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1、ThoughChina’s“post-90s” consumers —thosebornafter1990—arethecountry’sfuturebigspenders,brandsarefindingitdifficulttoconnectwiththenebulousnewdemographic,causingarethinkaboutlong-termmarketingstrategies.Forsome,particularlydomesticChinesebrands,thatarestronglylinkedto
2、the1980s—amongthemthesportswearmakerLiNing—theemergenceofthepost-90sgenerationasaconsumerclassiscausingheadaches,withreferencesandsellingpointsoftenfallingflat. FromChinaDaily:Marketingexpertsandadvertisingexecutivesagreethattheyneedtothinkoutsidethetraditionalmodeto
3、comeupwithideastocourtthepost-1990sconsumerswhoarenoteasilypersuadedbythebig-namestarsusedinthemajorityofadsforfashion,cosmetics,foodandbeverages.Theyarealsoexploringdifferentwaystodelivertheirmessagestopost-1990spotentialcustomers,resultinginagradualshiftinfavorofon
4、lineadsfromthetraditionalchannels.XuJin,chiefexecutiveofficeroftheadvertisingcompanyLoweandPartnersBeijing,saidthepost-1990sare“hardtoplease.”Nonetheless,pleasingthemisessentialbecausethestakesarehighforvendorsatatimewhenthisgenerationisbeginningtojointhejobmarket.Th
5、eystartedgraduatingfromuniversitiesthisyear.Generally,theyareeducatedbetterthanconsumersfrompreviousgenerations.Theyarealsomoreexposedtoconsumerismandfeelmoreconfidentaboutthefuturethantheirpredecessors,helpingtolessenanypropensitytosave.“Thepost-1990sareagroupofyoun
6、gpeoplehardtocomprehendorinterpret.Wecannotuseasinglewordtodefinethisgeneration.However,theywillbecomethepillarofChinainthenext10or15years.Therefore,companies,brandresearchersandinteractiveresearchcompaniesshouldtrytofigureoutthecurrenttrend,”saidXuofLoweandPartners.
7、Thoughtheirspendingpowerisdwarfedbytheirolderpeers,clearlythepost-90sgeneration—withitsmoreglobalmindset,comfortwithconsumerismandrelativelyfree-spendingnature—isanopportunityforhigher-endbrandsaswellasmass-marketlabels.But,asidefromtheusualrecommendationslikeagreate
8、rsocialmediapresenceandtailoredmessagesandreferencesthatconnectwithayoungerChineseaudience,whatshouldbrandsknow?Foronething,accordi
