Top 3 Chinese Gen Z consumer trends in 2022

Half of 2022 has almost past, for the rest of this year you should not miss on these opportunities in the Chinese Market.

If your business is in Chinese market, here are 5 Chinese Consumer trends that you must know!

1. Unique Vintage Items

An idea that is already popular in western market but just started to getting popular in China.

As pandemic causing recession, bringing expenditure down for customers. As well as rising demand and benchmark for satisfaction in terms or material good, customers are looking for items that are classic, unique and interesting Vintage items.

These second-hand item include vintage clothing, accessories, furnitures, books, kitchenware and so on.

2. Healthy is Beautiful, Beautiful is Healthy

The Olympic has brought a lot of attention to this ideology. As a result, many fields in China are being affected:

• Food industry are shifting their direction to making healthier snacks that are less sugar, less fat and less calories. Same with Health Supplements companies, they are also making their products more accessible to general public by making them into snacks.

• For social life in China, sports starting to take their "market share" as well. More sports that allows both female and male to enjoy together like Frisbee, Hiit exercise, Skatboarding, Cycling, Climbing and Surfing are becoming more popular as a socialising choice compared to the classic karaoke or clubbing.

• Regarding fashion and beauty industry, brands tend to put their products in the environment that is bright and sunny instead of the minimalistic style that has low brightness.

This slow shift of beauty standard is bringing more opportunities to sports brands to serve the demand. Products such as sports clothing, shoes, equipments and accessaries. Areas that's relevant to sports are also influenced such as sport headphones.

36Kr, a Chinese news company released a report about Young Generation and Trending Sports 2022. Most people are in the age of 22-32, 56% of female and 44% of male. Most importantly, over 90 percent of Gen Z are interested in trying or doing these trending sports.

If you are a marketing agency, you should acknowledge your clients about these opportunities especially if you are mainly serving the sports market.

3. Metaverse: Virtual human and NFT

In 2021, Facebook changed their name into Meta, marking as the official start of Metaverse.

In China, Alibaba Group, the parent company of the biggest e-commerce platform in China launched their first virtual employee——AYAYI. As China's first 'Meta-human' Virtual influencer, she has already worked with LV, Givenchy, and BOSE.

Similarly, there is another virtual human on Douyin that received 2 million followers in 3 days with fascinating back story that is a mixed of futurism and science fiction.

There are also other brands that start launching NFT products as merchandise such as bobble tea brands and Coca cola.

In 2022 Brands should really see the opportunity of marketing through metaverse either working with virtual human or launching NTF merchandise.

That's all for today's article, C-opportunity wants to help every business to capture their opportunties in China. So sign up to our mail list to get more news about Chinese marketing!