The Chinese Generation Z numbered more than 226 million people born between 1995 and 2009. They are the most important consumer group in the fashion industry and contribute + 3.5% to 4.5% to market growth annually. Generation Z not only has strong purchasing power, but also has a broad network and good knowledge of the fashion world. They also have high standards and pay particular attention to certain values, experiences and storytelling.

The Chinese Generation Z differs in essential characteristics from the Western Generation Z and consists of different subcultures. Because of increasing market competition, brands that know how to communicate with these different groups will stand out from other companies and achieve greater success.

In China, the diverse, heterogeneous and inscrutable Generation Z can be divided into five groups with regard to fashion and lifestyle. If you want to win this target group for your brand, contact us as experts and market leader in the Chinese market. We would be happy to advise you free of charge and, if necessary, create a brand check for your brand.

To find out more about our current whitepaper “Fashion 2020 - An Insight into Generation Z”, which we developed in cooperation with Sina Weibo (largest Chinese microblogging service - counterpart to Twitter), download the whitepaper “Fashion 2020 - An insight into China's Generation Z ”in German or English for free!