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02-15-2025


Hylinks new study "Fashion 2020 - An Insight into Generation Z" investigates the influence of the Chinese market on the global fashion industry. This study is providing exciting insights into the consumer behaviour of young Chinese and how it influences the success or failure of european brands.


Modebranche

                                    Source: CatwalkPhotos/Shutterstock



The future of the fashion industry lies in the hands of Gen Z. The annual sales volume of Gen Z is steadily increasing by 3.5 to 4.5 percent. In 2019, the young target group spent an average of 6,500 euros on fashion.


Study reveals preferences of the young target group


The study "Generation Z Fashion Consumption Report" by Hylink in cooperation with Sina Weibo offers these and other insights into the consumer behaviour of the generation in China that is most important for the future and has the most purchasing power. This is the first time ever, that a study provides insights into the buying preferences and consumer behaviour of Generation Z in China. The results show that Gen Z determines the market success of brands in the Far East and therefore why european brands should pay more attention to that well funded target group for their marketing in China.

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               Source: Hylink


Gen Z as the driving force of the fashion industry in China


Looking at the consumer behaviour of those born between 1995 and 2003 gives the fashion industry some cause for hope for business in China: sales volume of Gen Z shows a steady annual increase of 3.5 to 4.5 percent. In 2019, the young target group spent an average of 6,500 euros on fashion. This makes Gen Z the main consumer group in the fashion industry in China. "With their characteristic traits such as trend awareness, online affinity and financial independence, Generation Z is emerging as the driving force of an entire industry. They are more willing than previous generations to spend the money they have earned" says Wenjing Wang, Managing Director of Hylink DE, who advises german companies setting course for China.


Fashion brands meet their customers in digital life


The digital socialization of Gen Z is a driving factor behind their growing importance for the fashion industry. Nearly half (45.5 percent) of chinese internet users are under 30 years old and young people aged between 20 and 25 use the internet the most. Issues like internet addiction are not uncommon.



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             Source: Hylink


This generation of the first real digital natives prefers to do everything from home: Shopping, ordering food and communicating with others via social networks. The respondents are used to online shopping. One fifth (21 percent) shop online every day and a full 62 percent want to shop online more often in the future. Official brand websites and flagship stores on e-commerce platforms are only one aspect of this; Apps and live streams on channels like Douyin, Kuaishou and Taobao also play an important role.


Trend Social Shopping: Shopping becomes a hobby

The 226 million representatives of Gen Z in China are financially better off than the generations before them. More than half (52 percent) of the respondents said they are "independent and self-reliant". For many young Chinese, shopping is a way to reward themselves and compensate for emotional challenges such as loneliness and fear of the future. When selected a product, Generation Z not only pays attention to quality but also to the brand identity and values. These must match their own expectations. Shopping is thus increasingly becoming a socially influenced hobby that promises recognition and attention.


A foray into shopping as a pastime


Already mainstream among Chinese young adults are product recommendations among friends or via their own social recommendation platforms like Little Red book. But not only online communities with similar interests strengthen the urge to buy, but also offline shopping in shopping centres or specially created locations is “in”. More than a third of the respondents (37 percent) consider window shopping as a way of simply passing the time. Almost as many (33 percent) end up buying a product in a store that caught their attention online.

In China, it is indeed not just about simply online or simply offline; It is more about from online to offline, and back from offline to online. It is integrated more than ever.


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Wenjing Wang, CEO of Hylink DE- Picture: Hylink

Digitale Inspiration before every shopping trip

"In China, the life of Gen Z is once again much more digital. Offline activities such as shopping in the shopping centre are usually inspired by digital inspiration. Due to the enormous importance of the young generation to the fashion industry, brands are encouraged to adapt their strategies to the needs of Gen Z," advises Hylink DE Managing Director Wenjing Wang. "After the pandemic, an era of innovative fashion marketing awaits us via live stream, video content and social networks. Offline experiences have also proven to be effective in China in communicating with young consumers on a personal level."


Link to the original article: https://www.e-commerce-magazin.de/wie-die-generation-z-der-modebranche-in-china-aus-der-krise-hilft/



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