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Pearl Research Publishes “The Phoenix Generation” A Report on Chinese Youth Spending, Culture and Behavior

Hear directly from Chinese youth on what brands they like, how they spend their leisure time, their favorite Internet sites and online games, and what motivates their purchasing decisions.

Exclusive Primary Research Study
China has 320 million young people between the ages of 16 and 30 with $135 billion in spending power. Yet, there is very little primary, hands-on research that drills deep to understand this crucial demographic.

About the Study
With the ongoing Phoenix Generation reports, Pearl Research identifies emerging trends, attitudinal shifts and what’s hot in games, Internet, entertainment, technology, fashion, and consumer products for both first- and second-tier cities in China.

Most importantly, the Phoenix Generation study provides actionable insights for companies to effectively target and understand this demographic.

Micro-markets of China Youth
Pearl Research believes there are different micro-markets of Chinese youth, each with their own brand preferences and spending habits. On the surface, Chinese youth might share some traits in common with their Western counterparts, however, their lifestyle choices, brand preferences and belief systems are shaped by a myriad of cultural and socio-economic influences that blend the modern with the traditional and the East with the West.

Download table of contents: http://www.pearlresearch.com/newsl/Pearl_Phoenix_TOC.pdf

For a press release with key findings, please visit:
http://www.pearlresearch.com/products/CYP07.html

Please call (+1) 415-738-7660 or email research (at) pearlresearch.com to inquire about this upcoming study or to request a briefing.

October 2007 Newsletter

Upcoming China-related market briefs:

+ An analysis of Zhengtu and Sohu's TLBB, two prominent online games

+ Online Advertising in China

Pearl Research Studies:

+ Web 2.0 Market in China
+ Retailer Best Buy in China
+ Online Games Market in India
+ Games Market in Taiwan

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Online Games: Zhengtu and Tian Long Ba Bu Competitive Analysis

Virtually unheard of outside of China, these two MMORPG titles are heating up the online game rankings with Zhengtu garnering peak concurrent users of up to 1 million. Zhengtu has recently received $100 million from various investors and is poised for an IPO.

Zhengtu Online has achieved stunning success thanks to clever marketing, an extensive ground sales force, an initial free-to-play system, and a combat system that allows gamers to conduct large-scale player versus player wars.

Sohu has relied on the company’s massive marketing resources, 3D graphics, detailed combat animation, and a story based on Jin Yong’s popular martial arts novel of the same name to achieve traction with its Tian Long Ba Bu title.

Both games utilize traditional Chinese historical/mystical backgrounds which appeal to young Chinese gamers. Martial artists, sages and wizards, corrupt government officials, and mystical creatures from Chinese myths roam the world, challenging the players and also encouraging the players to challenge each other.

As part of the competitive analysis, Pearl Research examines key success factors, player critiques, the marketing of these titles along with in-depth comparisons of features including the combat system, user interface, trading system, community management, the games' stickiness, replay value, learning curve and other relevant features.

Please call (+1) 415-738-7660 or email research (at) pearlresearch.com to inquire about this upcoming study.

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