As of mid-2023, the Ylab team has been working diligently, providing professional services to create value for existing clients. Over the past six months, Ylabers have collaborated to win new businesses and launch innovative projects for clients. Additionally, our brand strategy has been empowered by in-depth research, resulting in a series of research achievements that have garnered attention and recognition from the industry and media.
Even more worth celebrating, Ylab has established a European office in Italy, dedicated to providing brand consultancy services for businesses in China and Europe.
Recently, Ylab has reached cooperation with brands such as IELTS and NYC ALLIANCE. Ylab believes that our extensive industry experience and unique brand strategy methodologies will drive brand continuous growth.
As a globally recognized authority on English language proficiency testing, IELTS assesses individuals whose native language is not English in four key areas: listening, speaking, reading, and writing. The test is jointly managed by the British Council, Cambridge Assessment English, and IDP Education Australia.
On the bustling commercial street of Manhattan's Seventh Avenue in New York, there is a company named NYC ALLIANCE, which is a subsidiary of the Chinese clothing enterprise, Yunfu Group. It is rare for Chinese companies to establish a presence in the most prosperous area of the American financial center, making Yunfu one of the few to do so.
Ylab, in collaboration with a2®, has launched the #Bring Back The Smile of Life# charity campaign-wave 2, and initiated the #Straw Challenge# on the Chinese version of TikTok.
By encouraging people to "drink milk with a leaky straw" in a simple act of participation, the campaign aims to simulate the daily sucking experience of children with cleft lips and palates, maximizing engagement, and evoking a sense of resonance among the public.
The brand donates milk powder, helping tens of thousands of families and their babies "regain the smile of life." Since the launch of the campaign, it has received an overwhelming response, gaining support from all sectors and leveraging tenfold commercial value.
Ylab is honored to collaborate with Universal Beijing Resort to launch cool and exciting summer blockbusters. We will be releasing a case review in the near future.
In 2023, we established a European office in Italy to provide strategic and marketing consultancy services for brands in China seeking to expand internationally, as well as for European brands preparing to enter the Chinese market.
Ylab is a new-generation brand strategy consulting company with a broad international perspective, a solid brand strategy system, in-depth local insights, and implementation capabilities. We are committed to working with like-minded clients to create brands that shape the world for international and domestic enterprises.
Ylab believes that our extensive industry experience and unique brand strategy methodologies will drive brand continuous growth.
Ylab has been deeply committed to researching intergenerational consumer groups since its founder, Li Yuhong, began studying the post-80s generation in 2012. This research has continued for a decade, accumulating valuable insights over the years.
By delving deeply into the understanding of each successive generation of young people and integrating research methods from disciplines such as anthropology and psychology, Ylab has gradually developed its unique methodology for studying consumer groups.
In 2022, we collaborated with the professional qualitative research organization, Reflection, to conduct extensive interviews and analysis. The result was a comprehensive research report on the post-2000 generation. Our aim was to assist brands in engaging with the post-2000 generation more confidently and with less uncertainty when they need to communicate effectively with this demographic.
The post-2000 generation entering society possesses significant consumer power, which should not be underestimated. In China, the self-description of the post-2000 generation as a collective includes terms such as "diversity," "realistic and awake," "self-prioritization," "more rational," and "de-authoritization," among others.
Ylab's qualitative interview research on the post-2000 generation revealed that self-development and self-perception take top priority in their lives. Despite the pressure from the highly competitive growth environment and the negative information circulating on the internet, the post-2000 generation experiences significant insecurity. They choose to rely on rationality to accumulate strength and pursue what they love.
In the face of uncertainty in their growth environment, they use a gentle and humorous approach to dissolve negative emotions. In this research, Ylab conducted an in-depth analysis of the post-2000 generation's consumer attitudes, career perspectives, views on relationships, and more. Combining their opinions on brands, Ylab compiled a red and black list of brands as seen through the eyes of the post-2000 generation. This list serves as a guide for brands on how to communicate effectively with the younger generation and is applied in formulating brand strategies with the post-2000 generation as the primary audience.
Post-2000 Generation： Inward seekers watching the aerial garden
Researching the life values and motivations of the post-1995 generation after the pandemic
As the younger generation gradually becomes the main force of consumption in the Chinese market, observing and studying them has become incredibly important and carries profound significance. In China, the post-95 generation is considered a privileged and ambitious generation with high self-expectations.
Ylab's research has found that the post-95 generation experienced a collective shift after the pandemic: from seeking exploration to pursuing stability. Before the outbreak, most post-95 individuals aspired to be entrepreneurs or work in internet companies. However, starting from 2021, they have leaned towards seeking secure government positions, and their ideal careers shifted towards working in state-owned enterprises. Presently, they have refocused on the intrinsic value of being human and aspire to lead ordinary yet fulfilling lives.
Ylab conducted both quantitative and qualitative analysis of the growth and current status of the post-95 generation. The research explored the life values and motivations of the post-95 generation after the pandemic, summarized the morphological changes in their identity construction, and empowered brands with the research findings to foster growth.
Once our research was published, it garnered attention and received widespread coverage and reposts from various sources.
We partnered with the China Europe EMBA Podcast "合以见得" to launch cross-generational research content in the form of a podcast. This episode was highly popular, garnering over 60,000 listens on various platforms such as Netease Cloud, Xiaoyuzhou, and Apple Podcasts.
Ylab's perspective on "brand citizenship" has been included in the WARC Effective Marketing Intelligence database:
Our Ylab generational research articles have also been widely republished by business magazines, financial media, investment communities, the financial sector, and brand entities.
Recently, Li Yuhong (Icy), the founder of Ylab, was interviewed by the magazine "Business School," which is under the supervision of the Chinese Academy of Social Sciences. She provided a cover article titled "Embracing Youthful Energy" for the July 2023 issue.
In the current social context, many brands approach women's issues with caution but often end up making missteps. Ylab's research on the Chinese female demographic selects a unique perspective, exploring the thoughts, aspirations, and living conditions of Chinese women from various dimensions.
We hope that through our research, brands can find narrative starting points by tapping into their own DNA. This will enable them to better position themselves and establish meaningful connections with the female demographic. By leveraging the commercial power of brands, we aim to genuinely empower the growth of Chinese women. Our goal is for brands to truly understand the perspectives and values of modern Chinese women, helping them achieve effective communication within safe boundaries.
The Tiger Roar Awards is the most influential comprehensive award in the field of digital brand marketing in China. It is guided by the Digital Marketing Professional Committee of the China Business Advertising Association and follows the principle of "Being the Builder of the Industry." The awards aim to select and document high-quality annual cases in the industry.
The Modern Marketing Association (MMA) is a global nonprofit organization in the marketing industry, with over 800 member organizations worldwide and nearly 100 industry partners in China. MMA China Marketing Innovation is dedicated to promoting a more standardized, scientific, and innovative digital marketing environment, encouraging creativity and innovation.
Li Yuhong(Icy), the founder of Ylab, has been successfully elected as the President of the MMA China Marketing Agency Committee for the year 2023. Alongside partners from advertisers, agencies, media owners, marketing technology companies, e-commerce operators, and the metaverse field, she will contribute to the development of the industry.
In the first half of the year, many colleagues joined Ylab's Utopia and became "Y Stellar People". We worked hard and played hard, visiting Beijing Universal Resort, where "the world of blockbusters comes to life," and collected numerous cherished moments.
This spring, Ylab was invited to participate in the 2023 graduation job fair organized by the Design & Innovation (D&I) School at Tongji University. To our surprise, it was our first time attending Tongji University's event, and we received considerable attention from many students.
The students were very engaged and took the initiative to learn about the consulting services and Ylab as a company beforehand. During the on-site interactions with the students, the Ylab HR team not only provided explanations and analysis regarding our professional aspects but also answered questions and clarified doubts about the students' career planning concerns. We hope to offer more guidance and assistance to the students who are about to enter the workforce.
Ylab actively establishes connections with universities, and we understand firsthand the challenges of nurturing local consulting talents. To allow students to gain early exposure to practical experiences in the brand consulting industry and sow the seeds of branding ideals, we were fortunate to welcome faculty and students from Zhengzhou University of Technology to visit and explore Ylab.
In the first outing of 2023, we visited Beijing Universal Resort, and it was undoubtedly a refreshing break from our busy schedules. We experienced the charm of "the world of blockbusters comes to life" at Universal Studios. Riding roller coasters together, we formed an unforgettable bond and became true adventure buddies.
In 2023, amidst a somewhat sluggish market environment, Ylabers remained down-to-earth, honing their skills and serving clients with professionalism and high standards. We also never forgot to gaze at the stars, aspiring to become "the most respected world-class brand strategy consulting company" and join hands with more enterprises in the shared effort to "create brands that impact the world."
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