They have been called "Chuppies" in the world press.
They are a generation
who made money rapidly as China's economy got stronger and
stronger. They are dynamic, young consumers with an eye for brand
names and a desire to enjoy themselves.
The New Generation Market Research Institute calls them the
"newly rich group." According to them, these people have high
salary jobs, extensive purchasing power and no hang-ups about
consumption. They are well-educated and constantly seeking new
things.
Seventy percent of the newly rich group is aged 25-34, born in
the seventies. Ninety percent own their own home and 78 percent
have cars. Ownership of technical and other status goods is also
high, and buying brand name goods is a priority for them.
They are keen newspaper-readers, wanting to be kept informed not
only of world affairs but, of course, business news. This should
hardly be surprising since over 40 percent of them invest their
capital in the stock market.
But they say they care about the fortunes of ordinary people,
the majority of the population who aren't as fortunate as them.
"If these people don't live a good life, if there are more and more
people laid off, and if the gap between the rich and poor continues
to widen, China will not be able to maintain stability in the end,
which will affect all of us. We have to link our individual
fortunes with the fortune of the whole nation," said Wang Dongming,
boss of a Beijing company who can be considered rich even among his
well-off peers.
Wang often donates money to charity, but complains that China
lacks a normal charitable environment and he wonders how much of
his donations actually reach those in need.
The newly rich group shares a prejudice against Japan with much
of the rest of China's population, based on the invasion of the
1930s and 1940s. But this doesn't stop them being loyal consumers
of Japanese goods.
One businessman, Li Bing, said, "Most of my home appliances are
made in Japan. I choose products for their quality, not the
producing country. I wish I could buy domestic goods, but their
quality disappoints me."
According to the New Generation Market Research Institute, the
group's major cultural activity is watching movies. "What kind of
films? As we all know, Chinese love Hollywood movies like people in
other countries," sociologist Li Mingshui told International
Herald Tribune.
Xu Lin, a middle-level manager working in the media, explained
their complex
attitudes to America:?" Most of them have bachelor degrees.
During their campus lives, NBA basketball matches were many men's
favorite. Their usual date sites were McDonald and KFC. The hottest
topic was studying abroad and the best destination was the USA.
After graduation, the luckiest ones are those who worked in foreign
companies, particularly American companies for the high salaries
and good reputations."
Many grew up in the 70s and 80s, and Li Mingshui said this had a
tremendous influence: "They lacked colorful cultural activities
during their childhood and now they are eager to make up for it.
They like to collect DVDs to play out their deepest dreams and are
heavily influenced by American culture."
"Though they often strongly oppose America's actions, e.g. in
Iraq and in bombing the Chinese Embassy in Yugoslavia, they often
agree with American ways in lifestyles and thinking patterns." Li
Mingshui added.
To Li Bing, it's only natural since American culture is the most
powerful material culture in the world. "We can hold our diplomatic
stance. But we should acknowledge that America is developed. Its
ways are learned by people from undeveloped countries. To learn the
American way does not contradict respect for your own traditional
culture, since a living culture needs to be open."
Xu Lin agrees that many do not like aggressive US policies, but
long for American ways of life. He concluded that Chinese people,
especially the newly rich group, have their own dreams. But they
form their dreams in an American mold - then they try to adapt it
to Chinese realities.
(China.org.cn by Wang Ruyue, Yuan Fang and Li Shen, November 23,
2004)
