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If you look at the consumption behavior of the Chinese Z generation, you can’t explain it simply by saving or luxury.
They use money to fit their values while looking at prices.
The following areas are particularly strong:
- IP Goods
- Cosmetics & Fashion
- Game
- Experience
- Featured products on SNS
China’s youth consumption has become a meridical type that spends on things that you like while experiencing scenic anxiety.
In this section, we will divide the consumption behavior of the Chinese Z generation into three categories: “Inspiration”, “SNS”, and “Cospa”.
Chinese Z Generation
Z generation refers to the generation that was born from the late 1990s to the early 2010s.
In China, smartphones, SNS, EC, video distribution, and games have been deep into life.
Consumable behavior is strongly influenced by online.
The location to know the product is not only the store.
SNS, short video, live streaming, word of mouth, fan community will be the entrance of purchase.
How to use money
Chinese Z-generation consumption is not only for real products.
Consumables representing what you like and what you like.
| 分野 | Features of consumption |
|---|---|
| Contact Us | IP goods, events, limited items |
| Beauty | Cosmetics, Skin Care, Perfume |
| Fashion | Trends, Streets, Unique Expressions |
| Digital | Game, Delivery, App Billing |
| Experience | Travel, Cafe, Exhibition |
It is important here that you can not sell if you are cheap.
If you want to share on social media, or want to reason, the priority of spending will increase.
Saving and thrusting
There is a phenomenon that appears a little inconsistent when you see Chinese youth consumption.
Save as usual.
But I spend money on my hobby.
This is close to Japanese youth consumption.
Rent and living expenses are suppressed.
For live, games, goods and cosmetics.
These Merihari-type consumptions are easy to rest even when they are weak.
However, if the disposal income becomes severe, the upper limit of the支出enditure is natural.
It is better not to see that it grows infinitely because it is 活ive.
SNS Moves Purchases
The influence of SNS is large in Chinese Z-generation consumption.
The product of the topic spreads in a short period.
On the other hand, you can get bored.
It’s a chance for companies, but there’s a fairly difficult market.
- Quick topic
- Faster speed compared
- Flame risk
- Inventory judgment is difficult
- False and similar products are easy
The products sold on SNS are quite different from the appearance, na ative, and easy to share.
In addition to performance, whether or not you want to post will affect the purchase.
Points to invest
If you are looking for companies related to Chinese Z-generation consumption, you should check the following points:
- Do you have young brands?
- Is it spreading naturally on SNS?
- Strong EC sales
- Is there a repeat purchase?
- Is inventory or discount increased?
- Is it too much dependent on temporary trends?
The market for young people is growing, but it is fast to change.
Even if you see only sales growth, profit will not remain if you are stretching with discount.
When you look at the consumption trend, it is also a set of coarse interest rate and stock.
Chinese Z-generation consumption is a market where consumables and commitments can occur simultaneously.
It is easy to spend on products from IP goods, cosmetics, games, and SNS, while the trend is changing rapidly.
If you are looking for investments, you will not only judge youth popularity, check your brand’s co ity, EC power, inventory management, and coarse interest.
Youth consumption has heat.
However, only companies that can convert their heat to profit.