Netting the youth market

One area that always intrigues me as I travel the region of Asia, and indeed the globe, for business and pleasure is how similar or different people are. More recently, I have had the opportunity to spend more time in China and through this have been able to continue on my journey of comparing and contrasting the habits of different people.

It seems the majority of the "post-80s" generation in China today, particularly those from urban environments, are more self-centered, they are very much influenced by their peers and they are what we call Internet natives. And it seems that technology is playing a big role in shaping this generation of young people.

Where the parents of post-80s Chinese saved and tended to buy only what was necessary, the children are brand conscious, and influenced by celebrities and their peers. They spend money on themselves, for example on clothes, gadgets, entertainment including games, travel, mobile phones, and they keep spending until they start thinking of settling down.