2022
0
China Marketing to Gen Z Market Report 2022
2022-07-01T04:03:22+01:00
OX1104769
3695
152571
[{"name":"Advertising and Marketing","url":"https:\/\/store.mintel.com\/industries\/media-marketing\/marketing"},{"name":"Gen Z","url":"https:\/\/store.mintel.com\/industries\/demographics\/gen-z"}]
Report
en_GB
“The key to marketing to Gen Z is understanding their diversity and inclusivity. They are more open to new thinking, culture, trends and lifestyles, while at the same time, well…

China Marketing to Gen Z Market Report 2022

£ 3,695 (Excl.Tax)

Report Summary

“The key to marketing to Gen Z is understanding their diversity and inclusivity. They are more open to new thinking, culture, trends and lifestyles, while at the same time, well aware of the learnings older generations have left them. That is partly why they appear so complicated. In terms of lifestyle they can be both frequently sporting and frequently stay up late. In terms of financial situation, they can be both hard working to ease family financial pressure and borrow to buy new-tech gadgets. In terms of brand personality, they openly embrace both modern and classic, advanced and traditional. These findings show that, given the uncertainty of the economic situation and pandemic, young consumers are chasing their own independent personal life values. For brands, it is crucial to respect all different choices and think in the same way the young generation do – equal communication, daring to express, and sparing no effort to love what they love.”
– Gloria Gan, Lifestyle Analyst

Key issues covered in this Report

  • Changes in living and financial situation of Gen Z under the impact of COVID-19
  • Lifestyle facts and habits observation and analysis
  • Interest in virtual experiences and segmentation analysis
  • The link between apparel brand preferences and occasions
  • Mindsets, self-evaluation and mental issues faced by different groups
  • The connection between life attitudes and product perception of necessities and premium
  • Preference for different brand personalities

Table of Contents

  1. Overview

    • What you need to know
      • Key issues covered in this Report
        • Definitions
        • Executive Summary

            • The market
              • Gen Zers include teenagers to young adults and account for some 18% of the total population
                • Figure 1: Population age structure of China, 2021
              • Representing the future of consumption, all new adult consumers for the next five years will be Gen Zers
                • Figure 2: Change in Gen Z as a % of Chinese population, 2012-2021
              • Born with high economic growth and rapid technology evolution, Gen Zers are open to new challenges
                • Figure 3: China GDP growth rate and Gen Z year of birth, 1980-2021
              • Work ethic and styles become more flexible
                • Figure 4: China unemployment rate, age 16-24, Jan 2018-May 2022
              • Richness of both online and offline entertainment allows Gen Zers to seek a balance between the two
                • Figure 5: Agreement with the statement “I am more active in online social activities than offline”, 2022
              • Smart devices for different scenarios might benefit due to the high willingness to try new technologies
                • Traditional national culture rises, boosting a number of culture-focused industries
                  • Diverse needs demonstrated in scattered groups, each has considerable long-tail effect
                    • Focusing on self-experience and value expression, triggering premiumisation of experiential consumption
                      • Impact of COVID-19 outbreak in 2022
                        • Figure 6: Summary of Mintel’s scenario expectations and the impact on lifestyles of Gen Z, 2022
                      • Companies and brands
                        • Encouraging Gen Z to try something new
                          • Figure 7: Nike – Play New, 2021
                        • Interpreting an undefined and casual lifestyle concept
                          • Figure 8: MUJI Labo, 2022
                        • Being a part of Gen Z’s self-exploration and expression with a challenging attitude
                          • Figure 9: DJI Action II Camera, 2022
                        • The consumer
                          • COVID-19 is reshaping the financial structure of Gen Z
                            • Figure 10: Source of income, by employment, 2021 vs 2022
                          • Gen Z pursue healthiness despite an unhealthy lifestyle
                            • Figure 11: Lifestyle facts, 2022
                          • Gen Zers show strong interest in virtual activities, showing a promising future for the virtual industry
                            • Figure 12: Interest in virtual experiences, 2022
                          • Choice of international or domestic apparel depends on the occasion
                            • Figure 13: Occasion choices for apparel brands, 2022
                          • Emotional stability might be a problem among Gen Zers
                            • Figure 14: Mindset and self-evaluation, 2022
                          • Being personal is the reason Gen Z would pay a premium
                            • Figure 15: Perception of necessities and premium status, 2022
                          • Gen Zers accept both modern and classic
                            • Figure 16: Brand personality, 2022
                          • What we think
                          • Issues and Insights

                            • Reach out to Gen Zers as an individual group instead of stereotype tag
                              • Figure 17: Haohuanluo – Youth of Tags, 2021
                            • Enhance priority on high-quality personalised daily life experience to cater for the need to “be themselves”
                              • Figure 18: Dove – Reverse Selfie, 2021
                            • Diverse values and cultures call for brands to think more divergently and to express themselves more straightforwardly
                              • Figure 19: Soul app
                          • Demographic Factors

                            • Gen Zers include teenagers to young adults and account for some 18% of the total population
                              • Figure 20: Population age structure of China, 2021
                            • Representing the future of consumption, all new adult consumers for the next five years will be Gen Zers
                              • Figure 21: Change in Gen Z as a % of Chinese population, 2012-2021
                            • Born with high economic growth and rapid technology evolution, Gen Zers are open to new challenges
                              • Figure 22: China GDP growth rate and Gen Z year of birth, 1980-2021
                          • Market Factors

                            • Work ethics and styles become more flexible
                              • Figure 23: China unemployment rate, age 16-24, Jan 2018-May 2022
                            • Richness of both online and offline entertainment allows Gen Zers to seek a balance between the two
                              • Figure 24: Agreement with the statement “I am more active in online social activities than offline”, 2022
                            • Smart devices for different scenarios might benefit due to the high willingness to try new technologies
                              • Traditional national culture rises, boosting a number of culture-focused industries
                                • Diversified needs demonstrated in scattered groups, each has considerable long-tail effect
                                  • Focusing on self-experience and value expression, triggering premiumisation of experiential consumption
                                  • COVID Influences

                                    • COVID-19 China context
                                      • COVID-19 impact on the consumer
                                        • COVID-19 impacting the financial stability of Gen Z
                                          • Using fitness to deal with possible infection
                                            • Mental health being seriously impacted
                                              • Rethinking educational and career plans
                                              • Marketing Activities

                                                • Nike touches Gen Z by encouraging them to try something new
                                                  • Figure 25: Nike – Play New, 2021
                                                • Shi San Yu and its co-branding marketing: traditional Han garments get popular, riding the rise of national identity among Gen Z
                                                  • Figure 26: Shi San Yu x CASCI, 2022
                                                • Baijiu (Chinese spirit) brand Jiang Xiao Bai’s self-deprecating humour win the young generation’s preference
                                                  • Figure 27: Jiang Xiao Bai 10th anniversary posts, 2021
                                              • New Product Trends

                                                • Muji new design allows Gen Zers to have a comfortable, unisex, calm and environmentally-friendly personal life
                                                  • Figure 28: MUJI Labo, 2022
                                                • Chinese domestic fragrance brand Scent Library launches new perfume L.B.K Water to demonstrate an undefinable scent
                                                  • Figure 29: Scent Library’s L.B.K Water Perfume, 2021
                                                • DJI’s Action II camera gives consumers a chance to record every piece of their daily and exploration life
                                                  • Figure 30: DJI Action II Camera, 2022
                                                • Petkit targets young pet owners with well-designed smart pet device
                                                  • Figure 31: Petkit Pura Max self-cleaning cat litter box, 2022
                                              • Living and Financial Situation

                                                • COVID-19 is reshaping the financial structure of Gen Z
                                                  • Figure 32: Source of income, by employment, 2021 vs 2022
                                                • Seven in ten Gen Zers just make ends meet or live on loans every month
                                                  • Figure 33: Disposable income, by employment, 2021 vs 2022
                                                  • Figure 34: Financial situation, by employment, 2022
                                                • Young people who do not live with family tend to live with pets
                                                  • Figure 35: Living situation, by employment, 2022
                                                  • Figure 36: Percentage living with a pet, by living with family or not, 2022
                                              • Lifestyle Facts

                                                • Gen Z pursuit health despite an indulgent lifestyle
                                                  • Figure 37: Lifestyle facts, 2022
                                                • Contradictory lifestyle trend is more obvious among working Gen Zers
                                                  • Figure 38: Lifestyle facts, by employment situation, 2022
                                                • High willingness to spend money on health among young people working in tier 1 cities
                                                  • Figure 39: Lifestyle facts – selected, by city tier, 2022
                                              • Interest in Virtual Experiences

                                                • Gen Zers show strong interest in virtual activities, showing a promising future for virtual industry
                                                  • Figure 40: Interest in virtual experiences, 2022
                                                • Gen Zers willing to consume in advance are willing to try new tech in advance
                                                  • Figure 41: Interest in virtual experiences, by financial status, 2022
                                                • Virtual idolisation more popular among females
                                                  • Figure 42: Interest in virtual experiences – selected, by gender, 2022
                                                • Exploration of the virtual world has even more potential among those in relationships
                                                  • Figure 43: Interest in virtual experiences, by relationship status, 2022
                                              • Brand Preferences towards Apparel

                                                • Choice of international or domestic apparel depends on the occasion
                                                  • Figure 44: Choice of apparel brand, by occasion, 2022
                                                  • Figure 45: Choice of apparel brand – domestic vs international (net), by occasion, 2022
                                                • Domestic sports brands are widely recognised, while international players are still leading in fast fashion
                                                  • Figure 46: Choice of apparel brand, by occasion, by apparel type, 2022
                                                • Demands from lower-tier cities for luxury brands should not be ignored
                                                  • Figure 47: Choice of apparel brand – selected, by city tier, 2022
                                              • Mindsets and Self-evaluation

                                                • Emotional stability might be a problem among Gen Zers
                                                  • Figure 48: Mindsets and self-evaluation, 2022
                                                • More female Gen Zers are experiencing group pressure
                                                  • Figure 49: Mindsets and self-evaluation, social life mindset, by employment and gender, 2022
                                                • Lower motivation is found among Gen Zers in tier 1 cities
                                                  • Figure 50: Mindsets and self-evaluation, life and value attitudes, by city tier, 2022
                                              • Perception of Necessities and Premium Value

                                                • Being personal is the reason why Gen Z would pay a premium
                                                  • Figure 51: Perception of necessities and premium value, 2022
                                                • The less essential, the more premium status it acquires once owned
                                                  • Figure 52: Perception of necessities, premium rate rebased, 2022
                                                • Attitudes towards life reflected in attitudes to products of males and females
                                                  • Figure 53: Perception of premium value, by gender, 2022
                                                • Emotional less stable group seems to place higher value on home products to help ease emotional fluctuation
                                                  • Figure 54: Perception of premium value, by emotional stability segment, 2022
                                              • Brand Personality

                                                • Gen Zers accept modern and classic
                                                  • Figure 55: Brand personality, 2022
                                                • Gender is not a label, especially for men
                                                  • Figure 56: Brand personality, by age and gender, 2022
                                              • Appendix – Methodology and Abbreviations

                                                • Methodology
                                                  • Abbreviations

                                                  About the report

                                                  This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.

                                                  Market

                                                  Mintel provides a range of market information, frequently through the category level, including market size and forecasting, complete with market drivers that illustrate the forces that shape a category or market.

                                                  Consumer

                                                  Mintel’s proprietary consumer research provides our analysts with the attitudinal and behavioral data used to provide valuable insight to topical issues.

                                                  Brand/Company

                                                  Mintel provides overviews of the top brands and manufacturers, and uses consumer research to explore attitudes and reactions to brands, as well as insight into what will resonate with consumers.

                                                  Data

                                                  Market reports provide appendices of data to support the research and insight produced. Our databooks* are easily manipulated and downloadable to support your research needs and covers factors from consumer attitudes to market forecasts.

                                                  *databooks not available with UK B2B Industry reports.

                                                  Below is a sample report, understand what you are buying.

                                                  Click to show report
                                                  2024 Sample Consumer Cover

                                                  Please Note: This is a sample report. All of the figures, graphs, and tables have been redacted. Our reports are available to download in PDF and PPT formats.

                                                  Trusted by companies. Big and small.

                                                  Want to speak to us directly?

                                                  Contact us with your enquiry and our expert global team can help.

                                                  Get in touch