What Brands Must Know About China’s Evolving Millennial Buyers

What Brands Must Know About China’s Evolving Millennial Buyers

There are over 400 million of them, and they have growing standards for what they will buy.

Earlier this year, climate activist Greta Thunberg called out fast fashion consumers during an interview with a fashion magazine. She said, “If you are buying fast fashion, then you are contributing to that industry and encouraging them to expand and encouraging them to continue their harmful process.” 

The consequences of fast fashion—water wastage, global warming, inhuman labor conditions and more—have opened consumers’ eyes. It has urged them to change their shopping habits. This is reflected in the choices of Chinese millennial buyers today. Here are some ways the millennial shoppers in China have changed:

For one, they are more patriotic than before

The sentiment of shopping locally took over the world during Covid. China was no exception. The current Chinese Gen-Z and millennial generations are more patriotic than the previous ones. So much so that when world-renowned fast fashion company H&M declared that it doesn’t source its cotton from Xinjiang because of human rights and labor violations, Chinese consumers boycotted the brand for attempting to defame the nation. Many national e-commerce sites removed H&M from their platforms. Its sales fell by 23%, and the brand had to shut 20 outlets in China. 

According to the Chief E-commerce Officer for Greater China at Publicis Communications Cyril Drouin, Chinese consumers want to buy local products owing to growing “nationalism”. Though Chinese brands offer limited choice in luxury goods, they continue to “dominate” in the fashion category. In fact, a PwC survey of Chinese buyers over 18 revealed that 37% of respondents preferred buying domestic brands. So, for brands that want to expand their business to China, it is necessary to consider the patriotic sentiments of their target audience. 

Secondly, they are more eco-conscious

A McKinsey survey of Chinese consumer behavior post-Covid-19 showed that 64% of respondents would buy a product that was environmentally friendly over one that wasn’t. For many Chinese consumers, sustainability is an integral factor in determining a purchase. In keeping with these changing tastes, various local brands have invested in CleanTech and other eco-conscious solutions to meet this demand. 

Mindfulness is also becoming an underlying trait among Chinese consumers. They care about where a brand sources its materials from and where it manufactures their products. Over 50% of modern Chinese buyers would rent or buy second-hand products if that meant lessening their impact on the planet. So, if you want to grow your business among China’s millennials, review how you are sourcing, manufacturing and even marketing your products. In the end, the processes must satisfy the buyers’ newfound eco-conscious sensibilities. 

The new Chinese millennial is eco-conscious, patriotic and mindful. They are not afraid to cold-shoulder your brand if it doesn’t align with their values. The founder of Yu Holdings Wendy Yu said in an interview, “More than ever, I noticed a collective consciousness emerging. Even in China—a country known for its consumption and an insatiable appetite for luxury—the mood is changing. And it all starts with education.”

Header Image by Unsplash

SHARE THIS STORY

Share on facebook
Share on twitter
Share on linkedin
Share on email

RELATED POSTS

5 Companies That Have Already Announced Job Cuts This Year

Layoffs in 2023: 5 Companies That Have Already Announced Job Cuts This Year

The layoff spree at tech giants is bleeding into a new year. It has been just three weeks since we entered 2023, yet the media is buzzing with disturbing numbers about people being laid off by tech companies: At least 104 tech companies let go more than 26,000 employees. This means, more than 1,600 tech employees were dismissed per day in the past couple of weeks. Let’s take a look at the top tech companies that are laying off aggressively.

Goblin Mode

Decoding the World’s Obsession with “Goblin Mode”

Do you find yourself struggling to maintain a positive and productive attitude at work? Are you becoming increasingly irritable or disengaged from constantly feeling overwhelmed and stressed? If so, you’re not alone. Many people experience this state of mind, and some turn on their ‌ “goblin mode” to cope with it. The term “goblin mode” gained popularity in February 2022

Instagram vs YouTube—Which Is Better for Your Business?

Instagram vs YouTubeWhich Is Better for Your Business?

With the rise of social media platforms, like Instagram, TikTok and YouTube, businesses have gained new opportunities to reach their potential customers. It’s important to note that Instagram and YouTube are not just for entertainment; they can be used as powerful tools for marketing and creating brand awareness. Many individuals already use YouTube, TikTok and more to earn money.

What Is Ambient Computing? How Does It Affect Our Lives?

What Is Ambient Computing? How Does It Affect Our Lives?

Picture this: it’s five degrees Celsius outside, and you are freezing, but instead of you adjusting your thermostat, your house automatically realizes that it needs to be warmed up and changes the temperature accordingly. That is what ambient computing is all about. Ambient computing (also called ambient intelligence) refers to technology immersed into your environment. You don’t have to consciously interact with it using screens or keyboards.

How Can AI Be Used in Governance?

How Can AI Be Used in Governance?

One of the many things that artificial intelligence (AI) is capable of doing is helping governments function smoothly. In a previous article, we discussed that, over time, AI would be responsible for more decision-making. As such, it can help governments worldwide make tough decisions by ridding the decision-making process of human biases.

Top 3 Cheapest Tesla Alternatives to Consider Buying

Top 3 Cheapest Tesla Alternatives to Consider Buying

Those who care about the environment have progressively shifted to electric cars. In December 2022, electric car sales reached 11% of the car market worldwide. These cars not only have significantly fewer carbon emissions but are also cheaper to maintain. Some countries, such as New Zealand, the U.K.