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Tweeny bit spoilt

By Nan Du (China Daily)
Updated: 2009-06-08 09:30

When Lindstrom's book was published in China in 2004, "tweens" was translated into a more sensational term "tun shi dai" (Swallow Generation). But it has taken several years for them to raise eyebrows here.

In 2003, very few Chinese children met the requirements of "tweens" set by Lindstrom regarding pocket money, online access and media exposure. Six years later, things have changed dramatically.

Tweeny bit spoilt

When Premier Wen Jiabao said in his government work report in March that the per capita disposable income for the country's urban residents was 15,781 yuan last year, surveys show that the average annual spending by children in Beijing, Shanghai, Guangzhou and other major cities had exceeded 10,000 yuan a few years ago.

According to a nationwide survey conducted by Beijing-based Answer Marketing Consulting Ltd in 2007, nearly 40 percent of children aged 7-10 use the Internet, rising to nearly 60 percent for those aged 11-13.

The rating of the children's channel on China Central Television (CCTV) has soared from 0.1 percent in 2003 to 2.35 percent in 2008. Each day, an estimated 150 million children watch cartoons, advertisements and other programs.

Xu Qingliang, executive editor of Southern Metropolis Weekly, says there are complex reasons for Chinese children's increased spending.

Most Chinese families with tweens only have one child and a lot of those parents were also the only children when they grew up. So, as long as the child's demand is reasonable, parents normally allow them to buy what they want.

Children are curious of novel things and manufacturers have developed strategic advertisements for children of different ages.

Mo Zijin, who used to be a chief creative officer in an advertisement company, likens a successful ad aimed at children to "a shining golden chain", each ring of which is crafted with careful planning. When the ad is shown to the public, the chain "clicks tight and locks the children's hearts and their parents' purses".

Mo says parents of babies and toddlers take all the decisions when buying milk powder, clothes and toys but this changes as children enter kindergarten, pay more attention to TV and learn to choose based on their schoolmates' trends.

By about 10, children have formed their own individual needs and consumption habits, some even following certain brands. With their allowances growing, they have more say to what they buy. The parents' opinion often counts for less than the charming smile of an idol.

Mo says some advertisers even depict parents as "outdated foolish people who don't understand children's needs".

Recently, many parents have been nervous to see their children asking for an alcohol-free drink that tastes like beer, made by Wahaha, a famous Chinese drinks producer. If the parents disagree, the children mimic the ads and say their parents are "out".

Novel figures, dramatic storyline, bright colors, melodious music and catchy phrases can easily capture children's hearts, Mo says.

Dr Hu Xiaohong of the Guangdong University of Foreign Studies researched children's consumption. She believes that the family is the major influence on children aged 7 and 11. From 11 to 14, though, peer influence grows.

This January, Hu saw a group of young boys surrounding some handsome young men in their 20s who were demonstrating dazzling skills on a two-wheeled skate board in his neighborhood community.

Hu immediately bought a board for her young boy, even though she knew it was "buzz marketing" devised to win children's trust.

During the Spring Festival, a film on the fight between the Hui Tailang (Big Big Wolf) and Xi Yangyang (Pleasant Goat) became a blockbuster that netted 85 million yuan. Creative Power Entertaining, a company based in Guangzhou, has since developed 200 products based on the film.

Yang Xueping, spokesman for the company recently bought her daughter a pencil container painted with Mei Yangyang, a charming female goat in the film. She claims all the other girls in the class chased her daughter and wanted to buy the same container.

"Children like to have what their pals have," Yang says. "When they like a cartoon, they'll be interested in any product related to the cartoon."

Hu says children want such items so they can socialize with other children. "Consumption is a symbol that realizes the consumer's value," she says.

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