1. China's Generation Z aren't using WeChat
98% of wechat users are over the age of 18. Consumers in China's generation Z tend to use QQ, a Tencent instant messaging service (created before WeChat) that also offers online social games, music, shopping, microblogging, movies, and group / voice chat. QQ serves as Generation Z's platform to interact with their friends and Generation Z makes up 80% of QQ's total users. China's Generation Z are using QQ because of the games and social gaming culture, most of which are not offered on WeChat.
2. China's Generation Z Make Their Own Decisions
Members of China's Generation Z (and late Millennials) have their own ideas and make shopping decisions based on their own personal preferences. The influences of advertising, promotions, shopping guides and other external factors are less relevant, which is not surprising considering this generation has grown-up in a consumer culture.
3. China's Generation Z Have the Potential to Shake Things Up on Tmall
In China there are roughly 140 million members of Generation Z (and late Millennials) accounting for 11.7% of the total population. Their monthly online consumption is around 24 billion RMB (4 billion USD), most of which is on Tmall/Taobao . Ecommerce has become especially popular for the boys of this generation who are happy to show their personality through ecommerce purchases from the privacy of their own homes.
Source: SocialTalent WeChat Channel
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