Below is a snapshot of findings from interviewing a sample of China’s youth which is poised to be the next tech savvy and smart consumer.
Understanding the thoughts of this select group would be paramount given 65% of China’s future growth will be from individuals aged 35 or younger according to a study by Boston Consulting Group.
In your opinion, what are key behaviours of the Chinese Gen Y consumer?
1. “Communication and information sources have shifted to the net.” — Yvonne
2. The Gen Y consumer has a “stronger and responsible personality that is more‘‘easily influenced by marketing and trends.’’ — Flora
3. “People often buy what they want and like instead of what they need .’’— Robin
What do you think is the next big thing in e-commerce in China?
4. “Shops, restaurants and hotels are now run without humans. Everything is done through a phone’’. — Flora
5. “Payment methods would change a lot. More shops could allow Wechat and Alipay payment methods. You can do lots of things through telephone such pay electrical fees, call for food delivery, and so on. E-finance would also be a big thing. We do not need to borrow funds from a bank. What we need to do is to borrow from Alipay which has high interests’’ .— Miao
6. “The customer experience for on-line shopping would be revolutionalised. Ensuring the customer does not get disappointed is important because they cannot try it before purchasing’’. — Robin
How often do you voice your opinion on social media and how important is it in China’s internet sphere?
7. “Usually, I do not voice my opinion on social media. It is important to voice our opinion. But sometimes it cannot attract public’s attention if the voice is too small’’. — Miao
8. “I may do each month, but I am not often to share my opinion on social media’’.— Robin
9. “Pretty often, esp nowadays more and more young people tend to do so’’. — Flora
10. “Not often, normally I would watch other people’s opinions. The police would actually come and get you if you voice something bad about the party or the country. Nothing negative is allowed, there is no freedom on the internet’’. — Yvonne
11. “Personally I do not speak a lot on social media. But I think it is important. I would check other people’s opinions when making decision on which one to buy’’.— Erica
What affects your purchasing decisions?
12. “Price, customers comments, quality of goods’’. — Miao
13. “People who share useful information online and social media provides ranking and customers’ comments for products’’. — Robin
14. “My needs and price of the product’’. — Flora
What is your perception of youth’s role in shaping China’s economy?
15. “The young generation is the potential customer in the future which will have important influence in company decision making. For example, young fans play an important role in the games industry where some investors would invest in a movie accordingly to the view of fan’’.— Miao
16. “I think youth is one of the biggest consumption group , without the saving mindset , people made a lot spontaneous decision on buying things’’. — Flora
17. “We should play more by the book. Guanxi still exists and is not going away considering the next 10 years, however providing everyone a fair chance to compete is important. Equal opportunities and entry into jobs should be based on merit and ability not what uni you attended’’. — Yvonne
What is your opinion on Australia — China relations and Australian businesses expanding into China?
18. “Australian businesses expanding into China is a huge opportunity and challenge to China. For example, milk industry in China would faces a huge challenge. People would buy milk from Australia which is much more safer and nutritious’’. — Miao
19. “I believe it is a good trend. Citizens can exchange goods and improve the process of Globalization .’’ — Robin
20. “It’s definitely one of the biggest AP partnership , but Australian product is not really has a name in china besides health care and baby products . It can definitely be improve in upcoming decade’’. — Flora
21. “The Australian Government should consider lowering the cost of education for Chinese students in Australia’’. — Yvonne
22. “I think Australia and China has a good relationship. It is promising for Australian business to expand into China due to the good quality of Australian products. And Chinese people are always willing to buy Australian products’’. — Erica
What are some of the current hot trends in China?
23. “Many stores would open their e-shop on-line to reach more customers. There would be individuals who do their business through Wechat — in this way, the raw cost would be low. Many shops would advertise themselves through wechat moments, qq and weibo’’. － Miao
24. "Alpha Go is a hit now, people care a lot of the trending topics. There is a hot discussion on AI and how it can prompt humans to innovate. E-commerce is definitely a huge thing, it has completely shifted the way people live. Entrepreneurship is also a big thing now where a lot more young people would like to quit their job to start something they like’’. — Flora