What defines China’s Gen Z consumers?

To receive the Vogue Business newsletter, sign up here. China’s Gen Z is considered to be a culturally confident young generation, with a natural affinity for traditional culture. Their patriotism makes them willing to support the national tide, but this doesn’t mean that they favour excessive consumption. And, the majority of this generation considers themselves expert consumers who do their homework before purchasing products. Vogue Business in China recently conducted a survey of 6,000 Chinese consumers ranging in age from 18 to 64 to dissect the cultural values of China’s Gen Z in a new whitepaper. In order to have a more intuitive and specific understanding of this generation, we also invited five representatives to conduct in-depth interviews on cultural values, the prospects of domestic products and the future development of overseas fashion brands in the Chinese market. They are 23-year-old gallerist and private equity assistant Tony Wan; 22-year-old fashion influencer Lexi Zhuang; 21-year-old fashion management student Alisa Wang; 22-year-old director and photographer Jayden Guo; and 25-year-old law student Sia Jing. The research painted a portrait of a diverse generation that uses clothes as personal expression, yet are wary of overconsumption. Fashion as personal expression and a social weapon As a generation that has been exposed to technology since childhood, Gen Z can be described as contradictory in character. Survey data shows that 35 per cent of Gen Z wish they were more social. To a certain extent, fashion is a tool for them to make friends. For Lexi Zhuang fashion is his means of self-expression. "I am a boy, but I also have a female side in my heart.” Alisa Wang, a 21-year-old student at Parsons School of Design in New York, believes that fashion is a way of getting to know each other. "When you chat with girls and talk about fashion and beauty, you can know what kind of person they are. It's a great way to get to know each other." Careful spending Today’s Gen Z consumers are a price-sensitive and discerning group. They no longer worship brands, and brand loyalty is rare. They also make more rational consumption decisions. According to the survey results, 70 per cent of Gen Z consumers describe themselves as “professional consumers” who will examine their real needs, do their homework and shop around before making a purchase. In addition, consumers surveyed identify as “trend followers”, “excessive shoppers” and “patriotic spenders”, at 19 per cent, 14 per cent and 11 per cent respectively. Wang says that she is highly rational when it comes to shopping: “I will spend my money where it is cost-effective.” This type of attitude towards spending has become the yardstick for Gen Z to measure whether a product is worth buying, however, cost-effectiveness does not mean “low price”. Photographer Guo, 22, says that when choosing an item, he first considers the suitability and durability of the item. Despite their self-proclaimed rational consumers, Gen Z will “give it all” when it comes to things they love. Influencer Lexi Zhuang is a person who consumes “40 per cent rationally”: “But, when I see some pieces and feel that the tailoring, fabrics and prints really impress me, I will feel that I must have it.” Authentic marketing As a generation of internet natives, Gen Z consumers show that they don’t blindly follow trends, but are also open to them. According to the survey results, 52 per cent of Gen Z consumers say they are “open, inclusive and receptive and understanding” to trends. Gallery manager Tony Wang, told us that although he does not actively follow KOLs, he does not disapprove of such marketing methods. Photographer Guo says that celebrity endorsements and social media help him better understand some brands and “reduce the time cost and research cost of my shopping”. However, 43 per cent of Gen Z consumers said they “love authenticity and hate hypocrisy” when it comes to marketing, suggesting a less tolerant and more shrewd attitude. Patriotic consumption From local designers such as Li Ning, to bigger brands including Hongxing Erke, the concept of “China chic” is now firmly on the radar of Gen Z consumers. However, not simply understood as “Made in China”, the survey data shows that the top three definitions of China chic by Gen Z are products that include “Chinese national elements”; those with “Chinese feelings and cultural confidence” or items that have an “Oriental aesthetic”. Gen Z looks forward to seeing domestic and foreign brands gain a deeper understanding and interpretation of traditional culture, rather than simply stacking symbolic elements or pushing patriotic slogans. Some respondents said that the “national tide” movement in recent years excites people, but only for the time being, and more time and attention is needed. As a culturally confident generation, Gen Z are more connected with the spiritual ideals and values of Western individualism than previous generations and have experienced greater internationalisation. However, they grew up in the era of China's social and economic take-off, the rise of domestic products, and patriotism has become a major character trait. According to the survey data, 27 per cent of Gen Z consumers indicated that they have “patriotic feelings”. They will also put this patriotism into action. Sia Jing, a 25-year-old law student, told us that after the donation to the Henan flood relief by sportswear brand Hongxing Erke, “friends around me went to grab Hongxing Erke's shoes and clothes”. Photographer Guo added that he “bought Hongxing Erke, and it has nothing to do with fashion, just to simply support the brand”. The appeal of innovation Whether it is a mass market brand or a luxury brand, with the rise of Gen Z and their spending power, “rejuvenation” has become a top priority. Some consumers already recognise luxury brands’ efforts to innovate their businesses to meet the shifting consumer behaviour, such as opening Wechat mini-program online stores; entering Xiaohongshu or Douyin, and holding offline events. However, 63 per cent of Gen Z told us that they hope overseas fashion brands can establish a real emotional connection with consumers, alongside strengthening the promotion of brand concepts or stories. “If you just want to manipulate consumers — you don't have to,” Guo says. “If you really want to localise, the premise is to understand our Chinese culture enough.” Comments, questions or feedback? Email us at feedback@voguebusiness.com. More from this author: The four fashion personas of China’s Gen Z Chinese Gen Z’s new obsession: Murder mystery games Defying conventions, Chinese millennials turn to watches

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