Here are 5 things You Didn’t Know About Chinese Millennials


They act fast!

Despite them having access to a wealth of information and it being commonly reported that they are online for 27 hours each week, they are likely to book a holiday in less than a day!

To capitalize on this quirk, brands need to ensure all the information they need is readily accessible. Chinese travel solution sites such as Ctrip and Mafengwo are leading the way, with online marketing strategies supported by robust editorial travel content. Both sites have taken to using travel KOLs to provide in-depth reviews of destinations and activities, rounding out the end-to-end experience for the user. Ctrip has even gone a step further, offering a personal travel assistant to be on hand via WeChat throughout the user’s travels, ensuring a full, personalized customer service 24/7.


They’re following their dreams!

For the first time in many years, a common, defining theme of this Chinese generation is hope and aspiration. They’re less carried away with materialistic fulfillment, and more likely to be soul searching and discovering the meaning of life as they explore. This means that no longer is a brand’s product judged purely on its merit to fulfill a need, but whether the brand behind it is desirable.

SK-II effectively tapped into this generational characteristic last month with its hugely popular ‘Change Destiny’ campaign. Featuring a number of celebrities talking about their childhood dream, they launched a social movement to encourage consumers to ‘dream big, dream again’ in order to pursue their goal.


They’re individuals… kind of!

To some, they’re members of the ‘strawberry generation’ – coddled and easily bruised, to others they are rebels and aspirants struggling to make their way in the country’s new economy. Either way, they’re individuals – a reported product of China’s one child policy. And yet this individualism lies against a collective backdrop that includes their parents, society and the media, distinguishing it from the Western notion of the term. National traditions and customs are still proudly followed, arguably making them more of a ‘bridge’ to individualism.

Recognizing their situation, identifying with their circumstances and appreciating their unique place in society will only help this target audience respond to marketing efforts. Brands can also offer the perfect way to channel some of the rebelliousness some harbour against the ‘big’ system they’re entering as they come of age by offering products and brands that stand for individualism without breaking societal norms.

‘House of Vans’ is one brand marketing effort that has proved hugely successful in demonstrating the brand’s support for creativity and diversity. In celebration of music and art they have hosted a series of events including a music festival and a skateboarding competition, attracting individuals from all walks of life who share a common interest.


They’re in touch with their emotions!

Faced with constant labelling, Millennials are forming strong relationships with those who identify with their situation. They are a more open and emotional generation than seen previously, actively seeking understanding and acceptance from others who won’t judge them or will look beyond their labels. And in the face of increased levels of anxiety, stress and pressure, guidance and support from peers, acquaintances and even brands is of high value.

This openness represents a chance to build more meaningful relationships with a group of consumers that offer huge large purchasing power, both now and in the future. Lululemon recently capitalized on its global mission to ‘elevate the world from mediocracy to greatness’ in order to build an emotional connection with young consumers in China. Tapping into a generation who are seeking a more active lifestyle, they offered them the chance for them to begin to realize aspirations through free yoga events in three tier 1 cities across the country. The activity resulted in huge media coverage plus 3,000 consumers participating and experiencing the essence at the heart of the brand.


It’s not just about the here and now!

Don’t let everything you’ve read above fool you; this generation is also wary of its future. Although the identified personality traits may suggest otherwise, this generation is acutely aware that things might soon change for them. Less jobs, a slowing economy and aging relatives has introduced a reduction in optimism in the future.

This is starting to translate into purchasing decisions being more considered, with value for money becoming a bigger deciding factor. Brands demonstrating their economic benefit, money back guarantees and warranties will be highly valued. Alternatively, an approach akin to Pepsi’s ‘Live for Now’ tagline speaks perfectly to the prevailing optimism and self-confidence against a backdrop that harbours negativity about the wider situation.

© 2018 We Red Bridge.