2021
0
China Marketing to Gen Z Market Report 2021
2021-04-08T04:11:46+01:00
OX1047499
3695
136335
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Report
en_GB
“Gen Zers, raised in a diversified and digitally-connected environment, have grown up to be a group of self-confident consumers. Instead of following traditional norms of success, they tend to live…

China Marketing to Gen Z Market Report 2021

£ 3,695 (Excl.Tax)

Report Summary

“Gen Zers, raised in a diversified and digitally-connected environment, have grown up to be a group of self-confident consumers. Instead of following traditional norms of success, they tend to live a flexible life path with an inclusive mindset. Meanwhile, they are eager to present their assertive nature by insisting a self-defined ‘buydeology’, including emphasising appearances of functional products and supporting good social causes.
The stress and anxiety Gen Z are facing under the environment of economic slow-down and over-dependence on internet is another issue brands can explore more business opportunities. Young consumers would gravitate to brands that empower them to balance online and off-screen activities and boost their moods, or enable them to play hard and discover more possibilities of themselves. ”
– Yuxi Shao, Research Analyst

This Report looks at the following areas:

  • Living and financial situation
  • Job expectations and future plans
  • Perceived importance of appearance
  • Mood-boosting activities
  • Tendency to change and persistency
  • Online activities and app usage habits
  • Consumption habits

Table of Contents

  1. Overview

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

            • The market
              • Better-off life and economic slowdown drives rethink of success among young people
                • Young digital natives learn and thrive in the digital age to balance online and off-screen activities
                  • Gender diversity has raised acceptance of diversity and inclusivity in many aspects
                    • The consumer
                      • Participation in business or investment is high among Gen Z
                        • Figure 1: Sources of income, by employment, December 2020
                      • Salary and career growth, though important, only mentioned by 40% of Gen Zers as the top important factor
                        • Figure 2: Ideal jobs, December 2020
                      • Product appearance has significant aesthetic and symbolic values for Gen Z of both genders
                        • Figure 3: The pursuit of appearance, December 2020
                      • Besides exercise, online shopping is considered as the top choice to improve mood
                        • Figure 4: Ways to de-stress, December 2020
                        • Figure 5: Ways to de-stress, December 2020
                      • Gen Zers are flexible to changes while aware of developing consistent “buydeology”
                        • Figure 6: Tendency of change and persistency, December 2020
                      • Beyond active online activities, half of Gen Zers have been consciously controlling the time spent online
                        • Figure 7: App usage habits, December 2020
                      • Only two in 10 Gen Zers set spending budgets
                        • Figure 8: Consumption habits, December 2020
                      • What we think
                      • Issues and Insights

                        • Creating off-screen functions and experiences to help deal with digital dilemma and mood management
                          • The facts
                            • The implications
                              • Figure 9: Archaeology-themed blind box, 2021
                              • Figure 10: LEGO Flower Bouquet, 2021
                              • Figure 11: Déjà vu recycle store, 2021
                            • Responding to Gen Zers’ demand on appearance by embracing unisex aesthetic principles
                              • The facts
                                • The implications
                                  • Figure 12: The MISTER line of GIVENCHY, 2021
                                • Understanding the contradictory nature of aimlessness towards self-identification
                                  • The facts
                                    • The implications
                                      • Figure 13: “Live the Journey” pop-up event, 2021
                                      • Figure 14: 54traveler.com, 2021
                                  • Market Factors

                                    • Better-off life and economic slowdown drives rethink of success among young people
                                      • Young digital natives learn and thrive in the digital age to balance online and off-screen activities
                                        • Gender diversity has raised acceptance of diversity and inclusivity in many aspects
                                        • The Consumer – What You Need to Know

                                          • Participation in business or investment is high among Gen Z
                                            • Salary and career growth, though important, only mentioned by 40% of Gen Zers as the top important factor
                                              • Product appearance has significant aesthetic and symbolic values for Gen Z of both genders
                                                • Besides exercise, online shopping is considered as the top choice to improve mood
                                                  • Gen Zers are flexible to changes while aware of developing consistent “buydeology”
                                                    • Beyond active online activities, half of Gen Zers have been consciously controlling the time spent online
                                                      • Only two in 10 Gen Zers set spending budgets
                                                      • Living and Financial Situation

                                                        • Participation in business or investment is high among Gen Z
                                                          • Figure 15: Sources of income, by employment, December 2020
                                                        • Educational background and side business contribute to Gen Z’s income
                                                          • Figure 16: Monthly personal income, by employment, December 2020
                                                        • Three in 10 among working Gen Z are pet owners
                                                          • Figure 17: Living situation, by employment, December 2020
                                                      • Job Expectations and Future Plans

                                                        • Salary and career growth, though important, only mentioned by 40% of Gen Zers as the top important factor
                                                          • Figure 18: Ideal jobs, December 2020
                                                        • High earners pay more attention to job contents
                                                          • Figure 19: Ideal jobs – Any selected, by monthly personal income, December 2020
                                                        • Gen Zers in tier two cities have more considerations upon workplace relationships than being competitive
                                                          • Figure 20: Ideal jobs – Any selected, by city tier, December 2020
                                                      • Perceived Importance of Appearance

                                                        • Product appearance has significant aesthetic and symbolic values for Gen Z
                                                          • Figure 21: The pursuit of appearance, December 2020
                                                        • Men are more assertive to designs when talking about digital products and cars
                                                          • Figure 22: The pursuit of appearance, by gender, December 2020
                                                        • Environmental attractiveness is considered more important for consumers in higher tiers
                                                          • Figure 23: The pursuit of appearance, by city tier, December 2020
                                                      • Mood-boosting Activities

                                                        • Besides exercise, online shopping is considered as the top choice to improve mood
                                                          • Figure 24: Ways to de-stress, December 2020
                                                          • Figure 25: Ways to de-stress, December 2020
                                                        • Efficient online shopping is more welcomed by busy Gen Zers in the workforce
                                                          • Figure 26: Ways to de-stress – Done it, by employment, December 2020
                                                        • A laid-back job and life attitude is on the rise
                                                          • Figure 27: Ways to de-stress – Done it, by job expectations and future plans, December 2020
                                                      • Tendency to Change and Persistency

                                                        • Gen Zers are flexible to changes while aware of developing consistent “buydeology”
                                                          • Figure 28: Tendency of switching and persistency, December 2020
                                                        • Life stage has more impact on brand choices but less on style preferences
                                                          • Figure 29: Tendency of change and persistency – Frequently change, by employment, December 2020
                                                        • High earners in the workforce are more active in trying different styles and brands
                                                          • Figure 30: Tendency of change and persistency – Frequently change, by monthly personal income, December 2020
                                                      • Online Activities and App Usage Habits

                                                        • Beyond active online activities, half of Gen Zers have been consciously controlling the time spent online
                                                          • Figure 31: App usage habits, December 2020
                                                        • Information updating is even more important for Gen Zers in the workforce
                                                          • Figure 32: App usage habits, by employment, December 2020
                                                        • More self-disciplined awareness of digital habits among high earners
                                                          • Figure 33: App usage habits, by monthly personal income, December 2020
                                                      • Consumption Habits

                                                        • Only two in 10 Gen Zers set spending budgets
                                                          • Figure 34: Consumption habits, December 2020
                                                        • More Gen Z males in tier one cities in comparison have organised financial plans
                                                          • Figure 35: Consumption habits, by selected demographics, December 2020
                                                        • High-income Gen Zers are early adopters of paid online services
                                                          • Figure 36: Consumption habits, by monthly personal income, December 2020
                                                      • Appendix – Methodology and Abbreviations

                                                        • Methodology
                                                          • Abbreviations

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