Marketing Revolution: China's single-generation

20 years ago, they called the "little emperors", "little Sun"; 20 years later, they called "QQ", new human being. The first batch of one child, 2004 has 25 years of age, entered the consumption peaks. Its distinctive characteristics against traditional and huge consumption potential heralds a new wave of consumption.

The opening words

China's single ink consumption revolution

In 1979, the Chinese Government introduced the "one couple one child birth only" policy, this unprecedented "pioneering" makes approximately 1 million (2001)-child population and, over time, the crowd will further expand (it is predicted that China's population is approximately 50 years to realize the negative growth). Family structure in China (2001), a family of three biggest 31.45%, urban family of three weights more 43.10% (Yearbook of the People's Republic of China 2002 ").

The first batch of one child, and 2006 was 27 years old, started to enter consumption peaks. Their work and income stabilization, expected future income. In other words, the Mesozoic era will rapidly alternative dominated 18-35 years of consumer groups, become the new consumer. More importantly, the Mesozoic era is thrown the consumer revolution in China.

A sketch of his generation,

United States Newsweek's first raised concerns about China's only children, 1985 to March 18, publication entitled "a swarm of" little emperors "," a Chinese pedagogy, psychology and sociology, and other areas for study only child. We here try to market and consumer behaviour point of attention, and introduces terminology "independence of his generation" (the Only-Child Generation, referred to as the OCG).

You can find a comparison of the United States of "baby boom" generation (1946 1 month ~ December 1964) and Japan's "image generation" (20th century 50, born 1960), they are in their countries to promote the transformation from a huge consumption. In contrast, China's single-generation is a special group. They are mainly the product of Government policy, as individuals, they also grow very thick at the root of the Chinese culture. These are special growing environment, nurture a special Chinese only Paleozoic psychological, behavioural and consumption values, combined with a consumption capacity of major upgrading, which generally would change China's consumption trends and changes in the structure of China's leading domestic consumption.

China's single-generation 20 years ago are called the "little emperors", "little Sun", 20 years after they were "QQ Group," and "new". They have lived a life of Pak Chong Qianjiao, is the envy of others; but they are envious of others: they are born alone, no brothers or sisters. Family planning policies in ensuring their relative abundance of growing environment, it also means that they will not be able to appreciate the benefits of owning brothers and sisters. They were accused of being pampered, dependent adult, they also bear the unbearable burden of mental — six elders circle dream of the future. All contradictions are here coalescence.

In 1992, Beijing 360 urban household survey found that family expenditure 66.3% used in the child's body, the national urban household expenditure, their consumption is accounted for 50% to 70%. Such a family atmosphere, to their psychological and future consumer behavior are long-term. They set all sorts of love, who was, is, no pain, no shortage of money to spend, because no brothers or sisters, or you've never tried the struggle to eat with others, the struggle for clothes, which resulted in a single generation alone the characteristics of the self, which is a whole generation of commonality; on the other hand, they are more independent, things have their own ideas and opinions.