The new style of consumption in China is dominated by the Chinese Generation Y, consumers born between 1980 and 1990.

In an initiative study on the “Generation of opportunities”, concept m identified the very specific psychogram of this generation of consumers, torn between tradition and Western ways.

The topics of the study included the special relationship between generations, the special role of the social media, the new understanding of premium and luxury, the new self-image of young women in China, and various striking consumer and brand trends.

Sami Wong, concept m Beijing, and Dirk Ziems presented the study for the first time at the ESOMAR APAC Conference in Tokyo on 19 May.

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