#3: These
"little Emperors and Empresses" are the apple of the eye of their parents and
grand-parents.
Up to
70 % of all income of these four adults is spent on the well-being and education of the only child.
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#4: The
Me-generation children may be lonely.
They
often go away from home to study, and have to take a lot of effort to maintain life-long
friendships. Many
have a huge collection of plush toys as adults.
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#5: The
middle class singleton children are expected to get a university degree and to
succeed in their studies.The
studies involve studying and visiting abroad.
In
top universities the atmosphere is highly competitive, and suicide after
failure is not unheard of.
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#6: In
every me-generation, there are more guys than girls.
This
had led to empowerment of the young women and a shortage of bachelorettes.
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#7: The
singleton daughters get the same undivided attention and investment from their
parents as the singleton sons do.
Young
middle-class women are educated, speak several languages and have travelled the
world.
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#8: Chinese
bachelors are having difficulty in finding a wife.
The
educated bachelorettes are very demanding, want to have a career and may prefer
a foreign husband.
Male
beauty pageants, cosmetic surgery, and match-making services thrive.
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#9: The
male ideal has become softer, as the women are more able to provide for
themselves than ever before.
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#10: The
children of the singleton parents are facing a 4-2-1- syndrome:
Four
grandparents and two parents are all relying on their one and only offspring
for social security at old age.
***
So what?
***
- All this has strong implications on consumer culture in China. In order for your brand to succeed in China, you need to have deep understanding of Chinese consumers and their lives.
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