China's social youth

Even local Chinese marketers assume there are vast cultural differences between top tier and lower tier youth but in many ways the two groups are growing much closer together.

China's social youth

Jay CaplanChina Youthology

Jay Caplan considers the cultural roles of social media for Chinese youth living in the country's top tier cities compared with those in tier-3 and tier-4 cities.

There is no shortage of statistics trumpeting the rise of internet and social media use in China. But for marketers, these numbers raise more questions than they answer. China is a vast, fragmented market with uneven development. What does social media mean to Chinese consumers, and does social media play different roles for consumers in lower tier cities compared with top tier cities?

This article is...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands