新新族群

Presently, more and more new clans are formed among the young generation.

They stand for new life styles, new attitudes or new fashion. The following are some examples.

LOHAS

As an acronym for Lifestyles of Health and Sustainability, LOHAS focuses on health and fitness, the environment, personal development, sustainable living, and social justice.

Luxury-craving clan

It refers to die-hard pursuers of luxury products. They are usually aged 15-30. Most of them come from a wealthy family or earn 20 000-50 000 yuan a month.

For the luxury-craving clan, getting their hands on luxurious items is more important than sleeping and eating.

BOBO

Bourgeois Bohemians or Bobos are the new enlight ened elite of the information age.

They combine the free-spirited, artistic rebelliousness of the Bohemian beatnik or hippie with the worldly ambitions of their bourgeois corporate forefathers.