FEATURED SCMP 6 Things to know about China Gen Z Consumers – and how they can afford luxury brands

Millennials – a group over 300 million strong – are a key source of growth for many brands in China. Their successors, Generation Z (defined here as the “post-95” generation, aged 15 to 24), are even freer about spending – they include nearly 170 million people and and have the potential to contribute even further.

Global insights and data firm Agility conducted interviews with more than 500 Gen-Z (born 1995-2002) consumers in 14 tier 1 and tier 2 cities in China to gain deeper insights into their values, priorities, and how they approach and interact with brands.

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