How Brands Can Successfully Target Gen Z in China
How Brands Can Successfully Target Gen Z in China
Understanding young consumers in China can have a significant payoff, with Gen Z poised to be some of the most prolific shoppers ever
Just when you’ve mastered millennial appeal, along comes Gen Z and their unique demands, expectations and tastes. Taking the time to tailor a business strategy with this market in mind can mean tapping In China, Gen Z is a distinctively new consumer segment that is on track to represent the next wave of the country’s domestic growth. Considered to be those born between 1996 and 2010, Gen Z make up about 15% of China’s population . Only 15%, you might think… but only 15% in China is actually more than 210 million people. And they love to shop. “China accounts for the highest share of Gen Z household spend at 13% compared to only 3% for the UK and 4% for USA,” says Veronica Wang , Associate Partner, OC&C Strategy Consultants. “These...