Pearl Research Phoenix Generation (Chinese Consumer Study)
- 1. Sample For the full report, contact research@pearlresearch.com The Phoenix Generation: Pearl Researchs China Young Consumers 1
- 2. Table of Contents Parents Play a Larger Role in Providing Income 29 About the China Youth Project 4 Brand Consciousness is High among Chinese Youth 30 H辰agen Dazs in China: A Success Story of Brand Building 31 Methodology 6 Attitudes Toward Counterfeit Products Evolving for Upper 32 City Spotlight: Beijing and Nanjing 9 middle Class First Tier Versus Second Tier Cities 10 Increased Credit Card Usage and Online Purchasing 33 Conclusion and Recommendations 34 Key Highlights 11 Defining the Phoenix Generation 12 Online Gaming 35 Income and Spending 13 Computer Gaming: Top Leisure Activity 36 Internet and Chatting 14 51% of Internet Users in China are under 25 37 Youth Culture 15 Years Old Unique Characteristics of Chinese Society 16 Highly Concentrated Publishing Market with Emerging 38 Chinese Youths are Receptive to International 17 Companies Influences Top Online Games Exceed 1.5m Peak Concurrent Users 39 The mewe duality 18 WordofMouth an Important Source of Information 40 Wealthy Youth and Parents are Influences 19 Meeting Friends Online Through Online Games 41 The Hot List: Cited by Our Interviews 20 Joining a Clan is Popular for MMORPG Gamers 42 Upcoming Trends 21 Gamers Wary of Scams 43 Importance of Connecting with the New Chinese 22 Game Related Cheating and Frauds are Rampant 44 Consumer Interest for Domestically Produced Titles are on the Rise 45 International Games are Considered More Sophisticated 46 Demographics and Income levels 23 Domestic Produced Games Have Lower PC Specs 47 Executive Summary 24 Domestic Produced Games Have an Operational Advantage 48 Different Income Levels 25 Female Gamers and Avatars 49 Little Emperors and Princesses 27 Cute Female gamers 50 Growing Urban Disposable Income 28 Internet Cafe an Integral Part of Gaming Culture 51 Game Operators Market Directly to Internet Cafe Patrons 52 Sample. Contact Pearl Research for more information or to purchase this study Email mail@pearlresearch.com or call 415-738-7660 for further info 2
- 3. Table of Contents Online Chatting 53 This is What I Buy: Spending Diary 92 More than 370+ Million IM Users in China 54 Names have Zhu Feng 93 Chatting about Chatting 55 been hidden Gao Rong 96 Seeing is Believing: Growth of Voice and Visual Chatting 57 Popularity of QQ and Potential Growth in LessDeveloped 58 Conclusions 99 Regions About Pearl Research 101 Chatting Enables Meeting Friends and Dating 59 A Need for Speed: The Growth of Racing in China 61 A Growing Car Culture 62 How Fast, How Furious? Drag Racing in Beijing 64 Car Racing Slang 66 Summary 68 Yo Mama! Chinese Urban Slang 69 The New Leifeng: Modern Heroes in China 72 I Admire 74 The Me Generation 75 More Quotes about Modern Heroes in China 76 In Their Own Words: Select Profiles of Chinese Youth 77 Liu Xuan: Dance Like No One is Watching 78 Hu Weifeng: Life is Short so Enjoy! Names have 81 been hidden Play hard, No Regrets! Liu Yi: 84 Lin Ya: Music Makes Me Feel Alive 87 Xu Junyi: I Like Designer Goods 90 Sample. Contact Pearl Research for more information or to purchase this study Email mail@pearlresearch.com or call 415-738-7660 for further info 3
- 4. Table油of油Contents Introduction油to油the油China油Youth油Project Online油Survey 4 About油the油China油Youth油Project 41 Highlights油from油Our油Online油Survey 5 We油First油Met油Zhu油Feng 42 Methodology 6 Update油on油油Zhu油Feng 43 Key油Highlights 44 Demographics 45 Internet油Cafes油Usage油Varies Popular油Websites 46 Income油is油Below油3,000油RMB 8 Websites油to油Watch 47 Entertainment油Spending油Varies油Significantly 48 Reading油is油the油Most油Popular油Leisure油Activity Basketball油in油China 49 Online油Games油and油Downloads油are油Top油Online油 18 History油and油Growth油of油Basketball Activities 20 Chinese油Streetball:油The油Harlem油Globetrotters油with油Chinese油 50 Significant油Portion油of油Youth油are油Dual油Gamers Characteristics油 Part油2 51 PCs油are油Major油Gaming油Platforms 23 FlairStyleFlash:油Why油Kobe油Bryant油Trumps油Yao油Ming油 Part油2 52 High油Desktop油PC油and油Cell油Phone油Penetration 25 Photos油From油Streetball in油Beijing 26 Streetball Terms 28 Going油Global:油The油NBA油in油China 30 Li油Ning Company油Limited油 Company油Profile油Snapshot 31 Basketball油in油China:油Conclusion Chinese油HipHop 32 Chinese油HipHop:油Forget油the油Message,油just油listen油to油the油 Beats 37 The油Face油of油Chinese油Rap:油MC油HotDog 39 Changing油Government油Attitudes油Towards油HipHop油Fuels油Its油 Growth 40 Chinese油HipHop:油Conclusion 2
- 5. Table油of油Contents Chuppies and油Aspirationalists:油Wide油Spectrum油of油Chinese油 This油is油My油Life:油Interview油Excerpts Consumers 64 Feng油Tao:油Just油Do油It 54 Chinas油Population:油Shrinking油Young油Cohort 69 Liang油Kun:油Enjoy油Your油Life油and油Dont油Be油Afraid油To油 55 Consumer油Segmentation油Varies油by油Income油and油 Make油Mistakes Psychographic油Factors 74 Gao Ertan:油You油Will油Have油No油Regrets油if油You油Try油Your油 56 Rural油Consumers Best 57 The油Aspirationalists 79 Ye油Zisheng:油You油Only油Have油One油Chance油at油Life 58 The油Migrants 84 Mao油Liwen:油Never油Give油Up! 59 The油Big油Stylers 88 Tan油Qin:油Because油Its油Fashionable 60 Parasite油Singles 96 About油Pearl油Research 61 Baofahu Kids 62 Chuppies 3
- 6. Sample For the full report, contact research@pearlresearch.com Table油of油Contents Introduction油to油the油Phoenix油Generation油油4 Online油Games油Market:油Review油of油Trends油油 20 Importance油of油Connecting油with油the油New油Chinese油Consumer油4 Economic油Downturn油and油its油Effects油 21 Background:油Rural油Internet油Users油Up油by油13%油6 An油Evolving油Games油Market油 22 52%油of油Internet油Users油in油China油Under油25油years油Old油油 7 Chinese油Government油Regulates油Virtual油Currencies油 23 Top油Online油Games油Exceed油1.8m油Peak油Concurrent油Users 8 Conclusions油 Challenges油and油Opportunities油油 24 Analysis油of油Competitive油Games油Tournaments油9 Government油restrictions油loosen,油allowing油large油scalegame油 Give油Me油A油Beat:油Success油of油Casual油Game油Audition油25 tournaments油10 Auditions油Appeal:油Simple油Gameplay and油Easy油to油Learn26 Selling油Virtual油Items油Sustains油Business油Model油27 Growth油of油Organized油Gaming油Competitions:油From油the油Internet油 Audition油Lacks油a油Deep油Story油or油Leveling油Up油28 Cafes油to油National油Tourneys11 Demographics油 29 Increased油Sponsorships,油International油Marketing油Spurs油Growth油 Audition油Conclusion油30 12 Companies油Embrace油Sponsorship油of油Tournaments油13 Chinese油Gamers油have油their油Eyes油on油the油International油Gaming油 This油is油My油Life:油油Interview油Excerpts油油31 Arena油14 About油Pearl油Research油41 Domestic油Tournaments油make油their油Mark油15 China油is油a油Popular油Stop油for油Tournaments油16 Gamers View油on油Tournaments油17 The油Next油Big油Trend:油Casual油Gaming油18 Conclusions:油Competitive油Game油Tournaments油19 2
- 7. About油the油China油Youth油Project About油This油Study What油is油Covered? Pearl油Researchs油China油Youth油Project油is油a油 Essential油facts油and油statistics油including油income油 comprehensive油and油insightful油lifestyle油study油 levels,油shopping油and油spending油patterns油on油 on油Chinese油youths油ages油16油to油30.油油 technology油and油consumer油products Opinions油on油fashion,油music油and油technology油 The油study油identifies油emerging油trends,油 and油celebrities attitudinal油shifts油and油whats油hot油in油games,油 Online油behavior油and油technology油adoption油and油 Internet,油entertainment,油technology,油fashion,油 usage. and油consumer油products.油油 Attitudes油toward油their油future油 Trendspotting油with油a油focus油on油trends油that油 The油report油is油based油on油interviews油and油an油 have油a油business油impact.油Most油importantly,油 online油surveys油of油Chinese油youth.油Pearl油 Pearl油Research油provides油insights油into油the油 Research油conducted油interviews油in油first and油 origins油and油implications油of油these油trends. secondtier油cities油in油China,油capturing油the油 Featured油interviews油with油unique油individuals.油 differences油in油income油levels油and油preferences油 They油each油have油unique油stories油to油tell油and油can油 across油the油country.油油油 offer油some油insight油into油Chinas油youth. The油study油helps油companies油understand油this油 important油demographic油and油what油drives油their油 lifestyle油choices油and油spending油habits.油 Pearl油Research油also油provides油actionable油 strategies油on油how油to油effectively油connect油with油 this油group. Please油feel油free油to油contact油us油for油more油 information油about油our油customized油research油 and油consulting油services. Email mail@pearlresearch.com or call 415-738-7660 for further info 7