Hints for reaching China's youth. Post-pandemic shifts in Chinese consumer behavior.

The novel coronavirus has brought significant changes to China as well. In this digitally advanced nation, how has the pandemic affected consumer attitudes and digital content? Dentsu Inc. East's Wang Xin focuses specifically on the younger generation, who will drive future consumption.

Lifestyle Changes Triggered by COVID-19

Recently, a topic trended on WeChat: "It wasn't the CEO or CTO driving corporate DX (digital transformation) – it was COVID." While humorous, the pandemic genuinely disrupted long-standing routines and spurred new behaviors. Take DX as an example: before COVID, it was merely one option for companies; after COVID, it became essential.

In response to COVID-19, the Chinese government swiftly implemented policies, companies sought survival strategies, and citizens confronted the pandemic with a positive and optimistic attitude.

International students gathered relief supplies from around the world and delivered them to China. In March, citizens spontaneously set up free supply stations for delivery workers on the streets of Shanghai. People became more concerned about others and society, amplifying the fundamental "goodness" within humanity and prompting reflection on how their actions could contribute to society.

Moreover, figures like Professor Zhong Nanshan from the Chinese Academy of Social Sciences, Dr. Zhang Wenhong who pointed out key COVID countermeasures for ordinary people with his typically blunt Shanghai-style commentary, and Chinese influencer "Paperclip" – these "science guys" became idols.

Amidst the concentrated reporting that stirred emotions—fear of infection, grief for the deceased, the moving support for Wuhan—it was knowledge and science content that calmed our hearts. Objective scientific explanations alleviated people's anxieties.

COVID-19 made people trust science backed by data. Science isn't just for laboratories; it's useful in daily life. Knowledge isn't a cold, textbook entity anymore; it became popular content on platforms like Bilibili, WeChat, and TikTok.

2020 marked a turning point, and the focus on scientific knowledge, data analysis, and useful information is expected to grow even stronger. Consumer expectations for brands are also shifting from providing "entertainment value" to delivering "useful value." Japanese brands' strengths—high R&D capabilities, in-house labs, and dedicated researchers—can be excellent content.

Furthermore, even during lockdowns and home confinement, the demand for entertainment remained high. Consumers' focus shifted inward, leading many to discover previously unnoticed joys in daily life. Various "innovative pastimes" emerged spontaneously, such as cooking, makeup, copying sutras, and exercise.

Spending more time on daily life and focusing on the ordinary brings the greatest sense of accomplishment!

Creativity in daily life maximizes personal value!

Ideas that make daily life creative are highly social and easily spread to others! This value has become established. Brands are now at a point where they must redefine what they can do to enrich consumers' "daily lives."

The "Live+" Era Arrives! Live Commerce Makes a Giant Leap

Alongside these shifts in consumer behavior, Live has blossomed significantly. While some might associate Live with offline music band performances, in China it refers to streaming content online in real-time. The content is incredibly diverse and varies widely in quality. Some Live streams connect to product sales (Live Commerce), while others aim for audience rewards. Consequently, Live has often been perceived as a mixed bag of low-value content.

However, after the COVID-19 outbreak, top anchors from China's state-run broadcaster, China Central Television (CCTV), formed a group. They simultaneously streamed live on platforms like CCTV News (CCTV's news app), TikTok, Gome Weidian (Gome's WeChat commerce store), Pinduoduo (social commerce app), and JD.com to sell products. Within three hours, the viewership exceeded 10 million, generating sales of over 500 million yuan (approximately 7.7 billion yen).

The participation of mainstream media anchors in commercial live streams signals the nation's stance in promoting live sales activities. Celebrities have become regulars on these streams, hosting their own dedicated programs. Even corporate executives have transformed into salespeople for these appearances.

COVID-19 disrupted traditional communication and sales activities, leaving both companies and consumers seeking new avenues. This is where live streaming—offering "see it, hear it, buy it right then and there"—emerged as an accepted alternative.

The purpose and format of live streams, traditionally focused on sales, have also diversified. For example, Live+Exercise offers interactive online coaching with real-time guidance. Scenarios like Live+Concert, +Auction Site, and +Factory Tour have also increased.

Furthermore, Live now enables online experiences previously only possible offline, such as farm tastings, cat cafe experiences, and helicopter rides.

For brands, Live has evolved from a minor sales channel into a crucial communication tool. It can now be strategically deployed to address various brand objectives: building awareness, sparking interest, facilitating experiences, and fostering fan loyalty.

Live platforms have expanded from e-commerce sites like Taobao and Tmall to social platforms like TikTok and Redbook (a review app). During the pandemic, the live streaming debut of renowned cultural figure Luo Yonghao on TikTok dramatically boosted awareness and user base for social platform Live.

Additionally, apparel brand Eland launched its own e-commerce platform via a WeChat mini-program, establishing a new "Live + D2C Inc. (social e-commerce)" business model. They conduct Live sessions on their own platform, where top offline sales staff introduce products online. Over 10,000 employees became brand ambassadors, conducting 10 Live sessions over three days during the launch period. Sales reached 20 million yuan (approximately 310 million yen).

How have young people changed in the "Live+" era?

Under the Live+ era, young people are also changing. Recent films and dramas presenting diverse lifestyles and values have become hit works. The preconceived notions of "how things should be" have crumbled, leading to greater acceptance and respect for diverse values.

For these young people, "I" is the most crucial keyword. "Because I like it, because I want to do it, because I want it, because I dislike it" – they judge everything based on their own feelings.
Young people engage with various cultures, digest them themselves, and fuse them together. For example, they might go out in Hanfu one day and DJ at a club in a T-shirt the next. Some buy cosmetics incorporating ancient Chinese colors while also collecting Japanese anime plastic models. The standard for blending diverse elements is "me."

To be chosen by "me," brands must stand on equal footing with young people.

Speak in "my" language (youth slang)

Meet "my" standards (product quality)

Offer content worthy of "me" (brand value/worldview) These three points are what I focus on when working with young people.

In communicating with young people, neither imposing views, lecturing, nor pandering is acceptable. I believe it's crucial to give them space for discussion and expression, and to adopt a stance of accompanying them as equals.

As we enter the Live+ era, marketing has become increasingly complex. However, the essence of marketing remains unchanged. Live is merely a means, not an end.

What purpose do you want to use Live for?
Short-term sales? Increasing fans for your flagship e-commerce store? As a strategy to boost your own commerce site and reduce dependence on major e-commerce platforms?

To solve business challenges, you must clearly define campaign goals, set KPIs, and adopt the optimal methods aligned with the latest trends. In the Live+ era, both defining brand value and devising ways to draw out young people's opinions are equally important. If you're considering approaches for China's youth, why not re-examine whether your brand's value proposition and worldview truly resonate with today's changed generation?