3 Questions for Wutao Wen

The interview with Wutao Wen appeared on marktforschung.de on June 6, 2019.

The 996 online revolt in China

Initial situation: China is currently looking with little euphoria at the online revolt launched by Chinese IT workers on 996.icu. The name "996-work pattern" refers to an unofficial work rhythm: people work from 9 a.m. to 9 p.m. every day, six days a week. Nowadays, such a work rhythm is becoming more commonplace in China and corresponds to at least 60 working hours per week. This is not allowed by law. The name "996 icu" is derived from the following idea: if people continue to live according to the 996 work pattern, there is a risk that workers will end up in the intensive care unit (ICU).

Meaning: You work to the point of self-sacrifice, to the point of absolute exhaustion, and you have nothing left of life.

The topic is currently the subject of heated debate. While self-made millionaires like Jack Ma romanticize the 60-hour work week, young programmers are protesting for more labor laws and compensation.

What is the motivation behind the high workload of the Chinese? Why do they work so much?

Historically, it is a new phenomenon that Chinese people today feel this enormous pressure to work and perform. In the time of the planned economy, the working world of the Chinese looked completely different. The state was the largest employer, giving the people the "iron rice bowl" (Chinese proverb). The state was responsible for the existential supply, took care of the people, provided work and thus food. At the same time, however, the job security promised by the state has a very limiting and unmotivating character - economic dynamism suffers. After the economic reform, many people became involved in the private sector and were able to achieve success. From 2005 to 2015, the share of the middle class in China increased from five to 25 percent in the total Chinese population. The remaining 75 percent firmly believe that they or their children will soon join the middle class. Chinese people continue to hold on to the idea because they have benefited from the overall development momentum in the past.

Why are the young Chinese protesting against "996"? What does the protest say about the desire for a job description?

The Chinese suffer from "996" because it limits their quality of life - working constantly from nine to 9 p.m., six days a week. With the 996 movement, a change has now taken place especially in the professional field of IT workers and programmers. This profession in particular employs many sought-after top executives who have the power and know-how to make demands. This is because many young Chinese no longer see any point in working to the point of self-sacrifice. Creativity and free thought represent the rethinking of the young generation - not permanent, mindless and sweaty work.

What consequences does this protest movement have for the consumer behavior of young people in China? What does this mean for brand communication?

The high and permanent workload among young Chinese fuels their consumption. After a long and hard day's work, an employee seeks escape from the externally determined daily routine, wants to compensate and reward himself for his functioning. Freely according to the motto "The day belongs to work and the night belongs to me." (slogan from the Internet).Through consumption, one can demonstrate one's autonomy, is able to act in a self-determined manner. For brands in China and their communication, the protest movement means constantly providing new inspiration, acting as companions and role models. Brands in China show future perspectives: "Which car suits me and my status? Which cell phone should I use?". Brands are thus always one step ahead of their consumers and show ideal images towards which one can work.