* Special feature* Career* Family* Consuming habit* Entertainment* Social habit
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* Special feature - root & backgroundBorn in 70s; Grew in 80s; Striving in 90sIdeal， Conservative v.s. Pragmatic，Value Creation
The Chinese post 70s are a generation who grew along with China's economic reform and opening-up. They were influenced by traditional culture, especially the Red culture the revolutionary tradition, so most of the post 70s are relatively conservative and appreciate the traditional values & ideals; a large portion of the post 70s had experienced the age of poverty, so they strived to improve their living conditions and the society, they are a group of pragmatic and productive people.
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The Special Feature of post 70sThey are pragmatic, so they are dedicated to careerThey are conservative, so they focus on wealth accumulationThey value traditional ideals, so they regard family as the no. 1 element of happinessThey want to create vaule, so they engage in cosntant self-improvement
70 80 90 % 2010
• 56%%% %• 71%%% %• 48%%%
%
%36-45 %• %•
Career -[Salt of the Earth][Workaholic]
• %
• %
•
• 65%% 70
%
• %
• 80
70 80 90 % 2010
[The 1st Generation of Slaves to Housing Mortgage]experienced the transitional urban housing reform in China, some of them received the benefits from the welfare-oriented distribution (allocation) of public housing, some of them purchased their houses when the prices were not so high, so generally the post 70s bear less housing/ mortgage burden than the post 80s
[Passion for money savings] Most of the post 70s are neither consumerist nor materialist
• %• %• %
[Upgrade Assets]Interested in wealth management,investment, upgrade assets
!
• %
• %
70 80 2012
[Family First]
Facing marriage, a tendency for altruism and dedicationThe holistic interest of the family is more important than self needs satisfaction
• 95 05 %• ( )%• %• %•
!
[Consumption for the Children]Most family, esp. urban family, has only one child due to the ‘One Child Policy’Education expenditure & planElite educationPossible psychological issue for adolescence/ teenage rebellionLess burden than taking care of infants
7 !• 50 0-70 %• %• %• %• %• 7 %
[Responsibility of supporting parents]
• %!
[Entertainment]Prefer the form of entertainment which can satisfy the needs of everyone in the family, e.g. family travel
• %
• %
2014
[The Activities on the Internet ]The post 70s usually make use of the Internet and Social Media to collect information, and to realise self-enhancement; They are also fond of organising offline activities via the Online community
• 6 %• %• 6
「Social Habits」'Work' and 'Stockt' are the most favorable conversation topics The main purpose of social activites are for building and sustaining networkSpending a lot a time on hanging out with cilents or business parteners
• %• %• %• %• %
[Health & Beauty]Work stress, lack exerciese, sub-health conditions, midlife crisisAging & degradation of body function