Marketing to Generation Z in China

Celine Nikolakopoulou

China’s Gen Z will represent 40% of the country’s consumers by 2020 – but marketing to them requires a savvy digital and social media strategy.

China’s ‘Gen Z’ will represent 40% of consumers at a six to four girl/boy ratio, by 2020 – an estimated 250 million people. Born after 1995, they are now undergoing the biggest transition of their lives, becoming adults. They are on their way to rivalling Millennials as the biggest generation with equal, if not more, impact. From 1995 to 1999 – when Gen Z were born – the nation’s per capita disposable income surpassed RMB 5,000 which is seven times that of post-80s and twice that of post-90s incomes, according to a joint CTI and Penguin Intelligence report.

Culturally hungry,...

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