The generation gap is smaller for Western millennials , who were born into a world only somewhat different from the world their parents grew up in , than for Chinese millennials , who were born into a world that is vastly different from the world their parents grew up in . China experienced a massive and abrupt change of direction in the 1980s , shifting from a planned economy to a market economy , from high fertility to very low fertility , from autarky to globalization and from reserving secondary and tertiary education for a small minority to expanding adult education programs that made them available to most who want it .
— Vanessa Fong , Professor of Anthropology , Amherst College
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The United States is among the nations most visited by Chinese millennial tourists outside of Asia , along with France and Australia . Within these places , and beyond , this block of consumers is increasingly looking for something special and personalized , which they can share with friends via their social networks . When studying the Chinese millennial , one finds that this notion of prioritizing the individual self is a recurring theme ; and it is also one which hints at ways to reach and retain them as customers .
With free Wi-Fi as a baseline expectation , forward-thinking leisure industry companies can look to engage Chinese millennials in ways that tap into their desire for something custom-made , such as leveraging the power of dominant social networks like WeChat to communicate with them in interesting and sharable ways .
It is vitally important for businesses within hospitality , retail , restaurant and entertainment verticals to understand the behaviors and drivers of the Chinese millennial — a different set of consumers poised to transform these industries for years to come .
GENERATIONAL SHIFT hinese born in the 1980s — also referred to within China as the “ Balinghou ” generation — are distinctively different . Since the death of Mao Zedong , rapid change has occurred in China , which has paved the way for new prospects and challenges that are far different from what their parents experienced at the same age . Radical disparities exist between Chinese youth and older generations .
Simultaneous with China ’ s swift economic growth has been a global explosion of new technology , bringing unique methods of communication and amplified exposure to other cultures . Increased prosperity , freedom and exposure to new ideas have also led Chinese millennials to socialize in new ways .
WeChat ( called “ Weixin ,” literally translated as “ micro-message ” in China ) is one of China ’ s most popular social networks . It ’ s part WhatsApp and part Facebook ; since its debut in 2011 , WeChat now boasts 450 million users in China . The mobile app ’ s core users are urban youths , many of whom default to the
C platform over exchanging phone numbers as a preferred way to keep in touch with their friends .
Similar to Twitter in that feeds are created to allow users to receive information as it is pushed out by chosen channels , WeChat is primarily a text and audio service between private users or small , privately invited groups of up to 100 people . Users can extend their reach by posting “ moments ” which are streams of images , text messages and links available only within their network of contacts in a way that is more streamlined than Facebook ’ s “ wall .”
WeChat has made itself a potent tool for marketers looking to tap into tightly knit groups — such as Chinese millennial travelers . Marketing , sales of physical products and / or booking of services are all available on the platform to companies registered in China .
As Chinese consumers tend to be even more influenced by their peers than Westerners , the size , scope and functionality of the app presents a potent mix for businesses to contemplate tapping into . WeChat for Business ( in China ) allows B2C payments in areas for consumables such as plane tickets , hotel reservations and taxi fares . Payments are made by scanning an offline or QR code or via a payment processing platform contained within the app that links to the user ’ s bank account .
WeChat users average more than 40 minutes per day using the app , with more than 55 percent of users indicating they open the app at least 10 times per day . The Chinese-language version of WeChat has many additional features that make it much deeper than just a messaging platform . It also has mobile news , blogging , online storefront , mobile wallet , “ people nearby ” and even job-hunting uses . University of Pennsylvania researcher Jiaqi Wu makes the argument that the uniqueness of how the app works and who is using it ( Chinese millennials ) transcend the virtual and enter the physical world of networking , relationships and social interaction .
In many Western countries , young people socialize at cafés , bars or clubs . Although these types of venues can also be found throughout China , Chinese millennials normally favor different types of social environments . Perhaps no more universal example exists , in China and throughout Southeast Asia , than karaoke ( or
22 CASINO DESIGN 2015