ChoZan team prepared another China Mega Guide: E-commerce and Digital Marketing, Q3 2021 to help marketers and China watchers get latest insights on China’s economic development, in addition to ecommerce and digital marketing trends. In Q3 of 2021 China’s digital space was re-transformed by new regulations, rules and consumer demands. While China’s major economic indicators keep showing positive growth, Covid-19 caused shifts in consumers’ behaviour, to which companies need to keep close attention. We collected the latest insights and developed detailed profiles of major consumer groups in China, such as:  

• Millennials: China’s 400+ million millennials represent a huge and emerging consumer group with a large impact on the economy. Most millennials own smartphones that are constantly in use and used in more versatile ways than their counterparts in the West. Millennials enjoy luxury brands. Forecasts expect them to make up 40% of global luxury goods sales by 2024, with around 58% of that group aged 18 to 30. It’s key for brands to understand the consumer behaviours of millennials.
• Gen Z: Post-95s, Gen Z, or Dotcom kids. They go by many names and are a truly global generation, shaped by the technology of the 21st century. Gen Z will make up 27% of the population by 2025. About half will earn an university degree They’ll have an average of 18 jobs across 6 careers and 15 homes. Around 2,000,000,000 Gen Zs globally
• The Silver-Haired Generation: Chinese seniors are eager to benefit from China’s fast-growing mobile technology. Accounting for 13% of the population in 2015 and with 255 million in 2020, the senior group is expected to account for 25% by 2050. WIth such eagerness to adopt new technology and tools, brands should look to meet the needs of the older generations, who desire experiences, social connections and learning opportunities.
• Female Internet Users: Chinese women with higher education and greater participation in the workforce have more financial autonomy and personal freedom. 56% of the female population completed secondary school and enrolled in tertiary education, while only 46% of men do so. Women are spending more on themselves. Cosmetics sales rose 13% in 2019, while aesthetic medical services have grown 24% in five years. Not only are women spending on themselves, but they’re also responsible for three quarters of household purchasing decisions. Women represent a significant power in China’s market.
• Chinese men: Chinese men are starting to care more about their appearance and this trend will continue in 2021. In 2020, about 30% of cosmetic medicine consumers in China were male.
• Super Moms and Dads: The replacement of China’s one child policy with the two child policy in 2015 has created an organic push for the maternity and baby products market. The sector is expected to maintain an annual growth rate of 20-30% for the next ten years. Post-90s super moms account for 70% of related product categories, according to JD platform data. They have become a major market force, preferring trendy products while being less price-sensitive.
• Pet Lovers: China’s pet lovers share overlaps with millennials and happy singles. The pet industry is growing but there’s still lots of untapped potential. Pet lovers are creating unique lifesyles and communities that include socializing and accessorising. Additionally, pet owners are willing to pay for quality products.
• Lower Tier City Youths: 930 million Chinese people live in cities designated third tier or lower and in rural areas, but this previously overlooked group has had significant growth in recent years with consumption expected to reach US$8.4 trillion by 2030. Lower tier city young people in what the Chinese call “sinking cities” aren’t sinking at all. They’re spearheading this growth.
• Happy Singles: The 260 million single adults in China generally have more disposable income and are spending on shopping, socializing and travelling. Chinese singles are looking for experiences, enjoyment, and fulfilment. Men account for the majority of the single population.

In this report you will also find emerging consumer groups gaining more power in H2 2021:

• Gen Z moms
• Delicate men 
• Medical Beauty Devotees
• Night Owls 

In order to help companies navigate market entry we also collect latest industry insights and best practices for ecommerce and social media platforms:

• WeChat, Weibo, Red, Douyin, Zhihu and others
• Tmall, JD and Pinduoduo

In this report ChoZan team monitors latest insights in Q3 of 2021 to help companies identify new opportunities and act on it for the following industries: 

• FMCG
• F&B
• Luxury
• Travel
• Automobile
• Education

Our founder Ashley Dudarenok has also interviewed more than 50 China experts to get their take on the recent developments in the Chinese economy, consumer landscape, digital marketing and ecommerce space.  

Download ChoZan’s Mega Guide: China E-commerce and Digital Marketing Q3 2021 to get not only insights and trends, but also your marketing calendar.  Or contact the ChoZan team to get answers for your China marketing strategy planning.