In order to better define and China’s generational segmentation, we offer a look at the technology and media that helped guide different generations’ characters. As you can see, the introduction of new technologies has impacted how Chinese youth perceive themselves and their social circles.
The answers above were provided by mainland respondents, commenting on their own generations.
Chinese sports brand Li Ning, whose slogan is “Make the Change,” is taking its own advice and changing its marketing campaign. Li Ning has adopted a 90s style in its new ad campaigns, and has revised its website with cartoons of Dr. Strange.
Shanghai is dotted with malls full of foreign retail. A few popular brands have tried to ‘localize’ themselves with little success; remember last year when Chanel branded with its Chinese name香奈儿? Netizens such as Antonia, 22, female, Shanghai, laughed at this “nonsense design, just trying to pander to Chinese customers.” While Chinese consumers early value name brands, part of the appeal seems to be their non-native status. On the other hand, there is a growing interest in domestic design amongst individualistic youth who are drawn to apparel based solely aesthetic.
Rouched pants from MAY.J and fitting room curtains at Gloss. The curtains are made from sewn together pairs of Levi and Nudie jeans.
The boutique shop Gloss in Xintiandi, Shanghai, carries MAY.J, a line of men and women’s clothing from a local designer. “This brand offers unique designs,” said the boutique manager Kiki. And customers are willing to pay: “Her products cost thousands of RMB, but are popular.” The MAY.J collection offers a wide variety of apparel from street style to Shanghai Qipao (traditional dresses), selling women’s clothing on the Bund and men’s clothing in Xintiandi.
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Pleasant Goat and Big Wolf are largely known as the widely popular Chinese cartoon, yet we found Pleasant Goat snacks in supermarket as well – 7.5 rmb for a tin of chocolate roll cake, tissue paper, and even toilet paper!.
Trendspotter
Mandy, 23
Assistant in legal firm, Shanghai
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The cartoon industry is one of the most endearing across the globe – the characters accompany you throughout childhood, and can remind adults of their own youth. We were interested to find out what variations Chinese viewers saw amongst the top shows from China, Japan and the US.
The every-expanding Chinese cartoon market has built upon popular themes, ranging from traditional to modern and silly. Sun Wukong (the Monkey King) is a long-time favorite using bravery, justice and loyalty as primary topics. Pleasant Goat and Big Wolf has been steadily growing in popularity since 2005, attracting Chinese kids and parents with unique characters and quick, funny dialogue. The other two top-mentioned cartoons are Big Mouth Dudu and Crayon Shin-chan; interestingly, they employ a similar style (voice-over) and theme (young boy as the hero against adults).
Crayon Shin-chan and Big Mouth Dudu both have an angry mom and a naughty, adult-like boy as a hero.
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I think my favorite cartoon character is the Monkey King. He is brave, smart and handsome and represents the justice. He is always ready to help those who are in danger, protect his master and accomplish any task. I admire him very much and think of him as a role model. When my friends at school have trouble, I’m willing to lend a hand.
- Jack, 11, male, Shanghai
I enjoy watching Pleasant Goat and Big Wolf because it is simple and I don’t need to think when I am watching it. It helps me keep a young heart. I think it is the most successful domestic cartoon. I was overwhelmed by the crowds in the cinema when it opened.
- Susan, 22, female, Suzhou
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If your kid doesn’t have a cell phone yet, expect them to be asking for one soon! Viacom’s MTV Networks has updated its agreement with CCTV to supply episodes of Nickelodeon’s popular animated series SpongeBob Squarepants. The show will be available to mobile users via the Chinese government owned CCTV’s mobile phone channel.
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The Bergstrom Group is an insights and trends consultancy helping marketers understand and connect with Chinese consumers. Through thoughtful research, rich narratives and actionable insights, we are helping to tell the story of new China.
