The adorkable Chinese Post-00 teens

This article describes the coming of age of the 220 million Chinese teenagers born after the millennium (Post-00s) and outlines how brands can win over this emerging consumer segment.

The adorkable Chinese Post-00 teens

Lily Xiong and Theresa LooOgilvy & Mather ChinaRobin ChenWebInsight

China's Post-00 teens will soon come of age; they are tech-savvy and self-oriented. Brands that treat them as individuals, understand their celebrity idols, use the correct 'adorkable' vocabulary and aren't afraid to play the countertrend will win out in this emerging consumer segment.

Post-00s refers to kids born in the year 2000 and thereafter. A rough estimate puts the Chinese Post-00 cohort at more than 220 million. So in 2015 the first batch of Post-00s reached 15 years of age and...

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