The ‘Empty Heart Syndrome’ is a newly described psychological phenomenon of the Chinese Gen Y. It is an interesting term as it highlights the current challenges that this group of young people is facing, especially the confusion with their identity formation. In this talk, we will explore the role of mobile Internet and its impact on their identity formation. We will also explore how we, as marketers, create valuable products and service experiences, and assist them in discovering a more full-hearted lifestyle.

1. The Impact of Mobile Internet on Chinese Gen Y Iden8ty
Sami Wong, Concept M
New but not
Tech
THE IMPACT OF MOBILE INTERNET ON
CHINESE GEN Y IDENTITY
SAMI WONG
CONCEPT M

2. The Impact of Mobile Internet on Chinese Gen Y Iden8ty
Sami Wong, Concept M
New but not
Tech
EVERY GENERATION HAS ITS OWN PERSPECTIVE

3. The Impact of Mobile Internet on Chinese Gen Y Iden8ty
Sami Wong, Concept M
New but not
Tech
Decoding
Brands
Understanding
Advertising
Materials
Set New Rules
for
Consumption
habits

4. The Impact of Mobile Internet on Chinese Gen Y Iden8ty
Sami Wong, Concept M
New but not
Tech
GENERATION
OF
OPPORTUNITIES

5. THE RAPID CHANGE DIVIDES THE GENERATIONS
The Impact of Mobile Internet on Chinese Gen Y Iden8ty
Sami Wong, Concept M
New but not
Tech

6. The Impact of Mobile Internet on Chinese Gen Y Iden8ty
Sami Wong, Concept M
New but not
Tech
Genera&on-X and Genera&on-Y
The Labor force of the socialist economy The Labor Force after open door policy in Shanghai

7. OPEN DOOR POLICY
FOR THE PARENTS’ GENERATION
The Impact of Mobile Internet on Chinese Gen Y Iden8ty
Sami Wong, Concept M
New but not
Tech

8. OPEN DOOR POLICY GAVE OPPORTUNITIES TO CHINESE PARENTS IN
INTERNATIONAL CULTURAL COMMUNICATION
Education
Brand
Lifestyle
Employment
Western status symbols Roots in traditional rituals
The Impact of Mobile Internet on Chinese Gen Y Iden8ty
Sami Wong, Concept M
New but not
Tech

9. OPEN WORLD REALITY FOR GEN-YThe Impact of Mobile Internet on Chinese Gen Y Iden8ty
Sami Wong, Concept M
New but not
Tech

10. Information Technology
THE DEVELOPMENT OF INFORMATION TECHNOLOGY MAKES A EXPLOSION OF GLOBAL BRAND
IN CHINA
The Impact of Mobile Internet on Chinese Gen Y Iden8ty
Sami Wong, Concept M
New but not
Tech

11. The Impact of Mobile Internet on Chinese Gen Y Iden8ty
Sami Wong, Concept M
New but not
Tech
Live in individual ideals
Bounded by the
traditional values of last
generations

12. SPLIT REALITY OF THE CHINESE GEN-YThe Impact of Mobile Internet on Chinese Gen Y Iden8ty
Sami Wong, Concept M
New but not
Tech

13. The Impact of Mobile Internet on Chinese Gen Y Iden8ty
Sami Wong, Concept M
New but not
Tech
Urban Kid
l Parents with well paid
jobs in management
positions
l Live in the city
l Well educated with more
opportunities in life
Suburban Kid
l Parents that work in
agricultural setting
l Live in country side
l Lower income and less
opportunities
Elite Kid
l Parents with high income
in a much higher positions
(e.g. government officials
or entrepreneurs)
l Extensive international
education and global
experience
l Higher demand on their
children
EXAMPLE

14. SPLIT MOTIVATION OF THE CHINESE GEN-Y CONSUMPTION
The Impact of Mobile Internet on Chinese Gen Y Iden8ty
Sami Wong, Concept M
New but not
Tech

15. The Impact of Mobile Internet on Chinese Gen Y Iden8ty
Sami Wong, Concept M
New but not
Tech
THE OLD CHINA VS THE NEW CHINA
1979 Open Door Policy

16. Adapting their parents’ moral standards and
life values
Living in a rigid and option-less lifestyle
However, intent to differentiate themselves
from their parents
Chinese family orientation
The Impact of Mobile Internet on Chinese Gen Y Iden8ty
Sami Wong, Concept M
New but not
Tech

17. Westernised life style
Inspired by the western ideas of liberty and
independence
Seek for opportunities to express their
individualities through lifestyle
Luxury products and services help them to
further define their social status
The Impact of Mobile Internet on Chinese Gen Y Iden8ty
Sami Wong, Concept M
New but not
Tech

18. WOMAN LIBERATION
Traditional to Modern
The Impact of Mobile Internet on Chinese Gen Y Iden8ty
Sami Wong, Concept M
New but not
Tech

19. The Impact of Mobile Internet on Chinese Gen Y Iden8ty
Sami Wong, Concept M
New but not
Tech
Woman liberation
G
D
P
Education
Improvement
Industrial
Updating
Open-minded
Family
Economic
Pressure
Professional
Achievement

20. CULTURE EXTENSIONIdentity Through Food Journey
The Impact of Mobile Internet on Chinese Gen Y Iden8ty
Sami Wong, Concept M
New but not
Tech

21. The Impact of Mobile Internet on Chinese Gen Y Iden8ty
Sami Wong, Concept M
New but not
Tech
Through try-out of international food
experience, it creates an intercultural
lifestyle to Gen-Y

22. LOW KEY LUXURY
Subtle and Sophisticated Identity Formation
The Impact of Mobile Internet on Chinese Gen Y Iden8ty
Sami Wong, Concept M
New but not
Tech

23. SIMPLICITY IS THE NEW ELEGANCE
The Impact of Mobile Internet on Chinese Gen Y Iden8ty
Sami Wong, Concept M
New but not
Tech

24. CHANGING STYLE IN TRAVELLING
A Sense of Independence
The Impact of Mobile Internet on Chinese Gen Y Iden8ty
Sami Wong, Concept M
New but not
Tech

25. SELF-DESIGN TOUR!
GROUP TOUR!
The Impact of Mobile Internet on Chinese Gen Y Iden8ty
Sami Wong, Concept M
New but not
Tech

26. VALUE OF LOCALISED ROOTS
Chinese Craftsmanship
The Impact of Mobile Internet on Chinese Gen Y Iden8ty
Sami Wong, Concept M
New but not
Tech

27. The Impact of Mobile Internet on Chinese Gen Y Iden8ty
Sami Wong, Concept M
New but not
Tech
THE CREATIVE METHOD OF INFORMATION TECHNOLOGY IS A MIX OF
CULTURAL DEMAND AND SOCIAL LIFESTYLE
The one child policy in China drive Gen-Y to carry a heavier responsibility in life for taking
care of their family members including their parents and children.
Mobile online payment APPs give them a great opportunity to increase their level of efficiency
in terms of salary management and bills.

28. MARKETING TO THE CHINESE GEN-Y
The Impact of Mobile Internet on Chinese Gen Y Iden8ty
Sami Wong, Concept M
New but not
Tech

29. The Impact of Mobile Internet on Chinese Gen Y Iden8ty
Sami Wong, Concept M
New but not
Tech
Key take-outs
• New products and brand should
adapt the new Chinese iden8ty
uniquely but with a touch of
globalisa8on.
• Stay compa8ble with Chinese daily
life and conven8ons.
• Obey to the new subtlety of brand
codes, important to highlight the
originality and authen8city of brands
and products.
• Take advantage of the domina8ng
social media habits and move on the
same speed of Gen-Y for massive
exposure communica8on.

30. The Impact of Mobile Internet on Chinese Gen Y Iden8ty
Sami Wong, Concept M
New but not
Tech
Thank you!
Twitter: @conceptm
E-mail: sami.wong@conceptm.eu
Company website: www.conceptm.eu

31. The Impact of Mobile Internet on Chinese Gen Y Iden8ty
Sami Wong, Concept M
New but not
Tech
Sami Wong
Concept M
Sue York
The Handbook of Mobile
Market Research
Q&A