Xin Ou
Research expert covering Greater China
Generation Z consumers in China - statistics & facts
There has never been a generation in China as privileged as Generation Z. Born between 1995 and 2009, the Chinese Zoomers have lived most of their lives during the country's astounding economic growth. Making up less than 17 percent of the country's entire population, which is significantly lower than Generation Y and Generation X due to the One-Child Policy, they have shown striking potential in revolving the country's consumer market.
As the country's first generation of digital natives, they have demonstrated a strong attachment to the internet. Online shopping is a common practice among them, with apparel and footwear being the most popular categories for e-buying. Besides, they are a strong force for fresh commerce. Heavily engaging in social media, Gen Z is also a significant user group of China's social commerce and live commerce.
This generation is not just self-confident, but also proud of the Chinese culture, which contributes to the popularity of China-chic. Raised with the technological advancements in China, the Zoomers are convinced of the good quality of domestic products. Furthermore, many of them believe that Guochao products bearing Chinese culture and aesthetics can better reflect their personality.
Compared to other age groups, the Gen-Z consumers are less responsive to advertisements. However, many of them find customer reviews helpful and would do their own research online before each purchase. In addition, their shopping behaviors are subject to substantial influence of key opinion leaders.
What defines China's Generation Z?
In China, Generation Z is also known as the "post-95 and 00 generations." Growing up in a golden era of peace and prosperity, most of them are able to focus on their personal growth, without having to worry about how to survive. They have better access to higher education, with a majority of them in possession of a bachelor’s degree or higher.As the country's first generation of digital natives, they have demonstrated a strong attachment to the internet. Online shopping is a common practice among them, with apparel and footwear being the most popular categories for e-buying. Besides, they are a strong force for fresh commerce. Heavily engaging in social media, Gen Z is also a significant user group of China's social commerce and live commerce.
How do Gen-Z consumers reshape China's retail landscape?
China’s economic boom in earlier years has cultivated a more confident generation. Most Zoomers in China are not shy to express themselves. In fact, many of them are even eager to showcase their character through their appearance and home décor. Although the current economic downturn has urged them to be cautious about their expenditure, they mostly just reduce the purchase frequency but are still generous to what they truly like, especially those able to portray their individuality.This generation is not just self-confident, but also proud of the Chinese culture, which contributes to the popularity of China-chic. Raised with the technological advancements in China, the Zoomers are convinced of the good quality of domestic products. Furthermore, many of them believe that Guochao products bearing Chinese culture and aesthetics can better reflect their personality.
Compared to other age groups, the Gen-Z consumers are less responsive to advertisements. However, many of them find customer reviews helpful and would do their own research online before each purchase. In addition, their shopping behaviors are subject to substantial influence of key opinion leaders.
