saw emptiness in eyes of some students on the topic of future. The local employment status is low and most people have gone out to bigger cities in search of jobs, as is the case for many of their parents.

The future for these children is something far, vague and unpredictable.

CONCLUSION

The reason we volunteered to teach here was to guide the children to embark on their quest for knowledge, to show them we care, and to tell them that they are not alone. An earthquake may have destroyed their homes and schools, but there are people, like us, who are ready and willing to help them.

When leaving the school, I noticed a donation list.  It turns out that almost all the materials in this school were donated, including desks, chairs, basketball playground, computers, books, light, and even the food of rice and meat.

I truly hope that with all this true and abundant love from each corner of the nation, these children will grow up healthy and that someday in the future, they will see their dreams come true!

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If you have questions for Christie, please email her at Christie.Zhang@sh.starcommedia.com.

Comments (4)

By SMG Research Team, January 13, 2011 6:24 pm

Last year, a German newspaper claimed that China was the one to thank for pulling Germany out of the recession so quickly.  It said “What a year!  It has been a long time since the economy in Germany surged like this. The once disappearing word “full employment” comes back again. Thank you, China! It is all because of you, Beijing.” This was as a result of number of luxury cars sold to China – the sales volume of some brands even surpassing that in Germany.

Be it exporting luxury cars, or going overseas for the sole purchase of making luxury purchases, the Chinese consumer’s appetite for luxury goods appears insatiable at the moment… and this means big business for the countries hosting their lux binges.

In November,  Bain & Co. reported that 56% of Chinese purchases of luxury goods last year – amounting to 13,000 million USD – occurred abroad.  Of that, $6.5 billion was spent in Hong Kong and Macau, and $6.5 billion in global fashion capitals such as New York, Paris, Tokyo and Rome.  The numbers were so impressive that the British Media even coined a new term – “Peking Pound” – for the immense Chinese luxury purchasing power.  Last year, Chinese spending accounted for 30% of British luxury sales.

According to Bain, the top reason for out-of-China shopping was due to the high tariff rates on luxury goods in China.  However, the prestige of purchasing abroad and the draw of “luxury shopping tours” promoted by travel agencies were also important reasons.

There were 1 million Chinese tourists visiting the U.S. in 2010, with an average spend of more than 7,000 USD (after tax refund).  That gives us a total consumption of 7 thousand million dollars (approx 46 thousand million RMB).

Overseas stores have quickly become aware of this shopping phenomenon and have adapted accordingly.  Many stores have appointed Mandarin-speaking assistants and in London, one of the most popular department stores (Selfridges) has started accepting China Union Pay cards – the only domestic credit cards available in China.

What we know is that China’s luxury market is one of the world’s largest… however, the luxury consumer population is only a fraction of its entire population.  Incomes and standard of living continue to rise in China’s second and third tier cities and this is already where the world’s top lux brands have been targeting.

There are still many, many questions about China’s luxury consumers that I cannot answer at this point, but which I am eager to study…  Maybe this will be the year I get to expense a Cartier watch for “research purposes”… ;)

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Comments (3)

By SMG Research Team, January 3, 2011 6:54 pm

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This article was published in Warc.  Full article pasted below:

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Chinese youth: five themes for 2011

2010 has been an interesting year for Chinese youth. On the tail of high-impact events, such as the Beijing Olympics, the FIFA World Cup, and the Shanghai Expo, there have been ample opportunities for Chinese youth to learn and experience new things.

Now, as the end of 2010 draws near, it is important to anticipate the upcoming themes for 2011.

The themes detailed in this article are grounded in Starcom China’s Youth Surveillance consumer research.  This involves feedback from close to 1,000 young consumers aged 16 to 29 across 54 markets in China.

We have chatted not only with youth and accompanied them on their day-to-day activities such as walking to school, purchasing snacks, eating a meal, playing pick-up basketball and singing karaoke. We have also consulted with youth experts, bloggers, bar owners, editors and parents.

The top 5 points about Chinese youth for 2011 are less about trends and more about truths that will not go out of style any time soon.

2011 will be a year of introspection for Chinese consumers and Chinese youth in particular. Without the distractions of major events like the Olympics, World Cup, or Expo to divert their attention, there will be a shift in the refocusing of the self, leading to a year of personal enjoyment and personal expression.

Personal Enjoyment

While one cannot quite call them hedonistic, in 2011, hedonism will be apparent in China like never before. Chinese people are known for their dedication and persistence; students are trained to study, to work hard and to further themselves, their families and their country.

Now, with China bright on the global stage – from economic wins, to hosting several high-profile events – 2011 be a year where the intense scrutiny upon China will ease and the whirlwind of activity will subside, leading consumers to refocus on the self. Through the Beijing Olympics and the Shanghai Expo, China has opened itself to the world and allowed the world to enter, and Chinese youth have been in a prime position to experience and learn.

2010 was the year of the ‘ant tribe’ – college graduates who left school only to be left jobless and forced into meagre living and working conditions. This led to a shift in mentality, leading students to think, “Why bother giving my life to studying when I won’t be able to find a job anyway?” They have refocused their energy and time on previously neglected activities that they enjoy but previously would not allow themselves to indulge in due to the pressures of studying.

There will also be a shift back to the ‘simple life’. Many have found the big cities of Beijing and Shanghai are not quite all they are made out to be; workers and graduates alike will find pleasure in simpler lives in smaller cities. Lower-tier cities are rapidly advancing, and youth are moving back home with what they learned from their time in the big cities and becoming entrepreneurs offering services seen in tier-one cities that have not yet reached the lower tiers.

On the other hand, the job market in China has been improving, and starting salaries of new graduates in China has increased versus a year ago. That’s great news for new graduates and ‘ant tribe’ members, and is sure to improve spirits and enthusiasm.

There is also the rapid advances of social media and the internet, truly opening Chinese consumers to the world, and opening their minds to ideas that may have been considered ‘unconventional’ in Chinese society in the past. We’ve seen this year that Chinese youth are branching out to unknown experiences and uncharted territories – for example, meeting another young person they met online for a day to explore a city they’ve never been to. With social media increasingly easy to use, this plus other forms of exploration are sure to occur.

Personal Expression

The internet and social media, as well as the relaxing of government policies, is leading to a society that is more aware, accepting and knowledgeable about the world and about other cultures and art-forms. This will lead to the broadening of creative culture in China. The Chinese government understands that its weakest link is in their creative sector, thus in the last few years, the government has been putting money and resources into fuelling the creativity of Chinese youth in order to turn China into a more well-rounded player, as creativity and innovation are crucial factors in being globally competitive.

The scope of music and the arts will be broadened as the world is becoming smaller and more intimate to Chinese youth, and they will reach out to gain more knowledge of other creative cultures around the world and bring it to China.

Energies are also being refocused from work, school, studying and career into other areas such as the environment (the ‘green collar’ generation) and social causes.  Things are changing online. The past year saw the final failure of the Green Dam censorship project in China (the government’s attempt to have content-control software pre-installed on computers), Google’s very public stance against censorship in China, and a much-viewed and much-discussed online film shot entirely in World of Warcraft railing against the evils of censorship (among other noteworthy topics).

There seems to be a more relaxed feel in the online world. We anticipate that 2011 will bring about an even freer online space, where the need for anonymity online will be lessened. With the debut and rapid growth of Sina’s Twitter-like microblog Weibo, it will be more about sharing and about new ideas and expression in real time.

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1. THE YEAR OF EVOLVING SCREENS

In China, there has been a shift in viewing dynamics, where internet has become a facilitator of the total experience. For some, internet is a replacement for TV; for others internet is an addition to TV. It is about passive TV becoming active; social is at their fingertips.

No matter what, the internet is a critical screen for Chinese youth. Even while they are watching TV, they still have their computers in their lap and are maintaining an ongoing dialogue with their online network – usually about the same show.

Another way that screens will evolve in 2011 is into the 3D space. Since World Cup games were shown in 3D, brands have been trying to take advantage of the 3D hype. Several brands created 3D ads to air during the 3D broadcasts, including Sony, Gillette, and Pixar for Toy Story 3.

Chinese consumers are constantly on the look-out of the next buzz-worthy item. Brands will be clamouring to introduce the biggest, brightest and coolest in ads that take advantage of this new screen technology. Expect an increase in augmented reality, QR (quick response) ads and 3D activations in 2011.

Brands should consider owning not only TV and internet screens, but the one that all youth in every tier have access to – mobile screens. This screen is used with high frequency by students in China – with great growth amongst youth in lower tiers.

During Youth Surveillance research with lower-tier students, those who don’t have their own computer will use their mobile.  One female student said that she will download TV shows to her mobile and watch them every night under the covers before she goes to sleep. That is her ‘me time’.

We see that screens now come in all shapes and sizes. Our traditional TV screen is no longer the only screen to focus on – neither is the computer/laptop screen. Interactive OOH screens, mobile screens, 3D screens are just some of the examples of the evolution of screens.

Brands should be future-thinking with ads. Having access to the Internet while watching an event online opens up a world of possibilities.

Imagine a viewer watching a football game and seeing a cool pair of sport shoes worn by his favourite player. By clicking the shoes, a second window about what the shoes are and where to buy them pops up. Brands should keep an open (and creative) mind for new possibilities with online TV.

2. THE YEAR OF SEXUALITY

In this new awakening of personal enjoyment and expression, previously taboo topics will be brought to light. The Chinese government and leaders will adopt a ‘if you can’t beat them, keep them safe’ mentality and sex education, acceptance and comfort will grow.

Sex before marriage is considered taboo in Chinese society, thus it is not spoken of and largely ignored.

Increasingly, however, it has come to light that youth are not following convention. A study by the Guangdong Provincial Population and Family Planning Commission and Guangdong Provincial Sexology Association in October this year consulted 1000 students at 10 universities in Guangzhou and found that 49% of those polled accepted premarital sex.

Another study showed the increase in sex shops in China and commercialised sex toys. The main source for sex education for Chinese youth is the internet, especially bulletin boards (BBS) and forums. They have begun to embrace sexuality into their lives.

Youth are not shying away from this topic. In fact, they are curious. Because it is not an approachable topic for parents, it may actually be up to brands not only to entertain them, but more importantly, to teach them.

3. THE YEAR OF TECHNOLOGICALITY

With all the cool technology that has been brought forth in 2010 – the iPad, 3D technology (via movies, World Cup, augmented reality, etc), 2011 will be the year that brands will get creative with these new introductions.

Consumers are constantly on the look-out of the next buzz-worthy item and brands will be striving to introduce the biggest, brightest and coolest in ads that take advantage of new technology.  Expect an increase in augmented reality, 3D, and interactive activations in 2011.

The ease and speed of technology will also allow a ‘one world’ concept as never before. Brands should think of ways to continue this mentality by igniting interest in other countries and cultures – for example, setting up meet-and-greets for youth to meet others outside of China to explore different countries.

4. THE YEAR OF THE SUPERBOY

With the emergence of the ‘supergirl’, ambitious youth females who are career-driven and out to conquer the world, China’s young males will be forced to step up their efforts. Personal care, grooming and adornment (e.g. accessories) will come to light in their attempt to get the girl and also to compete with others in the workplace.

Some indications of this have already emerged in 2010. One is the introduction of men’s haircare and personal grooming lines in China. Through Starcom proprietary research conducted earlier this year, we found that men’s number one reason for looking good is that it increases their confidence in the workplace. This trumps other reasons, such as looking good to attract the opposite sex.

But even outside the workplace, with 30 million more men than women in China, the competition is stiff. Having a competitive edge over other young men – even if it’s just a psychological boost that a product brings – will surely be much sought after.

5. THE YEAR OF THE SPORTING LIFE

The Beijing Olympics, the World Cup, Guangzhou Asian Games… this wealth of sports coverage in the past few years has made sports front and centre in the minds of Chinese consumers.

In 2011, it will become a lifestyle for personal fitness, health and wellness, and pleasure.

Youth seeking new experiences are shifting their interest to off-the-beaten-track sports like hiking and rock-climbing. As a relationship-oriented society, team sports are extremely important. However, interest in small group activities and even individual activities are emerging.

Other sports (or activities) such as break dancing, in-line skating and dancing are also popular and will become even more so next year.

Conclusion

With Chinese youth refocusing their energies on personal enjoyment and personal expression, brands need to think of ways to appeal to these needs. How can we aid our youth and support their desires, interests and ambitions in 2011, the year of introspection?

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