21 February 2022

Shopping is a serious business for China’s Gen Z

Seven in ten of China’s Gen Z consumers describe themselves as “professional consumers”: they say they don’t buy on a whim, they look at what they really need, then do their research and shop around before actually making a purchase.

That’s according to Vogue Business, which polled 6,000 Chinese consumers aged 18 to 64 and carried out in-depth interviews with representatives of Gen Z.

Gen Z takeaways 

• Gen Z consumers also identified as ‘trend followers’ (19%), ‘excessive shoppers’ (14%) and ‘patriotic spenders’ (11%).
• 52% of Gen Z consumers say they are “open, inclusive and receptive and understanding” to trends.
• 43% of Gen Z consumers say they “love authenticity and hate hypocrisy” when it comes to marketing.
• 35% of Gen Z wish they were more social.
• 27% of Gen Z consumers indicated that they have “patriotic feelings”.

Final thought

While Gen Z interviewees consider themselves rational, considering factors such as durability, when it comes to fashion they are prepared to let emotional reasons dictate purchases. 

Sourced from Vogue Business

_{[Image: Xu Duo on Unsplash]}