Millennials are the first generation in China to come of age in a consumer-driven society and an ‘open’ China. Global policy, national reforms, and access to the Internet have shaped their experiences and values. Millennials find outlets and a variety of mediums for self-expression and see life as more than just making ends meet. Today, the purchasing power of this demographic is among the highest in China.
However, society has presented Chinese millennials with unexpected challenges that have resulted in amplified social stress and economic pressure.
To attract millennials and convert them into a loyal audience, brands must understand the nuanced and targeted approaches which speak to millennials’ evolving characteristics and needs. This guide covers:
- How did certain events and history shapemillennials?
- Social media and online purchase habit of millennials
- Characteristics and values of millennials
- Nostalgia marketing and its case study
- Diversity marketing and its case study
- “Family economy” marketing and its case study
