April 23 , 2009 , ThuChina Youthology Paper to Download: China Youth Trends and Business Implications
By Lisa Li
On Jan 17th, our report ‘China Youth Trends’ was featured on Modern Weekly (周末画报) and received good feedback.
Over the past several months, we have shared the report, with more marketing implications and cases added, with our clients and friends. The comments and questions from them have helped us refine the report. And their recognition and compliment has encouraged us to put the presentation into a more readable and comprehensive form to share with a bigger audience.
In the paper, five trends are depicted. They are New Citizen, New Chinese, New Geek, New Entertainment, and New Life. For each trend, we have talked about 1) the background and the social/economic/cultural triggers, 2) the nuances that lead to a deeper understanding, and 3) implications for brand marketing (with cases).
Thanks to people who have contributed to the paper with their questions and ideas on youth trends and youth marketing: Our friends and/or clients at Pepsico Foods and Beverages, Nestle, Pernod Ricard, Johnson & Johnson, Nokia, Li Ning, TBWA, McCann Ericson, JWT, BBDO, Dentsu, IDEO, Trendburo, Modern Weekly, Urban China, 0086, Douban.com, Xiaonei.com, Neocha.com, 360quan.com, Sohu.com, and many others that are not listed. Thanks to Angie Wu Chin for proof reading. And thanks to the great thinkers who have constantly inspired us, for example, mobileyouth, kumeugirl, and trendburo.
THE PREVIEW OF PAPER (from scribd.com) IS BLOCKED BY ‘THE GREAT FIRE WALL’ AND YOU MAY NOT BE ABLE TO VIEW IT IF YOU ARE IN CHINA. PLEASE Download the paper here
China Youth Trends and Biz Implications by China Youthology
If you prefer a less wordy and more visual presentation, check out a less comprehensive but easier-to-read ppt presentation below:
[...] You can read more about the report here. [...]
April 23rd, 2009 at 11:19 am
Hey Lisa,
Thank you for giving such generous praise on Huili reborn project. I will be certainly be glad with you our case study if you guys wanna know more about the entire reborn story in more detail.
Best,
F
April 23rd, 2009 at 2:13 pm
Bummer,
Typo in my earlier comment. Sorry.
Anyway, just drop me a note and I will gladly share the inside story of huili reborn project, if you guys are keen to find out more.
April 23rd, 2009 at 2:18 pm
[...] guess where there’s a will — i.e, a must-see lineup — there’s a way. Plus, a report on China youth trends from China [...]
April 23rd, 2009 at 7:12 pm
Hi Fanni, thanks for the note! It’d be great to catch up again to hear more about the story of huili reborn prj and other updates about you.
April 24th, 2009 at 12:52 am
[...] found an excellent report from China Youthology called China’s Youth Trends and Business Implications where the authors took an approach I have yet to see through others in measuring the youth market [...]
May 21st, 2009 at 5:14 pm
[...] China Youthology has an interesting paper with the self-explanatory title: “China Youth Trends and Business Implications“. It was actually released about a month ago but I only ran across it through a recent review of the report by Rich at All Roads Lead to China. For those of you who complained about me linking to the Cryptohippie.com electronic police state report last week, I hereby disclaim that this report also serves the interests of the people who prepared it, that being China Youthology, a marketing, communications, and product design consultancy. What kind of trends? [...]
May 22nd, 2009 at 10:05 pm
[...] your brand. You need to get your head wrapped around this check out chinayouthologies reports Love Noise and gather up some ideas from brandrepublic.asia ideas to [...]
May 23rd, 2009 at 3:06 am
[...] I came across a similar snapshot of China youth in my feeds just now, h/t to China Youthology here. [...]
May 23rd, 2009 at 7:19 am
Hey, I was trying to see if i could download the PPT presentation, but for some reason it’s not letting me.
Is there a download link we can get it at?
Thanks,
Marc
May 26th, 2009 at 3:28 am
By the way, I posted a response to your post here, Make sure to check it out and give any feedback:
http://www.marcpgoodman.com/2009/05/chinas-80s-youth-and-business/
May 26th, 2009 at 6:05 am
[...] found an excellent report from China Youthology called China’s Youth Trends and Business Implications where the authors took an approach I have yet to see through others in measuring the youth market [...]
June 1st, 2009 at 2:04 pm
[...] See the slide share presentation below that gives a great overview of China Youthology’s findings (or download the full-report here). [...]
June 5th, 2009 at 6:25 am
[...] found an excellent report from China Youthology called China’s Youth Trends and Business Implications where the authors took an approach I have yet to see through others in measuring the youth market [...]
June 16th, 2009 at 2:38 pm
I Will have to come back again when my class load lets up - nonetheless I am taking your RSS feed so I can read your site offline. Thanks.
February 2nd, 2010 at 5:28 pm
[...] youth to a very different context as compared to people that are 5 years older than them. See China Youthology for [...]
April 28th, 2010 at 6:30 pm
[...] today’s youth in a very different context as compared to people that are five years older. See China Youthology for [...]
April 29th, 2010 at 8:26 am