secret to better marketing in china - emergent gender types in china - jerry clode, added value
DESCRIPTION
Insightful look at gender typologies in China, and the important consequences for marketers in this rapidly changing market.TRANSCRIPT
“Who’s the Man? Emergent
Gender Codes in China and Implications for Marketers” Jerry Clode,
Cultural Insight Lead, Asia Pacific
2
Exploring emergent gender types in China
3
Cultural Insight looks at the world in a different way
4
Finding inspiration in “the everyday”,
to uncover superhero ideas for brands
5
So we look at commercial and popular culture,
to find patterns and inspiration
6
Taking complex realities
and making them
intuitive
Creating powerful visual
stories for your brand –
that you can feel
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How are we changing?
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How is gender changing?
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How are gender roles changing?
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Who is defining/constructing gender?
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Exposing
gender, to
understand
future
directions?
12
Women maturing,
Men immaturing,
reverse of Chinese
tradition?
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Men appear to be
somewhat
out of tune
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While women are
shooting ahead!!!
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Creator Regular Guy Explorer Innocent Hero Sage
The 12 Archetypes
Outlaw Lover Magician Ruler Nurturer Jester
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Drum roll ….
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Less Transformative
More Transformative
Grown-up Cute
Karma Preen
Ava-Narcisist
Ms. Independent Boutique Mum
Hyper-Auntie
Salvator King Adonis-sizer Emperor Fantasist
Stratego-Man
Creato-preneur
Retro Man
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First looking at women - we see confidence,
optimism and transformation
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First, young women growing up
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Grown-up Cute
Young women who need
to project maturity while
maintaining their fun side.
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What created Grown-up Cute?
Competitiveness of job market
Deformalisation of Chinese
workplaces
Move in fashion from pop to classic
styles/Shanghai 30s
Local pop culture celebration of
office heroines
How do we recognize them?
Dressing up, but maintaining some
fun
Hairstyles that suggest control and
power
What are they a reaction to?
Stereotype of the “young and
disempowered female”
You definitely know you are
a Grown-up Cute, if you …?
Find yourself borrowing your
mother’s clothes
Grown-up Cute
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Precode
Archetypes When it comes to
Grown-up Cute brands
… whats in?
Luxury and fashion brands that
give you the “the image” with a
splash of fun
Technology brands that can
blend professionalism with
personality
Brands that celebrate young
office workers succeeding
without selling out
Brands that offer ways to
break the sterility of office
environments
Kawaii Clan
Magician
Jester
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Ava-Narcisists
Women who break
stereotypes, by presenting
“multiple-me’s”.
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What created Ava-Narcisists?
A childhood mediated by
“constant photography”
Rise of online subjectivities in
China
Fantasy literature and game
culture
How do we recognize them?
Striking one of countless poses or
pouts
Photoshop©-ing images of
themselves
What are they a reaction to?
Prescriptive femininity of
office culture
You definitely know you are
an Ava-Narcisist, if you …?
Think more in terms of “what
me?” rather “what to wear?”
before you leave in the morning
Ava-Narcisist
Ava-Narcissist
Brand Example
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Precode
Archetypes When it comes to
Ava-Narcisists brands
… whats in?
Brands that allow opportunity to
create a “new personality”
Brands that become a
indispensable accessory or
collectable
Social media that allow you be part
of the brand
Brands that present femininity as
multi-faceted rather than one-
dimensional
A platform to share “the latest
version of you”
Gucci Girls
Magician
Creator
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And we see a similar energy in mature women ….
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Boutique Mums
Mums that don’t see need
to compromise on beauty
and lifestyle because
they have a child.
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These are
definitely not
Tiger Moms
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What created Boutique Mum?
One-child daughters become
mums
Two working parent homes
“Grandparenting” phenomenon
Remote parenting
How do we recognize them?
Increasing engagement with
fashion as they mature
Providing a modern role model
for their child
Hanging out with other boutique
mums online or in person
What are they a reaction to?
One Child Policy going
inter-generational
You definitely know you are
a Boutique Mum, if you …?
Dress your child to match your
outfit
Boutique Mum
Boutique Mum
Brand Example
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Precode
Archetypes When it comes to
Boutique Mum brands
… whats in?
Brands who talk to mothers
as modern and motivated
women, not just mums with
a sideline
Brands that ageblur - avoid
talking about mums as
“somehow older”
Brands that present
mothers with envied beauty
amongst younger
colleagues
Brands that emotionalize
mothers acting as a modern
role model to their child
Working Mums
Explorer
Hero
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Karma Preens
Women who are anxious
to achieve balance and
vitality in their busy lives.
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What created Karma Preens?
Aging caused by city stress
Food safety crisis
Redefinition of beauty – from
“inside out”
Renaissance of Traditional
Chinese Medicine
How do we recognize them?
Injecting athleticism into beauty
Advocating (not necessarily
following) healthy eating
Accessorizing with Chinese folk
items
Recreating their office space into
a personal spa
What are they a reaction to?
City living
You definitely know you are a Karma Preen, if you …?
Check labels, and look
forward to rejecting the product
Karma Preen
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Karma Preen Brand Example
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Precode
Archetypes When it comes to
Karma Preen brands
… whats in?
Brands that communicate beauty
as a projection of inner health
Brands that champion a femininity
that is athletic and kick-ass
Brands that offer friendly education
on ways to achieve zen balance
Brands that “go that extra way” to
give you the best
Brands that offer ways to leverage
TCM into a busy modern lifestyle
Beauty brands that offer powerful
but pure products
Aerobics Girl
Explorer
Innocent
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Ms. Independents
Women who are confident
in being themselves,
and don’t see the
need for men.
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What created Ms. Independents?
One Child Policy creating
“daughters raised as sons”
More progressive work culture
and new entrepreneurship
Stumbling status of Chinese men
International norms (via black
market DVD culture)
How do we recognize them?
Re-creating and manipulating
men to their expectation
Preference for gender neutral
styles
What are they a reaction to?
Girly-girls and traditional men
You definitely know you are
a Ms. Independent, if you …?
Feel your dog is your preferable
partner
Ms. Independents
Ms. Independent Expression
Ms. Independent Expression
假如你没有车 假如你也没有房
If you have no car, if you
also have no house
赶紧靠边别把路来挡
Hurry move aside and don’t
block my way
我也有车 我也有房
I also have a car, I also
have a house
还有人民币在银行
As well as RMB in the bank
你们要是还没有我强
If you guys aren’t even as
capable as me
别吃软饭我不是你的娘
Don’t depend on me, I’m
not your mother!
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OFFICE QUEENS
When it comes to Ms. Independent brands …. whats in?
Precode Archetypes
Precode
Archetypes When it comes to
Ms. Independent brands
… whats in?
Brands that celebrate
success of females in
traditionally masculine roles
Brands that celebrate
female enjoyment without
the need for men
Brands that present fun
renditions of women
scrutinizing or recreating
men
Brands that show “the
power of sisters”
Sage
Creator
Office Queen
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Hyper-Auntie
Women who challenge
stereotypes of older age.
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What created Hyper Aunties?
Healthy Grey-ing of population
Celebrity icons that refuse to age
Filial tax on the rich generation
A lot of free time, and better health
to enjoy it
Tradition of revolutionary heroines
How do we recognize them?
Heavy focus on exercising (usually
in groups)
Stereotype-breaking use of
technology
Pride in surprising and
embarrassing those younger than
them
What are they a reaction to?
Generation power gap caused by
rapid development
You definitely know you are
a Hyper Auntie, if you …?
Think “slowing down” seems
entirely ridiculous
Hyper Auntie
Hyper Auntie Brand Example
Hyper Aunties Expression
Precode
Archetypes When it comes to
Hyper-Auntie brands
… whats in?
Brands that celebrate late
blooming and exploration
Brands that recognizes the
crucial matriarch role of
Hyper Aunties in the wider
family system
Brands that recognize the
importance of
communalism for these
women
Brands that create social
media campaigns for Hyper
Aunties
Elderly Chic
Outlaw
Explorer
Now some of our more forward-facing men
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Creato-preneurs
Men who have a primary
urge to be pioneering
and creative.
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What created Creato-preneurs?
Confidence in indigenous
innovation
Glut of tech-savvy graduates
Access to “easier” capital
Rise of celebrity creators
How do we recognize them?
Hanging out in studios and non-
traditional work spaces
Posing reflectively with their
creations
Optimistic gazes into the future
What are they a reaction to?
Headdown careerism
You definitely know you are
a Creato-preneur, if you …?
Know the next “Steve Jobs” will
be Chinese
Creato-preneur
50
Precode
Archetypes When it comes to
Creato-preneur brands
… whats in?
Brands that champions and
leverages local creative spirit
Provide opportunity to contribute
input to a favored brand
Narratives that celebrate non-
traditional entrepreneurs
Brands that become enablers and
inspiration in “the struggle to
realize dreams”
Brands that provide a stage for
undiscovered talent
Brands that create collaboration
between “masters” and the “new
generation of talent”
Return Tech Turtles
Hero
Creator
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Stratego-Man
Men with a unique strategy
to overcome challenges.
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What created Stratego-Men?
Political and commercial
environment that encourages
tactical response (entrepreneurial
and comedic)
Tradition of strategic appreciation
- Chinese chess, and more
recently, snooker
How do we recognize them?
Reflective and meditative
posturing
Jose Morinho-like confidence in
own abilities
What are they a reaction to?
“One Road for All” conformity of
early Chinese reform
You definitely know you are
a Stratego Man, if you …?
Think you are smart, and
everyone agrees
Have written a piece of airport
literature, or are planning to
Stratego-Man
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Precode
Archetypes When it comes to
Stratego-Man brands
… whats in?
Brands that playfully challenge the
“ordinary way of seeing or doing”
Brands that create interesting
tactical challenges as part of their
campaigns
Brands that celebrate “I did it my
way” stories
Brands that offer education that
helps you to appreciate and be a
connoisseur
Stock Junkie
Sage
Jester
The rest of the guys, appear to be looking backwards, searching for comfort and reconnection
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Salvator King
Men with a heightened
sense of social
consciousness.
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What created Salvator Kings?
Social consciousness created by
Wenchuan earthquake
Sense of being rich plateau-ing
Increasing levels of spirituality
Corruption and the excess of
overnight millionaires
How do we recognize them?
At the frontline to help others in
need
Compelling others to selfless acts
Sporting revolutionary symbols –
“serving the people” reinvented
What are they a reaction to?
Irresponsible wealth of the
Reform Period
You definitely know you are
a Salvator King, if you …?
Have already signed off that you
will give it all back when you die
Salvator King
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Precode
Archetypes When it comes to
Salvator King brands
… whats in?
Brands that communicate a sense
of responsibility to disadvantaged
groups
Brands that offer real and virtual
opportunities to “join a cause”
Brands will locally entrenched
CSR programs
Service brands that create a sense
of community and regionality
Brands that engage brand
ambassadors and their charities
New-Nationalist
Nurturer
Ruler
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Emperor Fantasist
Men who retreat
to the comfort of
patriarchal tradition.
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What created Ms Independents?
Absence of a humanist tradition
in China
Commodification of sex and
relationships
Acceptance of Mistress culture
How do we recognize them?
KT V is the preferred location for
business activities
More business trips than are
needed for business
Applied for a mistress credit card
from Huaxia Bank
What are they a reaction to?
Fear of modern women
You definitely know you are
a Emperor Fantasist, if you …?
Thought Hong Kong softporn
blockbuster “Sex and Zen”
seemed like a normal weekend in
Macao
Emperor-Fantisist
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Precode
Archetypes When it comes to
Emperor Fantasist brands
… whats in?
Brands that express premium
consumption as a form of
irresistibility
Brand that cheekily approve of
“boys being boys”
Brands that present more simple,
approving, and unquestioning
women
Brands that offer escape to
scenarios where power is king,
and anything goes
Discreet financial services for
mistresses?
New Rich Guy
Lover
Ruler
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Adonis-sizers
Men who place increasing
priority on personal beauty
and grooming.
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What created Adonis-sizers?
OCP gender imbalance creates
competition for females
Boyband male norms from Japan,
South Korea
Explosive growth of the men's
personal care category
How do we recognize them?
Self-admiring gazes in the mirror
Running their hands through waxed
hair
High brand engagement with
cosmetic and fashion brands
What are they a reaction to?
Unimpressed and increasingly
picky women
You definitely know you are
a Adonis-sizer, if you …? Get honked at by other drivers,
cause you are too busy checking
yourself out in the rear
vision mirror
Adonis-sizer
Adonis-sizer Brand Example
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Precode
Archetypes When it comes to
Adonis-sizer brands
… whats in?
Brands that offer an everyday way
to boost beauty – easy routines
Brands that make preening
yourself feel manly
Brands that let them know they are
not alone in “raising their grooming
bar “
Education that helps them
understand product qualities and
usage
Brands that break the formality
and exemplary nature of male
beauty – fun with beauty
New Gym Guy
Lover
Regular Guy
65
Retro Man
Men who find comfort
and inspiration in the past.
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What created Retro Men?
China’s first TV generation
New generation searching for
identity
Nostalgia for a simpler past
Glocalisation – localizing global
content
How do we recognize them?
Track pants and old school glasses
Collectors of toys and nostalgia
What are they a reaction to?
White collar culture
Western mimicry
You definitely know you are
a Retro Man, if you …?
Have a “Transformers” sticker on
your car or scooter
Retro Man
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Retro Man Expression
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Precode
Archetypes When it comes to
Retro Man brands
… whats in?
Brands that recount the shared
memories and icons of a TV
upbringing
Brands that recast nostalgia in a
local Chinese light
Brands that rediscover lapsed
brands and traditions
Platforms that provide a familiar
context for post-80s to connect
Culture Connoisseurs
Innocent
Regular Guy
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Less Transformative
More Transformative
Grown-up Cute
Karma Preen
Ava-Narcisist
Ms. Independent Boutique Mum
Hyper-Auntie
Salvator King Adonis-sizer Emperor Fantasist
Stratego-Man
Creato-preneur
Retro Man
70
So what might we see in the future …
Empress Fantasists
Domestic Dads
Cultural Purists
Masco-Queens
Revo-retro Women
And the future…
Prepared for SourceLive 2011 Cultural Insight and Positioning Confidential June 17, 2011 71
Some images of the Client Session that followed the paper