Abstract:

This paper offers the key findings from a study done on Generation Y (born 1980 to 1990) in China, providing a close look at these new Chinese super consumers that shape the presence and the future of the mass Chinese consumer society. By exploring their values and orientation, their role in consumption, their preferences of and affinities with brands as well as their social media influenced way of assessing communication messages, the study draws a fascinating picture of a generation full of opportunity, living in parallel worlds. The paper covers numerous and various marketing, brand and communication cases. Based on insider knowledge, a high inspirational value with an added practical value will be delivered.