The Phoenix Generation: Insights into China’s Youth

Published by: Pearl Research

Published: Oct. 1, 2007

Table of Contents

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

Abstract

• 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.

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