TBWA find the ‘cool’ in Chinese market
A research project undertaken across China by TBWA\China has identified “levers of cool” which it says will assist marketers in connecting with the burgeoning Chinese market.
Cool
TBWA/Chine partnered with style magazine 1626 to conduct research in Shanghai, Beijing, Guangzhou and Chengdu.
The group undertook additional research in 13 cities with over 1000 people.
Milo Chao, Chief Strategy Officer at TBWA\China said there was a great deal of optimism and creativity among Chinese youth.
"It is not surprising then, that young people say people who radiate positive energy, who are open-minded, take action, lead and influence others, and who persist until they achieve success, are cool," he said.
Notions of what constituted ‘ cool’ varied from releasing positive energy to persisting in pursuit of your dream.
"Boys value career success and money, while girls value beauty and independence," said Kevin Choi, Director of Creative Strategy at TBWA\China.