---
title: "Yang Shanshan, Vice President of P&G Greater China Brand Management: How P&G Wins the Hearts of the Post-00s?"
description: "This article is a sharing by Yang Shanshan, Vice President of Brand Management at P&G Greater China, on P&G's insights into post-00s consumers. In her speech titled \"New P&G, Heart Marketing,\" she discussed that although P&G has been in the Chinese market for 30 years, it still considers itself a young company. She said, \"I don't want to talk about the post-90s; I want to talk about the post-00s, and CQY with these 147 million post-00s.\" The following is the transcript of her speech (organized by Morketing)."
author: "Morketing"
publisher: "New Distribution"
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published: "2018-12-20"
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# Yang Shanshan, Vice President of P&G Greater China Brand Management: How P&G Wins the Hearts of the Post-00s?

> This article is a sharing by Yang Shanshan, Vice President of Brand Management at P&G Greater China, on P&G's insights into post-00s consumers. In her speech titled "New P&G, Heart Marketing," she discussed that although P&G has been in the Chinese market for 30 years, it still considers itself a young company. She said, "I don't want to talk about the post-90s; I want to talk about the post-00s, and CQY with these 147 million post-00s." The following is the transcript of her speech (organized by Morketing).

This article is a sharing by Yang Shanshan, Vice President of Brand Management at P&G Greater China, on P&G's insights into post-00s consumers. In her speech titled "New P&G, Heart Marketing," she discussed that although P&G has been in the Chinese market for 30 years, it still considers itself a young company. She said, "I don't want to talk about the post-90s; I want to talk about the post-00s, and CQY with these 147 million post-00s."
The following is the transcript of her speech (organized by Morketing):
Hello everyone! Today I'm going to share with you "New P&G, Heart Marketing."
My topic today is "CQY with 147 million people." Do you all feel like you know every word but can't understand it when put together? Don't worry, let me introduce myself first. I'm Yang Shanshan, and in my 18 years at P&G, I've served many brands.
P&G, a company with 181 years of history, has gone through two world wars and countless economic crises, ups and downs, yet it remains strong.
Today we can sum it up: **Innovation and continuous learning are the best ways to keep a company evergreen.**

**1. P&G Company**
P&G Group has 10 categories and 70 brands, sold in 180 countries and regions. It has been in China for 30 years.
After 30 years, P&G has over 8,000 employees in China, with annual sales exceeding 35 billion yuan. More than 98% of P&G employees in China are Chinese, so we are very localized. Because we need to understand Chinese consumers, provide the best products, and thus best serve Chinese consumers.

**2. Why Talk About the Post-00s**
When we introduce P&G, we don't say "30 years old" but "30 years young." At 30, we are still very young. The post-90s are young, right? 70% of my team are post-90s. I especially like to discuss the post-00s with them. Facing the post-00s, we post-70s, post-80s, and post-90s are all the older generation. The 147 million in the topic refers to the post-00s. CQY means "make QQ friends" (处Q友). Let's talk about how the older generation can make friends with the post-00s.
In our minds, the post-00s are those born after the millennium. Those born in 2000 just turned 18 this year. They like to hang out on Bilibili (B站). Now Bilibili has gone public and is quite successful. The "little broken station" has become mainstream.
So how to truly pretend to be a post-00s? If I look at my niece's or nephew's WeChat chats, it's actually quite hard to understand because I can't understand what they're saying at all. They usually speak in abbreviations. For example, how do we express happiness in text? The post-80s say "hahaha," the post-90s say "2333," and the post-00s say "XSWL" (笑死我了, meaning "laughing to death").
The post-00s language is hard to understand, very hard, but why do they do this? Actually, it's a way of escaping expression.
I've interviewed post-00s, and they all feel they are hard to understand. Sometimes they themselves don't remember what the abbreviation means. You see, to escape the pursuit of the post-70s, post-80s, and post-90s, the post-00s also have a hard time.

**3. How to Make Friends with the Post-00s**
CQY for the post-00s means making friends. So how do we make friends with 147 million post-00s?
**First, "lower your posture."**
The recent IG championship win, everyone knows about it. My mom said she knew too, saying "Egypt won" (misunderstanding IG as Egypt). My dad said it wasn't Egypt but LG, our LG TV.
And the post-80s' WeChat Moments post was "Don't ask what IG is, just say congratulations." I think on the day of the win, Boss Wang (Wang Sicong) hoped everyone would be excited and took photos of the highlight moments.
However, the most common image on Weibo that day was Boss Wang eating a hot dog outside the venue, eating as much as he wanted.
Boss Wang is a very smart marketer. Since he saw that you were excited about this, he went with it, releasing all the GIFs, emoji packs, and T-shirts featuring "me eating a hot dog," including at IG's celebration banquet, wearing his own T-shirt, getting out of his luxury car to celebrate.
**This is a great revelation: for young people, what we want them to see and what they want to get excited about are two different things.**
Back to ourselves, let me briefly introduce Whisper (护舒宝), specifically Whisper Liquid Sanitary Pads. It's a viral sanitary pad. Every time our ship arrives at the dock and we unload, basically one container sells out, one ship sells out, always out of stock.
This liquid sanitary pad has been on the market in the US for 5-6 years. When it came to China for launch, we thought about how to package it. Many advertising agencies came up with many creative ideas, often with 360-degree related copywriting plans, or saying this pad is from the US or Europe, it absorbs all the way through, women are made of water, so use liquid sanitary pads... There were all kinds of marketing plans.
After a while, we found that consumers only remembered one thing, like an ID card, only one label: it's a liquid sanitary pad from Europe and the US. As for its function, consumers wrote to us, "So good that once you try it, you can never go back."
Unlike many luxury goods, P&G makes daily chemical products. Daily chemical products are no longer like 20 or 30 years ago, when using a bottle of Rejoice or SK-II was so precious that you would put it on your windowsill to show off.
**An important point in making daily chemical products is that the product must be good to use; that's the soul and core. What makes them excited can only be word-of-mouth about how good the product is, and whether it gives consumers actual discounts.**
We gave many post-00s trial products, and they posted their experiences online. Their word-of-mouth was really fun. For example, "I'm so anxious today, why hasn't my period come? I'm looking forward to using this liquid sanitary pad," "It's 4 minutes to 6.18, why hasn't the liquid sanitary pad made a move? I'm steadily waiting to be tricked," "After using it, your period will thank you." Later, we simply stopped thinking about ads and directly used user language as copy. These copy texts then created a fission effect, with consumers rushing to e-commerce and stores to find it. Even many male students said, "After seeing it, I can't help but want to try it."
You'll find that lowering your posture is the best way to get close to the post-00s.

**Second, besides lowering your posture, it's important to open your mind.**
Many people say Whisper has done many interesting things recently. Are you worried that the brand image will change? Actually, there's no need to fear. We shouldn't overestimate the loyalty and attention consumers have for the brand, nor underestimate their intelligence. They will judge for themselves whether it's good or not. We can be direct and bold in what we do.
**What is the core of a brand? Product quality, that's the soul, not what we want them to know.**
When "Story of Yanxi Palace" became popular, they approached us to ask if we wanted to do a mid-roll ad.
We happened to be launching a new product at that time, called Sensitive Skin Liquid Sanitary Pads. This pad is certified by SHA, the British Skin Health Alliance. It contains many skin-care factors, doesn't rub, is more comfortable, and is also very beautiful, with high aesthetics.
**But when facing consumers, think about what they get excited about? This is very important, not what I want them to get excited about.** Later we thought, a post-00s reminded us, "Don't do soft ads anymore. If you act out a whole story and then I find out it's an ad, I might get angry." So we decided to be more direct.
Let me show you this ad.
"Too sensitive, right?" Now in our internal meetings, whenever someone gets angry, we say "too sensitive."
So, just grab one point, it's very convenient. No need for left-right comparisons, before and after use, or "Empress's sanitary pad," and so on.
**Another key word for opening your mind is "two-dimensional" (二次元). You may have heard of it, especially the post-70s and post-80s often discuss it, hoping to summarize what two-dimensional is in post-70s language. Actually, there's no need to summarize; just embrace it.**
The dimension thing is parallel and connected. I knew about it at first. Let me show you a video: Luo Tianyi's annual concert at the Mercedes-Benz Arena in Shanghai. Tickets sold out in two hours. When I saw the video, I was really shocked.
The audience below were all real people, while the performers on stage were virtual. The real people below were cheering together, very lively. In the fans' hearts, the stars on stage have souls, and they are loved with sincerity. This feeling is very real.
Dimensions exist in parallel, like our beautiful Dilraba. Some say she is "health-preserving Di," soaking goji berries and wearing long johns; sometimes she is "fairy Di," very ethereal. She recently launched a two-dimensional image called Dilraba Cold Bar, and we also cooperated with her. **We need to open our minds to embrace the two-dimensional. In the end, we chose Bilibili's annual event and the image of Luo Tianyi to participate in brand building.**
It was very interesting. When we entered their dimension, we arranged three or four "pain cars" (痛车) at the event.
What does "pain car" mean? It's not the pain of menstrual cramps. "Pain car" - everyone got a bit nervous. What is a pain car? A car with two-dimensional images is called a pain car. Many people posted our cars online, saying "Thank Whisper for the shuttle service from the subway station to the Bilibili event, which takes over ten minutes on foot. They gave us free rides without pushing ads, and we were very happy."
At the venue, we prepared changing clothes and changing rooms for them to take photos.
Our only goal was CQY - to play together and make friends. What effect could it achieve? Of course, it wasn't about selling how many packs of sanitary pads on site. Also, asking them to post photos on your Weibo is actually very difficult. Weibo is not their territory; they just come to look.
At the time, the team was also nervous, saying, "Did we make friends well?" We didn't know; we couldn't judge. Then in the evening, we felt relieved. That night was Luo Tianyi's annual concert. It was already hard for them to get a ticket. If they had to wait one or two hours for the concert to start and then be forced to watch an ad, how would they feel at that moment? They would want to smash the place.
But our ad was also shown there. Let's see the effect.
It was a very interesting scene. At that time, some young people on our team who worked on this project were so moved they cried.
They say 15-second ads are useless, but they actually applauded and shouted "Whisper, go!" It was both funny and touching. If you ask them why, they can't say. It doesn't matter. When making friends, mutual appreciation is important.

**4. Elevate: Talk About Ideals and Values**
**Besides lowering posture and opening mind, can we talk about values with the post-00s and elevate further? If a brand has a true soul and ideals, it can resonate with them.**
The post-00s are the most genuine, kind, and beautiful among all the generations we've encountered. We shouldn't instill values in them; we should tell the truth. Telling them the truth has an advantage: I don't need to remember what I said tomorrow.
Do you know? At age 12, many girls suddenly lose confidence during puberty. About 86% of girls say that puberty suddenly made them envy boys for the first time. So "like a girl" (#我就是女生#) has been spreading this spirit in the US for 6 years, advocating that girls should be happy and brave, just like when they were young.
When we did this activity, including Michelle Obama and many British political leaders participated. In China too. The Weibo topic has 480 million reads. However, **for the post-00s, instilling thoughts is useless; we need to co-create value with them.**
So, since the year before last, we have been focusing on caring for left-behind girls in the past two years. We said that if girls in cities face confidence challenges during puberty, let alone many children in remote areas whose parents have to go far away for a living, their puberty is very frightening. So how to help them get puberty education, bring puberty classes to their schools, and give them good sanitary pads is a very, very good thing.
**The post-00s don't care if you're popular; they care more about what you do.**
This is what I want to share with you: lower your posture, open your mind, and co-create value. I wish you all can CQY with 147 million post-00s.
Source: Morketing (ID: Morketing)
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