When doing business in China, Western companies often struggle with the cultural differences between their home country and China. China’s millennials are in many ways the keys to reducing that cultural disconnect. I say this because China’s millennials are better traveled and more likely to speak a second language than any other generation in China. On top of this, China’s millennials are often the ones hired by foreign companies and the ones buying Western products.
It obviously behooves Western companies to increase their understanding of China’s millennials and many (most?) are trying. I was thinking about this today as I reach about the halfway point in the book, China’s Millennials: The Want Generation, by Eric Fish. Though intended far more as a de Tocqueville-like report on China’s youth, this well-written book actually makes for an excellent starting point for any company seeking to market to or employ China’s millennials. Through first-hand reporting on the stories of China’s young from all over the country, Fish provides a fascinating road-map on how China’s millennials think.
If you are looking to better understand China’s youth, I highly recommend you read this book. For more on how businesses should market and relate to China’s millennials, check out the following: