Douyin explores Gen-Z’s “New Delicacy Lifestyle” with start-up campaign
Consumption habits are changing in China as those born after 2000 evolve as consumers and become more certain of themselves and their demands. As China’s current Gen-Z discover their spiritual needs, pursue a high quality of life and prioritise their happiness, they are shaping consumption and marketing trends.
Gen-Z’s desire for a high-quality life is reflected in content preferences
China’s Gen-Z pays more attention to experience, quality, cultural identity, self-expression, and sense of social belonging
The younger generation’s search for a high-quality life is reflected in their consumer preferences. China’s Gen-Z pays more attention to experience, quality, cultural identity, self-expression, and sense of social belonging. In contrast to older generations who prioritised saving to care for their family, Gen-Z is keen to invest in their own interests and professional skills. This is part of their quest to achieve a ‘better self’ and a higher quality of life. As a result, Gen-Z falls into the vicious circle of “refined but poor” consumerism. Amid ever-increasing living costs in China’s tier-1 cities, they use all their savings to achieve their desired lifestyle.
Their values and priorities for life are also reflected online. Some of the most popular topics among Gen-Z users on short video platform Douyin (Chinese TikTok) include low-calorie diet, artisan spirit, domestic products, and minimalism. These keywords form an important part of their vision of life.
China’s younger generation look for brands that reflect their identity
Gen-Z wants to use products and services that reflect their personality
Their strong personal aims mean that Gen-Z has certain demands when it comes to brands. Their willingness to engage with a brand depends on whether its values and the lifestyle that it promotes align with their own. Indeed, Gen-Z wants to use products and services that reflect their personality.
Compared with the post-80s and 90s generation, Gen-Z wants more personalised consumer experiences. Rather than focusing on the functionality of products, they seek to purchase items that embellish their daily lives. Gen Z’s unique observation to detail and their sense of self-satisfaction from achieving their desired life is reflected in the term “New Delicacy Lifestyle” (新精致主义).
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