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 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
