Z世代95、00后消费力白皮书.pdf

1?Expect and prepare for outsized influence from GenZ and youthful markets3?6?7?2?A?C?3?B?T?1?B?T?R?4?6?IU?6?7?2?A?QZ?6?7?L?A?/?234?V5?03?8?1?Research methodology of GenZ Spending Power White Paper?145?4?%?-?.-1?9%?3?0?2?%?5?GenZ has become the consumption powerhouse in China today?.?7n?Z19?=?3501?19-23?Z19-35%?=?Z?-?7%34%40%54%67%?Q?7?6?.?19?Z?2?-?2?=?2?/?=?.?Z?%?=?/?7?67?=?.?=?Z?3?5?/?7?=?GenZs strong spending power is driven by wide range of income sources7 728%31%43%45%31%31%40%40%Q?Z?195?7?,?3?.?=0?1.?2?7?,?3?.?=0?1.?2?-?GenZ already reaches similar penetration vs.previous generation?&?&289?1?Z?2?3?The top 3 motivations of GenZ consumption10?2Q?Z?=T?2?=?3?.?%?:?5?1?2?7?1?6?GenZs consumption motivation#1:BUY FOR SOCIAL110?13?652?4?.?.?,?Z?Z?Z?1?GenZ has a strong demand of socializing,yet facing a high level of social pressure12?Z?Z1390?00?Z?Z?2?.?2?.?Z?Z?GenZ has a strong demand of socializing,yet facing a high level of social pressure13?2?6?%?3?T?,?T?Z?7?A?o?=?J?A?%?0?Q?n?.?2?T?p?Z?%?6?%?GenZs consumption becomes a shortcut to get into peer groups with similar interests142p?m?h?y?C?o?O?%?Z?%?32ieh?i?pm?%?T?32p?.?y?C?C?T?u?aF?=n?e?U?%?3?7?B?Z?Q?.?t?u?7?%?T5?7?%?T5?GenZ maintains their social circle by purchasing those hot items circulated15?Q3(?1(?4?%?2?)?1?4?5?T2?5?9?2?Z?2?5?7?Z=?9?2?:?%?.?%?%?6?GenZs consumption motivation#2:I AM WHAT I BUY16?7?0?2?0?9?1?Z?.?Z?Z?7266777580808075666490?00?20%?20%?20%?20%?20%?GenZ is at the life stage to explore“who am I”and“whom I want to be”17?0?.?.?2?Z?Z?192990?00?485390?00?Z?GenZ is at the life stage to explore“who am I”and“whom I want to be”18?0?7?%?,?%?2?%?%?Z?Z?Z?7?%?3?%?,?2P?C?2?C?9?2?7?902?002?.?%?GenZ is at the life stage to explore“who am I”and“whom I want to be”19?2?7?.?=?2?0?7?o?Z?.?=?2?T?3?Q?S?4?.?n?p?5?83?5?4?5?n?4?GenZ keeps trying new things to find out the style that fits with ME?4?%?o?o?2?Z20?.?(?=?2?.?.?(?=?)Z?oT?.3?p?7.?Q?Z?)Z?7?,?)Z?%?5?.?.?.n?%?%?3?GenZ is willing to invest for their interests,with an aim to explore what fit the most21?.?o?p?.?Q?T?2?Z?:?.?7?n?0?=?3?:?.?3?:?%?5?GenZs consumption motivation#3:MY PLEASURE,RIGHT NOW22?1?2.?-?Z?1?Z?1?7?11.31.92.83.95.27.2201220132014201520162017?0?GenZ craves for happiness and satisfaction at the moment23?2?1?Z?2?%?Q?Z?Z?1?Z?7?1?Z8?.?0?3?%?GenZ craves for happiness and satisfaction at the moment24?n?3?Z?n?p?.?n?=?n?3?n?Zn?p?n.?n?=?1?9?0?Q?n?2?1?%?3?T?7?3?T?3?5?8?GenZ purchases to satisfy their instant gratification,in order to fully embrace their youth?3?o?Z?Z?4?0?25?(?9(?Z?re?Q?)?2?9?(?9(?r?Z?r?Q?)?2?96?lh?o?.?76?d?va?P?p?a?=?66?h?s?h?76n?n?o?3?TT?7?Z?3?%?9?8?44?5?44%?5?7?2GenZ purchases to satisfy their instant gratification,in order to fully embrace their youth?C?r?7?7?6?7?5?h?26?Z?Brand implications of GenZs top 3 consumption motivations,?27?Z?and respective marketing recommendations?