How overseas brands can reach Chinese youth audiences

To attract the new generation of Chinese consumers, overseas brands penetrating the Chinese market need to first have an in-depth understanding of this new consumer group, especially targeting Chinese youths. Contemporary Chinese youth groups can be distinguished by several characteristics. According to the summary of the white paper "Chinese Youth in the New Era" released by the State Council Information Office of China in April 2022, Chinese youth aspire to lead a better quality of life, with consumption characteristics shifting from basic to personalized, and consumption needs shifting from meeting the basic human needs to enjoying a high-quality life, from having clothes to wear to following fashion trends and pursuing uniqueness, from having enough food to eat to having a nutritious and healthy diet, and from being able to travel to traveling fast, smoothly and comfortably. Chinese youth are currently the main users of online videos, online live streaming, online car-hailing services, etc. When communicating with Chinese youth users, foreign brands should consider using more short video mediums such as DouYin and KuaiShou. With the nationals' self-confidence as a result of China's rising national influence, overseas brands should pay closer attention to the national sentiment when entering the Chinese market, to avoid offending youth groups' emotional, cultural and national identities. When expanding into the Chinese market, overseas brands are encouraged to integrate into the local Chinese culture and to connect with Chinese youth to achieve better brand communication results.