The China’s Gen Z report is the third instalment of Alarice’s consumer-focused reports. 

Chinese Gen Z has benefited from the 1990s economic boom and fast growth, becoming the new force in mobile internet usage and consumption. Being born in the era of rapid economic growth, they received more generous financial support from their parents and gained greater freedom to enjoy life. As the first generation of true digital natives, they are instinctively familiar with technology and have a rich online life enriched with communication, entertainment, shopping, as well as knowledge learning.

Gen Z has the rooted idea that everyone is unique and their uniqueness should be accepted. This idea is reflected in their consumer behaviours with a strong demand in personalised, unique, and cool products that can highlight their distinctive personalities. More than half of Chinese Gen Z consumers prefer to pay for customised products/ tailored services among other Chinese consumers. Furthermore, speaking of popular products, Gen Z are huge fans of domestic/ locally produced products. 

They get super enthusiastic about ‘made in China’ labels and products that embrace Chinese cultural designs. The Guochao is not just a trend, it is also a reflection of young people’s recognition and pride in Chinese culture. The Guochao trend can be seen in industries such as luxury, apparel, sneakers, F&B and cosmetics. We also have an article about the Guochao trend within the beauty industry, you can read more here.

The consumption of Gen Z has also raised the lazy economy in China. This can be seen in the convenience food sector. Since they like relaxing at home, the consumption of instant food and self-heating convenience  food by Gen Z is significantly higher compared to other Chinese consumer goods.

For many Gen Zs, they see idol consumption as a hobby. This is not limited to KOLs, idols and celebrities, but also virtual KOLs due to their interest in ACGN. Since supporting their idols brings them happiness, they are willing to pay for anything to show support for their favourite idols, making them the major drivers of the Chinese fan economy. 

Due to the support of their parents, Gen Z are more carefree in terms of spending compared to other generations, making them one of the most important consumer groups to look out for in the China market. To help businesses and marketers grasp the exciting opportunities, Alarice team has prepared a 120+ pages insights report on China’s Gen Z consumers. 

This report covers insights on Gen Z consumers’ behaviours as well as the performance of various products on major e-commerce platforms and how brands can market on major social media platforms such as Weibo, Kuaishou, Douyin and Bilibili. We are excited to help western brands succeed in China, contact us if you have any China related questions.

Download Alarice’s Report: Gen Z to be equipped with the latest knowledge now.