THOUGHT LEADERSHIP

 

How Do Chinese Millennials Think about Fashion?

Feb 23, 2018

The post-90s generation are becoming the main force of consumption with their emerging purchasing power. Youngsters from different tiers of cities seem to have different levels of acceptance towards fashion, and the willingness to pay for a fashion appearance electronic device also varies. 




Tier 1 Cities
--- Most of the young consumers from Tier 1 cities formed a mature cognition to fashion, they are usually the taste makers. This means they will not sit and wait for the mass media to tell them what they need to buy. 
--- Another interesting finding is that the majority of them claim they consider “Do I like it” prior to “Can I afford it”. 
--- However, this doesn’t indicate a high willingness to pay for the appearance of an electronic device. Am I attracted from inside out? Is it really high-tech? How durable it is and what about the performance? Consumers from Tier 1 cities would critically evaluate these questions again and again before they decide to buy an electronic device. 

Tier 2 Cities
--- They keep themselves updated with trend, but they are more like trend receivers. Even though they are not as nitpick as the youngsters from Tier 1 cities, they can still easily list the features they care about for a cellphone. 

Tier 3/4 Cities
--- Situations are different. Most youngsters tend to be easily persuaded by mass media, and willing to accept the concept in the advertisement. In contrast with Tier 1 cities consumers, budget becomes the priority for young people in Tier 3/4 cities. 

It is the brand’s challenge to identify the common expectation and the purchase willingness of different groups of young consumers, and SmithStreet can contribute in seizing the characteristics and developing a strategic plan including product design and marketing approach that are tailored to specific groups of consumers.


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