Digital communications

How do foreign brands market effectively towards China’s Gen Z?

17 Feb 2023

Who are we talking about:

Gen Z, also known as post-millennials, refers to individuals born between 1995 and 2010. They are the largest consumer group in China, accounting for about 22% of the population. They are highly sensitive to brands and products and place emphasis on a brand’s social responsibility and sustainability.

More sensitive compared to older generation consumers

The phenomenon:

More and more brands in China are starting to market to Gen Z in order to attract this young consumer group with high potential for consumption.

The question:

As a foreign brand, the core of your target consumers are Gen Z and you are wondering what strategies you can use to effectively market to China’s Gen Z?

SNOWMEN’s advice:

  • Understand their values and preferences: Gen Z in China values individuality and self-expression, as well as sustainable and socially responsible products. Brands should tailor their messaging and products to align with these values.
  • Leverage social media: Gen Z in China is highly active on social media platforms such as WeChat, Douyin, and TikTok. Brands should use these platforms to reach and engage with this demographic.
  • Create engaging and interactive content: Gen Z in China is drawn to interactive and visually appealing content. Brands can create engaging and interactive campaigns, like influencer marketing, that capture their attention.
  • Use KOLs and Influencers: Gen Z in China trust the opinions of key opinion leaders and influencers, so brands can use KOLs and influencers to build trust and credibility with this demographic.
  • Embrace e-commerce: Gen Z in China is comfortable with e-commerce, so brands should make sure they have a strong online presence, including on popular platforms like Tmall, JD.com, and Pinduoduo.
  • Localize your brand: Gen Z in China is more likely to engage with brands that have a local presence and understanding of the Chinese market, so it is important for foreign brands to localize their branding, marketing and communication efforts.

Marketing to Gen Z in China as a foreign brand is a sophisticated topic that demands in-depth analysis. Each of the above aspects deserves a more close-up look through the successful cases as well as lessons to learn from those who tried out the un-effective paths. Stay tuned for more!