By Yihang Lyu
In today’s marketplace, few consumer groups are as essential as the Chinese Gen Z. Born between 1997 and 2012, this group is fast becoming the most dynamic force in the Chinese market with 260 million members. Like Australia’s Gen Z, they are digital natives who value self-expression and authenticity.
For Australian brands seeking growth among Chinese Gen Z, understanding their consumer behaviour is not optional. It forms the foundation to design relevant and effective social media strategies to appeal and connect.
Chinese Gen Z Consumer Behaviour
Social Media Usage
Chinese Gen Z spend a significant portion of their daytime on different social media platforms, and each of them serves a distinct purpose. Red is an open community for peer recommendations and product “seeding” (known as 种草).
While WeChat is an information source where brands build community and trust via Official Accounts and group chat. They both represent Chinese Gen Z’s media consumption but only pieces of it.
Hedonic Consumption
Chinese Gen Z no longer spend money only for practicality. They heavily lean towards hedonic consumption including spending on experiences, sensational value and self-expression. From blind box toys to co-branded milk tea, products often signal identity markers and community belonging. With the fast growing pleasure economy, novelty and thrills become the key incentives in Gen Z consumption.
Decision Making Process
As natives of the digital era, e-commerce is embedded in the minds of Chinese Gen Z. Their consumer journey often starts with social media exposure, followed by multi-platform search and comparison, and the final purchase is placed through mainstream platforms like Taobao and JD.com, or in-app shopping on Red.
Peer validation weighs heavily in Chinese Gen Z decision making. User generated content and influencer’s opinions often influence their behaviour more than celebrity endorsement.
How to Tailor Your Brand’s Social Media Strategy
Adapt to Platform Culture
Respecting platform culture and community tone is the key to success. On Red, branded consistent visual aesthetics is a must for promotional content. Authentic reviews and sharing is highly preferred to build awareness and trust towards brands. Utilising UGC and active engagement with consumers produces a genuine fan base.
For WeChat, in-depth storytelling and professional insights are valuable for loyal followers. Different features can be added to create a holistic brand experience.
Content Marketing
What really makes branded content stand out is not only “selling unique products”, but also creating distinct narratives. Storytelling, visual elements and “slice of life” scenarios that resonate with consumers’ pain points, generate engagement and trust more strongly than advertisements. What is even better is to reinforce the experience elements in the content, including challenges, interactive lucky draws, and integrated service.
The Power of Community
For Chinese Gen Z, consumption is deeply embedded in community culture. They rely on trusted peers whose opinions feel authentic and genuine, making KOCs and micro-influencers powerful in shaping consumers’ brand attitudes. Furthermore, they also consider brands as part of the community, expecting two-way communication and active engagement through comments.
Attention to Detail
- Adaptation Requires Deep Understanding
Simply translating English social media posts into Chinese is insufficient. Brands must understand sensitivities and aesthetic trends and even the local slang.
- Be Trendy
The local lingo of Chinese Gen Zs evolves almost on a daily basis. Heard of “The Cat Memes”? It’s already outdated. To get accepted as part of the community and be considered a cool brand, keeping updated with the most recent trends and adapting social media accordingly will help.
Still Not Sure Where to Start?
For brands seeking to build appeal to this important and sizable Chinese Gen Z cohort, a professional and detailed plan is required to achieve relevant and efficient communication.
CHIN’s skilled marketing specialists are always ready to design tailored Chinese social media strategies for you. Contact us today to start your unique brand journey with Chinese Gen Z.
