Episode from the podcastThe China Influencer Marketing Podcast

CIM 051: Easternization & Understanding Young Chinese Consumers with Zak Dychtwald, Author of “Young China”

Released Monday, 1st July 2019
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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 topic
  • Why 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
  • Quality of life is being valued
    more and more
  • China doesn’t have
    ‘millennials’ – stop trying to shove them into Western generational frameworks
  • Key differences between various
    generations of Chinese consumers
  • Most of the time we tend to
    focus only on the top 10% of Chinese consumers and miss opportunities
  • Why you cannot expect to
    understand Chinese consumers if you haven’t spent much time outside of Beijing
    and Shanghai

Zak Dychtwald

Email: zak@youngchinagroup.com

Website: https://www.youngchinagroup.com/

TEDx speech 

Kong Foreign Correspondents Speec

BBC World Program on Millennials (password is BBC.
Necessary for folks outside of the UK)

Lauren Hallanan

Website: www.chinainfluencermarketing.com

LinkedIn: https://www.linkedin.com/in/lauren-hallanan/

WeChat: H1212118514

Check out my book: Digital China: Working with
Bloggers, Influen…

Thanks to our sponsors PARKLU: www.parklu.com and TMG Worldwide: www.tmgworldwide.com

For additional information and show notes
head over to www.chinainfluencermarketing.com

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