The Impact of Mobile Internet on Chinese Gen Y Identity

TheImpactofMobileInternetonChineseGenYIden8tySamiWong,ConceptM

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THE IMPACT OF MOBILE INTERNET ON CHINESE GEN Y IDENTITY

SAMI WONG CONCEPT M

TheImpactofMobileInternetonChineseGenYIden8tySamiWong,ConceptM

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EVERY GENERATION HAS ITS OWN PERSPECTIVE

TheImpactofMobileInternetonChineseGenYIden8tySamiWong,ConceptM

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Decoding Brands

Understanding Advertising

Materials

Set New Rules for

Consumption habits

TheImpactofMobileInternetonChineseGenYIden8tySamiWong,ConceptM

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GENERATION OF

OPPORTUNITIES

THE RAPID CHANGE DIVIDES THE GENERATIONS TheImpactofMobileInternetonChineseGenYIden8ty

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TheImpactofMobileInternetonChineseGenYIden8tySamiWong,ConceptM

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Genera&on-XandGenera&on-Y

The Labor force of the socialist economy The Labor Force after open door policy in Shanghai

OPEN DOOR POLICY FOR THE PARENTS’ GENERATION

TheImpactofMobileInternetonChineseGenYIden8tySamiWong,ConceptM

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OPEN DOOR POLICY GAVE OPPORTUNITIES TO CHINESE PARENTS IN INTERNATIONAL CULTURAL COMMUNICATION

Education

Brand

Lifestyle

Employment

Western status symbols Roots in traditional rituals TheImpactofMobileInternetonChineseGenYIden8ty

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OPEN WORLD REALITY FOR GEN-Y TheImpactofMobileInternetonChineseGenYIden8ty

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Information Technology

THE DEVELOPMENT OF INFORMATION TECHNOLOGY MAKES A EXPLOSION OF GLOBAL BRAND IN CHINA

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TheImpactofMobileInternetonChineseGenYIden8tySamiWong,ConceptM

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Live in individual ideals

Bounded by the traditional values of last

generations

SPLIT REALITY OF THE CHINESE GEN-Y TheImpactofMobileInternetonChineseGenYIden8ty

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TheImpactofMobileInternetonChineseGenYIden8tySamiWong,ConceptM

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Urban Kid l  Parents with well paid

jobs in management positions

l  Live in the city l  Well educated with more

opportunities in life

Suburban Kid l  Parents that work in

agricultural setting l  Live in country side l  Lower income and less

opportunities

Elite Kid l  Parents with high income

in a much higher positions (e.g. government officials or entrepreneurs)

l  Extensive international education and global experience

l  Higher demand on their children

EXAMPLE

SPLIT MOTIVATION OF THE CHINESE GEN-Y CONSUMPTION TheImpactofMobileInternetonChineseGenYIden8ty

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TheImpactofMobileInternetonChineseGenYIden8tySamiWong,ConceptM

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THEOLDCHINAVSTHENEWCHINA

1979 Open Door Policy

  Adapting their parents’ moral standards and

life values

  Living in a rigid and option-less lifestyle  However, intent to differentiate themselves from their parents

Chinese family orientation

TheImpactofMobileInternetonChineseGenYIden8tySamiWong,ConceptM

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Westernised life style

  Inspired by the western ideas of liberty and

independence   Seek for opportunities to express their individualities through lifestyle

  Luxury products and services help them to

further define their social status

TheImpactofMobileInternetonChineseGenYIden8tySamiWong,ConceptM

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WOMAN LIBERATION Traditional to Modern

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Woman liberation

GDP

Education Improvement

Industrial Updating

Open-minded Family

Economic Pressure

Professional Achievement

CULTURE EXTENSION Identity Through Food Journey

TheImpactofMobileInternetonChineseGenYIden8tySamiWong,ConceptM

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TheImpactofMobileInternetonChineseGenYIden8tySamiWong,ConceptM

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Through try-out of international food

experience, it creates an intercultural lifestyle to Gen-Y

LOW KEY LUXURY Subtle and Sophisticated Identity Formation

TheImpactofMobileInternetonChineseGenYIden8tySamiWong,ConceptM

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SIMPLICITY IS THE NEW ELEGANCE

TheImpactofMobileInternetonChineseGenYIden8tySamiWong,ConceptM

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CHANGING STYLE IN TRAVELLING A Sense of Independence

TheImpactofMobileInternetonChineseGenYIden8tySamiWong,ConceptM

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SELF-DESIGN TOUR!

GROUP TOUR!TheImpactofMobileInternetonChineseGenYIden8ty

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VALUE OF LOCALISED ROOTS Chinese Craftsmanship

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TheImpactofMobileInternetonChineseGenYIden8tySamiWong,ConceptM

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THECREATIVEMETHODOFINFORMATIONTECHNOLOGYISAMIXOFCULTURALDEMANDANDSOCIALLIFESTYLE

The one child policy in China drive Gen-Y to carry a heavier responsibility in life for taking

care of their family members including their parents and children. Mobile online payment APPs give them a great opportunity to increase their level of efficiency in terms of salary management and bills.

MARKETING TO THE CHINESE GEN-Y TheImpactofMobileInternetonChineseGenYIden8ty

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TheImpactofMobileInternetonChineseGenYIden8tySamiWong,ConceptM

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Keytake-outs•  Newproductsandbrandshould

adaptthenewChineseiden8tyuniquelybutwithatouchofglobalisa8on.

•  Staycompa8blewithChinesedailylifeandconven8ons.

•  Obeytothenewsubtletyofbrandcodes,importanttohighlighttheoriginalityandauthen8cityofbrandsandproducts.

•  Takeadvantageofthedomina8ngsocialmediahabitsandmoveonthesamespeedofGen-Yformassiveexposurecommunica8on.

TheImpactofMobileInternetonChineseGenYIden8tySamiWong,ConceptM

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Thankyou!Twitter: @conceptm

E-mail: sami.wong@conceptm.eu

Company website: www.conceptm.eu

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