Today's Young Chinese Consumers

Without a doubt today's young Chinese generation is different from any that has been before and is unlike its peers elsewhere in the world. The question is - "what is this generation of young Chinese really like?"

Jigsaw International, China's leading pop and youth culture research company, has termed this the R.A.R.E generation. In its recently launched book, R.A.R.E Shanghai, Jigsaw identified four key characteristics of Chinese 18 - 35 year olds.

The defining characteristics of this R.A.R.E Generation are:

Recognition

• This group of 18 - 35 year olds seeks recognition from their friends. Family and society are less important than previous generations but peer approval is vital.

Autonomy

• This generation is very self determined. In fact they are a group of budding young entrepreneurs who like to feel that they can make their own decisions.

Restlessness

• In their personal life they thrive on change and are constantly seeking new things and new experiences.

Expertise

• The thirst for knowledge is immense and deep understanding is regarded as a powerful tool to get on in life.