Chinese Consumers Gen Z
The Chinese Consumers: Gen Z Report 2023 is your essential guide to understanding the next wave of influential
shoppers in China. As this digital-native generation continues to shape the future of retail, their unique
characteristics, preferences, and behaviors have made them a key demographic for brands to cater to. This in-depth
report takes a closer look at Gen Z’s influence on China’s e-commerce ecosystem, their evolving buying habits, and
the technologies driving their interactions with brands.
With over 100 pages of insights, this report covers everything from social commerce trends to livestream shopping,
detailing how platforms like Douyin, Xiaohongshu RedNote, and WeChat have become central to Gen Z’s
consumer journey. We explore their desires for authenticity, individuality, and sustainable practices in the brands
they engage with, offering actionable recommendations for businesses looking to connect with Gen Z in China.
Who Is The Chinese Gen Z Report For?
Global Brands and Marketers – Particularly those looking to tap
into China’s rapidly growing Gen Z market, focusing on leveraging
digital platforms, KOL marketing, and e-commerce strategies
tailored to this demographic.
Retailers and E-Commerce Professionals – Companies involved in
fashion, beauty, technology, and lifestyle products who want to
optimize their presence on Chinese social commerce platforms and reshaping retail models.
Trend Forecasters and Market Analysts – Those who need to stay
ahead of Gen Z’s behavior patterns and consumer preferences as
they shape the future of China’s retail and e-commerce market.
Brand Strategists and Digital Transformation Teams – For brands
seeking to adjust their marketing strategies, optimize the use of
social media platforms, and leverage data-driven insights to reach Gen Z consumers.
Technology Providers and Solution Partners – For tech companies
interested in the evolving role of digital technologies like AI,
livestreaming, and virtual influencers, which are reshaping Gen Z’s shopping experience in China.
What Will You Gain In This Chinese Gen Z Report?
A Detailed Profile of Gen Z’s Digital Shopping Behaviors –
Understand how Gen Z shops online, engages with brands, and
consumes content across platforms like Douyin, Xiaohongshu
(RedNote), and WeChat
Insights Into Gen Z’s Preferences and Values – Learn what drives
their purchasing decisions, from sustainability and inclusivity to
personalization and product authenticity.
Data on the Role of Social Commerce – Discover how social
commerce platforms such as Douyin and Xiaohongshu (RedNote)
are transforming shopping into a social experience, with integrated e-commerce features like livestreaming and influencer marketing.
An Exploration of Gen Z’s Technology Usage – From virtual influencers to AI-driven shopping experiences, this report provides insight into how technology is shaping Gen Z’s consumer interactions.
Actionable Insights on How to Engage Gen Z – Learn the best
practices and strategies to reach and engage Gen Z, including tips
on content creation, platform selection, and using KOLs (Key
Opinion Leaders) effectively.
Key Trends and Data on Gen Z’s Spending Power – Gain a deeper
understanding of Gen Z’s purchasing behavior and their growing spending power in China’s retail market, with insights into specific sectors such as fashion, beauty, and tech.
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Key Highlights Of The Chinese Gen Z Report
Part 1: Chinese Gen Z Overview
Gen Z in China, born between 1995 and 2010, has experienced an era of rapid economic growth and technological advancements. This generation, having been raised during China’s economic boom of the 1990s and 2000s, has benefited from an abundance of financial support from their parents, enabling them to enjoy greater independence and freedom. As the first generation of true digital natives, Gen Z has seamlessly integrated technology into every aspect of their daily life, from communication and entertainment to shopping and learning.
This generation is marked by its strong desire for personalization and uniqueness. Gen Z consumers demand products that reflect their individuality, with many willing to pay more for custom-made items that align with their distinct personalities. As a result, they are driving the rise of customized products and services across multiple industries in China. Their strong preference for “Made in China” products, coupled with their pride in Chinese culture, has solidified the Guochao trend—an acknowledgment and celebration of Chinese heritage and design.
As a digital-first generation, Gen Z offers businesses
an opportunity to enhance customer engagement
through innovative technologies, personalized
offerings, and a deep understanding of local
culture. Brands must embrace these traits to stay
relevant and competitive.
Part 2: Gen Z Consumer Insights
Chinese Gen Z consumers are more than just a generation—they represent a new way of thinking, shopping, and living. Raised in an era of prosperity and digital revolution, they are instinctively drawn to online platforms for their entertainment, socializing, and shopping needs. Their digital fluency has shaped them into savvy consumers who seek both convenience and authenticity.
One of the most striking traits of Gen Z is their desire for individuality. This generation values products that express their unique identity and have personal meaning. They are particularly attracted to Chinese-made goods that feature culturally relevant designs. The Guochao trend, characterized by domestic products reflecting China’s cultural pride, has resonated strongly with this demographic, particularly in luxury, fashion, and beauty sectors. Additionally, the rise of digital technology and mobile commerce has empowered Gen Z to shop and interact with brands at any time, further solidifying their status as a key driver of China’s e-commerce market.
Part 3: Shopping Attitudes Of Gen Z
The shopping habits of Chinese Gen Z consumers are heavily influenced by their digital-first nature. As the first generation to grow up entirely immersed in the internet and mobile devices, they are highly connected, informed, and engaged with the online world. They prefer online shopping experiences that are fast, easy, and personalized, and they are quick to adopt new technologies like mobile payment systems, augmented reality, and livestream shopping.
Gen Z consumers are also highly social in their shopping behavior. They are active on social media platforms, where they discover new products, read reviews, and interact with influencers. Their purchasing decisions are strongly influenced by their social networks, including friends, family, and idols. This generation is more likely to engage with brands that create experiences rather than just sell products. This is evident in the rise of livestreaming and influencer marketing, where Gen Z interacts with content creators in real-time, receiving product recommendations and making purchases simultaneously.
PART 4: F&B, HEALTH/BEAUTY, LUXURY, PET, TRAVEL CONSUMPTION
Gen Z’s consumption behavior spans several key industries, from food and beverage to luxury goods, health and beauty, and travel. The F&B sector has seen a surge in demand for convenient, instant food options, as Gen Z gravitates towards products that align with their “lazy economy” mentality. This group values convenience and efficiency, with self-heating meals and ready-to-eat snacks being particularly popular. Gen Z’s penchant for comfort also extends to their choice of food delivery services, where they favor platforms that offer quick, reliable, and affordable options.
In the health and beauty industry, Gen Z is setting the trend for personalized skincare and beauty routines. They prioritize products that reflect their personal values, including cruelty-free, vegan, and sustainable options. Their preference for authenticity and transparency means they are drawn to brands that showcase their ethical practices. Similarly, the luxury market in China has seen Gen Z become significant consumers, with a focus on high-end, limited-edition items that are exclusive and culturally significant. This generation has also been instrumental in shaping the pet industry, with increased spending on pet products driven by their love for animals and their desire to provide the best for their pets.
When it comes to travel, Gen Z is leading the charge in domestic tourism. They prefer short trips to nearby destinations, often choosing destinations that are rich in culture and history. Travel experiences that focus on wellness, adventure, and unique cultural experiences are particularly appealing to Gen Z. This generation is also more likely to use social media to document their travels and share experiences with their followers, influencing destination choices and the popularity of certain locations.
Part 5: Lazy, Guochao, And Fan Economy Consumption
Three key consumption behaviors stand out among Chinese Gen Z: lazy economy consumption, the Guochao trend, and fan economy spending. The “lazy economy” reflects Gen Z’s desire for convenience and ease. Instant food, self-heating meals, and home delivery services cater to their need for convenience, aligning perfectly with their busy, digital-first lifestyles. They are also drawn to products and services that make their lives easier, such as time-saving apps, ready-to-use meal kits, and easy-to-access shopping platforms.
The Guochao trend, which emphasizes pride in Chinese-made products and cultural heritage, is deeply ingrained in Gen Z’s purchasing decisions. They actively seek products that feature traditional Chinese aesthetics and cultural symbols, as these items represent their pride in China’s growth and global influence. This has led to a rise in demand for domestic luxury and fashion brands that embody modern Chinese culture.
Gen Z is also at the heart of the fan economy, a phenomenon where idol worship drives purchasing power. Fans of KOLs (Key Opinion Leaders), celebrities, and even virtual influencers are willing to spend significant amounts to support their idols. This is evident across industries like beauty, fashion, and technology, where limited-edition items, collaborations, and exclusive merchandise generate massive sales among Gen Z consumers.
Part 6: Social Media Insights For Gen Z
Gen Z in China is highly active across several social media platforms, where they engage with brands, discover new products, and interact with content creators. Each platform serves a unique purpose in their daily digital lives, and brands targeting this demographic must be adept at utilizing these platforms to reach and engage them effectively. Bilibili is a key platform for Gen Z’s entertainment consumption. Known for its focus on niche communities and user-generated content, Bilibili is where Gen Z engages with animation, gaming, and pop culture content. Brands targeting Gen Z should be aware of the platform’s potential for community-driven engagement, where product placement and brand collaborations with influencers can be highly effective.
Douyin, China’s version of TikTok, is a powerhouse for short-form video content. With its immersive format and algorithm-driven recommendations, Douyin allows brands to engage with Gen Z in creative ways, often through livestreaming events, influencer promotions, and viral challenges. Livestreaming, in particular, is a key tool for e-commerce on Douyin, where Gen Z consumers can interact with influencers and make immediate purchases.
Kuaishou, another short-video platform, is similar to Douyin but with a more grassroots feel. While Douyin attracts a younger, trendier demographic, Kuaishou is more inclusive, with a broader range of content creators and an emphasis on authentic, everyday content. Brands can leverage Kuaishou’s down-to-earth approach to connect with Gen Z consumers in a more relatable and personal way.
RED (Xiaohongshu) has become a go-to platform for product discovery and lifestyle inspiration. Gen Z uses RED for everything from fashion and beauty recommendations to travel tips and wellness advice. The platform thrives on UGC (User Generated Content) and is a critical space for brands looking to establish credibility through authentic reviews and influencer partnerships.
Part 7: Gen Z Behaviors On E-commerce Platforms
Gen Z’s shopping habits are shaped by their preference for digital platforms and social commerce. E-commerce platforms like Tmall, JD.com, and Taobao have made significant strides in catering to Gen Z’s needs by offering personalized experiences, mobile-first shopping, and social integration. Gen Z is particularly drawn to platforms that allow them to interact with brands in real-time, either through livestreaming events or direct messages with influencers.
Gen Z consumers are also highly responsive to flash sales, time-limited promotions, and exclusive deals. They are more likely to make impulse purchases during livestream events, where they can see products in use and interact with influencers or brand representatives. This generation is accustomed to seamless, frictionless shopping experiences, and platforms that fail to deliver on this expectation risk losing Gen Z’s attention.
Moreover, Gen Z’s shopping behavior reflects their desire for authenticity. They prefer shopping on platforms that provide transparent product information, peer reviews, and real-time interactions with sellers. This makes social commerce a natural fit for their consumer profile, as it allows for direct engagement and product discovery in a way that traditional e-commerce platforms cannot match.
Part 8: Key Takeaways For Marketing To Gen Z In China
To successfully market to Gen Z in China, brands must recognize the unique characteristics and preferences of this generation. Personalization, convenience, and authenticity are key to winning Gen Z’s loyalty. Brands should focus on building strong relationships with this demographic through social media engagement, influencer collaborations, and interactive, entertaining content.
Furthermore, understanding the platforms that Gen Z frequents and tailoring content to these channels is essential. Whether it’s through livestreaming on Douyin, influencer marketing on Weibo, or user-generated content on RED, brands must be adaptable and agile in their marketing strategies.
Lastly, embracing sustainability and aligning with Gen Z’s values is crucial. Gen Z is highly conscious of environmental and social issues, and they are more likely to support brands that demonstrate a commitment to ethical practices. Brands that can effectively integrate sustainability into their messaging and product offerings will gain favor with this discerning consumer group.
About The Authors:
Ashley Dudarenok
Ashley Dudarenok is a naturalized Chinese serial entrepreneur, award-winning digital expert, and bestselling author with a keen sensitivity to understanding emerging consumer groups, including Gen Z, Millennials and the evolving landscape of digital-savvy shoppers. Recognized by Thinkers50 as a “Guru on fast-evolving trends in China,” she is the founder of ChoZan, a consultancy specializing in China research and digital transformation, and Alarice, a leading marketing agency focused on the Chinese market.
With 15 years of business experience, Ashley and her team empower Fortune 500 companies to learn for China and learn from China, equipping them to effectively engage with the next wave of influential shoppers. A sought-after speaker, she shares insights on consumer behavior, consumption trends, and strategies for brands to connect with evolving audiences.
Ashley has authored 10 books on digital trends in China, cultivating a robust following of over 500,000 professionals across platforms like LinkedIn and YouTube. Frequently featured in the media, she continues to shape global conversations on China’s digital and tech evolution, making her an essential voice in understanding and connecting with emerging consumer groups.
Editorial Team
Ashley
Founder of ChoZan & Alarice
NATALIA
Marketing Director
Sabba
Marketing Manager
VIVIEN
Digital Marketing Executive
About The Contributors
ADA XU
Regional Director (Europe & Middle-East) at FLIGGY
WOLFGANG GEORG ARLT
Founder and Director of COTRI China Outbound Tourism Institute
SUSAN DING
Marketing Manager at Trip.com Group
NATHAN PETRALIA
Managing Director at Merkle Hong Kong
CHERRY HUANG
General Manager of Alipay+ Offline Merchant Services, Ant Group
OLIVER SEDLINGER
CEO and Co-founder of Sedlinger & Associates Ltd
DANNI LIU
Founding Partner at iBlue Communications
PATRICE SIMEON
Global Account Manager at Global Blue Holding
PEGGY LI
CEO & Chief Troubleshooter at SPS:Affinity - Strategic Partnership Solutions
EVGENY PANCHENKO
Tourism and Destination Marketing Expert
DEANA GAO
Founder and CEO of China Gravy
BENJAMIN CAVENDER
Managing Director and Head of Strategy of China Market Research Group
What Do We Do?
At ChoZan, we help global brands and local businesses succeed with Chinese consumers across various industries, from
fashion and lifestyle to beauty, food, and technology. With over 15 years of expertise in understanding China’s digital
transformation and consumer behavior, we empower brands to adapt to the rapidly evolving Chinese market shaped by
digital ecosystems, cultural shifts, and mobile-first consumer journeys.
CHINA LEARNING EXPEDITIONS
We organize China Learning Expeditions—bespoke tours designed to help leaders of the world’s top companies immerse themselves in China’s digital ecosystem and gain a deeper understanding of local market trends, competitors, and technologies. Our clients, including Coca-Cola, InMobi, and Deckers, have relied on these expeditions to stay ahead of market developments and gain insights into China’s evolving landscape.
TRAINING FOR TEAMS
We offer specialized training programs for global and local marketing, e-commerce, and commercial teams to help them thrive in China. By empowering teams to excel in social commerce, digital marketing, and consumer engagement, we have successfully upskilled leading companies like Disneyland, Richemont, and Shiseido, enabling them to navigate China’s market more effectively.
CHINA RESEARCH
Our China Research services deliver comprehensive consumer and market research, trend analysis, and strategic advice, aiding businesses in making informed, data-driven decisions. Brands like Johnson & Johnson and HSBC trust us to decode the complexities of China’s market, providing clear pathways for growth in one of the world’s largest and most dynamic economies.
CONSULTING & EXPERT CALLS
Through our Consulting & Expert Calls, we connect businesses with top industry experts, offering tailored advice to address their most pressing challenges in China. Whether optimizing digital marketing strategies or navigating regulatory changes, companies like DFS, Adobe, and Colgate-Palmolive benefit from our strategic insights and access to leading thought leaders in the industry.
Get Your Free Chinese Gen Z Report
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influential consumer group. Download the
Chinese Gen Z Report 2021 for exclusive insights
into their behaviors, shopping preferences, and
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to tailor your brand to meet their needs and
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Faq
What does the Gen Z Consumer Report 2021 cover?
The Gen Z Consumer Report 2021 dives deep into the habits, preferences, and behaviors of China’s Gen Z consumers. This comprehensive 120+ page report examines how this digitally native generation is driving consumption trends in China’s major sectors, such as fashion, beauty, F&B, and luxury. With a focus on their social media activity, use of platforms like Douyin, WeChat, and RedNote, and their increasing influence on e-commerce and digital retail, the report offers a comprehensive understanding of this powerful demographic.
What makes this Gen Z Consumer Report different from others?
This report stands out by offering detailed insights into Gen Z’s unique consumption patterns, blending social media behavior, cultural shifts, and economic recovery trends. It focuses on actionable strategies for engaging this generation, using a combination of social listening data, consumer behavior research, and case studies. Rather than just general trends, it presents the practical ways brands can navigate this evolving landscape, specifically addressing the need for personalized experiences, sustainability, and digital-first shopping habits.
Is the Gen Z Consumer Report available for free?
Yes, you can download the complete Gen Z Consumer Report 2021 for free. This report provides invaluable insights into the most influential consumer segment in China, equipping marketers and businesses with the knowledge they need to effectively engage and retain Gen Z consumers.
What new insights does the 2021 Gen Z report provide?
The 2021 edition delves deeper into the rising Guochao (China pride) movement and how Gen Z is reshaping consumption patterns around domestic products. The report also offers updated data on how this generation is embracing sustainability and personalized shopping experiences, and highlights how their online interactions are influencing shopping behaviors. Additionally, it sheds light on their growing use of livestream sales, social commerce, and influencer-driven recommendations.
Which platforms are covered in the report?
The report analyzes the key platforms where Gen Z engages with brands and shops, including WeChat, Douyin, RedNote (Xiaohongshu), Kuaishou, and Weibo. Each platform is explored in terms of its role in digital shopping, influencer marketing, and community-driven content, providing brands with a roadmap for effective engagement on these platforms.
How can brands effectively market to Gen Z consumers in China？
The report provides essential strategies for engaging Gen Z through social commerce and influencer marketing. It outlines how brands can use WeChat mini-programs for seamless customer experiences, leverage RedNote for storytelling and brand loyalty, and optimize their presence on Douyin for interactive, live-streaming commerce. With insights into e-commerce preferences and buying behaviors, this report shows how brands can tailor their approach to meet the expectations of China’s next-generation consumers.
Are there insights specific to certain industries in the report?
Yes, the report features tailored insights for industries like fashion, beauty, luxury, F&B, and tech. It showcases how Gen Z’s preferences differ across sectors and offers specific strategies for each, helping businesses within those industries better connect with this influential group. Whether it’s how beauty brands can create personalized experiences or how fashion labels can tap into the Guochao movement, this section offers practical advice for a variety of sectors.
Does the Gen Z report offer actionable marketing strategies?
Absolutely. The report includes actionable marketing strategies for brands looking to engage Gen Z in China. It covers how to build brand loyalty through KOL collaborations, how to create immersive content for Douyin livestreams, and how to optimize mobile shopping experiences for Gen Z’s digital-first lifestyle. With insights into social CRM, content creation, and digital retail, this report equips businesses with the tools needed to succeed in China’s competitive market.
How can I share feedback or report any errors in the report?
If you have feedback or notice any errors in the report, please feel free to contact us at info@chozan.co. We value your input and continuously strive to improve our reports to better serve our readers.
How can I stay updated with future insights from ChoZan?
To stay informed about upcoming reports and gain exclusive insights on China’s Gen Z trends, social commerce developments, and other key topics, subscribe to our newsletter. Be the first to access updates and industry intelligence directly from ChoZan’s experts.
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