China's Youth Appeal
Thursday, May 01, 2008
By Cecily Hall
The top 10 factors young Chinese consumers consider when buying merchandise in a store.
Last year, retail sales in China rose by 17 percent to $1.2 trillion — further evidence, if any was needed, that it's a market with unprecedented growth. The Bergström Report, which analyzes the lifestyles and consumerism of Chinese youth ages 15 to 25, has released the top factors young shoppers look for when buying a product. "The goal of this report is to help Chinese youth be better understood by developers and marketers," said Mary Bergstrom. Consumers are looking for products that are authentic, which will help them demonstrate their status, she added. "Status is critical in China. And they're buying high-end items. They live at home and are willing to save to buy things that will give them a higher social status amongst their peers."
Last year, retail sales in China rose by 17 percent to $1.2 trillion — further evidence, if any was needed, that it's a market with unprecedented growth. The Bergström Report, which analyzes the lifestyles and consumerism of Chinese youth ages 15 to 25, has released the top factors young shoppers look for when buying a product. "The goal of this report is to help Chinese youth be better understood by developers and marketers," said Mary Bergstrom. Consumers are looking for products that are authentic, which will help them demonstrate their status, she added. "Status is critical in China. And they're buying high-end items. They live at home and are willing to save to buy things that will give them a higher social status amongst their peers."
