Our audience
Our target audience is the 13 million young Internet users from China’s fast growing urban-affluent segment which commands £45 billion disposable income (source: McKinsey Global Institute). They are the generation of cosseted children, created by China’s one-child policy, each raised and supported by six adults. These kids are very outwards looking and love western lifestyle. Still, most of them don’t really go to western websites to search for the less mainstream stuff.
As these 16-26 year olds are mostly well educated and wealthy enough to afford to be on top of trends, they symbolize the opinion leaders of their generation, able to kick of trends overnight.
