FOCUS - CHINA: New generation the most optimistic

<p>A strong economy and a freer flow of information have caused the </p><p>Chinese consumer psyche to become far more complex and sophisticated </p><p>compared with recent years. </p><p><BR><BR> </p><p>According to a major study by ACNielsen Media International - Target </p><p>Audience Grouping System (TAGS) - seven distinct traits have been </p><p>identified: the venerables, security seekers, disaffected, materialists, </p><p>comfortable middle class, assured achievers and the next generation. </p><p><BR><BR> </p><p>However, the 18-month survey of 44,000 people in 30 of China's largest </p><p>cities found that it was the next generation which was shaping up to be </p><p>the most progressive group in the country's recent history. </p><p><BR><BR> </p><p>But while the nine to 14 year olds made up the smallest group identified </p><p>in TAGS - 8.4 per cent - this group believed that men should help with </p><p>the housework and their top concern for the future was protecting the </p><p>environment. </p><p><BR><BR> </p><p>They also believed that keeping up with technological developments was </p><p>the key to their success although they also felt it important to </p><p>preserve their culture and heritage. </p><p><BR><BR> </p><p>Philip Rich, ACNielsen Media International China and Hong Kong executive </p><p>director, said, "China's youth appear to be the most optimistic and </p><p>confident segment of the population in China today. </p><p><BR><BR> </p><p>"Around 70 per cent believe they will reach their goals and have a </p><p>bright future, and their attitude towards the environment and technology </p><p>are comparable to their counterparts in the West." </p><p><BR><BR> </p><p>The new generation was born into Deng Xiaoping's 'open door' policy and </p><p>has benefited from the fast growing economy of China since birth. </p><p><BR><BR> </p><p>More than 80 per cent surveyed in this group said that understanding </p><p>technology was key to their success in the future with 78 per cent </p><p>agreeing that China's culture and heritage should be protected at the </p><p>same time that the country is embracing modern changes. </p><p><BR><BR> </p><p>This is the first time that such a comprehensive study has been </p><p>conducted in China. </p><p><BR><BR> </p><p>The other six consumer groups identified by TAGS consist of: </p><p><BR><BR> </p><p>- The venerables (21 per cent) make up the largest proportion of the </p><p>population. Nearly half are aged 50 or over and 45 per cent are </p><p>retired. </p><p><BR><BR> </p><p>This group is the least concerned with financial matters. </p><p><BR><BR> </p><p>- The security seekers (19.2 per cent) are the next largest group of </p><p>consumers. They are not defined by age, but 60 per cent are female. They </p><p>are high school educated in regular white or blue collar </p><p>occupations. </p><p><BR><BR> </p><p>They are attracted by sales and foreign goods and respond to all types </p><p>of advertising. </p><p><BR><BR> </p><p>- The disaffected (16.6 per cent) tend to be in mainly blue collar jobs </p><p>or unemployed. They are the least comfortable with the economic changes </p><p>occurring around them. They reject television advertising. </p><p><BR><BR> </p><p>- The comfortable middle class generation (13.4 per cent) is the newly </p><p>emerging class, made up of professionals and entrepreneurs. </p><p><BR><BR> </p><p>- The materialists (11.8 per cent) are better educated. Two-thirds are </p><p>male and most are between the ages of 30 and 49 years old. They value </p><p>financial measures of success and they choose more familiar brands. </p><p><BR><BR> </p><p>- The assured achievers (9.7 per cent) are mostly aged between 20 and 39 </p><p>years old. They are well educated and most are in professional/white </p><p>collar occupations. They are less financially driven and their shopping </p><p>behaviour is more experimental. </p><p><BR><BR> </p><p>TAGS adds a new dimension and deeper insight into the motivations and </p><p>priorities of emerging consumer sectors in China's fast-moving </p><p>economy. </p><p><BR><BR> </p><p>Said Mr Rich: "Taking into account the tremendous economic and social </p><p>changes that have swept China in recent years, we cannot generalise any </p><p>longer about the Chinese consumer. </p><p><BR><BR> </p><p>"The market has been constantly evolving over the past 10 years and </p><p>today there are distinct groups and consumer sub-cultures that </p><p>international marketers should be aware of." </p><p><BR><BR> </p>