Beauty in the East

Sex: female

Age (average): 27

Education (majority): bachelor degree

Yearly income (average): RMB 63,420 (USD 9,324)

"Young Digital Fashionista” is a young Chinese girl with college education. She has an average yearly income of RMB 63,420 (USD 9,342), which is considered to be a high income in China; this allows her to “spoil” herself. She is IT savvy and fashionable. In her spare time, she frequently goes to the spa, gym, fine restaurants and night clubs. She likes visiting different cities in China and sometimes travels abroad.

As a IT savvy, apart from IT and digital related products (top 5 are all these digital products), the next things they purchase most is skincare and cosmetics, then followed by brand clothes and brand sport items. While about media consumption, they consume online most in their daily life.

According to this, online media tend to be a good choice to advertise. However, please note this doesn’t apply to all the categories, blindly focus online marketing sometimes won’t turn out well; e.g. for food & beverages category, the majority of information is from TV, so a mix of using online and TV media may be a better plan than focus solely online.

Beyond this, pure advertisement tend to work not so well as a more interactive way - set up a blog or forum, let them talk and spread. As you may notice, more and more blogs and forums are coming out everyday, smart marketers have found out this popular practice to not only spread the brand but also build up more personal relationship with audience. Plus, you get a sense of how they feel about your product/service, a perfect way to keep gaining insight into them as well as finding new approach method.