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Marketing to the Chinese: 70s, 80s and 90s

Marketing to the Chinese: 70s, 80s and 90s

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Published by MSLGROUP
MSL China Executive Whitepaper

“From collective to individual”

Marketing to the Chinese

70s, 80s and 90s
generations
By Judy Luo and Charlotta Lagerdahl

A changing China
On the back of three decades of spectacular growth and development, China recently became the second largest economy in the world behind the United States. The country has also become a major market for the world’s leading international consumer goods companies. In an increasingly competitive marketplace, companies are beco
MSL China Executive Whitepaper

“From collective to individual”

Marketing to the Chinese

70s, 80s and 90s
generations
By Judy Luo and Charlotta Lagerdahl

A changing China
On the back of three decades of spectacular growth and development, China recently became the second largest economy in the world behind the United States. The country has also become a major market for the world’s leading international consumer goods companies. In an increasingly competitive marketplace, companies are beco

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Published by: MSLGROUP on Dec 09, 2012
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02/05/2014

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Marketing to the Chinese
 
70s, 80s and 90s
 
generations
“From collective to individual”
MSL China Executive Whitepaper
By Judy Luo and Charlotta Lagerdahl
 
A changing China
 
On the back of three decades of spectacular growth and development, China recently became thesecond largest economy in the world behind the United States. The country has also become amajor market for the world’s leading international consumer goods companies. In an increasinglycompetitive marketplace, companies are becoming more sophisticated in segmenting localstakeholders geographically, and have clear strategies in place for approaching urban versus ruralconsumers. However, we have found that communications strategies often fail to consider theenormous differences between the consumer “generations” born in each of the last three decades.Due to China’s accelerated changes over the past 30 years, children born in the 1970s, 1980s and1990s have grown up in societies at vastly different stages of development. As we conducted focusgroups to uncover what drives these consumers and what their needs are, we discovered thatalthough they grew up in the same country, their world views and views of themselves are verydifferent. Of particular interest for marketing and communications professionals are:
Disposable funds and consumption habits
View of world and self
Discussion topics and interests
Media consumptionIn this report, we look at the values, psychology and habits of urban Chinese consumers and drawsome operational conclusions for marketers.
About MSL China
Following the union with Eastwei MSL, MSL China is now a top5 international strategic communications agency in Mainland China.With 200 colleagues across 4 offices, MSL China brings togetherover 20 senior consultants with more than 12 years of strategiccommunications experience in this key global market. Part ofMSLGROUP Greater China, the largest PR & social media network inthe region today, MSL China provides knowledge driven, integratedcampaigns and advisory services spanning nearly every industry andcommunications discipline. MSL China has received recognition fromthe International Business Awards, The Holmes Report’s “PR Agencyof the Year,” the China International PR Association and China’sNew Media Festival for its creativity and effectiveness in strategiccommunications and industry-leading social media offering.
About MSLGROUP
MSLGROUP is Publicis Groupe’s PR, speciality communicationsand engagement group, advisors in all aspects of communicationstrategy: from consumer PR to employee communications,from public affairs to reputation management and from crisiscommunications to event management. With more than 2,900people, its offices span 22 countries. Adding affiliates andpartners into the equation, MSLGROUP’s reach increases to 4,000employees in 83 countries. Today the largest PR network in GreaterChina and India, the group offers strategic planning and counsel,insight-guided thinking and big, compelling ideas – followed bythorough execution. Learn more about us at: www.mslgroup.com+http://blog.mslgroup.com+ Twitter+ YouTube
 
Spending on family
“Family” is the core word for those born in the1970s. Shaped by a collectivistic society, happinessof the family is rated higher than happiness of theself. But this commitment to family also meansresponsibilities. This generation grew up whenChina was still considered a poor country. They nowhave aging parents, as well as children of their own.They are either settled down and need to cover therising costs of apartments and mortgages, or areplanning to buy housing in the very near future.They save a lot of money; not only to meet their ownneed for financial security in the face of weak socialsecurity and healthcare systems, but also to financeexpensive schooling and meet requests for a fancywedding.
Change means insecurity
The 70s generation has neither fancy desires nor anexpectation that life will change dramatically. In fact,this group is the least open to change of the threeage groups under consideration. The 70s generationinterprets “change” as “insecurity” and “lots ofwork”, and when asked about their immediatesurroundings, such as their own home environment,they don’t feel it is possible or necessary to “change”,even if they are dissatisfied with the current stateof affairs. If change is unavoidable, they prefer it tobe small and gradual. On the other hand, they arehighly preoccupied with physical health and willspend considerable time and money to “change”their health for the better.
Interested in things related toeveryday life
 The 70s generation enjoys talking about thingsthat are relevant to everyday life. Examples of suchsocial topics are property prices, popular movies,seasonal fashion trends and cars. But they will not“evangelize” or strive to present their own pointof view to others; nor will they try to be original orcreative. Their preferred activities focus on thingsthe family can do together, such as “hanging out”and travelling.
TV is mainly an entertainment tool
The family focus of the 70s generation has anoverarching effect on their media habits. Becausethey spend less time on personal interests than doyounger consumers, they try to use this free timeas efficiently as possible. For example, they chooseto collect information mainly from the internet andprint media, while TV is mainly an entertainmenttool.
Marketing to the Chinese 70s, 80s and 90s generations
1970s:
 Family before Self
5
1970s: Family before SelfSingapore attracts Chinese families
Over the past three years, MSL China has supported the Singapore Tourism Board, STB, in itscampaigns to attract Chinese tourists to visit the country. In an attempt to target affluent consumersborn in the 1970s, we decided to launch a promotional package supported by new brand ambassadorsin mainland China. Given the priorities of the target group, the theme of the campaign was intimatelytied to “family”. The aim was to encourage Chinese families to travel to Singapore together, and thecountry was positioned – and priced – as a family destination. The choice of brand ambassadors wasaligned with the over all strategy: Singapore chose to launch an entire virtual family to show and sharethe fun, becoming one of the first countries in the world to use virtual spokespersons.
Financialpressure
Demands fromchildren, spousesand parentsIgnoring pressureand live in the nowPampered by parentsand grand parents
1970s1980s1990sInternet andinformation
CollectinginformationComing acrossinformationCreating information
MSL China Executive Whitepaper

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