the impact of mobile internet on chinese gen y identity
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TheImpactofMobileInternetonChineseGenYIden8tySamiWong,ConceptM
New but not Tech
THE IMPACT OF MOBILE INTERNET ON CHINESE GEN Y IDENTITY
SAMI WONG CONCEPT M
TheImpactofMobileInternetonChineseGenYIden8tySamiWong,ConceptM
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EVERY GENERATION HAS ITS OWN PERSPECTIVE
TheImpactofMobileInternetonChineseGenYIden8tySamiWong,ConceptM
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Decoding Brands
Understanding Advertising
Materials
Set New Rules for
Consumption habits
TheImpactofMobileInternetonChineseGenYIden8tySamiWong,ConceptM
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GENERATION OF
OPPORTUNITIES
THE RAPID CHANGE DIVIDES THE GENERATIONS TheImpactofMobileInternetonChineseGenYIden8ty
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TheImpactofMobileInternetonChineseGenYIden8tySamiWong,ConceptM
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Genera&on-XandGenera&on-Y
The Labor force of the socialist economy The Labor Force after open door policy in Shanghai
OPEN DOOR POLICY FOR THE PARENTS’ GENERATION
TheImpactofMobileInternetonChineseGenYIden8tySamiWong,ConceptM
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OPEN DOOR POLICY GAVE OPPORTUNITIES TO CHINESE PARENTS IN INTERNATIONAL CULTURAL COMMUNICATION
Education
Brand
Lifestyle
Employment
Western status symbols Roots in traditional rituals TheImpactofMobileInternetonChineseGenYIden8ty
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OPEN WORLD REALITY FOR GEN-Y TheImpactofMobileInternetonChineseGenYIden8ty
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Information Technology
THE DEVELOPMENT OF INFORMATION TECHNOLOGY MAKES A EXPLOSION OF GLOBAL BRAND IN CHINA
TheImpactofMobileInternetonChineseGenYIden8tySamiWong,ConceptM
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TheImpactofMobileInternetonChineseGenYIden8tySamiWong,ConceptM
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Live in individual ideals
Bounded by the traditional values of last
generations
SPLIT REALITY OF THE CHINESE GEN-Y TheImpactofMobileInternetonChineseGenYIden8ty
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TheImpactofMobileInternetonChineseGenYIden8tySamiWong,ConceptM
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Urban Kid l Parents with well paid
jobs in management positions
l Live in the city l Well educated with more
opportunities in life
Suburban Kid l Parents that work in
agricultural setting l Live in country side l Lower income and less
opportunities
Elite Kid l Parents with high income
in a much higher positions (e.g. government officials or entrepreneurs)
l Extensive international education and global experience
l Higher demand on their children
EXAMPLE
SPLIT MOTIVATION OF THE CHINESE GEN-Y CONSUMPTION TheImpactofMobileInternetonChineseGenYIden8ty
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TheImpactofMobileInternetonChineseGenYIden8tySamiWong,ConceptM
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THEOLDCHINAVSTHENEWCHINA
1979 Open Door Policy
Adapting their parents’ moral standards and
life values
Living in a rigid and option-less lifestyle However, intent to differentiate themselves from their parents
Chinese family orientation
TheImpactofMobileInternetonChineseGenYIden8tySamiWong,ConceptM
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Westernised life style
Inspired by the western ideas of liberty and
independence Seek for opportunities to express their individualities through lifestyle
Luxury products and services help them to
further define their social status
TheImpactofMobileInternetonChineseGenYIden8tySamiWong,ConceptM
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WOMAN LIBERATION Traditional to Modern
TheImpactofMobileInternetonChineseGenYIden8tySamiWong,ConceptM
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TheImpactofMobileInternetonChineseGenYIden8tySamiWong,ConceptM
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Woman liberation
GDP
Education Improvement
Industrial Updating
Open-minded Family
Economic Pressure
Professional Achievement
CULTURE EXTENSION Identity Through Food Journey
TheImpactofMobileInternetonChineseGenYIden8tySamiWong,ConceptM
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TheImpactofMobileInternetonChineseGenYIden8tySamiWong,ConceptM
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Through try-out of international food
experience, it creates an intercultural lifestyle to Gen-Y
LOW KEY LUXURY Subtle and Sophisticated Identity Formation
TheImpactofMobileInternetonChineseGenYIden8tySamiWong,ConceptM
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SIMPLICITY IS THE NEW ELEGANCE
TheImpactofMobileInternetonChineseGenYIden8tySamiWong,ConceptM
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CHANGING STYLE IN TRAVELLING A Sense of Independence
TheImpactofMobileInternetonChineseGenYIden8tySamiWong,ConceptM
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SELF-DESIGN TOUR!
GROUP TOUR!TheImpactofMobileInternetonChineseGenYIden8ty
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VALUE OF LOCALISED ROOTS Chinese Craftsmanship
TheImpactofMobileInternetonChineseGenYIden8tySamiWong,ConceptM
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TheImpactofMobileInternetonChineseGenYIden8tySamiWong,ConceptM
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THECREATIVEMETHODOFINFORMATIONTECHNOLOGYISAMIXOFCULTURALDEMANDANDSOCIALLIFESTYLE
The one child policy in China drive Gen-Y to carry a heavier responsibility in life for taking
care of their family members including their parents and children. Mobile online payment APPs give them a great opportunity to increase their level of efficiency in terms of salary management and bills.
MARKETING TO THE CHINESE GEN-Y TheImpactofMobileInternetonChineseGenYIden8ty
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Keytake-outs• Newproductsandbrandshould
adaptthenewChineseiden8tyuniquelybutwithatouchofglobalisa8on.
• Staycompa8blewithChinesedailylifeandconven8ons.
• Obeytothenewsubtletyofbrandcodes,importanttohighlighttheoriginalityandauthen8cityofbrandsandproducts.
• Takeadvantageofthedomina8ngsocialmediahabitsandmoveonthesamespeedofGen-Yformassiveexposurecommunica8on.
TheImpactofMobileInternetonChineseGenYIden8tySamiWong,ConceptM
New but not Tech
Thankyou!Twitter: @conceptm
E-mail: [email protected]
Company website: www.conceptm.eu
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