Sol·licitem el seu permís per obtenir dades estadístiques de la seva navegació en aquesta web, en compliment del Reial decret llei 13/2012. Si continua navegant considerem que accepta l'ús de Cookies         OK

Centennials, the consumers that will dominate China

The Centennials are now an economic power worldwide, since the population born after 1997 already represents 35% of the total population of the world.

In China, this generation is usually composed of those people born between 1995 and 1999 and between 2000 and 2009 forming two different groups within the Centennials. And they are also fast becoming the main Chinese consumers: by 2020, 40% of Chinese consumers will belong to these two age groups and together they form the largest population of Centennials in the world.

Buy socially

Many of the members of this age group are only children, since the Chinese one-child policy lasted from 1980 to 2015. Although there were some exceptional conditions for a family to have two children, such as that the spouses were only children, Most Centennials in China do not have siblings. This has sown in them a strong need for socialization: they want to establish their social circles and find their identity. The report explains that 65% of Centennials are eager to connect with their friends. And consumption - what you have bought - has become a shortcut to entering groups with similar interests.

It's a pleasure, right now

The second aspect that most affects their consumption or that leads them to consume is to please themselves. More than 50% of Chinese centennials coincide with the statement "I spend money to be happy and enjoy quality of life." They long for happiness and satisfaction "at this time." They rarely hesitate to buy what they like, and They feel comfortable using credit cards to buy and pay in installments.

I am what I buy

Chinese Centennials believe that their identity can be established through their deep knowledge and achievements in particular areas, such as animation, music, film, games, etc. They are willing to invest energy, money and time in these areas to be the "experts" among their friends and be recognized for it. Your purchasing decisions are also aligned with this pattern of behavior. The study found that 23% of the Chinese Centennials had purchased at least one edition product collected in the last 12 months; while 26% say that they would study if a product is the same model that their idols have used (they feel that they are closer to their idols - and of their own ideal - if they use the same models).

Source: kantar.com

Publicado: 28 01 2019
Comparte esta información útil con tus contactos y ayúdanos a que se haga viral!
Compartir en LinkedIN
<< Ver todas las noticias
Centennials, the consumers that will dominate China
Puntuación 4.6/5 - 8 reviews
Events
See all
Trends
La aplicación TikTok busca no perder protagonismo y crea el 'Mes de la moda' en el que desfilarán grandes del diseño

Desde que la cuarentena por el coronavirus descubriera a la sociedad que TikTok...

Arranca la semana de la moda londinense con Burberry volcado en la naturaleza

La Semana de la Moda de Londres arrancó su edición más inusual al programar...

'Cut-out' la tendencia que se lleva

La combinación perfecta de los looks del street style, las publicaciones en...

Ver todo
Curiosities
El concepto de mujer ideal a traves de la historia

Escondidos en los pasillos del Fashion Institute of Technology en Nueva York...

Claudia Schiffer, de modelo consagrada a diseñadora de moda

La modelo icónica de los años noventa, musa de diseñadores como Karl...

Así son las mascarillas homologadas sin filtro estampadas con las mejores obras del Thyssen

Las mascarillas han llegado para quedarse y con esa intención y haciendo de la...

See all
Corporate News
El club exclusivo que quiere cambiar la forma de consumir moda

Pantala, la nueva plataforma de alquiler de moda de diseño por suscripción...

Lefties lanzará en septiembre la venta 'online' en España

Lefties, la firma de moda accesible del Grupo Inditex, lanzará su venta...

Worldline presenta su terminal de pago Yumi una auténtica revolución 360º para el punto de venta

Worldline [Euronext: WLN], líder europeo en medios de pago y servicios...

See all