China's Gen Y ranks fourth globally for brand loyalty : Edelman

Millennials are the generation born between 1980 and 1995. 'Edelman 8095,' a global study on the relationships between brands and the Millennials, finds that 52 per cent of Chinese Millennials rely on brands to learn about new trends, outranking the influence of peers and celebrities.

“Once I find a company or product I like, I keep coming back," is the common attitude of Chinese Millennials.

95 per cent of Chinese 8095ers responded that they are willing to detail information about themselves for more access to content from brands and the companies.

8095ers in China are optimistic about brands. Most of them agree that they depend on business leaders (60 per cent) and brands (56 per cent) to make positive impact in society. Brands also act as role models to this segement with 27 per cent saying they look upon brands and businesses to help achieve their personal goals.

Chinese 8095ers are highly independent in terms of making choices on brands. 82 per cent of them will buy a product that they like even if their peers do not agree. The world’s average is 67 per cent.

Eight in every 10 Chinese Millennials have taken action on behalf of a brand they trust. This includes joining online communities, sharing brand experiences and posting reviews. Respondents in China are most likely to share positive brand experiences online (61 per cent), compared to 42 percent globally.

However, a negetive experience also creates buzz with 53 per cent of respondents saying they have criticised a brand on blogs or social network sites.

The only reason that a Chinese 8095er moves from one brand to another is that the alternative would provide more resources and tool to help in other areas of life. The competing brand has to create a catalyst to life in order for Chinese youth to change their minds. This finding is far different from the rest of the world where product discounts is the number one choice to make the change.

Edelman says that Chinese Millennials are increasing to collaborate and crowdsource for information to make personal decisions. 46 per cent said they collaborate with others to achieve overall goals, while one in five respondents do so to solve personal problems.

"Our 8095 study demonstrates that Millennials in Asia — and China and India in particular — are far more engaged and focused on digital community building than many may have imagined,” said Jonathan Sanchez, regional brand marketing director, Edelman Asia-Pacific.

Edelman also used Sina Weibo to present more details on the 8095 study in China.