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Who is stimulating the stomachs of children's consumption?
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14:20, June 05, 2009

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"My granddaughter is 10 years old. Guess what she said today after drinking a beverage; super cool!”, said Ma Mouchao, a research fellow and a Ph.D. advisor of the Institute of Psychology under the Chinese Academy of Sciences (CAS).

In his opinion, the emergence of the "generation of tweens" is a natural result of social development. "Children follow the life styles of adults; calling via mobile phone, playing PSP game console and using digital camera. TV culture is not the only factor affecting brand recognition by children; their personal experiences are a more important factor. As for the children, these behaviors are simply ways to know brands, and cannot be prevented by others. "

Zhou Yongkai, former director of PR department of Yangshengtang Company, noted that "children’s nature makes it easy for them to fall into addiction, become a target influenced by commercial chains. The traditional distribution channels have restricted consumption by children, and are not easy to lead to crazy consumption by children. However, many products are using the latest marketing approaches to break through this restriction at home or abroad. There is no doubt that, this will actually result in crazy consumption by children."

While serving at Yangshentang, Zhou discovered that it doesn't matter whether the product is "Nongfu Spring" or the later launched "Happy Growing", once a product is positioned as a fast-moving, family-oriented consumer good, the main audience the producer will target in the first round of promotion ought to be children. The marketing of the above two products were actually conducted in exactly this way.

By People's Daily Online



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