In July 2013, TBWA\China released “RED COOL”, a research piece uncovering “what is cool” for China’s youth generation.
Partnering with 1626, a youth style and design magazine, TBWA\China recruited interviewees and conducted focus groups and in-depth interviews with key opinion leaders in the four of most important cities in China: Shanghai, Beijing, Guangzhou, and Chengdu.
In the second phase of the study, extensive quantitative research covered thirteen key cities across China (ranging from tier one to three cities) with over 1,000 respondents – half of them male and half of them female, ages 16-30.
“Cool China is rising, which is why we’re calling this report ‘RED COOL’,” said Ian Thubron, President of TBWA\Greater China. “Today’s China is changing so quickly, and the young consumer is more fickle than ever. In this study, we’ve identified 10 key learnings, called the ‘Levers of Cool’. Our findings – sometimes surprising and sometimes controversial – will help clients market effectively to youth by understanding ‘cool’ and injecting more of it into their brands.”