When you’re a Western brand, seeking to grow your business successfully in the lucrative China market, it’s essential to do your research.

Successful Chinese digital marketing requires deeply understanding the unique characteristics of each Chinese generation, and knowing how to adjust the marketing mix accordingly.

Furthermore, although Western and Chinese customers share certain characteristics by generation, it’s important to avoid making assumptions about where these groups converge – and diverge.

With this in mind, let’s take a look at Chinese Generation X, and ask, what do they want from brands they choose to shop with?

Characteristics of Chinese Generation X

Generation X comprises people born from 1965 to 1979. This generation shares many of the following characteristics:

Respect For Material Wealth

Chinese Generation X customers are characterised by a combination of material wealth and a cautious approach to spending.

Having come of age during China’s economic boom period, they are usually well-established in their career path and earning well.

Savvy Spenders

Chinese Generation X customers are known for being financially prudent and smart decision-makers when it comes to spending.

They are naturally conservative with money but will choose products that offer quality; so much so, that they will usually pay a premium for high-end, or luxury items, that represent that this intrinsic value.

Premium Product Seekers

Generation X customers in China love to buy status symbols that are also inherently reliable, such as luxury goods, premium dining and travel, luxury skincare, and quality cars.

They like to display their economic position (and financial stability) in life, and prefer to buy ‘quality over quantity.’

Fans of Luxury and Authentic brands

Chinese Gen X customers like brands that are reputable, designed to last, and have a premium aspect to their offer. If they can discreetly show off their social cachet, then all the better. They also appreciate authentic brands with a heritage aspect.

But They Are NOT in the Market For…

Brands and products that appeal far less to this generation include fast-fashion, deep discounting brands, and high-turnover, disposable items.

The value of Chinese Market research

So what does this mean for Western marketers? As with domestic marketing campaigns, the key to success lies in understanding what makes this generation tick and factoring these themes into market research, target market analysis, and customer segmentation efforts.

A target persona for a Chinese Generation X customer can be effectively guided by understanding the generational characteristics above, and then further refined by factoring in other influences, such as geography (city tier for example), specific demographics, preferences, and so forth.

Market research is of prime importance to successful Chinese digital marketing, especially when this market is so vast and incredibly diverse. Western brands that invest in quality market research typically enjoy better results, as they are primed to effectively reach their target audience at the start of every campaign.

How Western Marketers Can Appeal to Chinese Gen X Customers

These approaches and considerations will all help you position your Western brand effectively for Chinese Gen X customers.

Focus on quality attributes for better Chinese digital marketing

If your brand has a quality ethos with values such as durability, prestige and heritage, you will be a in good position to appeal to the values of this generation of savvy spenders.

Offer rewards for brand loyalty

Chinese Gen X customers like to be loyal to brands that consistently deliver quality products, and which have excellent reputations. So build this relationship by offering brand loyalty benefits.

This could be in the form of gifts, targeted promotions and thoughtful extras (beautiful and complimentary gift packaging, printed for Chinese special holidays, for example.)

If your Western brand has a physical retail presence, invite your Gen X customers in for a special event, to recognise and appreciate their loyalty and invest in the relationship with a personal touch.

Provide In-Depth Information

Because Chinese Gen X customers love to do thorough research before they choose a product, brands can show respect for their preferences by providing plenty of information in different formats.

For example, have an in-depth FAQ, host explainer videos, offer a downloadable brochure, and create an immersive and exploratory app (for involved purchases such as luxury holidays, cars and skincare).

Remember to provide an excellent customer service team, who are ready to answer queries and provide guidance.

Focus on What Matters

Remember that this generation prioritises quality, durability and functionality, and focus on these attributes. Gen X customers are less interested in novelties, trends and fads.

With this in mind, choose your KOLs carefully too, to reflect the values and preferences of this group.

Be Transparent

Chinese Gen X customers also want to choose brands that are authentic and transparent about their business models, sustainability and ingredients. This generation has questions and likes to have them answered!

So again, anticipate these needs and provide open, validated and useful information about what goes into the products, from technology to ingredients, and explain your business model as well as your approaches to sustainable, ethical business.

(Arguably, this generation is less intrinsically motivated by sustainability as it grew up before environmentalism was as high-profile as today, but Gen X customers are now also keen to choose brands which have quality approaches across every aspect of their business model, including ethics and sustainability.)

An interesting point; if your brand can show a unique commitment to relevant social projects, corporate responsibility, research and development or other ‘value add’ purposes that go beyond consumer economics, all the better. This shows your commitment, authenticity and intrinsic quality as a brand, and it will appeal to Gen X customers.

Provide Quality Chinese Digital Marketing Experiences

Chinese Gen X customers didn’t grow up with the internet, but they have rapidly adapted to its use. Western brands that offer high-quality digital experiences will find a ready audience in this generation.

Again, think carefully about the quality attributes of your digital offer. Gimmicks and fads are less likely to appeal to this audience, but slick customers journeys, excellent payment processing integration, and superb content marketing really will.

Really invest in an optimised and integrated digital hub with slick user journeys, careful messaging, fast loading times and quality features.

Invest in Expert Help

Chinese Gen X customers are a fascinating audience and they can be incredibly rewarding for brands who offer quality-driven, reliable and authentically valuable products.

A Chinese digital marketing agency can help you to really understand the unique characteristics of this generation, and create effective digital marketing campaigns that build brand awareness, engage and convert.

Our team of native language speakers and Chinese digital marketing professionals works with Western brands to help their budgets go further and to create a sustainable, rewarding presence in the Chinese market for better ROI.

We evidence our results and we work on a flexible partnership basis according to our clients needs.

Contact Us

Interested? Please contact us to find out more, and discover how the right Chinese digital marketing agency partner can amplify your results in this exciting, lucrative and rapidly-growing market!