Business Case Studies, Marketing Strategies / Strategic Marketing Case Study, China's 'Me' Generation, Implications for Business

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Case Title:

China's 'Me' Generation: Implications for Business

Publication Year : 2004

Authors: Kalyani Vemuri & T. Phani Madhav

Industry: General Business


Case Code: CSB0002

Teaching Note: Available

Structured Assignment: Available

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China's one-child policy, initiated in 1980, was effective in cutting down the growth rate of its population. One consequence, however, is the emergence of a new demographic segment called China's 'me' generation. The 'me' generation refers to Chinese born after 1980, who grew up mostly in single child households, enjoying high spending power and getting access to good educational facilities and the latest products and services.

Pedagogical Objectives:

  • To discuss the demographics of China’s ‘me’ generation, which is poised to become the driving force behind China's spending in the future
  • To analyse the ‘me’ generation’s changing priorities and aspirations, and the resulting implications for business
  • To discuss how businesses can create products and services for this consumer segment.

Keywords : Me' generation, China's one-child policy, Little emperors, Consumerism in China, Marketing Strategies Case Study, McDonalds in China, Product design, Cosmetics market in China, China cool hunt, Gender imbalance in China


  • Introduction
  • The After-effects of China’s one-child policy
  • Understanding the 'Me' generation
  • Implications for businesses

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