Social engagement has changed the Post-’95 generation in China beyond recognition. China veteran Tom Doctoroff dives into the ways brands can reach this complicated “slash generation” for Mumbrella Asia. How a new generation walks away from traditional conventions.

Short entertaining videos of 15-30 seconds were hot in China a few years ago, says vlogger and marketeer Ashley Dudarenok on her vlog, but the internet population is moving to a long format, that is three minutes. Viewers really want to be part of your life, she says.

Tencent’s QQ has been the granddaddy of the Chinese internet and seemed on the way out, but is making a comeback, says Tencent expert Matthew Brennan at the South China Morning Post. With a slew of new features QQ has become attractive for the younger internet users.

Playing the violin or the piano belongs to the aspiration of many Chinese kids, or at least their parents. The intended purchase of Steinweg by state-owned Poly has high potential, says business analyst Shaun Rein, author of The War for China’s Wallet: Profiting from the New World Order, to Bloomberg.

For a long time, working around the clock – from 9 to 9, six days a week known as the 996-rule – was common in China’s startup working culture. But those times are changing, says SOSV managing director William Bao Bean, a leading voice in China’s startup scene to the BBC. “China has moved from a society that was told what to do, to one that is doing what it wants to, and that’s also a millennial thing,” he says.

A new generation is emerging to set their mark on China. Marketing veteran Tom Doctoroff looks at the relative newcomers, and how they differ from past generations, for state-owned TV station CGTN. “Post-90s are proudly patriotic, they want to see a strong China,” he says.

A growing movement of consumers buys less, but focus on experiences. And, surprisingly, Chinese consumers follow that minimalistic trend, says Shanghai-based business analyst Shaun Rein in Knowledge CKGSB.

Communication in China has changed into a completely different ball game, most Western visitors fail to get. Especially the blurring line between personal and business communication is key to understand, says business analyst Shaun Rein at Knowledge CKGSB. For example for recruiting.

The first wave of Chinese consumers has always been hard to get: prudent, and worried about their future. Beida business professor Jeffrey Towson describes at his weblog how the millennials have become an altogether different breed of consumers. On brand loyalty, emotion and confidence.

For long China was the world´s working place with thousands of workers toiling away in dirty workshops. But China´s youngsters do not want to work in factories anymore, says business analyst Shaun Rein, author of The End of Copycat China: The Rise of Creativity, Innovation, and Individualism in Asia, to MIT Technology Review. In stead, robots take over.