Chinese Youth Asserting Individuality Despite Deep Pressure to Conform; Consumerism Taking Its Place Alongside Family,

SHANGHAI, CHINA and NEW YORK, NY, Apr 08 (MARKET WIRE)
--
Chinese youth are exhibiting attitudes and behaviors that stress their
individuality,breaking en masse from family traditions, cultural philosophies
and years of
socialist policies, according to the most recently released Bergstrom report.

The 65-page report, which focuses on the lifestyles and consumerism of
Chinese youth age 15-25, found that they want both to be treated as
individuals by society, businesses and the media, and to develop their own
individual persona. This is a sharp contrast to prior generations, which prided
themselves on uniformity and conformity in their attitudes and consumption.
They want to be seen as "in-the-know" and buy products and services that
reflect this perception.

"Our research shows that Chinese youth today are vastly different from their
predecessors, reflecting a quantum shift in the economic power these young
people have," says Mary Bergstrom, owner and founder of The Bergstrom Report.
"This
is a major change in the face of Chinese traditions, where choices in careers,
values and family relationships are deeply ingrained."

Chinese youth are demonstrating their individuality in their apparel choices
and
do-it-yourself (DIY) accessories. There is a trend emerging for youth to seek
unique or one-of-a-kind items. Youth-focused crafts markets and shops showcasing
local designers are being established. A few shops in Shanghai are renting
boxes to young designers offering hand-made goods. Youths who shop at these
establishments are signaling a choice that they want to express something
different and individualistic -- and that they are in the know about even more
obscure fashion.

The report, which details the attitudes of Chinese youth regarding
fashion,career, communications, relationships, entertainment, spending habits
and
other factors, also found that family income earmarked for Chinese youth
isa large portion of the overall household income.

"The notion of family also should be considered when targeting young
Chinese.
Chinese youth and their parents educate and influence each other," Bergstrom
says. "Young people try to keep their parents up to date about the latest
fashion, entertainment and celebrity news. Together, they develop common
interests in everything from the stock market to books to the Internet.
Parents and children highly influence each other's spending as most youth get
money from their parents and some even contribute to the family income."

As shopping companions, youth influence family purchases such as
groceries,home decor and consumer electronics. Bergstrom recommends that
retailers and
manufacturers look for ways to appeal to the notion of family usage --
products with features that account for different family members' needs
and wants.

The report's key findings provide a better understanding of:

-- How Chinese youth identify themselves.
-- How they like to experiment with various fashion styles.
-- Their family and community values, and how this affects the way they
consume.
-- How brand and company history inform their purchasing decisions.
-- How they shop, communicate and entertain themselves.
-- The role of fashion and future careers.

Methodology

The findings in this issue are based on ethnographic
studies including 100, 1-2 hour, face-to-face, in-depth interviews in 3 tier
one cities and 6 tier two cities in mainland China. The genders of the sample
are equal, while 60% are from tier one and 40% are from tier two cities. All
respondents are between the ages of 15-25 years old. The average family
income for tier one respondents is 6240 rmb and 5170 rmb for tier two
respondents, the average household income for the total group is 5887 rmb.
Interviews were conducted by trained researchers, primarily from the same
location
and age group as the interviewees.

About Bergstroem

Bergstroem is a team of researchers and photographers documenting youth
lifestyles across China and committed to interpreting their story. Bergstroem
draws on the collective knowledge of its team and analysis to identify
current trends and keep businesses informed about what works and what
doesn't. By providing an in-depth view into the lives of Chinese youth today,
the Bergstroem team is helping create more successful marketing, encourage the
development of more relevant products and generate value-filled customer
experiences in China.

Media Contact:
Meir Kahtan
Meir Kahtan Public Relations LLC
Phone: +1 212-699-6065
Email: Email Contact

Copyright 2008, Market Wire, All rights reserved.

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