Foxi Marketing
China is known for its tiger moms, relentlessly pushing their children to higher and higher levels of effort and achievement. It is surprising, therefore, that the juilinghou 九零后 （post 90’s) progeny of these tiger moms swears by a way of life known as foxi 佛系 or Buddha style. Foxi represents all the qualities and attitudes that the tiger moms fought hard to shield their children from — lack of ambition, satisfaction and smugness with one’s lot, passively going with the tide and even apathy to what is going around. The hypothesis is that Foxi is the reaction of the youth to the excessive pressure — the pressure that their parents put on them and the pressure that they face from society and everyone else to perform and to constantly prove their mettle.
A clear display of Foxi state of mind and slackening of aggressive ambition and acceptance of merely a moderate level of success was evident in the mood of the Chinese youth during the Rio Olympics in August, 2016. Even the Chinese government pitched in and lowered its expectation and passionate calls for medal success. One of the most endearing figures to emerge from the Rio Olympics was the Chinese swimmer Fan Yuanhui, who expressed pride in a picturesque manner at securing the bronze in women’s 100 m breast stroke. “I am so fast, and used 洪荒之力 (hong huang zhi li) or prehistoric powers to do my best, “ she said in an interview with the media. This is a big change from the previous Olympics, in which the disappointment from and disapproval of stars such as Li Ning and Liu Xiang, who failed to meet the expectations, was overwhelming.
This slackening of single-minded focus on success resonates well with the young Chinese audience, who are also keen to slow down and relax from the relentless pressure to excel. The change of mindset does not necessarily mean a lack of ambition and slackening off — it merely means not letting results and success to be the only beacons in life, and enjoying and relishing life in all its facets, in the process too and not just in the results, and in failures as well as success.
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What implication does it have on marketing? Marketing and advertising strongly relies on portraying and glorifying success and the luxurious symbols which go with it. The stereotypical archetype is that of a driven, ambitious and successful individual, driving fast cars, enjoying luxuries of all description and enjoying remarkable success with the opposite sex. This depiction is likely to receive limited traction with the Foxi generation, whose world revolves not around loud success but around maintaining a positive attitude and state of mind regardless of triumphant achievements. It is time that marketing recognizes the change of attitude and depict the user in a manner, which is is more in line with the current attitude and also more realistic.
But the implication of the Foxi state of mind, goes much beyond how the users are depicted in advertising. It needs to extend to all aspects of marketing, including the product itself. Foxi generation values comfort more than style, ease of use more than superlative performance and personal enjoyment more than public image. These consumers want a retail experience which is easy and comforting, and not aggressive or intimidating. The packaging needs to be inviting, accessible and friendly even if it is at the cost of striking looks and numerous bells and whistles. In fact, the Foxi attitude youth are likely to be attracted by brands who display a similar Foxi insouciance — being natural, laid back casual — and not seen to be trying too hard!
ashok.sethi@illuminera.com
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Originally published at https://www.linkedin.com on January 12, 2018.
