Marketing to Teens - China - September 2016
“Chinese teenagers are more digitally savvy than older generations. This makes them feel globally connected and gives them easier access to information and knowledge, but also exposes them to many distractions from school work and places them under a high level of competitive pressure. Coupled with an inability to handle stress, some lack the motivation to achieve autonomy and independence. Having parents make most of decision for them and spending most of their time studying inhibit maturity. Moreover, raised by parents who believe in traditional collectivism but also influenced by Western individualist culture, Chinese teenagers are conflicted by a desire to conform to tradition but also pursue individual passions.”
– Alina Ma, Senior Research Analyst
This report looks at the following areas:
- The balance between teen-liked and parent-approved
- No longer happy with traditional ways of studying
- On their way to independence but not there yet
- New minds are diverse: becoming bold vs sticking to the comfort zone
- Rise of the girl economy
Chinese teenagers have limited purchasing power, especially those aged 13-15, and therefore rely heavily on parents when it comes to purchasing products. Parents and teenagers have different purchasing values and priorities, ie health benefits vs sensorial excitement.0 Study is still teenagers’ top priority so incorporating interactive, entertaining and relaxing elements into products can appeal to them. The majority have hobbies outside school, some of which are niche activities. ‘Fun’ is most desired and it is crucial for brands to convey this through products and communications.
Compared to older cohorts, Chinese teenagers are more globally connected and confident. Most are well protected by their parents and are less worried about the future, but they are mentally immature and incapable of managing stress or solving problems in life. As a result, not all of them want to be independent and some prefer following in their parents’ footsteps.
Given that teenagers are the next generation of consumers, it is essential for brands to understand their preferences, values and life pursuits. This Report looks into Chinese teenagers’ beverage usage frequency, preferences towards beverage tastes, snacking preferences, packaging features that trigger purchase, their favourite leisure activities and attitude towards life.
This Report can help local and overseas brands understand how to interact with and attract these future Chinese consumers and develop products and communication that can effectively appeal to their unique and emerging needs and therefore drive sales.
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