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CHINA: The 'X' Generation It all started one steamy, Shanghai summer day in 1995 whilst bouncing around ideas on how to generate interest in toothpaste amongst urban 'twentysomethings', we realised we needed more significant insight or understanding of this age group. The urban twentysomethings usually pre-marriage and definitely pre-child, are small compared to the national mass market, but they are an attractive proposition with seemingly few calls upon their disposable income beyond satisfying personal needs and desires. Plus this is the generation which will shape the future direction of China, and of course, in time become members of the mass market themselves. Having acknowledged the importance of this target group, we set about combining all the knowledge already existing within the JWT China network. Analysing all of the input from each office (Shanghai, Beijing, Guangzhou) was fascinating. There may be outward differences in dress style and current trends, however, core values and motivations were the same. Though we gained an insight within the major market through this exercise, we recognised also how much more we needed to do to actually understand this group. Our ideal research partner to take the project forward was Mark Van Roo and the team at MBL Taiwan, given their extensive experience of in-depth research amongst this age group. We agreed a qualitative proposal that would cover 6 cities. MBL wanted to first interview 'experts' in the key cities; an expert was defined as someone who in their daily life influenced our target group. MBL and JWT conducted a series of interviews in Shanghai, Beijing and Guangzhou with professors, business people, journalists, media personalities etc. The objective was to add another perspective to the earlier investigative work completed by JWT and help us to shape the final nature and structure of the qualitative research proposal. Much of what emerged in the expert interviews built on our previous discoveries, however the overall takeout was that those a generation older had a fairly cynical, negative view of their successors. They saw them as materialistic, driven only by money and symbols of wealth. Although some had faith that this generation would come good, many doubted the safety of China's future in their self-interested hands. There was clearly a sense from the experts that the twentysomethings had it easy and there was no sense that the young were suffering under a barrage of social pressures, which we had identified as an issue after the first stage of the project (and which has now emerged loud and clear from the final stage). Now, with 24 focus groups complete across 6 cities (Shanghai, Beijing, Guangzhou, Shenyang, Wuhan and Chengdu) and the topline complete, the project has certainly lived up to JWT's expectations. There is a wealth of illuminating and fascinating information. The process of analysing and utilising the information has now begun. I had always known the importance of money to this age group and I knew there was always more they could spend their money on. However, how strongly they believe they lack sufficient money was an important revelation. Their limited disposable income is a significant restriction on some fundamental areas of their lives. I had previously believed that life for young urban women was more complex, with more dilemmas, than for young men. However, the research findings have prompted me to rethink my assumption. Young men in particular have to live up to ever growing expectations of performance, success, wealth and future prospects even from their wife or bride to be. As one young woman said "men should still be responsible. They should be able to accomplish what they say, finish what they start. With my boyfriends, I do not allow him ever to fail." Fairly tough criteria and that's just from his girlfriend, never mind the expectations of his boss, parents, peers etc.! Also interesting is a developing sense of a 'politically correct' approach to talking about Chinese brands vs. International brands. How they talk and how they shop though, are two rather different things. That said, there is no doubt that they are becoming more selective and demanding in the required criteria for paying the substantial price premiums usually exacted by international brands. Over one year old now, the project continues... Caroline Wordsworth
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