There is a kernel of truth here, and young people are segmenting themselves at ever-earlier ages. But these tribes look different from their Western counterparts. In the West, we can use magazine, music or brand affiliations as shorthand to describe a group. These don't quite work in China, what with print media being relatively small and the music scene so confused by piracy. Brand preference can be descriptive in big cities, but in the rest of the country brand differentiation is more blurred. So what does that leave? Celebrity preference can be useful. Choice of hobbies, including membership in online clubs, says a lot about a person. But there is a lot of fluidity and change.
via adage.com
Learn 7 more observations about the Chinese culture in comparison to us. It is a pretty interesting study from an advertiser's point of view.
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