China 2016: INSIGHTS | INFLUENCE
by LI YAN
DEPLOYING THE POWER OF A GENERATION
CTR Media & Consumption Behavior Research
Today, the most effective way for a brand to quickly tap into the Chinese market is to focus on the post-80s generation first, and then expand to other segments of the population.
The biggest di erence between the Chinese market now and ten years’ ago lies in the change of the leading consumption group. In the past, the views of middle-aged consumers would determine the success and failure of a product and brand, simply because they symbolized experience, wealth and authority. Nowadays in China, young people have taken center stage and become the main force in setting social trend.
The post-80s generation is between 25 and 35 years old and account for 41 percent of management positions in enterprises and institutions. Their annual household expenditure of 34,000 yuan is the highest amongst all generation groups. They are the technological innovators, product consumption and upgrade advocators, adopter and word-of mouth propagators. Their preferences and experiences cast a direct influence on their children, parents, colleagues and friends. The post-80s generation holds the key for brands to compete successfully in the present day Chinese market.