Posted On 2017/09/16 By In Income, Youth, Age, News, Social Media, Shopping With 293 Views

China’s Gen Z relies on Social Media for Shopping

Brands and retailers wishing to connect with China’s young consumers must recognise that they belong to a highly tech-savvy generation that, more than older age groups, use social media as a gateway for shopping. Up to 70% of Chinese Gen Z consumers – or those born after 1995 – say they prefer to buy products directly via social media compared to a global average of 44%, according to Accenture, the professional services firm.

As reported by the South China Morning Post, Accenture polled 10,000 consumers across 13 markets, including 1,000 in China, and found Gen Z consumers more reliant on social media for shopping than even millennials. For example, while social media also matters to millennials, a smaller proportion (58%) of Chinese consumers born between 1990 and 1995 say they prefer to use social media for shopping.

Gen Z in China is also more likely to demand speedy delivery of their purchases, with about a third (34%) requiring same-day shipping, while another 27% want instant delivery within two hours or half a day. Only a fifth (22%) say they would be satisfied with next day delivery, compared with 34% of younger millennials (those born between 1990 and 1995) and 41% of older millennials (born 1980 to 1990).

Elsewhere, Accenture found that 31% of Gen Z consumers in China cite social media as a popular source for product inspiration, while 58% say they have increased their use of social media for purchase decision-making over the past year. One-third also say they prefer video and livestreaming sites as routes for bargain hunting, compared with just 12% of consumers aged between 23 to 28 and 8% of those in their 30s, China Daily reported.

Also important for retailers to note, the survey found that 40% of Chinese Gen Z consumers prefer to search information directly from brands’ own websites rather than third-party platforms – a percentage significantly higher than millennials.

And another 31% say they prefer brick-and-mortar stores but rely on digital aids, such as chat tools and social media reviews, to facilitate their purchases.

“Generation Z values the shopping experience over the utilities of merchandise per se,” observed Koh Yew Hong, head of Accenture Asia Pacific’s retail practice. “Omni-channel sales are therefore critical to harness that trend.”

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Article: WARC / Image: Anton Diaz

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Stefan (from Austria, Europe) has been living, studying and working in China since 2010. Stefan has worked on several research, publication and consulting projects focusing on the China Travel Market. He holds three Masters degrees and is an expert on China Outbound Tourism, Marketing and Social Media in China. Stefan works with BMG on the Global Ready China Seminars as well as the Global Ready China News and related projects. He also has teaching engagements in the areas of eMarketing and Tourism Strategy.

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