Chinese Gen Z is currently a dominant force in the consumer market. According to new research, they account for 13% of total housing expenditure in China, compared to just 3% in the UK and 4% in the US.
To capitalize on the Chinese Gen Z shopping boom, we’ve developed a series of must-have guides for your Chinese marketing strategy. Detailing the why, who, what and how of GenZ Chinese consumers is complex. That’s why we’ve created a super informative three-part guide.
And like all great trilogies, there has to be a part 1! The first installment shows Western brands how to understand and approach the Chinese Gen Z market – who they are, why they matter, and how they discover, engage and choose products.
An effective marketing roadmap will not only get under the skin of your Gen Z audience, but will also ensure the future of your business. This article gives you a taste of their shopping habits and what our guide has to offer.
Want part 1 now? Download them here and be one of the first to receive our essential complete guide.
What is special about Generation Z?
Bombarded with information from around the world, this lucrative consumer powerhouse is spoiled for choice and notoriously selective in its buying decisions.
Born between 1995 and 2010, the strong purchasing power and changing behaviors of Gen Z consumers make them a challenging yet vital group for brands. Here’s why:
Chinese Gen Z is unlike any other Gen Z consumer group in Asia and the world
They are driving the consumer trends of Millennials and Gen Xers
Generation Z is the future of the market in China and will define the future of your brand
Dubbed the “Internet Generation”, they use technology in all areas of their lives, following Chinese social media trends, and as a form of communication and spending.
Ever-changing consumer priorities, culture and habits are creating space for new types of niche products, services and industries. This offers incredible marketing opportunities in China for international brands to connect with Gen Z consumers.
Understanding Gen Z Spending
Confident and spontaneous Gen Z consumers are optimistic, impulsive and tend to go over budget.
Although Gen Z has yet to enter the workforce, 52% consider themselves financially independent, with money from parents and other relatives supplementing their income. (Fashion 2020 Look to Gen Z).
47% buy products on the go and 21% shop online every day. Generation Z grew up in a society where shopping is a hobby and a form of entertainment. For many, it is part of their daily life.
Main reasons for buying
Chinese Generation Z are loyal to the brands they love. Their loyalty is so strong that it far exceeds their Chinese predecessors and Generation Z in other countries. It is very profitable to create positive relationships with these customers at the beginning of their consumer life.
Personalization – is key. Generation Z wants unique products and services.
Online reviews – reviews are crucial when making buying decisions.
Delivery Services: Impatient, 34% of Gen Zers expect next day delivery and 20% expect same day delivery.
Sustainability and brand values - they prioritize environmentally friendly consumption more than any other consumer group.
Aesthetics – 28% of Gen Zers said “appearance” was among their top five deciding factors when choosing appliances.
Experience – whether it’s pop-up cafes, museum exhibits, VR installations, or the use of AI and AR, China’s Gen Z wants to be thrilled and engaged.
This also applies to spending abroad (investment, education, tourism and luxury) as well as domestic spending. More than 600,000 Gen Z Chinese are currently studying abroad and countless expats are working and living abroad. Many brands fail to capitalize on the global influence of Chinese Gen Z.
Generation Z brand commitment
Accustomed to the fast-paced world of social media and digital technology, Gen Z thrives on unique experiences and a sense of connection.
The average Chinese consumer looks at 15 different touchpoints as part of their customer journey. What’s unique about Gen Z is that their primary touchpoints are all online.
Live streaming is on the rise, and the sale has caught the nation’s attention. Storytelling and emotional connection to the brand have become key to live sales success.
By uncovering the priorities, values, and desires of Gen Z — and the relevant online communities — you develop a powerful message that resonates and produces results.
Clearly know what you need for your content marketing in China? Download the guide here.
Future-proof your business with Generation Z marketing
We talked about Gen Z’s buying power, what motivates them, and how they discover and interact with brands. This information is crucial for all industries, not just retail and the fast-moving consumer goods sector.
Gen Z is the most nuanced group of consumers to ever collaborate with global brands and cannot be ignored. The tactics and strategies in our comprehensive guide identify key quick wins to improve your messaging and brand reach in China.
Download the guide here to get your copy and learn more about future-proofing your strategy in China.