Chinese Gen Z consumers have distinct preferences and behaviors. While price and value for money are important, they continuously value brands who make a conscious effort to connect with them on the right channels and create content and products that are highly relevant and personalized.
DIGITAL NATIVES
From early childhood, Gen Z have been exposed to social media, online learning, and digital entertainment, which shaped their communication, learning, entertainment and shopping preferences. Chinese Gen Z consumers are heavily active on social media and e-commerce platforms. According to a 2022 survey, nearly 40 percent of consumers below 24 years old made several online purchases a week. [s]
They are the generation reshaping retail trends of the entire nation. China’s Gen Z, born between 1995 and 2009, number close to 260 million, making up 19% of China’s total population [s].
Similar to millennials who came before them, Chinese Gen Z consumers are vastly different from their parent’s generation. Everything from personal preferences, brand awareness, purchasing power and sophisticated digital literacy is reshaping how brands reach, connect with, and retain consumers in China. They are referred to as the “post-95 and 00 generation” who came of age during a time when China was well into its era of exponential growth and digital revolution. With a high purchasing power and curiosity for new products and experiences, Gen Z are an enticing consumer group for both foreign and domestic brands alike — however, the rulebook is complicated…
Trendsetters.
Fueling domestic brand growth for the first time in history.
Conscious consumers.
Experience-seekers.
……
How can brands effectively reach and retain Gen Z consumers in China? Before we answer this question, let’s take a comprehensive overview of this group of people.
Managing a social media content calendar is hard enough, and it just gets more stressful when trying to keep track of all the holidays and marketing events in China. This is why KAWO put together The Ultimate China Marketing Calendar2024 to inspire and guide your 2024 marketing plans.
While millennials have experienced the enormous rise of influencer culture, surveys indicate that they are more inclined to be influenced by information from official brand accounts. They tend to view influencer accounts merely as a point of reference when browsing for products and services online.
Engaging content from brands has a greater impact on millennials than Gen-Z. Millennials show the most positive response, both in terms of loyalty and investment, towards brands that connect with them emotionally [S] .
Millennials’ diversity is not only prevalent in their personality and individualism, but drastic societal changes have given them vastly different life experiences: Those who grew up in more developed areas had earlier and easier access to resources for advancement, while those who grew up in relatively rural areas continue to lag behind in education and exposure to brands and influence.
Furthermore, older millennials are more likely to be homeowners and under pressure to provide for their family, while younger ones are still trying to discover a meaningful career path… By targeting their unique history and emotions, brands have the opportunity to explore and cater to niche markets.
Millennials are the essential workforce in the Chinese economy and often the breadwinners for the family. Though the generational difference between millennials and their parents is great, it doesn’t impact the sense of responsibility and the underlying familial bond. With almost half of them becoming parents themselves, many popular products for seniors and kids are targeted towards millennials.
Positive experiences create a sense of comfort and security for everyone, and marketing strategies that tap into cherished memories work exceptionally well with millennials [S].
As the service and high-paying technology industries continue to grow rapidly, millennials face increasing pressure to constantly learn and adapt to avoid being replaced by younger workers. In fact, the highest level of anxiety for millennial workers tend to occur around the age of 32-33 [S].
By leveraging nostalgia, brands can connect with millennials on a deeper emotional level compared to other generations. Taking a stroll down memory lane offers a brief respite from the constant stress, provides opportunities to reflect on personal growth, and fosters a heightened self-awareness. Ultimately, this reshapes millennials’ attitudes toward an uncertain future, forging a stronger link between past and present.
