Chinese Youth Street Profile Series.

enoVate is hitting the the streets of Shanghai to interview Chinese youth consumers to better understand the China youth market and provide depth and real-life stories to our ongoing market research. Stay tuned to enoVate’s blog for weekly profiles, pictures and insights into what is really going on with China’s youth.

In this profile enoVate is tracking three key areas of China’s youth: Character (个性, ge xing), Generational Chinese Identity, and Economic Brand Value. We feel these concepts (among others) reveal interesting insights into Chinese youth consumer habits and trends that international and local companies can take advantage of.

May 8th, 2009, Youth Street Profile:

Name: Shen Yang (and friends)

Age: 24

Occupation: Designer

Hometown: Zhejiang

Location: Xinle Road

Character (个性, ge xing).

Shen Yang’s character is largely defined by his apparel, specifically designer brands and skatewear brands such as Vans. He thinks that local brands give him more character, but they do not offer as much value as designer brands. He would like to see more local brands achieve the same quality and character as designer brands.

Shen Yang notes himself as the main influencer to his own character, but also said his parents have a large role in who he really is. He says he is not influenced by any public officials, musicians, or actors.

Generational Chinese Identity.

Shen Yang classifies himself as being from the 80′s generation and largely identifies with designer brands from his generation. He feels his generation has less life pressures and more of an open mind than previous generations. A connection Yang wants to see between brands and his 80′s Chinese identity is to display the new Chinese quality of life and strengths of the Chinese mind.

Economic Brand Value.

Brand value to Shen Yang means strong branding and a strong brand identity with a unique historical background. Shen Yang likes popular streetwear brand Stussy because Shawn Stussy brings his own personal surf / skate culture story to the Stussy brand. Shen Yang also feels designer brands represent value because they show time, effort, and craftsmanship within the product.

(a Joey Dembs production)