Who are the Gen Z in China
The term "Gen Z" has been a hot topic this year, and many researchers are starting to analyze the Gen Z population. Trying to understand China’s Gen Z would help us to shape the future of marketing in China.
Who is Gen Z in China?
It is not accurate to define Gen Z as a generation every 15 years. But according to the changes and birth age in China in recent 20 years, the corresponding information media development and major social events in a certain age group, the "breakpoints" of Gen Z and the previous and subsequent generations are clearly visible. Therefore, we define that Gen Z in China is the ones born between 1998 and 2014.
Statistics show many Gen Z characteristics that are different or even quite different from intuition.
Demographics of China’s Gen Z
Gen Z population in China
Gen Z Population in Urban vs Rural areas
Top 10 Provinces of Gen Z population
As a population of 280 million, one-third of Gen Z has reached adulthood, and more than 54% are men. There are 20 million more men than women, which is the group with the largest gap between men and women of all ages.
Most of the population in Gen Z is concentrated in the sinking market and shows a trend of more concentration on the sinking market.
In the next 10 years, Z will become the backbone of society.
Life and consumption of China’s Gen Z
Highly dependent on social media
Gen Z regards social media as an important part of the meaning of life. Gen Z KOL is rising. Most of the small red book KOLs were once heavy content consumers. Many Gen Z expressed their hope to take bloggers as a lifelong career. As the role of the Internet has changed from collecting information to sharing information, "humanized design" has been widely accepted by Gen Z. they are used to displaying different aspects of themselves on different platforms.
"Sang", "Fo", "Zhai"
In recent years, "Sang", "Fo", "Zhai" are three characteristics/subcultures that distinguish China’s Gen Z from other generations.
“Sang": a subculture among the young gen that means negative emotion and no enthusiasm.
"Fo": is a calm state of mind that does not want to strive for strength.
"Zhai": influenced by Japan's Zhai culture, which represents the characteristic that Gen Z likes to stay at home.
Since Gen Z was born in a generation of growing wealth and one-child policy, the social environment was relatively superior to previous generations. The family devotes all its resources to cultivate one child. Under recent years’relatively slowed economic growth, solidification of social strata and high house prices, Gen Z are bearing high pressure of being successful. In addtion, the spotlight effect of social media, emphasizes the pressure brought by other peers.
Due to the above pressure, Gen Z has issues in their sleep and mental health. However, Gen Z opened its arms to embrace the importance of mental health and they did pay attention to mental and physical health very early. They are aware of online anxiety testing and psychological counselling. Gen Z ranks second in health apps after the older generations. We believe this insight shows prosperity in the healthcare market.
When social media emerged, the interaction of information became more and more vertical, and the circle from minority culture gradually formed and became the norm. Gen Z tends to care more about what they are interested in. They feel living on their own individual islands with colourful life.
The digital platform seeks to break through the circle, but Gen Z users build high walls in the circle to form scattered points one after another. Gen Z also shows a significant circle in media use. They are keen to stay in Weibo, Douban group or QQ group. Content tagging is an important embodiment of the stratification of Gen Z.
Change in perception of money
Due to the trend of currency digitization, "money just numbers” for Gen Z. They lack a sense of materialism compared to older generations. In terms of consumption habits, Gen Z can spend a lot of money on things they care about. Personal needs and aspirations are more prominent, and consumption is more concentrated on themselves. The most important part for Gen Z is to make money, spend money and gain pleasure and satisfaction. Gen Z has the greatest consumer interest in products and services that can immediately obtain happiness, such as bubble tea, snacks, digital game add-ons and paid video content.
Nowadays information is more transparent on the Internet. If the brand wants to stimulate sales from Gen Z, the brands must show genuine information about themselves, be transparent, fully communicate and tell the brand story with the Gen Z in China. They will carefully read the reviews and comments about the brand and the product. Genuine product feedback, especially KOL/KOC recommendations can accurately affect the purchase intention of Gen Z.
In China Traditional marketing, advertising and sales techniques are important but slowly being less effective to the young Gen Z. When dealing with Gen Z in China, we need to enter their world first. Learn their discourse system and to bring the brands into their world.
Talk to us to learn more about China marketing strategy
"Kama ilivyoelezwa hapo juu, ""kizazi Z"" ni kizazi cha watu wa China, na kwa hivyo, kwa sababu ya idadi kubwa ya watu wa kizazi hicho, watafiti wengi wameanza kuchunguza idadi ya watu wa kizazi cha Z." Kujaribu kuelewa China's Gen Z ingesaidia kutusaidia kuunda siku zijazo za uuzaji nchini China. Ni nani kizazi cha Z nchini China? "Hakuna kitu kama hicho kinachotakiwa kufanywa na kizazi cha Z, ambacho ni kizazi cha ""kila miaka 15.""" Lakini kulingana na mabadiliko na umri wa kuzaliwa nchini China katika miaka ya hivi karibuni, maendeleo ya vyombo vya habari vinavyolingana na matukio makubwa ya kijamii katika kikundi fulani cha umri, "pointi za kuvunja" za kizazi cha Z na vizazi vya awali na vya baadaye zinaonekana wazi. Kwa hivyo, tunatambua kwamba kizazi cha Z nchini China ni wale waliozaliwa kati ya 1998 na 2014. Takwimu zinaonyesha sifa nyingi za kizazi cha Z ambazo ni tofauti au hata tofauti kabisa na intuition. Idadi ya watu wa kizazi cha Z nchini China: Idadi ya watu wa kizazi cha Z katika maeneo ya mijini na vijijini: Mikoa 10 ya juu ya idadi ya watu wa kizazi cha Z: Kwa idadi ya watu milioni 280, theluthi moja ya kizazi cha Z wamefikia umri wa watu wazima, na zaidi ya 54% ni wanaume. Wanaume ni milioni 20 zaidi ya wanawake, na ni kundi lenye pengo kubwa zaidi kati ya wanaume na wanawake wa umri wote. "Watu wengi wa kizazi cha Z wanaishi katika ""soko la kuzama"" na wana mwelekeo wa kuongezeka kwa soko la kuzama." Katika miaka 10 ijayo, Z itakuwa uti wa mgongo wa jamii. Utamaduni wa kizazi cha Z nchini China ni wa kutegemea sana mitandao ya kijamii, na wanaiona kama sehemu muhimu ya maana ya maisha. KOL ya kizazi cha Z inazidi kuongezeka. Wengi wa KOLs ndogo za kitabu nyekundu wakati mmoja walikuwa watumiaji wazito wa maudhui. Wengi wa kizazi cha Z walionyesha matumaini yao ya kuchukua wanablogu kama kazi ya maisha yote. "Kwa kuwa jukumu la mtandao limebadilika kutoka kukusanya habari hadi kushiriki habari, ""muundo wa kibinadamu"" umekubaliwa sana na kizazi cha Z, ambao wamezoea kuonyesha mambo tofauti ya wao wenyewe kwenye majukwaa tofauti." "Sang", "Fo", "Zhai" Katika miaka ya hivi karibuni, "Sang", "Fo", "Zhai" ni sifa tatu / subcultures kwamba kutofautisha China ya Gen Z kutoka vizazi vingine. <unk>Sang": subculture miongoni mwa vijana gen ambayo ina maana hisia hasi na hakuna shauku. "Fo": ni hali ya utulivu ya akili ambayo haitaki kujitahidi kwa nguvu. "Zhai": imeathiriwa na utamaduni wa Zhai wa Japani, ambao unawakilisha sifa kwamba Gen Z anapenda kukaa nyumbani. Kwa kuwa kizazi cha Z kilizaliwa katika kizazi cha utajiri unaoongezeka na sera ya mtoto mmoja, mazingira ya kijamii yalikuwa bora kuliko vizazi vya awali. Familia hiyo hutumia mali zake zote kumlea mtoto mmoja. Chini ya miaka ya hivi karibuni <unk> ukuaji wa kiuchumi uliopungua, kuimarika kwa tabaka za kijamii na bei ya juu ya nyumba, Gen Z inabeba shinikizo kubwa la kufanikiwa. Kwa kuongezea, athari ya mwangaza wa media ya kijamii, inasisitiza shinikizo linaloletwa na wenzao wengine. Kwa sababu ya shinikizo la juu, Gen Z ina masuala katika usingizi wao na afya ya akili. Hata hivyo, kizazi cha Z kilifungua mikono yake kukumbatia umuhimu wa afya ya akili na walilipa uangalifu kwa afya ya akili na kimwili mapema sana. Wanajua juu ya upimaji wa wasiwasi mtandaoni na ushauri wa kisaikolojia. Kizazi cha Z kinashika nafasi ya pili katika programu za afya baada ya vizazi vya zamani. Tunaamini ufahamu huu unaonyesha ufanisi katika soko la huduma za afya. Wakati vyombo vya habari vya kijamii vilipoibuka, mwingiliano wa habari ukawa zaidi na zaidi wima, na mzunguko kutoka utamaduni wa wachache ulifanyizwa hatua kwa hatua na kuwa kawaida. Kizazi cha Z kinaelekea kujali zaidi kuhusu kile kinachowahusu. Wanahisi kuishi katika visiwa vyao wenyewe vyenye maisha yenye rangi nyingi. "Mfumo wa dijiti unatafuta kuvunja mzunguko, lakini watumiaji wa kizazi cha Z wanajenga kuta za juu katika mzunguko ili kuunda ""ncha zilizotawanyika"" moja baada ya nyingine." Gen Z pia inaonyesha mduara muhimu katika matumizi ya vyombo vya habari. Wanataka kukaa katika Weibo, kikundi cha Douban au kikundi cha QQ. Kuashiria maudhui ni mfano muhimu wa stratification ya Gen Z. Mabadiliko katika maoni ya fedha Kwa sababu ya mwelekeo wa digitization fedha, "pesa tu namba" kwa ajili ya Gen Z. Wanakosa hisia ya vitu vya kimwili ikilinganishwa na vizazi vya zamani. Kwa upande wa tabia za matumizi, kizazi cha Z kinaweza kutumia pesa nyingi kwenye vitu vinavyowahusu. Mahitaji na matarajio ya kibinafsi yanaonekana zaidi, na matumizi yanakazia zaidi juu yao wenyewe. Kwa hivyo, kwa kizazi cha Z, ni muhimu kupata pesa, kutumia pesa, na kupata raha na kuridhika. "Wazalishaji wa Z wana maslahi makubwa ya watumiaji katika bidhaa na huduma ambazo zinaweza kupata furaha mara moja, kama vile chai ya Bubble, vitafunio, nyongeza za mchezo wa dijiti na maudhui ya video ya kulipwa. """ Siku hizi habari ni wazi zaidi kwenye Intaneti. Ikiwa chapa inataka kuchochea mauzo kutoka kwa kizazi cha Z, chapa lazima ionyeshe habari halisi juu yao wenyewe, iwe wazi, iwasiliana kikamilifu na iambie hadithi ya chapa na kizazi cha Z nchini China. Wao husoma kwa uangalifu maoni na maoni kuhusu chapa na bidhaa. Maoni ya bidhaa halisi, haswa mapendekezo ya KOL, yanaweza kuathiri nia ya ununuzi wa kizazi cha Z. Uuzaji wa jadi, matangazo na mbinu za mauzo ni muhimu lakini polepole kuwa chini ya ufanisi kwa vijana Gen Z. Kwa hivyo, kwa kuwa tunafanya kazi na kizazi cha Z nchini China, tunahitaji kugundua jinsi ya kuingilia kati na kizazi cha Z. Kujifunza mfumo wao wa mazungumzo na kuleta bidhaa katika ulimwengu wao. Kuwasiliana na sisi kujifunza zaidi kuhusu China mkakati wa masoko