Mobile Youth Consumers

• Published:August 13th, 2008
• Comments:1 Comment
• Category:consumer news

From Original Post Here

By: Lisa Li, Candy Yang

(New Weekly)

‘New weekly’ (a Chinese magazine with thoughtful insights) had a good report on Chinese ‘working poor’. The magazine talked about the social causes of the working poor (as the booming economy, the fierce competition, the lack of up laddering opportunities in the career system, etc.) and reported stories of the working poor in different ages and cities.

‘Exactly! I’m one of the working poor!’ Quite of a few of my young friends so claimed. However, I didn’t see the match of their situation with the New Weekly (and wikipedia) definition of working poor:

‘Working poor is a term used to describe individuals and families who maintain regular employment but remain in relative poverty due to low levels of pay and dependent expenses.’ (wikipedia)

The representation of ‘working poor’ in the minds of Chinese urban youth

Qiong Mang Zu (the Chinese translation of working poor) literally can mean ‘busy and poor people’, ‘extraordinarily busy people’, or ‘people who are very busy without knowing exactly what they are busy for’.

‘Poor’ not necessarily means low income

In fact, the younger generation (25 – 35yrs old) in China tend to earn more than their parents.

Some self-claimed ‘working poor’ in big cities are not poor at all. July, a journalist in Shenzhen, earns about RMB 7,000 per month (while the top 50% household income in Tier 1 cities in China is around RMB 4,000). But she is always short of money. Using credit card to buy on loan is hard to avoid. ‘It seems I always spend more than I can earn. I rent a big apartment. I need to buy new clothes. And the skincare and make-up products are pretty expensive today. I sometimes struggle a lot with my desire of buying. But owning the things do make me feel good.’

And their pay does not reach their expectation. ‘Yeah, I got paid well in some way. But considering how long hours I work, I’m definitely under-paid.’ said Joan, an assistant in a PR company in Guangzhou who need to work overtime in the weekdays and sometime even weekends

The pains brought by ‘busyness’ (mostly caused by long working hours)

Stephen, a website editor in Beijing, spends more than ten hours on work every day, 6-7 days a week. ‘I am too busy to go out to have lunch. I just finish my lunch quickly in my seat, and then start working again.’

‘I sometimes doubt if that’s my life – I don’t have time that is owned by myself.’

‘I feel I’m sold to my job. Job is always the top priority. But how about myself? My interests? My friends?’

Disoriented about meaning of life

‘Slow life’ used to be a hot topic in youth magazines and websites last year. The ultimate value of ‘slow life’ is probably the ‘luxury’ to reflect on the meaning of life instead of just living without a goal or pursuit.

‘I’m busy and tired. But I don’t know what I’m busy for…’ ‘I really hope I can stop it (busy work) for a while, travel to a beautiful place and think about my life.’

‘I don’t know why I am so busy.” or “I don’t know what I am busy for.’ Many youth express the similar struggle.

How do the young ‘working poor’ consume?

o    Save time from the ‘tedious’ part of life (transportation, fast-food, laundry service, etc.)

‘I prefer to spend more money, like taking subway or taxi instead of bus for saving time. And I never cook at home. Eat quick meal outside everyday.’ Said Stephen. And he sees it common among his peers. ‘Some even bring their clothes outside to wash.’

o    Indulge in stress-relieving experience (traveling, SPA, fine dinner, café, movie, shopping… you name it)

o    Seek fun (gaming, fun content on the Internet, Comic movies, and finding and putting on fun stuff on my t-shirts, bags, stationeries, etc)

When we ask them what they would do if they have a day of free time: ‘I just spent the whole day on gaming.’  ‘I just want to watch the movie that can make me laugh.’ ‘Go to karaoke with a bunch of friends. Sing till tired.’

o    Invest in hobbies

‘The poor’ don’t hesitate to invest like hell in their hobbies… cameras, music instruments, tickets for live concerts…

o    Life on the go  (PSP, mobile phones, digital gadgets)