Today we hear from Zak Dychtwald, author of
the book “Young China” and Founder of the think tank Young China Group.
In this episode we dive deep, trying to
understand young Chinese people and what they are all about. Zak shares some of
the defining characteristics of the post 80s, post 90s and post 00s consumers,
how they differ from older generations, as well as common misperceptions
international companies have about this highly sought-after consumer group.
If you’re working for an international
brand in the China market or one that’s looking to enter the China market, I
highly suggest you listen to this episode and check out some of the videos of
Zak’s speeches that I have linked below.
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Zak shares his China journey
and how he became interested in this topicWhy he chose to live and write
the book in Chengdu Chengdu and Chongqing are
leaders for Chinese youth-culture trends Easier for people in lower tier
cities to look up to lifestyles Chengdu and Chongqing than Beijing and Shanghai
Key misperception: tacit
expectation Chinese want to Westernize, but now this is less and less true.
Concept of Easternization. We need to accept that other countries will not
always orbit us, we might not continue to be the center. As Chinese consumers mature,
they want more distinctive brands, less about those big names that everyone
recognizesQuality of life is being valued
more and more China doesn’t have
‘millennials’ – stop trying to shove them into Western generational frameworksKey differences between various
generations of Chinese consumersMost of the time we tend to
focus only on the top 10% of Chinese consumers and miss opportunitiesWhy you cannot expect to
understand Chinese consumers if you haven’t spent much time outside of Beijing
Kong Foreign Correspondents Speech
BBC World Program on Millennials (password is BBC.
Necessary for folks outside of the UK)
Check out my book: Digital China: Working with
Bloggers, Influencers and KOLs
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head over to www.chinainfluencermarketing.com
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