《Marketing_to_the_Chinese_70s_80s_and_90s_Eastwei_Executive_Whitepaper》.pdf

Eastwei Relations Executive Whitepaper “From collective to individual” Marketing to the Chinese 70s, 80s and 90s generations By Judy Luo and Charlotta Lagerdahl About the research This report is a combination of Eastwei Relations consumer focus groups in Shanghai 2010 combined with interviews, desktop analysis and experience from marketing campaigns. Focus group participants were selected to represent urban citizens in the relevant age spans, considering age, education, sex, income, employment and urban/rural background. The participants were given 100 RMB each for their participation in the focus group. The research was conducted to increase Eastwei knowledge and insights about consumers, and was not commissioned by any third party commercial venture. About Eastwei Relations Founded in 1994, Eastwei Relations is China’s leading local strategic PR consultancy, with 100+ consultants in Beijing, Shanghai, Guangzhou and Chengdu. Eastwei provides communications analysis, strategy, media relations, online communications and event management services to a number of Fortune-500 and smaller clients. We have developed a distinctive offering based on our “Knowledge-Driven Communications” approach, which has received wide acclaim in the Chinese PR industry. A changing China On the back of three decades of spectacular growth and development, China recently became the second largest economy in the world behind the United States. The country has also become a major market for the world’s leading international consumer goods companies. In an increasingly competitive marketplace, companies are becoming more sophisticated in segmenting local stakeholders geographically, and have clear strategies in place for approaching urban versus rural consumers. However, we have found that communic