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The Phoenix Generation: Insights into China’s Youth

Pearl Research
October 1, 2007
SKU: PRLR1578608

Attention: There is an updated edition available for this report.

Abstract Table of Contents Related Reports

Countries covered: China

About This Study
Pearl Research’s China Youth Project is a comprehensive and insightful lifestyle study on Chinese youths ages 16 to 30. The study identifies emerging trends, attitudinal shifts and what’s hot in games, Internet, entertainment, technology, fashion, and consumer products.

The report is based on 92 one-on-one interviews and an online survey of 270 Chinese youth. Pearl Research conducted interviews in first- and second-tier cities in China, capturing the differences in income levels and preferences across the country.

The study helps companies understand this important demographic and what drives their lifestyle choices and spending habits. Pearl Research also provides actionable strategies on how to effectively connect with this group.

What is Covered?

Essential facts and statistics including income
Opinions on fashion, music and technology
Online behavior and technology adoption and
Attitudes toward their future
Trend-spotting with a focus on trends that
Featured interviews with unique individuals.

About the China Youth Project
Methodology: City Spotlight: Beijing and Nanjing; First Tier Versus Second Tier Cities
Key Highlights: Defining the Phoenix Generation; Income and Spending; Internet and Chatting; Youth Culture; Unique Characteristics of Chinese Society; Chinese Youths are Receptive to International Influences; The me‐we duality; Wealthy Youth and Parents are Influences; The Hot List: Cited by Our Interviews; Upcoming Trends; Importance of Connecting with the New Chinese Consumer
Demographics and Income levels: Executive Summary; Different Income Levels; Little Emperors and Princesses; Growing Urban Disposable Income; Parents Play a Larger Role in Providing Income; Brand Consciousness is High among Chinese Youth; Häagen Dazs in China: A Success Story of Brand Building; Attitudes Toward Counterfeit Products Evolving for Uppermiddle Class; Increased Credit Card Usage and Online Purchasing; Conclusion and Recommendations
Online Gaming: Computer Gaming: Top Leisure Activity; 51% of the 162 Million Internet Users in China are under 25 Years Old; Highly Concentrated Publishing Market with Emerging Companies; Top Online Games Exceed 1.5m Peak Concurrent Users; Word‐of‐Mouth an Important Source of Information; Meeting Friends Online Through Online Games; Joining a Clan is Popular for MMORPG Gamers; Gamers Wary of Scams; Game Related Cheating and Frauds are Rampant; Interest for Domestically Produced Titles are on the Rise; International Games are Considered More Sophisticated; Domestic Produced Games Have Lower PC Specs; Domestic Produced Games Have an Operational Advantage; Female Gamers and Avatars; “Cute” Female gamers; Internet Cafe an Integral Part of Gaming Culture; Game Operators Market Directly to Internet Cafe Patrons
Online Chatting: More than 370+ Million IM Users in China; Chatting about Chatting; Seeing is Believing: Growth of Voice and Visual Chatting; Popularity of QQ and Potential Growth in Less-Developed Regions; Chatting Enables Meeting Friends and Dating
A Need for Speed: The Growth of Racing in China: A Growing Car Culture; How Fast, How Furious? Drag Racing in Beijing; Car Racing Slang; Summary
Yo Mama! Chinese Urban Slang
The New Leifeng: Modern Heroes in China: I Admire…; The Me Generation; More Quotes about Modern Heroes in China
In Their Own Words: Select Profiles of Chinese Youth: XX*: Dance Like No One is Watching; XX*: Life is Short so Enjoy!; XX*: Play hard, No Regrets!; XX*: Music Makes Me Feel Alive; XX*: I Like Designer Goods
This is What I Buy: Spending Diary: XX*; XX*
Conclusions
About Pearl Research

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