The Phoenix Generation: Insights into China’s Youth

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
levels, shopping and spending patterns on technology and consumer products
• Opinions on fashion, music and technology
and celebrities
• Online behavior and technology adoption and
usage.
• Attitudes toward their future
• Trend-spotting with a focus on trends that
have a business impact. Most importantly, Pearl Research provides insights into the origins and implications of these trends.
• Featured interviews with unique individuals.
They each have unique stories to tell and can offer some insight into China’s youth.