253 million Internet users and 80s post-marketing

"Article 22 of the China Internet Development Report" showed that as at the end of June 2008, the number of Internet users in China reached 253 million, substantially more than the first time the United States, Internet users ranks first in the world scale.

Chinese Internet users is still the mainstay of the following 30 years of age and younger groups, the groups of Internet users account for 68.6 percent of Chinese netizens, the total number of Internet users over 2 / 3.

80 after the literal meaning is that in 1980-89-born population, some people have predicted that, after 80 "Beat Generation", "not the most responsible generation", "Yu Wei generation," and "the most selfish Generation, "and" the most rebellious generation. " After the narrow 80: 80-89, refers to people born and, by extension, after 80: 80 refers to people born after.

According to "China Statistical Yearbook," the data in 1980 to 1989, those born between about 204 million. This generation of more than 200 million Chinese people have been known as the "80 after."

In 1980 when the country to promote a couple birth of a child. 1984 to 1987, according to the actual situation in rural areas, central to the fertility policy has been adjusted to allow hygiene in the rural areas of the regeneration of a girl child. At the same time the rural population base, so the Chinese people born in the 1980s, in fact most children in rural areas. As a whole should be at least 80 ethnic groups after the 3 / 4.

July 1, 1986 will go into effect, "People's Republic of China Compulsory Education Law", was born in the early 1980s many children start compulsory education, so that more of the rural population has begun to enter after the 80 cities, and the city after the owners began 80 Competition.

But the 253 million Internet users and 204 million of 80 after the two data, to a certain extent, reflected in 80 Internet users after the proportion of ethnic groups.

Mainly young Internet users, including students and the community just as soon the young people. These two groups of media contacts is the most important feature:

First, the life trajectory of the media surrounded the campus media, Focus Media, mobile TV, outdoor signs, such media dissemination of information in a time of relative uncertainty, a comprehensive brand communication to a certain extent Limitations.

Second, to a certain extent dependent on networks, including Internet and mobile phone networks. Network people become entertainment, social, an important platform for access to information.

Third, information and entertainment have a certain preference, the mainstream official media show a certain degree of resentment and conflict, even watch TV but do not look at cctv South Korea, Taiwan's entertainment; do not see what Daily newspaper. . . So the mainstream media's access is very limited.

Fourth, housing men and woman home not a small proportion, interpersonal little direct interaction. Living in a small circle of relatively limited scope, access to information networks rely on search engines and other tools, shopping on the Internet a greater degree of dependence, many of the means of subsistence through door-to-door manner.

Fifth, the autonomy of the strong, rebellious nature, and do not like言听计从, the authority showed no reason for the conflict, I believe their feelings, believe in themselves.

Faced with such a group, how do the brand marketing »

Fast moving consumer goods is whether they can be spread on the track of life, can meet them to feel » Whether through convenient access to » What kind of attitude and their dialogue »

Durable goods are to meet their needs, whether in their economic sustainability of the » There is not enough personality » Is not able to represent them in the image and status »

The current master of the situation after 50s, 60s, 70s post-marketing whether enough IN, can understand what we think » What we need » What we are doing »

Personal view is that, I just I just consumer brands, because no one more than we know ourselves. So, although I undergraduate professional, vehicle engineering, but I will not do high-grade automotive customers, because to me as the representative after the 80 ethnic groups are not currently a luxury car the core consumer groups; I will not do high-grade flats, Because we are not a majority of 80 luxury flats after the consumer groups.

I will only choose life after 80 and we are closely related to products related to the brand. Because we understand our own needs » We also understand that and how our own dialogue is the most effective.

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