Marketing to Consumers in their 20s - China - January 2014
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“China’s vast area and different levels of regional development have contributed to creating a diverse group of ‘twentysomethings’ which cannot simply be regarded as a single segment. This regional diversity is what makes Chinese twentysomethings so different to the twentysomethings in other countries. But where they do share similarities to consumers in this age range around the globe is in technology: these twentysomethings were born into a technological, electronic, and wireless society with global boundaries that are becoming ever more transparent, thanks to the internet.
The rising cost of living, particularly within the larger cities, has only served to contribute to the financial pressure on the twentysomethings. As a result, many have yet to break free from the parental home and find their own financial independence, or to appreciate the importance of balancing spending between everyday essentials and providing for future security.
Twentysomethings may be individualistic on the whole, but they also display elements of conformity, particularly within their social circles. Born under the one-child policy, their lack of siblings only serves to underpin the importance of friends and parents, encouraging them to focus their energy on building relationships rather than working as hard as their parents did.
A combination of rising living costs and the high level of exposure to information from various parts of the country and across the globe means that these twentysomethings are more critical than their parents when it comes to products and services purchased. The twentysomethings ensure that the products and services that they purchase meet their unique needs, which include quality, price, style and even brand, and achieving a balance of every single factor is important to the twentysomethings.”
– Lui Meng Chow – Research Analyst
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