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International Law

: China Law Blog

Ennovate Blog. Because China's Youth Are The Holy Grail.

By Dan Harris and Steve Dickinson

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Now that everyone knows garnering all 1.33 billion Chinese as customers for your product or service is unrealistic, selling to China's youth is the new holy grail. But who are China's youth and what do they want? Seeing as how I do not profess to having a clue on those questions in my own country, I am not even going to begin to try to answer those questions regarding China. But I do know enough to know that plenty of Chinese parents are not unwilling to shell out big bucks for their kids and that there is plenty of money to be made by catering to China's youth. I would estimate that around half of my firm's consumer-centric clients cater at least partially to China's youth. This is particularly true of our clients in the software, clothing, educational, gaming, entertainment, technology and food industries and I fully expect this skewering towards China's youth to continue. I am a huge fan of the enoVate blog, which is put out by the company of the same name, which company describes itself as follows:

enoVate is an insights and design firm located in Shanghai. We combine youth insights and an experienced strategy team to develop solutions for China?s youth market. We work with multinational and Asia based brands, agencies, and investors looking to expand in the growing China youth market. Our core strengths are: youth insights and trends, qualitative research, creative offline and online campaigns, and youth focused strategies for market entry, product/service development, and branding. enoVate?s? experience includes helping companies like Coca-cola, New Balance, Ticketmaster, and Anta to identify and take advantage of youth insights and new brand concepts.

The blog itself very much focuses on China's youth and their parents. If you are selling to China's youth or thinking of selling to China's youth, you should be reading enoVate. I highly recommend it.

Full post as published by China Law Blog on January 18, 2010 (boomark / email).