“Gen Zers are doing both addition and subtraction to find balance in life, instead of ‘wanting it all’. On the one hand, they long for more high-quality experience and enriched social network and interactions, while on the other hand, they seek solutions to free themselves from unimportant things, invalid socialisation and ‘information cocoons’, to ease their anxiety and enjoy life more. Brands that help them feel safe and have a sense of control over their lives and wellbeing can earn their trust and most probably their loyalty.”
– Gloria Gan, Senior Research Analyst
This Report looks at the following areas:
- The changes in sources of income over the past three years and the information Gen Zers want
- Gen Zers’ weekly eating and fitness routines and changes in interest in leisure and entertainment
- Information channels perceived to be able to bring valuable information about activities of interest
- The types of IP style that can help brands effectively attract Gen Zers
- Style persistence across categories, ranging from brands of different categories to entertainment
- Attitudes towards consumption, views of marriage and attitudes towards close relationships
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Overview
- What you need to know
- Covered in this report
- What you need to know
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Executive Summary
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- Issues and Insights
- Easy adventure and exploration on the road
- Figure 1: Vans MTE™ Tour NYC with New York Nico, 2022
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- Figure 2: Galanz’s prepared food-exclusive microwave oven and self-service centre, 2022-23
- Refresh and energise emotional health
- Figure 3: Coach’s collaboration with White Rabbit Candy, 2022
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- Figure 4: Tencent Map collaborated with Journey to the West to launch themed voice navigation, 2022
- Enhance connections with families
- Figure 5: Lay’s campaign “Where there is home, there is Lay’s (有家就有乐事) ”, 2022-23
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- Figure 6: Macro collaboration with National Geographic for “Happy At Ten-Thousand Homes (乐在万家)”, campaign, 2023
- The Market Summary
- Gen Zers make up 18% of the total population
- Socio-economic instability impacts on younger generation’s sense of personal insecurity
- ‘Slow productivity’ triggers a ‘slowdown’ and flexible attitude towards work and life
- Rise of consciousness of ‘information cocoon’ effect in the age of algorithms
- Efforts to find fulfilment in everyday life
- What we think
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Market Factors
- Gen Zers make up 18% of the total population
- Figure 7: Population age structure of China, 2021
- Socio-economic instability impacts on younger generation’s sense of personal insecurity
- Figure 8: Consumption level of urban residents and GDP growth rate, 1996-2021
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- Figure 9: Financial confidence, 2021-23
- ‘Slow productivity’ triggers a ‘slowdown’ and flexible attitude towards work and life
- Figure 10: Average monthly salary of undergraduates and postgraduates and the growth rate, 2007-21
- Rise of consciousness of ‘information cocoon’ effect in the age of algorithms
- Efforts to find fulfilment in everyday life
- Figure 11: Satisfaction with selected aspects of life, 2023
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- Figure 12: Dissatisfaction with selected aspects of life, 2023
- Gen Zers make up 18% of the total population
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Marketing Activities
- Snack box reduces emotional distress as a mood-booster
- Figure 13: Oreo collaboration with Chinese anime Fairies Albums, 2022
- Scenic trips full of new exploration
- Figure 14: Tongcheng Travel collaboration with National Geographic to launch ‘A scenic trip (风物之旅)’, 2021
- Culture-themed hotel cards make heritage a long-term companion
- Figure 15: Hilton collaboration with Dunhuang Museum to launch themed-hotel digital key cards, 2022
- Snack box reduces emotional distress as a mood-booster
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New Product Trends
- ‘Value for happiness’ rather than ‘value for money’
- Figure 16: Leader’s Genki air conditioner, 2023
- Meeting Gen Zers’ desire for nostalgia and slower pace of life
- Figure 17: Nikon Z series
- Cross-over menus delight in cooking
- Figure 18: Peng Peng Dai collaborated with Tcross to launch pasta cup, 2022
- ‘Value for happiness’ rather than ‘value for money’
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Income Changes and Information Wanted
- Ratio of full-time job as the major income source continues to drop, while income stays stable
- Figure 19: Source of income, by employment, 2021-23
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- Figure 20: Personal monthly disposable income, by employment, 2021-23
- About three in 10 working Gen Zers who are single have pets as companions
- Figure 21: Selected living status – living with pets, by employment and relationships, 2023
- Few changes in interested information, with curiosity in foods and travel still the highest
- Figure 22: Fields of interest, 2021 vs 2023
- Post-95s show stronger interest in enriching life and self-development than post-00s
- Figure 23: Fields of interest, by generation, 2023
- Ratio of full-time job as the major income source continues to drop, while income stays stable
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Eating and Fitness Routines
- In pursuit of balancing healthy and indulgent lifestyles
- Figure 24: Eating and fitness routines, 2023
- More post-00s in tier 1 cities undertake intermittent fasting while post-95s in tier 1 cities take more dietary supplements
- Figure 25: Selected lifestyle facts – at least three times per week, by generation and city tier, 2023
- Use of prepared or convenience food widely accepted
- Figure 26: Selected lifestyle facts – at least three times per week, by marital status, 2023
- In pursuit of balancing healthy and indulgent lifestyles
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Interest in Leisure and Entertainment
- Emerging outdoor activities stimulates young people’s desire for going outdoors
- Figure 27: Interest in leisure and entertainment, 2023
- Nightlife economy in lower-tier cities worth attention
- Figure 28: Interest in selected leisure and entertainment, by city tier, 2023
- More triggers needed for singles to take outdoor activities
- Figure 29: Interest in selected leisure and entertainment, by marital status, 2023
- Emerging outdoor activities stimulates young people’s desire for going outdoors
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Valued Information Sources
- Content on short video platforms more valued than that on social media
- Figure 30: Valued information sources, 2023
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- Figure 31: TURF analysis – valued information sources, 2023
- Gen Zers in tier 3 or lower-tier cities appreciate a slow method for gather information
- Figure 32: Valued information sources, by city tier, 2023
- Information from social media and lifestyle platforms more recognised by females
- Figure 33: Valued information sources, by gender, 2023
- Content on short video platforms more valued than that on social media
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Attractive IP Styles
- Guofeng/Guochao style are most effective for both genders
- Figure 34: Attractive IP styles, by gender, 2023
- Literature and art IP style welcomed in tier 1 regardless of educational background
- Figure 35: Selected attractive IP styles – literature and art, by education and city tier, 2023
- Guofeng/Guochao style are most effective for both genders
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Style and Brand Persistency
- Increasingly seeking freshness in home living
- Figure 36: Style and brand persistency, 2021 vs 2023
- Gen Zers more persistent in preferred dressing styles than older generations
- Figure 37: Style persistency – Frequently change preferences, by generation, 2023
- Increasingly seeking freshness in home living
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Attitudes towards Consumption
- No signs of low consumption desire among Gen Zers
- Figure 38: Attitudes towards consumptions, 2023
- Visible value is more appreciated by young consumers in tier 2 cities
- Figure 39: Selected attitudes towards consumptions-selected yes, by city tier and generation, 2023
- Appearances/design outweigh functions for high-earns in tier 1 cities
- Figure 40: Selected attitudes towards consumptions – selected yes, by disposable income and city tier, 2023
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- Figure 41: Attitudes towards consumptions – selected yes, by city tier, 2023
- No signs of low consumption desire among Gen Zers
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Attitudes towards Relationships
- Realism and idealism in relationships continue to conflict
- Figure 42: Attitudes towards relationships, by marital status, 2023
- Gap between single and married women is much larger than that between single and married men
- Figure 43: Views of marriage, by marital status and gender, 2023
- Female post-00s become more independent in relationships
- Figure 44: Attitudes towards relationships, by generation and gender, 2023
- Realism and idealism in relationships continue to conflict
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Appendix – Methodology and Abbreviations
- Methodology
- Abbreviations
- Methodology
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