Preferred brands of young Chinese
There’s a group of people in China called the “Millennial Generation”, who were born in cities between 1985 and 1995. These young people- mostly university graduates – are not familiar with Maoism, nor what happened in 1989 in front of Tiananmen. Just a little politicized but big web consumers, they are deemed to be “very sensitive to brands” – particularly foreign, as recently explained CBNweekly.
This weekly newspaper, the China Business News property group, has in fact the fourth quarters of 2012 the results of its annual survey “special use.” A survey of this generation of young “white collar”, the heart of this target marks in China in recent years becoming one of the “first home” consumption in the world.
And a first observation emerges from this case: the impact of the global economic crisis on the consumption habits of these young, often only children, age to buy cars, apartments, luxury goods, etc.
Thus, the pioneer of American fast food McDonalds is accused slightly in China, even though it decided earlier this year to do significantly increase the number of franchised restaurants, and CBNweekly evokes a “lower earnings growth” in Asia. The same thing happens on Siemens products, HP (though it was very well placed in the same study last year), Pepsi, etc. While these brands have a strong reputation in China, but have to work harder to attract the attention of young Chinese consumers, said essentially the weekly.
The golden age of e-commerce
The winners are those who – obviously – jump on the bandwagon. And in China, nothing is done without the Internet now, his social networking sites and e-commerce. And CBNweekly to discuss the winning strategy of Mercedes-Benz, which is associated with platforms online sales like Taobao and 360buy to provide its urban model, the Smart. German brands remains the most preferred manufacturer for young Chinese white-collars, especially BMW and Audi.
“Brands must focus on Internet” – on both PC and mobile, advised by magazine. 70% of respondents say they make online purchase at least once a week!” Young Chinese are also abandoning the television screen.” Advertisers who rely on the “all TV” are all in trouble, with the exception noted CBNweekly, the program “The Voice of China” on Zhejiang TV, sponsored by the soft drink Jiaduobao.
However, the upsurge of Ecommerce is inevitable. As reported recently, Chinese online commerce, whose revenue only in B2B reaching € 93 billion in 2011, has already taken 3% of total retail sales in the country, a figure that is expected, according to a report by the International Data Corporation with the Chinese Alibaba, down to 7% in 2015.
According to the British magazine Campaign, the 10 favorite brands of Chinese consumers are in order: Apple, Nestle, Chanel, Sony, Samsung, Uni-President, Panasonic, Nike, Canon and Starbucks.