个性 and Your Brand in China.

What is 个性 (gèxìng) ?

个性 loosely translates to individuality. But like most words it has many connotations: personality, confidence, character, swagger, uniqueness, something that represents who you really are. These are the meanings of 个性 in a youth Chinese context.

At enovate we are looking at several market segmentation areas in relation to youth and 个性. Some of these market segmentation areas include:

•    Generational differences
•    Social Class
•    Education level

It is important for us to identify the key 个性 elements within these market segmentations to best target youth consumers. For example, in the area of generational differences, a few target 个性 elements include self-expression through style, heritage branding, and shopping habits. In the social class segmentation some of our 个性 elements include brand quality and economic value. It is then our approach to then analyze the specific areas of 个性 within these targeted market segmentations and provide unique insights for companies looking to connect with youth consumers.

Essentially we want to find out how to give products and brands the necessary 个性 to appeal across different market segmentations. This is the ultimate goal of every company right? So how are we doing this?

•    Identifying key trends in Chinese youth fashion and retail.
•    Documenting actual street culture by attending concerts, taking pictures and gathering insights.
•    Three-pronged quantitative data gathering from targeted youth consumers.

We know China’s youth has 个性  and we want to find out what it is. Stayed tuned to the enovation labs for updates on 个性 and youth consumers.