I was featured as a guest blogger in Marketing Magazine’s webpage and my article was published today :)
Take a quick peek at the first part of it below and then link to Marketing’s blog for the rest of it…
Let’s talk about Chinese youth!
When it comes to purchasing power, Chinese youth wield a great chunk of it. Consider this: China’s Gen Y consists of over 200 million individuals between the ages of 15 – 25.
An astounding 420 million are 25 years old or under (a number that exceeds the entire population of the United States), and studies have repeatedly shown that these youth consume and / or directly influence 50% or more of the family expenditure in many major Chinese cities.
They are the first generation experiencing modern China, a vastly consumerist society in which many of the old lessons around modesty and conformity no longer apply. Unsurprisingly, both multinationals and local companies alike have woken up to this and are now trying to better understand just what makes these guys tick.
Indeed, a small sub-segment of today’s Chinese youth are themselves trying to rectify the dissonance they feel between who they are inside vs. what is expected of them from family/society by “breaking free” and embarking on their own path in the arts, music, or extreme sports for example. And whilst they remain the minority, what is not yet clear is how big these tribes will become or how much they will affect the wider youth mass.
… please read the rest of the article by clicking to Marketing’s website here.