China's stay-at-homes

Fish Huang, with Theresa Loo, Stephanie Chai and Mandy Wu

Nearly half of all Chinese people consider themselves Zhais - the Chinese word for cocooners and cocooning.

China's stay-at-homes

Fish Huang, with Theresa Loo, Stephanie Chai, and Mandy WuMEC China and University of Texas at Austin

Nearly half of all Chinese consumers now identify with 'zhai' behaviour, spending most of their leisure time cocooned at home. Marketers are reacting with new brand propositions and new products.

Brands seeking to engage with Chinese consumers should consider a growing and increasingly important behavioural group known as the Zhai segment. Zhai is the Chinese word for 'Cocooners' and 'cocooning'. And nearly half of all Chinese people now consider themselves Zhais.

Given a choice, Zhais prefer to...

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