China’s Me Generation
Source: Principles of Marketing, 4th edition, 2012 by Armstrong & Kotler
Changes in the world demographic environment have major
implications for business.
For example, consider china. Thirty years ago, to curb its skyrocketing
population, The chinese government passed regulations limiting
families to one child each.
As a result, China's youth born after 1980-called "balinghou" or the
"Me generation" by their elders - have been showered with attention
and luxuries resulting in what's known as the "little emperor" or "little
empress" syndrome. As many as six adults, two parents, and four
doting grandparents may be indulging the whims of each only child- all
600 million of them (almost twice the entire U.S populations).
Parents with only one child at home now spend about 40 percent of
their income on their cherished child.
China's Me generation, now ranging in age from new borns to their
early 30s, is affecting markets for everything from children's products
to financial services, cell phone services, and luxury goods. For
example, Starbucks is targeting China's Me generation, positioning
itself as new kind of informal but indulgent meeting place.
China's one child rule created a generation of people who have been
pampered by parents and grandparents and have the means to make
indulgement purchases. Instead of believing in traditional chinese
collective goals, these people embrace individuality. "Their view of this
word is very different." Says the president of Starbucks Greater
China."They have never gone through the hardships of our generation."
Starbucks is in sync with that, he says, given its customized drinks,
personalized service, and original musk compilations."In the U.S, most
of Starbucks' business is takeaway,"says one analyst. "It is the opposite
in China. Young people go to starbucks as a destination and spend
hours there.They like to be seen as chic and cosmopolitan."
Questions:
1.How will you characterized China's Me generation as customers?Explain.
2.How did the one-child rule effect the macroenvironmental forces in
China?Discuss
3.How does Starbucks compare the American market with the Chinese market
especially the Me generation?Explain
China’s Me Generation
Source: Principles of Marketing, 4th edition, 2012 by Armstrong & Kotler
Changes in the world demographic environment have major
implications for business.
For example, consider china. Thirty years ago, to curb its skyrocketing
population, The chinese government passed regulations limiting
families to one child each.
As a result, China's youth born after 1980-called "balinghou" or the
"Me generation" by their elders - have been showered with attention
and luxuries resulting in what's known as the "little emperor" or "little
empress" syndrome. As many as six adults, two parents, and four
doting grandparents may be indulging the whims of each only child- all
600 million of them (almost twice the entire U.S populations).
Parents with only one child at home now spend about 40 percent of
their income on their cherished child.
China's Me generation, now ranging in age from new borns to their
early 30s, is affecting markets for everything from children's products
to financial services, cell phone services, and luxury goods. For
example, Starbucks is targeting China's Me generation, positioning
itself as new kind of informal but indulgent meeting place.
China's one child rule created a generation of people who have been
pampered by parents and grandparents and have the means to make
indulgement purchases. Instead of believing in traditional chinese
collective goals, these people embrace individuality. "Their view of this
word is very different." Says the president of Starbucks Greater
China."They have never gone through the hardships of our generation."
Starbucks is in sync with that, he says, given its customized drinks,
personalized service, and original musk compilations."In the U.S, most
of Starbucks' business is takeaway,"says one analyst. "It is the opposite
in China. Young people go to starbucks as a destination and spend
hours there.They like to be seen as chic and cosmopolitan."
Questions:
1.How will you characterized China's Me generation as customers?Explain.
2.How did the one-child rule effect the macroenvironmental forces in
China?Discuss
3.How does Starbucks compare the American market with the Chinese market
especially the Me generation?Explain