Date
10 January 2020
China’s Generation Z is not quite as obsessed with foreign brands as those born in the 1980s and 70s, research suggests. Photo: Reuters
China’s Generation Z is not quite as obsessed with foreign brands as those born in the 1980s and 70s, research suggests. Photo: Reuters

A closer look at China’s Generation Z

China’s state mouthpiece Xinhua has published a report on the lifestyle of the Generation Z (defined as those born after 1995), shedding light upon their likes, dislikes and shopping behavior.

The report was jointly released with Xiaohongshu or Little Red Book, based largely on the search records and postings on the popular social media platform.

The Little Red Book now has over 250 million users and it counts Alibaba and Tencent as some of its major backers.

Here are some of the key findings.

The Generation Z is not quite as obsessed with foreign brands as those born in the 1980s and 70s. Instead, they value actual quality and value for money, and are more willing to opt for domestic brands provided that they offer the right quality at the right price.

Also, they do not fancy chain stores that much. Rather, they like to seek out lesser-known stores and restaurants and share the information on social media platforms.

Generation Z is not that into celebrities either. Compared to sources like key opinion leaders, they would rather trust information shared by friends, or communities of like-minded people.

These youngsters are also more alert to ingredients in food and materials used in products. They value health and safety, and are willing to pay a premium for them.

At the same time, they are keen to take advantage of discounts, like seeking bargains from sales, or participating in group purchases.

In addition, the Generation Z is more willing to spend money on experiences, such as exhibitions, concerts, and gym.? And they tend to have more diversified interests.

This article appeared in the Hong Kong Economic Journal on Jan 7

Translation by Julie Zhu

[Chinese version 中文版]

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RC

Hong Kong Economic Journal columnist
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