China's Consumer Revolution

China is in the midst of one of history’s most dramatic market revolutions. Its people have emerged from decades of global isolation, restrictions on personal expression, and lack of consumer choice to power the world’s fastest growing economy. From affluent urban youths to mobile professionals to the rural elite, consumers are seeking products and services that reflect what it means to be modern in China.

One avenue for reaching this emerging market is by appealing to those living the “linglei” lifestyle. Linglei literally means hooligan, but the term has taken on a more positive connotation among China’s 200 million young people. Linglei is now synonymous with cool and alternative. Being linglei means prioritizing self-expression and enhancing your individual identity. It means making your own decisions about what you want.

Being linglei means prioritizing self-expression.

Since China’s population of teens and young adults is nearly as large as the total US population, no youth marketer can afford to ignore them. Unlike their parents who were forced to fit into a regimented Maoist culture, these young Chinese have the opportunity to make their own choices in regard to their education, careers, vacations and free time. As a result, they are seeking ways to express their individualism through fashion, media, technology, even art.

But a brand can’t simply target this population, expecting to be desired just for being foreign or youthful. These young adults are savvier than traditional Chinese consumers and they have more specific expectations. To be successful, companies need to make a conscious effort to understand these consumers, and then use that understanding to build products tailored to their needs and sensitivities.