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1、Social Media Marketing to Millennials in China2KAWO Marketing Executive 15 Dec 2023 L At KAWO,trust is really important to us.Just as we work hard to ensure our users trust the data inside our platform,weve worked hard to make sure you can trust the credibility of the information in our content.Wher

2、ever you see a S youll find the link to the source of the information we used for a specific stat or insight.If you think we got something wrong,please let us know at .SFor more good stuff like this,click on the button to subscribe KAWOs newsletterContentsIntroduction 02.P A R T O N E Millennials in

3、 China 03.Evolution of a Generation 04.P A R T T W O Millennials on Social 05.Characteristics 06.Nostalgia Marketing 07.Celebrate Diversity 09.Chinese Family Economy 10.Generous Spenders 11.P A R T T H R E E About KAWO 12.JimakosEditors Note Millennials are the first generation in China to come of a

4、ge in a consumer-driven society and an open China.Global policy,national reforms,and access to the Internet have shaped their experiences and values.Millennials find outlets and a variety of mediums for self-expression and see life as more than just making ends meet.Today,the purchasing power of thi

5、s demographic is among the highest in China.However,society has presented Chinese millennials with unexpected challenges that have resulted in amplified social stress and economic pressure.To attract millennials and convert them into a loyal audience,brands must understand the nuanced and targeted a

6、pproaches which speak to millennials evolving characteristics and needs.SubscribeSocial Media Marketing to Millennials in ChinaDeeply engaged in online activities and spend generously TL;DR Chinese millennials,born between 1981 and 1995,came of age during a systematic transformation of Chinas social

7、 fabric coupled with rapid economic growth.Today,they wield significant economic influence,emerging as major drivers of the entire economy,especially in their penchant for technology purchases,outspending other consumer groups.Millennials in ChinaP A R T O N E3How people between age 25 to 40 spend t

8、ime on leisure activities online S One of the Most Influential Consumer Groups in China1.7%The population of millennials in China reached 320 million in 2023,making up 22%of Chinas total population S this number is 3.5 times the number of millennials in North America.Chinese millennials account for

9、28%S of the total income among active consumers in China.Chinese millennials are the top spenders in most consumer categories,second only to the older generation(46 to 65 years old)who have successfully accumulated their wealth and contribute to more than 50%of the nations consumption power.S Undoub

10、tedly,millennials will follow suit.Consumers in their late 20s and 30s,who live in 3rd tier or higher cities with CNY 1000+online spending power per month,spend 30 hours more online than the average user S.They spend heavily on electrics more than 45%of customers for various products with high unit

11、prices(including high-end handsets,automotive S,smart home,etc)are millennials,the majority being“post-80s”S.Short VideosOnline VideosNews FeedGamingReadingMusic and Audio45.9%17.7%14.7%14.2%5.8%USEFUL DEFINITION Active consumers Active Consumers make up around 80%of the entire China population.This

12、 excludes generation Alpha(born after 2010)who are yet to come of age and lack of buying power,as well as conservative seniors(born before 1950)who grew up in extreme poverty and are reluctant to spend.Social Media Marketing to Millennials in China Evolution of a Generation4O N E MILLENNIALS IN CHIN

13、A1978 Opening Up 1982 One-child PolicyMinor YearsYoung AgeMiddle AgeMidlife crisis starts at age 35 in China1986 Nationwide Compulsory Education1994 Access to the Internet1999 PC Internet started gaining popularity2004 Third Party Payment PlatformMobile Internet started gaining popularity2016 Short

14、video becoming popularMore mobile users than PC198019902000201020202015Majority of millennials parents were born in hardship and grew up amid social turmoil,sharing a different value system from their children.Grew up in peace and prosperity,witnessed and were shaped by significant culture shifts.4+

15、2+1 family mode after one-child policySeniorsMillennialsSandwich GenerationGreat generational gap Millennials and their parents have different upbringings as a result of drastic social changes.Diversified life choices Being the only child in the family,millennials received full attention and focused

16、 educational resources in the fast-growing economy.They grew up to be self-aware and individualistic,making uniquely different life choices from their parents which set them on diverse life trajectories.Shouldering pressure from the economy and family Millennials are essential workers for the econom

17、y and are responsible for raising the young while supporting the elderly.Its an unspoken norm in China that job candidates over the age of 35 are treated with less favor.From start-ups to government entities,35 seems to be the unanimous upper limit.Even the ideal mate in the marriage market should b

18、e younger than this threshold.Millennials are unfortunately caught in this race with the clock ticking and face challenges.nanaChiChiofofGPDGDP A task made heavier by the fact that they are often the only child for four grandparents.Economic growth accelerated culture and value shifts.100 x GDP grow

19、th in 40 yearsSocial Media Marketing to Millennials in ChinaTL;DR The infrastructure of the social media ecosystem was built during the time millennials came of age.Meanwhile,a stable and affluent economic environment enabled them to pursue diverse lifestyles tailored to their individual needs.Brand

20、s must understand their unique life stages to build better connections.Millennials on SocialP A R T T W O54GYoungest millennials came of age.10%10%20%20%30%30%40%40%50%50%60%60%20202010200070%76.4%Oldest millennials came of age.70%70%202370%of Chinese millennials consider social media as their main

21、source of information,and they are accustomed to discovering and sharing information through online channels.In 2023,55.8%of e-commerce users in China were between 25 to 44 years old,of whom the majority are millennials(27-42 years old).They are the main contributors to Chinas e-commerce growth whic

22、h is estimated at 12.23%per year between 2023 and 2027.SThe majority of millennials were not born into a world where the Internet and social media were a ubiquitous part of everyday life.Instead of shaping the way they see the world as it did for Generation Z,social serves as a channel for millennia

23、ls to search for information more efficiently,fulfill their needs for communication,emotional expression and release,and to improve the overall quality of their adult life.Witnessed and Fully Adapted to the Rise of China Social EcosystemAmong the 1.04 billion internet users in China,the age group of

24、 30 to 39 makes up the largest demographic at 20.3%.250M500M750M1,000MChinas Internet Penetration Rate&the Number of Internet UsersSocial Media Marketing to Millennials in China 36Characteristics of Chinese MillennialsTWO MILLENNIALS ON SOCIAL Acknowledge vast diversity Millennials diversity is not

25、only prevalent in their personality and individualism,but drastic societal changes have given them vastly different life experiences:Those who grew up in more developed areas had earlier and easier access to resources for advancement,while those who grew up in relatively rural areas continue to lag

26、behind in education and exposure to brands and influence.Furthermore,older millennials are more likely to be homeowners and under pressure to provide for their family,while younger ones are still trying to discover a meaningful career path By targeting their unique history and emotions,brands have t

27、he opportunity to explore and cater to niche markets.1 Willing to spend for family Millennials are the essential workforce in the Chinese economy and often the breadwinners for the family.Though the generational difference between millennials and their parents is great,it doesnt impact the sense of

28、responsibility and the underlying familial bond.With almost half of them becoming parents themselves,many popular products for seniors and kids are targeted towards millennials.24 Prioritize quality of products Chinese millennials are less loyal to brands compared to their predecessors.When asked wh

29、at is the main factor in a purchase decision,more than 60%of millennials choose quality and durability.S They also have a stronger financial capacity compared to Gen-Z S in supporting their lifestyles while ensuring life quality.What Make Chinese Millennials Special?Favor branded content of high qua

30、lity Engaging content from brands has a greater impact on millennials than Gen-Z.Millennials show the most positive response,both in terms of loyalty and investment,towards brands that connect with them emotionally S.Of course,maintaining product quality is essential for them to sustain their loyalt

31、y.While millennials have experienced the enormous rise of influencer culture,surveys indicate that they are more inclined to be influenced by information from official brand accounts.They tend to view influencer accounts merely as a point of reference when browsing for products and services online.A

32、t the same time,millennials also prefer social media recommendations from friends and family.82%of millennials said that word-of-mouth will greatly influence their purchasing decisions,which is very similar to the older generation.Once high-quality brand content is recognized by one person in a mill

33、ennials friend circle,it will spread like wildfire.Social Media Marketing to Millennials in China Positive experiences create a sense of comfort and security for everyone,and marketing strategies that tap into cherished memories work exceptionally well with millennials S.As the service and high-payi

34、ng technology industries continue to grow rapidly,millennials face increasing pressure to constantly learn and adapt to avoid being replaced by younger workers.In fact,the highest level of anxiety for millennial workers tend to occur around the age of 32-33 S.By leveraging nostalgia,brands can conne

35、ct with millennials on a deeper emotional level compared to other generations.Taking a stroll down memory lane offers a brief respite from the constant stress,provides opportunities to reflect on personal growth,and fosters a heightened self-awareness.Ultimately,this reshapes millennials attitudes t

36、oward an uncertain future,forging a stronger link between past and present.Furthermore,millennials in China are the first generation to actively engage in social activities.Utilizing nostalgia to build social connections becomes an effortless and more effective way for brands to forge bonds and cult

37、ivate closer relationships.7Nostalgia MarketingWhite Rabbit cream candy is a shared childhood memory for all millennials.At the end of 2022,White Rabbit and Maxam,a brand for personal care,jointly launched a line of lipstick of limited edition with white rabbit candy flavor,triggering consumers emot

38、ions and memories through familiar smell.In recent years,White Rabbit has also collaborated with other brands and launched products such as perfume,shower gel and hand cream,all of which have been sold out on Douyin.White Rabbit used nostalgia as an opportunity to expand its business lines and to in

39、crease brand awareness.Evergreen brands that were popular in the 80s or 90s.Spend the least effort as they are part of the nostalgia sentiment.However,innovation is important as nostalgia cannot be relied on forever.1Three types of nostalgia marketing scenarios:2 Brands who produce nostalgia-specifi

40、c merchandise.It requires a heavy investment to handle everything from copyright issues to customizing products or services.Brands who ride the coattails of nostalgia for brand awareness only.This is the most accessible scenario for the majority of brands.Well dive into it on the next page.3“Jimmy C

41、hoo”,the famous fashion brand,collaborated with“Sailor Moon”,the well-known Japanese anime upon the 30th anniversary of its publication.They issued sailor moon-themed products including shoes,boots,and handbags,attracting quite the buzz.TWO MILLENNIALS ON SOCIALSocial Media Marketing to Millennials

42、in China 8Nostalgia MarketingJacky Cheung（張學友）released his debut album in 1985 and has since become one of the most renowned singers among millennials in China.In light of his latest concert tour this year,Ping An China,one of the largest domestic insurance companies that was established during the

43、same era when Jacky rose to fame,seized the opportunity to craft a tribute video.They also initiated a Weibo super-topic:There YOU are along the way,cleverly playing on the pun of YOU,the last character in Jacky Cheungs Chinese name.Numerous Weibo influencers and regular users shared the video and g

44、enerated related posts using the designated hashtag,resulting in a total engagement of 261 thousand and a remarkable 110 million reads.Love BlossomLong distanceEngagementMarriageParentingThe tribute video from Ping An,China follows the trajectory of a man and a womans love story,and pairs each stage

45、 of their life with a Jacky Cheung song.The songs covers the themes of love,companionship and life troubles,resonating with millennials who are living through them.Ping An,China offers various insurance plans for customers with different needs,providing a sense of security.The nature of its product

46、and service fits the videos narrative perfectly,and expresses Ping Ans message that:We understand what youre going through in life,and just like Jackys songs,well be there every step of the way.Its a successful attempt to raise brand awareness and make an impression.Capitalize on timely topics with

47、Weibo There have been 6 trending topics on Weibo related to Jacky Cheung in 3 month since he announced his concert tour.Weibo is an online space for public discourse;Ping An,China successfully married its brand value with nostalgia marketing and a trending event.They took full advantage of the Weibo

48、 ecosystem to stimulate engagement and insert their brand narrative.A comment mentions,“Ping An,China is 35 years old already.Time flies.”There“YOU”are Along the WayTWO MILLENNIALS ON SOCIALSocial Media Marketing to Millennials in China 9Celebrating Diverse Life ChoicesIn contrast to Generation Z,wh

49、o explore expressing their identities through creative and entertaining means,millennials find themselves at a later life stage.Theyve honed their ability to choose lifestyles that suit them,embracing a range of social identities.For women in particular,its possible to prioritize a career and still

50、remain single,unmarried,or without children well into their 30s or 40s.However,these life choices often go unrecognized by traditional society,particularly within the more conservative confines of their parents generation.Dove and Souhu Video joined forces to initiate a super-topic on Weibo:#A hundr

51、ed different kinds of beauty exist in a hundred different girls#,encouraging women from all walks of life with unique backgrounds to share their views on beauty along with their selfies.The super-topic gained a lot of traction,and attracted over 200 thousand unique posts with over a billion reads in

52、 total.Among Doves interview subjects there is a law firm partner who is also a single mom and experienced gender discrimination at work,a media worker who migrated from a lower-tier city with only 1500 CNY before making her career,and a housewife who is unhappy with her choice and filled with regre

53、t Most subjects are in their late 20s,30s and early 40s.They are asked to look in the mirror and define their own standard of beauty.The video ends on a positive note:Beauty is from within and doesnt have standards.You are free,you are brave,you are beautiful.Dove also provided photoshoots for the 1

54、00 women,planned an exhibition and advertised it on Doves Weibo account,connecting online branding to offline.Dove invited 100 women to participate in its Weibo super topic for interviews and posted a cut of 20 interviewees on the brands official Channels account.Be the social support that is lackin

55、g in millennials lives Weibo Super Topic TWO MILLENNIALS ON SOCIALSocial Media Marketing to Millennials in China 1 0Many products and services have separate payers and users,such as nursing products.As millennials take on more family responsibilities,they play an evermore significant role in brands

56、customer journey.Understanding the Chinese Family EconomyMillennials parents are usually more affluent.However,they share different spending habits and consumption values with their millennial children and are less engaged in modern consumer society.For example,the majority of seniors would consider

57、 age-friendly smart home products to be extravagant and unnecessary.However,their children(millennials)will buy these types of products for them as gifts.Furthermore,while some seniors may embrace a modern mindset and be open to a broader range of purchases,its millennials who exhibit greater sensit

58、ivity to new market trends,largely owing to their engagement with social media.This makes millennials more receptive to products or services seeking entry into the senior market.Among those living in 3rd tier and higher cities with a spending capacity of over CNY 1000 per month online,a significant

59、portion 76.3%of those in their late 20s and 30s are married.S Despite the evolving perspectives of millennials challenging traditional Chinese values regarding gender roles where men traditionally work outside the home while women manage domestic affairs certain stereotypes persist.Its noteworthy th

60、at even as millennials break away from these stereotypes,married women still commonly take on the role of the primary spender at home.In fact,a substantial 62%of domestic consumption and financial management is overseen by females.S.31.5%27.3%22.9%10.5%2.4%5.4%0-500501-10001001-20002001-30003001-500

61、05001-10000How much would post 80s and post 90s females spend on children S?One of the primary domestic expenditures revolves around raising children.In fact,over half of young mothers opt to cut back significantly on their personal spending,particularly on items like clothes,cosmetics,and entertain

62、ment.Instead,they choose to redirect more of their financial resources towards supporting their offspring.S.Therere more than 960 thousand Xiaohongshu posts related to the topic of parents health or gifts for parents.Popular posts talk about how to pick smart watches suitable for parents.Xiaohongshu

63、 also provides viewers with related popular keywords.(Unit:CNY)TWO MILLENNIALS ON SOCIALSocial Media Marketing to Millennials in China 1 1Millennials adopt a distinct parenting style compared to their parents,influenced by their unique upbringings.They prioritize nurturing their childrens inner worl

64、ds,placing greater emphasis on holistic development rather than solely focusing on academic grades.“balabala”invests greatly into R&D,and consistently upgrades fabric,design,and practical features,resulting in 150+patents and multiple international awards.Take“balabala”s summer clothing line for exa

65、mple,it creatively combined tea-leaf extract and minerals with fabric,reducing temperatures by 5 degrees and extending the cool feeling for an extra 40 minutes Their winter jackets are light in weight,wind and water-resistant with thermal storage features.These innovative efforts have successfully a

66、ttracted millennial parents who prioritize quality of products over other factors.“balabala”is a childrens clothing brand for 0-14 year olds,however,the brands message“Unique Childhood”is designed for millennial parents,who value interactions with children and respect their unique opinions and thoug

67、hts.Under the Douyin topic“balabalas Unique Childhood,balabala collaborated with influencers and regular users to showcase captivating moments from their childrens everyday lives.The initiative aimed to spread the message that adults should actively support children in exploring their individuality,

68、fostering sensitivity and creativity.Striking a chord with numerous parents,the topic garnered an impressive 120 million views,strengthening the connection between balabalas audience and the brands core values.Generous Spenders for Their FamiliesNaturally,“balabala”chose WeChat to explain its extens

69、ive product features in the most specific and colorful way as a WeChat article can accommodate relatively lengthy and sophisticated content.With 61.2%of post-80s and post-90s parents choosing WeChat as their main source for parenting information,“balabala”s WeChat content is well positioned and has

70、gained a lot of attention with main articles usually achieving 100 thousand reads or more.Utilize WeChat ecosystem to show technology advantagesDouyins infrastructure for full-funnel service has matured,and now it is the most popular and efficient social platform for e-commerce conversion.“balabala”

71、took full advantage of Douyins ecosystem:after seeing the video and clicking the hashtag,“balabala”s audience can then access the topic page with a pull-down option redirecting to the brands livestream.TWO MILLENNIALS ON SOCIALKAWO is devoted to helping marketing teams to efficiently and seamlessly

72、manage China social media channels.It is an easy-to-use bilingual platform which connects to WeChat,Weibo,Douyin,Kuaishou and Bilibili.Internal teams and agencies can jointly collaborate within KAWO for data insights,competitor analysis as well as content planning,editing,review,approval and schedul

73、ing.Social media have become an integral part of any marketing strategy.Producing high-quality content through data-driven decisions is crucial.However,social media teams are spending too much time on crunching data,making reports and communication both internally and externally.KAWO helps to stream

74、line workflows,improve efficiency for gaining data insights,empower marketing teams to spend more time and effort creating content that produces the best ROI.6 China social channels connected12+Industries included 500+Brands served 33M+Social users covered We are proud to be trusted by over 500 glob

75、al brands:THE SOCIAL MEDIA MANAGEMENT PLATFORM FOR CHINAMulti-Account ManagementData InsightsCompetitor AnalysisCollaborationTHE SOCIAL MEDIA MANAGEMENT PLATFORM FOR CHINALearn more at KAWO.com or email .Manage all your social channels with one KAWO account.Gain an overview of your account performan

76、ce,competitor data ranking,weekly reports,content status and KPI completion status in one simple dashboard.Auto-generate reports and data analysis of your social accounts,available in spreadsheets and graphs with a one-click download.Improve efficiency for content insight and decision-making.Monitor

77、 and analyze the performance of competitors accounts and individual content performance with data visualization.Refine your social strategy by benchmarking the results.Add unlimited users to your KAWO account including vendors,internal and external teams.All team members can be simultaneously notified of changes to events or content plans,streamlining marketing workflow.