Centennials is already an economic powerhouse globally as the population born after 1997 now accounts for 35% of the world’s total population. In China, this cohort is generally a combination of post-95s and post-00s. They are quickly becoming the mainstream of Chinese consumers as well. 40% of Chinese consumers will be from these two age groups by 2020– together they form the biggest Centennials population in the world.
To win them over, brands need to start to study their behavior and attitudes now. What does consumption mean for them?
Buy for social
Many people from this age group are the only child of their families, as China’s one-child policy lasted from 1980 till 2015. Even though there were some exceptional conditions to allow a family to have two children, such as if the spouses were the only child themselves, the majority of post-95s and post-00s have no siblings.
This has planted an especially strong need in them for socializing – they want to establish their soc...
Already subscribed? Sign in.
Don't Miss Out.
Invest with as little as one bottle of water per week.
Join other top analysts and business executives and navigate the unique market with China Internet Watch.
Cancel at any time
