Who Millennials Listen To - insideretail.hk file12 years in China and HK ChoZan () Alarice...

Who Millennials Listen To

© 2017 | Prepared by www.chozan.co | The Most Comprehensive Guide to Chinese Social Media

12 years in China and HK

ChoZan (www.chozan.co)Alarice International(www.alarice.com.hk) Forbes, SCMP, China Daily, Hong Kong Economic Times, WenWeiPo, MingPao Daily, Jumpstart Magazine

WeChat Expo, General Assembly, The APAC HR Forum,The Italian Chamber of Commerce, Paperclip Startup Campus, The Executive Group

ABOUTASHLEY

ASHLEY TALKSAshley Talks is a free video resource for all things related to the China market, consumers and Chinese social media.

BLOGhttp://www.ashleytalks.com/

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AGENDA

Demographic Overview of Chinese Millennials

How to Use Social Media and KOLs to Reach Out

Millennials in China


Demographic Overview of Chinese Millennials

| The Most Comprehensive Guide to Chinese Social Media© 2017 | Prepared by www.chozan.co

6

WHO ARE THEY?


Chinese Millennials

Post-80s and post-90s generation

415 Million

Account for 31% of China’s total population

40%

Of total Chinese urban population

46%Increase to by 2021

The Chinese millennials are set to become the dominant force and the most influential consumer segment in the consumer market.

Source: Boston Consulting Group (BCG)

7© 2017 | Prepared by www.chozan.co | The Most Comprehensive Guide to Chinese Social Media

• Consumption by young Chinese spenders under the age of 35 accounts for 65% of consumption growth.

• Consumption by these young consumers is growing at an annual rate of 11% from 2016 to 2021—twice than that of consumers older than the age of 35.

• The share of total consumption by the young generation is projected to reach 69% by 2021, versus 31% by the older generations.

0

1.25

2.5

3.75

5

2011 2016 2021

0.7

1.5

2.6

2.41.91.4

SHARE OF CHINA’S URBAN CONSUMPTION BY THE MILLENNIALS VERSUS THE OLD GENERATIONS

Increase 9%

Millennials (aged 18 to 35) Old generations (aged above 35)

Urban Consumption (USD trillion)

Source: Boston Consulting Group (BCG)

WHO ARE THEY?

MINDSETS


1# The lifestyle upgrade

Millennials demand for premium goods and services that enhance a personal sense of well-being.

Education, healthcare, entertainment, food and

beverages, and travel.

Millennials now account for the majority (67%) of total Chinese overseas tourists

Prefer premium over mass

A growing healthy lifestyle

Rapid growth in service

consumption

Spending on travel on the rise

What do they buy?


2# Demand for uniqueness

• Millennials demand for unique products which give them a sense of superiority.

• More and more companies now adopt a consumer-to-business (C2B) model to enable customers to participate in the design of the products and services.Source: Fung Business Intelligence

C2B model is about consumer-driven production

MINDSETS

Create ideas of customization products/services

responsible for production and delivery

Consumer Business


3# Expect a better shopping experience

Convenience-driven

MINDSETS

Millennials spend a bigger portion of their discretionary income on retail-tainment than the older generations.

Shopping with social and entertainment purposes

• VR technology• AR technology• AI technology

• Online shopping• Mobile payment• Omni-channel • Hassle-free delivery service

No. of mobile shoppers


4# Craze for social mediaMobile shopping and

social shopping prevail From live streaming to video

viewing and sharing

MINDSETS

The penetration rate of social media among the post-00 generation reached 99%.

Source: CNCIC; compiled by Fung Business Intelligence

MOBILE SHOPPERS POPULATION AND PENETRATION

0

125

250

375

500

0

17.5

35

52.5

70

2014 2015 2016

441340

236

63.454.8

42.442.4

54.863.4

Population (million) %

CHINA’S LIVE STREAMING MARKET

0

22.5

45

67.5

90

0

45

90

135

180

2014 2015 2016 2017 2018E 2019E

87.366.5

43.220.87.444.93

31.253.8

107.5

180.0

51.051.0

180.0

107.5

53.831.2

% Billion Yuan

Total Sales Growth RatePenetration

Source: CNCIC; compiled by Fung Business Intelligence Source: iResearch; compiled by Fung Business Intelligence

How to Use Social Media and KOLs to Reach Out Millennials in China

| The Most Comprehensive Guide to Chinese Social Media© 2017 | Prepared by www.chozan.co

CASE STUDY - CONTENT


• Airbnb is popular among young audience due to Millennials’ rising demands on traveling.

• Airbnb WeChat OA published articles with topics “cool” and “adventure”, encouraging young audience to pursue uniqueness and excitement during traveling.

• Exactly captured the millennial’s desire for travel.

Airbnb x WeChat

CoolAdventure


1.choose shoe model 2. design your color 3.sign your ID 4.get your customized Nike sneakers

NIKEiD Weibo Account

• NIKEiD provides service on Weibo for customers to design their own Nike products.

• Attract many millennials to design and customize their own Nike shoes due to their demand for uniqueness.

CASE STUDY - CONTENT

CASE STUDY - KOL PROMOTION


LongChamp launches WeChat Mini Program “LongChamp个性定制⼯工坊” for

customers to choose the accessories they like and make a customized bag.

LongChamp x KOL

• Longchamp cooperated with fashion blogger @每天只种⼀一棵草 to reach target audience and increase brand exposure.

• In this article, the blogger recommended LongChamp's tailor made bag and shared privilege purchase code for customers.

• Besides, customers who upload their buyers shows to the blogger have chance to win free gifts.

Page views: 65k+ likes: 400+


• Pechoin is a Chinese traditional cosmetic and skincare brand whose main consumers are middle age people.

• To attract young audience, Pechoin cooperated with popular icon Luo Tianyi among millennials in the commercial and published it on Bilibili.

• During 2017 Double 11 festival, more than 70% of Pechoin's consumers are under 25.

CASE STUDY - KOL PROMOTION

CASE STUDY - CAMPAIGNS


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DOUYIN Music-based video sharing & networking, targeting young audience• Michael Kors launched a challenge (hashtag and UGC

campaign) called “城市T台，不服来抖” on Douyin to target young audience.

• Invited Douyin KOLs to produce videos wearing MK’s products.

• Call for participation by launching specially designed filter, stickers and transition effects.

• Display Ads, banners, welcome posters, topic display under the search function.

Engagement: 30k Views: 200 million Likes: 8.5 million

CASE STUDY - CAMPAIGNS


Cadillac x Douyin

• Cadillac launched a challenge (hashtag and UGC campaign) called “6.2秒让你红” on Douyin to engage more young audience.

• Users who published original videos with the theme “fast” can participate in the challenge. Cadillac also provided special filters for users.

Engagement: 42k

DOUYIN Music-based video sharing & networking, targeting young audience

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