BRANDS STRUGGLE TO CONNECT WITH CHINA’S “POST-90S” GENERATION.docx

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BRANDS STRUGGLE TO CONNECT WITH CHINA’S “POST-90S” GENERATION.docx

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BRANDS STRUGGLE TO CONNECT WITH CHINA’S “POST-90S” GENERATION

Though China’s “post-90s”?consumers?— those born after 1990 — are the country’s future big spenders, brands are finding it difficult to connect with the nebulous new demographic, causing a rethink about long-term marketing strategies. For some, particularly domestic Chinese brands, that are strongly linked to the 1980s — among them the sportswear maker Li Ning — the emergence of the post-90s generation as a consumer class is causing headaches, with references and selling points often falling flat.?From China Daily:Marketing experts and advertising executives agree that they need to think outside the traditional mode to come up with ideas to court the post-1990s consumers who are not easily persuaded by the big-name stars used in the majority of ads for fashion, cosmetics, food and beverages. They are also exploring different ways to deliver their messages to post-1990s potential customers, resulting in a gradual shift in favor of online ads from the traditional channels. Xu Jin, chief executive officer of the advertising company Lowe and Partners Beijing, said the post-1990s are “hard to please.”Nonetheless, pleasing them is essential because the stakes are high for vendors at a time when this generation is beginning to join the job market. They started graduating from universities this year. Generally, they are educated better than consumers from previous generations. They are also more exposed to consumerism and feel more confident about the future than their predecessors, helping to lessen any propensity to save.“The post-1990s are a group of young people hard to comprehend or interpret. We cannot use a single word to define this generation. However, they will become the pillar of China in the next 10 or 15 years.Therefore, companies, brand researchers and interactive research companies should try to figure out the current trend,” said Xu of Lowe and Partners.Though their spending power is dwarfed by their older peers, clearly the post-90s generation — with its m