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How Young Chinese Consumers are finding themselves

How young Chinese consumers are finding themselves

We analyzed the overarching trends of young Chinese consumer’s ambitions. To go beyond consumer trends and expose societal trends, we uncovered the correlations in consumer habits, social listening, in-depth interviews, and successful brand strategies. In this report we define young consumers as Chinese millennials and Gen-Z, or in Chinese terminology, the 90后 (those born after 1990) and 00后 (those born after 2000).

Download the report below!

Download our report on how young Chinese Consumers are Finding Themselves to learn

  • What trends are rising among young Chinese
  • The state of Guochao and how the Guochao trend is evolving today
  • How Chinese travel habits are changing
  • How Chinese are becoming drawn to adventure and what this means for brands
  • What Chinese teachers have observed in the changes in parenting styles
  • How Chinese relationships are changing

Key stats from our report

  • Gen-Z are more likely to travel for ‘enriching life experience’ and ‘broadening their horizons’ than the general population
  • 76% of Chinese gen-z say they are willing to become a digital nomad (5.3% already are!)
  • In our In-depth interviews with teachers, we found the top positive characteristics of Gen A’s parents compared to previous generations are: Empathy, Open mindedness, and Aware of holistic wellbeing
  • 46% of Chinese single women report that they are single because they enjoy it (compared to 25% of single men)
  • Millennials are more willing than Gen-Z to try dating apps. 37% of post-00s are willing, compared to 58% of post-90s