Secret to Better Marketing in China - Emergent Gender Types in China - Jerry Clode, Added Value

“Who’s the Man? Emergent

Gender Codes in China and Implications for Marketers” Jerry Clode,

Cultural Insight Lead, Asia Pacific

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Exploring emergent gender types in China

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Cultural Insight looks at the world in a different way

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Finding inspiration in “the everyday”,

to uncover superhero ideas for brands

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So we look at commercial and popular culture,

to find patterns and inspiration

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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?

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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


Striking one of countless poses or

pouts

Photoshop©-ing images of

themselves


Prescriptive femininity of

office culture


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


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


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


One Child Policy going

inter-generational


a Boutique Mum, if you …?

Dress your child to match your

outfit

Boutique Mum

Boutique Mum

Brand Example

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Precode


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


Injecting athleticism into beauty

Advocating (not necessarily

following) healthy eating

Accessorizing with Chinese folk

items

Recreating their office space into

a personal spa


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


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)


Re-creating and manipulating

men to their expectation

Preference for gender neutral

styles


Girly-girls and traditional men


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


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


Heavy focus on exercising (usually

in groups)

Stereotype-breaking use of

technology

Pride in surprising and

embarrassing those younger than

them


Generation power gap caused by

rapid development


a Hyper Auntie, if you …?

Think “slowing down” seems

entirely ridiculous

Hyper Auntie

Hyper Auntie Brand Example

Hyper Aunties Expression

Precode


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


Hanging out in studios and non-

traditional work spaces

Posing reflectively with their

creations

Optimistic gazes into the future


Headdown careerism


a Creato-preneur, if you …?

Know the next “Steve Jobs” will

be Chinese

Creato-preneur

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Precode


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


Reflective and meditative

posturing

Jose Morinho-like confidence in

own abilities


“One Road for All” conformity of

early Chinese reform


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


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


At the frontline to help others in

need

Compelling others to selfless acts

Sporting revolutionary symbols –

“serving the people” reinvented


Irresponsible wealth of the

Reform Period


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


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


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


Fear of modern women


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


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


Self-admiring gazes in the mirror

Running their hands through waxed

hair

High brand engagement with

cosmetic and fashion brands


Unimpressed and increasingly

picky women


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


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

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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


Track pants and old school glasses

Collectors of toys and nostalgia


White collar culture

Western mimicry


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


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

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So what might we see in the future …

Empress Fantasists

Domestic Dads

Cultural Purists

Masco-Queens

Revo-retro Women

And the future…

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Prepared for SourceLive 2011 Cultural Insight and Positioning Confidential June 17, 2011 71

Some images of the Client Session that followed the paper