News Update: Feb. 2, 2004

Global Release of China Teen + Youth Culture Consumer Research Study Provides Vital New Insight for Global Brands

February 2, 02005—Today, Label Networks, the only global youth culture marketing intelligence and research company, has released the 1st research study ever conducted on consumer insights from face-to-face interviews with 13-24-year-olds from Beijing, Shanghai, and Hong Kong. The China Teen+ Youth Culture Consumer Research Study intended for global brands, marketers, agencies, and industry leaders, provides primary authentic data, analysis, and editorial summaries with key insights from each city plus a pan-China report covering a range of topics effecting China’s youth marketplace most, including young people’s motivations, lifestyle traits, influences, preferences, where they spend their money and time, how they use technology, communicate, adopt fashion trends, brands, sports, music, and other lifestyle patterns.

“The Chinese market, particularly the youth market, is comprised of an entirely new generation among their 1.3 billion people who have grown up among massive economic reforms resulting in a spending power of more than $3.3 trillion,” remarked Tom Wallace, President of Label Networks. “There’s a huge youth demographic that’s adopting new trends and demanding Western brands in mass volume. Cool logos are like badges; young people want exciting advertising; and they are without the cynicism seen in other youth markets,” explains Wallace.

However virgin the marketplace seems in China, it is a complicated place which takes insider knowledge and research to understand. As Label Networks’ field research manager, Ling Fei from Shanghai, explains, “We hear one thing, but we see another. Young people have become a very strong group of consumers daring to spend on branded goods. But there’s another market that purchase fake brands and goods. It’s very unique here with so many different things conflicting with each other, yet they can all exist in the same place.”

As the first generation of the one-child rule to have experienced economic reforms, open markets, and capitalism with a Communist twist, the youth market’s developing culture is greatly influenced by Japan, Korea, and Western influences, but it starting to create a lifestyle wholly its own. In Beijing, a city steeped in history as well as heightened political awareness and preparations for the 2008 Olympics, life is a fascinating mix of old and new: Young people are concerned about success and their futures, but sip cappuccinos at a Starbucks in the Forbidden City and take vacations to nearby ski resorts. In Shanghai, the “chosen city” for international business, young people live squarely in a neon port that’s a reflection of Paris and New York with an Oriental originality, and where fashion, mobile phones, and MP3 players are important symbols of cool. Hong Kong continues to lead trends in certain youth markets with its dynamic and exotic free-market economy, British influences, and trendsetters in design, music and entertainment, and advances in technology. Such seismic shifts influencing the youth market are apparent in the detailed results of the China Teen + Youth Culture Consumer Research Study.

Similar to Label’s other Global Studies in North America, Europe, and Japan, the China Teen and Youth Culture Study provides authentic, street-level quantitative and qualitative information based on face-to-face interviews. Analysis and information is provided in the form of quantitative charts and graphs, actionable editorial outlining key trends, and qualitative ideas for applying results in easy to understand summaries, including images. The Study also provides information about key aspects to marketing and business and how to prepare for future success based on the state of various industries. Subscribers also gain access to on-going primary research analysis and updates, plus the monthly Label Lab Newsletter about global youth market trends and news.

For industry leaders tracking the shape of the youth marketplace, especially those who need a global perspective derived from authentic local sources, subscribing to Label’s on-going research Studies in China, Japan, North America, and Europe, is a fundamental step for gaining on-going knowledge towards making the smartest business decisions in the global youth marketplace. For questions and subscription costs, or for information about proprietary questions, custom research, consulting, and presentations, please contact Kathleen Gasperini or email info@labelnetworks.com; or call +310-745-3005; www.labelnetworks.com.

About Label Networks:

Label Networks, Inc. is the only global youth culture marketing intelligence and research company covering the most trendsetting and mainstream subcultures in the world. Label was launched in 2000 to bridge the gap between companies trying to access the youth marketplace and the lack of useful, authentic research about the fast-changing landscape. Label created new methods to gain constantly fresh quantitative and qualitative data about the marketplace accurately and quickly with a combination of remote data-acquisition and analysis systems, and a credible team of global Youth Culture Experts. Together, Label measures, reports, and consults with brands, agencies, and media about pinpoint consumer preferences gathered from face-to-face interviews from the heart of opinionated youth environments. Clients: Oakley, Burton, Vans, Braun, Harley-Davidson, LG, American Legacy-The Truth, Footlocker, Tylenol, Siemens, Fox Sports Network, Salomon, Levi’s, Honda, Ford, Quiksilver Europe, Billabong Europe, DC Shoes, Xbox, Columbia Sportswear, Wizards of the Coast, Warped Tour, BBDO, Creative Artists Agency. Contact: Label Networks, Inc., 6320 Wilshire Blvd., Suite 72, Los Angeles, CA 90048; (001) 310-745-3005; info@labelnetworks.com; www.labelnetworks.com.