This week we continue our discussion of the Starcom MediaVest Yangtze Study and lower tier consumers by taking a step back and adopting a wider perspective of how they view the world around them: The world outside my door.

If you have just started reading, please click the following links to get caught up with our study and to read about previous week’s insights.

Week 0: Kick-off and study details.  Click here.
Week 1: It’s a Matter of Perspective – Click here.
Week 2: The Secrets of the Heart – Click here.
Week 3: Celebrating the Power of Family – Click here.
Week 4: Unveiling Community Dynamics – Click here.

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The power of community is evident as well in not just how individuals see themselves in it but also in the expectations they hold for their community.

… But this is not limited to only their community, but they hold high expectations of China as a whole.

This post is dedicated to giving our Chinese consumers a voice.  Most don’t feel like they are able to freely speak their feelings.  And while the words in this post are not edgy or controversial, it is a start to learning the concerns Chinese consumers have today.

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DO NOT FORGET THE BACKS OF THE NATION

This is Mr Li, 23 years from Heyun Town in Guangdong province.

He showed great courage in writing what he did here, lamenting at how the state government has forgotten about the basic needs of people in the lower tiers, especially in his small town.

This sums up the feelings of many in lower tiers who often feel that the remote distance from the central government also means that they are often the last to enjoy the prosperity of the nation.

Immediately after writing this, he was reprimanded by his mother severely for being so brazen with his words.  We were lucky to have captured this one photo of his thoughts.

It seems that the younger generation is becoming increasingly bolder in sharing their opinions. Take blogger Han Han for example (read about him here).  He embodies the thoughts of today’s Chinese youth and is seen as a strong, positive role model for them.  He is not shy about sharing his thoughts, which are often very controversial.

How can we, as brands, empower youth who wish to share what’s on their mind, but are unsure how to?  This is a fine line to tread and the trick is in balancing an authentic image and appealing to China’s youth, but also not alienating the older generation. For a youth-centered brand, perhaps stirring up some controversy is the way to get noticed by them? – especially amongst lower tier youth who often feel even more overlooked than their top tier neighbours.

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环保: STOP THE POLLUTION!

During our lower tier journey, one of the key topics we often heard people talk about was the environment.

No different from more developed cities, the environment affects everyone.  This concern is pressing especially to lower tier consumers, and they see this as part of the price they pay for China’s rapid development.

The changes occurring in China feels like everything is on speed-dial.  Farming towns yesterday have been turned into dust and rubble and new buildings today, skyscrapers tomorrow.

Many lower tier consumers are concerned because it does not just affect them directly but also future generations.

Here their expectations are on brands as much as the government.  Brands have the opportunity to be a part of communities through the good they can do. “Selfless” acts of helping not just with disasters but on improving the everyday – recycling waste to create something new for their communities, clean water efforts, etc. – is something that will resonate very strongly with them and something brands can help with that will make a significant impact on the lives of lower tier consumers.

All consumers, regardless of tiers, are concerned about environmental issues.

Here we start to see where upper and lower tier consumers agree – on the need to have the environment around them improved.  While probably for different reasons, their savviness on this issue is equal – they want to see something done now.

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One Response to “Week 5: Starcom MediaVest Yangtze Study lower tier truths – The World Outside My Door”

1. Week 7: Starcom MediaVest Yangtze Study lower tier truths – Digital New World | Starcom China Blog says:

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   [...] Week 4: Unveiling Community Dynamics – Click here. Week 5: The World Outside My Door – Click here. Week 6:  Purchases and Product Consumption – Click here. Week 7:  Who Do I Turn To? – [...]