Over the past few decades, the behaviour of Chinese consumers has changed dramatically as a result of huge structural changes in Chinese society and the economy as a whole. Over the past 30 years, the Chinese economy has experienced exceptionally impressive GDP growth, more than any other country in the world, and has resulted in tremendous growth in the middle class.
To truly understand the Chinese consumer, it is important to understand their behaviour. The behaviour of Chinese consumers varies by age group. This post will identify and explain the differences between these generations.
How different are the behavioural preferences among the four generations born after 1980, 70, 80 and 90?
Some people have put different labels on these groups: the post-60s generation is idealistic and price-sensitive; the post-70s generation is earnest in work and good at managing money; the post-80s generation loves consumption and managing money; and the post-90s generation loves to spend money, and advocates foreign brands and lifestyles.
Others have used adjectives to sum up the characteristics of the four generations: the post-60s generation is cautious and conservative; the post-70s generation is brave and strong; the post-80s generation is enthusiastic; and the post-90s generation is aggressive.
Others made a joke about the different workplace attitudes of the four generations: those born in the 1960s are used to working; those born in the 1970s are overworked; those born in the 1980s refuse to work overtime; and those born in the 1990s refuse to work at all. The post-60s generation depends on subsidies, the post-70s generation depends on savings, the post-80s generation depends on debt, the post-90s generation depends on dad. Those born in the 1970s prefer to sit next to their boss at dinner; those born in the 1980s prefer not to sit next to their boss; and those born in the 1990s think they are the boss.
What are the reasons behind these different generational traits?
The Lost Generation (pre-1965)
Those born before the 1960s had a hard and difficult life, blighted by famine and constant political unrest.
This generation grew up during one of China’s most difficult periods, known as the Cultural Revolution. Social services essentially stopped with no public transport, schooling or other basic services. This generation is called the ‘lost generation’ because many people did not have access to formal education, and economic opportunities and freedoms were severely constrained.
The consumers of this era fall into two categories: frugal retirees, who are uneducated and price-sensitive; and affluent retirees, who are educated and value quality over cost.
Generation X (1965-1980)
These consumers grew up at the beginning of the era of reform, which greatly influenced their consumer behaviour. Having grown up in times of political upheaval and change, they are used to saving most of their income for emergencies.
They fluctuate between traditional and modern trends. Those with higher salaries are willing to pay for quality products and have plenty of disposable income to spend on things such as travel, entertainment and luxury goods. But they are still used to saving money.
Wealth generated by this generation is often used by the younger generation rather than themselves and, while they may be more frugal than their millennial children, Gen-Xers have high purchasing power and are often savvy consumers, untroubled by the latest trends.
Millennials (1985-1994)
This group is often referred to as “little emperors” or “little queens” because they were born under the one-child policy and were often spoiled by their families. This upbringing gives these consumers a sense of familiarity with having high-quality goods and services.
The spending habits of Chinese millennials are almost exactly the opposite of their parents’. They are less likely to save and spend most of their money on a variety of products and services. Chinese millennials are more willing to spend on experiences and luxury goods than other generations, other than Gen-Z. They are also the first digital-savvy generation, which means they are more likely to participate in social media platforms and buy goods via e-commerce.
This group was also the first to start using credit cards to finance their purchases. But as this group has begun to settle down and start families, their spending is expected to become more conservative, although not as much as previous generations.
Generation Z (1995-2002)
People under the age of 20 are most affected by the West and most open to new and imported products. Out of all generations, this group is most likely to spend and least likely to save. Many of this generation also use credit cards as a way to spend money.
Gen-Z is the most tech-savvy and the fastest adopter of the latest trends. According to an Accenture survey, their buying behaviour is very impulsive and largely driven by social media. In China, 70% of young people aged between 18 and 22 are willing to buy products directly through social media.
Gen-Zs values individualism and use social media to track the latest global trends. They often spend their parents’ money, which is also an important factor influencing their buying habits. According to research firm OC&C Strategy, “Gen-Z in China accounts for 15% of household consumption, compared to 4% in the United States and the United Kingdom” which is why they are considered by many to be the most profitable for brands to focus on.