Insightful look at gender typologies in China, and the important consequences for marketers in this rapidly changing market.

1. “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
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3. Cultural Insight looks at the world in a different way
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4. Finding inspiration in “the everyday”,
to uncover superhero ideas for brands
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5. So we look at commercial and popular culture,
to find patterns and inspiration
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6. Taking complex realities
and making them
intuitive
Creating powerful visual
stories for your brand –
that you can feel
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7. How are we changing?
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8. How is gender changing?
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9. How are gender roles changing?
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10. Who is defining/constructing gender?
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11. Exposing
gender, to
understand
future
directions?
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12. Women maturing,
Men immaturing,
reverse of Chinese
tradition?
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13. Men appear to be
somewhat
out of tune
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14. While women are
shooting ahead!!!
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15. The 12 Archetypes
Creator Regular Guy Explorer Innocent Hero Sage
Outlaw Lover Magician Ruler Nurturer Jester
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16. Drum roll ….
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17. More Transformative
Ava-Narcisist
Creato-preneur
Grown-up Cute Hyper-Auntie
Boutique Mum Karma Preen Ms. Independent Stratego-Man
Less Transformative
Salvator King Emperor Fantasist Adonis-sizer Retro Man
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18. First looking at women - we see confidence,
optimism and transformation
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19. First, young women growing up
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20. Grown-up Cute
Young women who need
to project maturity while
maintaining their fun side.
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21. Grown-up Cute
 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
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22. When it comes to Archetypes Jester
Grown-up Cute brands
… whats in?
Luxury and fashion brands that Magician
give you the “the image” with a
splash of fun Precode
Technology brands that can
blend professionalism with
personality
Brands that celebrate young Kawaii Clan
office workers succeeding
without selling out
Brands that offer ways to
break the sterility of office
environments
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23. Ava-Narcisists
Women who break
stereotypes, by presenting
“multiple-me’s”.
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24. Ava-Narcisist
 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
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25. Brand Example
Ava-Narcissist

26. When it comes to Archetypes Magician
Ava-Narcisists brands
… whats in?
Brands that allow opportunity to Creator
create a “new personality”
Precode
Brands that become a
indispensable accessory or
collectable
Social media that allow you be part
of the brand Gucci Girls
Brands that present femininity as
multi-faceted rather than one-
dimensional
A platform to share “the latest
version of you”
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27. And we see a similar energy in mature women ….
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28. Boutique Mums
Mums that don’t see need
to compromise on beauty
and lifestyle because
they have a child.
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29. These are
definitely not
Tiger Moms
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30. Boutique Mum
 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
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31. Brand Example
Boutique Mum

32. When it comes to Archetypes Hero
Boutique Mum brands
… whats in?
Brands who talk to mothers Explorer
as modern and motivated
Precode
women, not just mums with
a sideline
Brands that ageblur - avoid
talking about mums as Working Mums
“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 32

33. Karma Preens
Women who are anxious
to achieve balance and
vitality in their busy lives.
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34. Karma Preen
 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
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35. Brand Example
Karma Preen
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36. When it comes to Archetypes Innocent
Karma Preen brands
… whats in?
Brands that communicate beauty Explorer
as a projection of inner health
Brands that champion a femininity Precode
that is athletic and kick-ass
Brands that offer friendly education
on ways to achieve zen balance
Brands that “go that extra way” to Aerobics Girl
give you the best
Brands that offer ways to leverage
TCM into a busy modern lifestyle
Beauty brands that offer powerful
but pure products
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37. Ms. Independents
Women who are confident
in being themselves,
and don’t see the
need for men.
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38. Ms. Independents
 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
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39. Expression
Ms. Independent

40. 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
Expression
Don’t depend on me, I’m
not your mother! Ms. Independent

41. Precode Archetypes
When it comes to Archetypes Creator
Ms. Independent brands
… whats in? OFFICE QUEENS
Brands that celebrate Sage
When it comes to Ms. Independent brands
success of females in …. whats in?
Precode
traditionally masculine roles
Brands that celebrate
female enjoyment without
the need for men Office Queen
Brands that present fun
renditions of women
scrutinizing or recreating
men
Brands that show “the
power of sisters”
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42. Hyper-Auntie
Women who challenge
stereotypes of older age.
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43. Hyper Auntie
 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
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44. Brand Example
Hyper Auntie

45. Expression
Hyper Aunties

46. When it comes to Archetypes Explorer
Hyper-Auntie brands
… whats in?
Brands that celebrate late Outlaw
blooming and exploration
Precode
Brands that recognizes the
crucial matriarch role of
Hyper Aunties in the wider
family system Elderly Chic
Brands that recognize the
importance of
communalism for these
women
Brands that create social
media campaigns for Hyper
Aunties

47. Now some of our more
forward-facing men

48. Creato-preneurs
Men who have a primary
urge to be pioneering
and creative.
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49. Creato-preneur
 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
49

50. When it comes to Archetypes Creator
Creato-preneur brands
… whats in?
Brands that champions and Hero
leverages local creative spirit
Provide opportunity to contribute Precode
input to a favored brand
Narratives that celebrate non-
traditional entrepreneurs
Brands that become enablers and Return Tech Turtles
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”
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51. Stratego-Man
Men with a unique strategy
to overcome challenges.
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52. Stratego-Man
 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
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53. When it comes to Archetypes Jester
Stratego-Man brands
… whats in?
Brands that playfully challenge the Sage
“ordinary way of seeing or doing”
Brands that create interesting Precode
tactical challenges as part of their
campaigns
Brands that celebrate “I did it my
way” stories
Stock Junkie
Brands that offer education that
helps you to appreciate and be a
connoisseur
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54. The rest of the guys, appear to be looking
backwards, searching for comfort and
reconnection

55. Salvator King
Men with a heightened
sense of social
consciousness.
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56. Salvator King
 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
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57. When it comes to Archetypes Ruler
Salvator King brands
… whats in?
Brands that communicate a sense Nurturer
of responsibility to disadvantaged
groups Precode
Brands that offer real and virtual
opportunities to “join a cause”
Brands will locally entrenched
CSR programs
New-Nationalist
Service brands that create a sense
of community and regionality
Brands that engage brand
ambassadors and their charities
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58. Emperor Fantasist
Men who retreat
to the comfort of
patriarchal tradition.
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59. Emperor-Fantisist
 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
59

60. When it comes to Archetypes Ruler
Emperor Fantasist brands
… whats in?
Brands that express premium Lover
consumption as a form of
irresistibility Precode
Brand that cheekily approve of
“boys being boys”
Brands that present more simple,
approving, and unquestioning New Rich Guy
women
Brands that offer escape to
scenarios where power is king,
and anything goes
Discreet financial services for
mistresses?
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61. Adonis-sizers
Men who place increasing
priority on personal beauty
and grooming.
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62. Adonis-sizer
 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
62

63. Brand Example
Adonis-sizer

64. When it comes to Archetypes Regular Guy
Adonis-sizer brands
… whats in?
Brands that offer an everyday way Lover
to boost beauty – easy routines
Precode
Brands that make preening
yourself feel manly
Brands that let them know they are
not alone in “raising their grooming
bar “ New Gym Guy
Education that helps them
understand product qualities and
usage
Brands that break the formality
and exemplary nature of male
beauty – fun with beauty
64

65. Retro Man
Men who find comfort
and inspiration in the past.
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66. Retro Man
 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
66

67. Expression
Retro Man
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68. When it comes to Archetypes Regular Guy
Retro Man brands
… whats in?
Brands that recount the shared Innocent
memories and icons of a TV
upbringing Precode
Brands that recast nostalgia in a
local Chinese light
Brands that rediscover lapsed Culture Connoisseurs
brands and traditions
Platforms that provide a familiar
context for post-80s to connect
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69. More Transformative
Ava-Narcisist
Creato-preneur
Grown-up Cute Hyper-Auntie
Boutique Mum Karma Preen Ms. Independent Stratego-Man
Less Transformative
Salvator King Emperor Fantasist Adonis-sizer Retro Man
69

70. So what might we see in the future …
Empress Fantasists
Cultural Purists
Masco-Queens
Domestic Dads
Revo-retro Women
And the future…
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71. Some images of the Client Session that followed the paper
Prepared for SourceLive 2011 Cultural Insight and Positioning June 17, 2011 Confidential 71