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Marketing to Gen Z - China - March 2021

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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