This document provides a summary of Pearl Research's study on Chinese youth ages 16-30. Some key points: 1) The study is based on interviews and an online survey of Chinese youth to understand trends, attitudes, spending habits, and online behavior. 2) It covers topics like income levels, fashion, music, technology, gaming, and consumer products preferences. 3) The report identifies emerging trends and their business implications, and provides insight into the origins of these trends. 4) Featured interviews provide unique perspectives from individuals on their lifestyles and outlook. 5) The goal is to help companies understand and connect with this important demographic in China.

1. Sample – For the full report, contact research@pearlresearch.com
The Phoenix Generation:
Pearl Research’s China Young Consumers
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2. Table of Contents
Parents Play a Larger Role in Providing Income 29
About the China Youth Project 4 Brand Consciousness is High among Chinese Youth 30
Häagen Dazs in China: A Success Story of Brand Building 31
Methodology 6 Attitudes Toward Counterfeit Products Evolving for Upper‐ 32
City Spotlight: Beijing and Nanjing 9 middle Class
First Tier Versus Second Tier Cities 10 Increased Credit Card Usage and Online Purchasing 33
Conclusion and Recommendations 34
Key Highlights 11
Defining the Phoenix Generation 12 Online Gaming 35
Income and Spending 13 Computer Gaming: Top Leisure Activity 36
Internet and Chatting 14 51% of Internet Users in China are under 25 37
Youth Culture 15 Years Old
Unique Characteristics of Chinese Society 16 Highly Concentrated Publishing Market with Emerging 38
Chinese Youths are Receptive to International 17 Companies
Influences Top Online Games Exceed 1.5m Peak Concurrent Users 39
The me‐we duality 18 Word‐of‐Mouth an Important Source of Information 40
Wealthy Youth and Parents are Influences 19 Meeting Friends Online Through Online Games 41
The Hot List: Cited by Our Interviews 20 Joining a Clan is Popular for MMORPG Gamers 42
Upcoming Trends 21 Gamers Wary of Scams 43
Importance of Connecting with the New Chinese 22 Game Related Cheating and Frauds are Rampant 44
Consumer Interest for Domestically Produced Titles are on the Rise 45
International Games are Considered More Sophisticated 46
Demographics and Income levels 23 Domestic Produced Games Have Lower PC Specs 47
Executive Summary 24 Domestic Produced Games Have an Operational Advantage 48
Different Income Levels 25 Female Gamers and Avatars 49
Little Emperors and Princesses 27 “Cute” Female gamers 50
Growing Urban Disposable Income 28 Internet Cafe an Integral Part of Gaming Culture 51
Game Operators Market Directly to Internet Cafe Patrons 52
Sample. Contact Pearl Research for more information or to purchase this study
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3. Table of Contents
Online Chatting 53 This is What I Buy: Spending Diary 92
More than 370+ Million IM Users in China 54 Names have
Zhu Feng 93
Chatting about Chatting 55 been hidden
Gao Rong 96
Seeing is Believing: Growth of Voice and Visual Chatting 57
Popularity of QQ and Potential Growth in Less‐Developed 58 Conclusions 99
Regions About Pearl Research 101
Chatting Enables Meeting Friends and Dating 59
A Need for Speed: The Growth of Racing in China 61
A Growing Car Culture 62
How Fast, How Furious? Drag Racing in Beijing 64
Car Racing Slang 66
Summary 68
Yo Mama! Chinese Urban Slang 69
The New Leifeng: Modern Heroes in China 72
I Admire… 74
The Me Generation 75
More Quotes about Modern Heroes in China 76
In Their Own Words: Select Profiles of Chinese Youth 77
Liu Xuan: Dance Like No One is Watching 78
Hu Weifeng: Life is Short so Enjoy!
Names have 81
been hidden Play hard, No Regrets!
Liu Yi: 84
Lin Ya: Music Makes Me Feel Alive 87
Xu Junyi: I Like Designer Goods 90
Sample. Contact Pearl Research for more information or to purchase this study
Email mail@pearlresearch.com or call 415-738-7660 for further info 3

4. Table of Contents
Introduction to the China Youth Project Online Survey
4 About the China Youth Project 41 Highlights from Our Online Survey
5 We First Met Zhu Feng 42 Methodology
6 Update on Zhu Feng 43 Key Highlights
44 Demographics
45 Internet Cafes Usage Varies
Popular Websites 46 Income is Below 3,000 RMB
8 Websites to Watch 47 Entertainment Spending Varies Significantly
48 Reading is the Most Popular Leisure Activity
Basketball in China 49 Online Games and Downloads are Top Online
18 History and Growth of Basketball Activities
20 Chinese Streetball: The Harlem Globetrotters with Chinese 50 Significant Portion of Youth are Dual Gamers
Characteristics – Part 2 51 PCs are Major Gaming Platforms
23 Flair‐Style‐Flash: Why Kobe Bryant Trumps Yao Ming – Part 2 52 High Desktop PC and Cell Phone Penetration
25 Photos From Streetball in Beijing
26 Streetball Terms
28 Going Global: The NBA in China
30 Li Ning Company Limited ‐ Company Profile Snapshot
31 Basketball in China: Conclusion
Chinese Hip‐Hop
32 Chinese Hip‐Hop: “Forget the Message, just listen to the
Beats”
37 The Face of Chinese Rap: MC HotDog
39 Changing Government Attitudes Towards Hip‐Hop Fuels Its
Growth
40 Chinese Hip‐Hop: Conclusion
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5. Table of Contents
Chuppies and Aspirationalists: Wide Spectrum of Chinese This is My Life: Interview Excerpts
Consumers 64 Feng Tao: “Just Do It”
54 China’s Population: Shrinking Young Cohort 69 Liang Kun: “Enjoy Your Life and Don’t Be Afraid To
55 Consumer Segmentation Varies by Income and Make Mistakes”
Psychographic Factors 74 Gao Ertan: “You Will Have No Regrets if You Try Your
56 Rural Consumers Best”
57 The Aspirationalists 79 Ye Zisheng: “You Only Have One Chance at Life”
58 The Migrants 84 Mao Liwen: “Never Give Up!”
59 The Big Stylers 88 Tan Qin: “Because It’s Fashionable”
60 Parasite Singles 96 About Pearl Research
61 Baofahu Kids
62 Chuppies
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6. Sample – For the full report, contact research@pearlresearch.com
Table of Contents
Introduction to the Phoenix Generation 4 Online Games Market: Review of Trends ‐ 20
Importance of Connecting with the New Chinese Consumer ‐4 Economic Downturn and its Effects ‐ 21
Background: Rural Internet Users Up by 13% ‐6 An Evolving Games Market ‐ 22
52% of Internet Users in China Under 25 years Old ‐ 7 Chinese Government Regulates Virtual Currencies ‐ 23
Top Online Games Exceed 1.8m Peak Concurrent Users‐ 8 Conclusions – Challenges and Opportunities ‐ 24
Analysis of Competitive Games Tournaments ‐9
Government restrictions loosen, allowing large scale‐game Give Me A Beat: Success of Casual Game Audition ‐25
tournaments ‐10 Audition’s Appeal: Simple Gameplay and Easy to Learn‐26
Selling Virtual Items Sustains Business Model ‐27
Growth of Organized Gaming Competitions: From the Internet Audition Lacks a Deep Story or Leveling Up ‐28
Cafes to National Tourneys‐11 Demographics – 29
Increased Sponsorships, International Marketing Spurs Growth ‐ Audition Conclusion ‐30
12
Companies Embrace Sponsorship of Tournaments ‐13
Chinese Gamers have their Eyes on the International Gaming This is My Life: Interview Excerpts ‐31
Arena ‐14
About Pearl Research ‐41
Domestic Tournaments make their Mark ‐15
China is a Popular Stop for Tournaments ‐16
Gamers’ View on Tournaments ‐17
The Next Big Trend: Casual Gaming ‐18
Conclusions: Competitive Game Tournaments ‐19
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7. About the China Youth Project
About This Study What is Covered?
Pearl Research’s China Youth Project is a Essential facts and statistics including income
comprehensive and insightful lifestyle study levels, shopping and spending patterns on
on Chinese youths ages 16 to 30. technology and consumer products
Opinions on fashion, music and technology
The study identifies emerging trends, and celebrities
attitudinal shifts and what’s hot in games, Online behavior and technology adoption and
Internet, entertainment, technology, fashion, usage.
and consumer products. Attitudes toward their future
Trend‐spotting with a focus on trends that
The report is based on interviews and an have a business impact. Most importantly,
online surveys of Chinese youth. Pearl Pearl Research provides insights into the
Research conducted interviews in first‐ and origins and implications of these trends.
second‐tier cities in China, capturing the Featured interviews with unique individuals.
differences in income levels and preferences They each have unique stories to tell and can
across the country. offer some insight into China’s youth.
The study helps companies understand this
important demographic and what drives their
lifestyle choices and spending habits.
Pearl Research also provides actionable
strategies on how to effectively connect with
this group.
Please feel free to contact us for more
information about our customized research
and consulting services.
Email mail@pearlresearch.com or call 415-738-7660 for further info 7