Weblog with daily updates of the news on a frugal, fair and beautiful China, from the perspective of internet entrepreneur, new media advisor and president of the China Speakers Bureau Fons Tuinstra
The double 11 (11/11) festival has changed from a singles event to a significant marketing happening for everybody, but especially Gen Z. Marketing guru Ashley Dudarenok explains how companies can prepare for a successful double 11, at her vlog.
Consumption patterns of Gen-Z and millennials vary greatly from older generations in China, says branding expert Arnold Main the Jing Daily. “They are more focused on themselves and less so on the collective. There are lots of opportunities [for luxury brands] here,” says Arnold Ma.
Jing Daily:
This trend reinforces how local Gen Zers and Millennials are very different from their previous generations. Social media has contributed massively to the spread of these niche trends, and people now express their unique personalities online through their one-of-a-kind creations. Arnold Ma, the founder of the marketing agency Qumin, said, “They are more focused on themselves and less so on the collective. There are lots of opportunities [for luxury brands] here.”
He continued, stating that brands could leverage “the trend of self-expression and the Creator Economy by asking consumers to create their own interpretation of a brand logo or asset.”
Marketing expert Ashley Dudarenok explains the young digital natives of Gen Z in China 2021 in terms of marketing. How do they spend their budgets? In spending they Gen Z’s are the most wealthy generation in China, she tells at her vlog, although in a population of 1.4 billion, it is dangerous to talk too much in generalizations.
Huawei was considered the top Chinese brand it nevertheless ranked only 70th among global brands, according to Interbrand research in 2017.
“What’s interesting about post-millennial consumers is that they’ve inherited a lot of wealth and this makes them more worldly and sophisticated than any Chinese consumer base before,” said Shaun Rein, managing director of China Market Research Group. “We’re starting to see brands designing products with these Post-00s in mind from the beginning, and releasing new products and services specifically for the China market.”
China’s one child policy, which came into effect in the late 1970s and was dropped officially in 2015, makes this generation a unique group, whose parents are the only sons and daughters in their families. Described as an “unprecedentedly realistic” generation, the Post-00s actively ask for resources from their families to develop their own interests, the report [released this week on the country’s Post-00s generation] said...
Rein pointed out that this generation has pushed China’s mobile services ahead of the world. “These younger consumers are quick to adopt mobile services, so social video companies like Kuaishou and Douyin are doing well,” said Rein. “China is two to three years ahead of Silicon Valley when it comes to mobile innovation.”
Kuaishou and Douyin (known as Tik Tok outside China) are two of the increasingly popular short-video and live streaming apps available in China – drawing massive interest from younger users, who like to post videos of themselves singing, dancing and generally larking around.
