Insights Report – Leverage China GenZ Consumption Behavior
How can Marketers use these trends?
- Social: Brands must broaden their brand influence to fulfil the needs of young people who enjoy socialising and building a stronger readiness to share, thus interactive innovative marketing is appropriate
- Personalized: To better stimulate Gen Z’s attention and readiness to seed material, brands must integrate their interests and hobbies, which is ideal for vertical marketing that blends interests and hobbies.
- Impulsive Micro-moment: Brands must leverage the power of a strong social chain and community to lead and expedite Generation Z’s purchasing decisions, which is ideal for precision marketing embedded in social occasions or private traffic via WeChat private groups.
Could Sustainability Messages Sour Chinese Consumers on Your Brand?
For years, the fashion industry has associated Chinese customers with constant sales growth while also thinking them to be behind the trend in most global sustainability discussions. Luxury and fashion must avoid falling into the trap of “educating” China’s youthful, environmentally sensitive buyers from a condescending, Western-centric perspective.
To compete with the ruthless competition, brands must integrate sustainability messaging with outstanding aesthetics, competitive prices, and impeccable service. Sustainability alone will not be enough.
While 71% of those surveyed claimed they wished to support sustainable products, just 29% actually purchased them. When it came to sales conversions, buyers prioritised good design, long-lasting quality, and overall e-commerce experiences.
Brands are pursuing sustainability
According to Mckinsey research, over 80% of Chinese interviewees would pay for environmentally friendly packaging. Green buying is popular among Chinese shoppers. As the government promotes the concept of sustainable consumption, brands are paying more attention to it.
In fast fashion, the brands start from the fabric, using degradable materials:
- Blue skylab (belong to car brand NIO): Used the remaining materials after the car production to make shoes.
- Timberland: Built a pop-up shop by using the Sugar cane. The pop shop itself and the decorations in the shop were made of sugar cane. They use sustainable and recycled materials to create goods.
- Adidas: Leveraged the recreation of the old clothes. They invited hundreds of designers and students from art colleges to join the campaign.
In the food and beverage industry:
- Starbucks: Opened the world’s first environmental protection experimental store in September, the furniture was made by recyclable materials; in the shop, you can see the artworks created by the coffee grounds
- Jindian (a Chinese famous milk brand): Did a 3 monthly live-stream in Bilibili and invited people to watch the grassland,
- Budweiser: Collaborated with the Bilibili’s KOLs and made artworks by grain waste
Douyin launches a graphic plan on the content!
Douyin launched official activities of the images and text. The activity rule is that the creator must release at least three photos with copywriting and include the topic’s hashtag.
Only creators with less than 10,000 fans are eligible to participate. This is a great option for flat bloggers who don’t know how to make short films but want to show off their douyin skills.
- It will make it easier for graphic bloggers than short video bloggers.
- For those who are good at copywriting and pictures, it is very beneficial.
To improve the platform’s content ecology, Douyin wants to draw back some of the most unique and capable graphic KOL from red book. Douyin has also provided specific awards for graphic creators in order to encourage them to be more active. It can be identified and rewarded as long as the image is clear and normal, the text is rich, and the information communicated is useful.