China News Service, Chongqing, April 28 (Liu Xianglin and Zhang Xu) JD.com Consumer and Industrial Development Research Institute released the "2022 Generation Z Consumer Index Report" (hereinafter referred to as the report) on the 28th, saying that China's "Generation Z" has a strong sense of cultural self-confidence, and the country has a strong sense of self-confidence. The wind began to be loved and sought after by young people, driving the national tide economy boom.

　　"Generation Z" refers to the population born between 1995 and 2009.

According to the National Bureau of Statistics of China, China's "Gen Z" population accounts for about one-fifth of the total population.

　　As "Generation Z" begins to enter the workplace, they are increasingly becoming the backbone of consumption, the report said.

Various industries and brands are adjusting and changing for the "Generation Z" in terms of product design, function realization, service and marketing.

"Generation Z" not only creates trends, but also guides the consumer market and injects vitality into industrial upgrading and technological innovation.

　　The report cites the "Gen Z Beverage Consumption Survey Report" released by the Shanghai Consumer Protection Commission, showing that over 60% of the "Gen Z" respondents will consider Chinese domestic brands first compared to buying foreign brands, and their favorite elements of the national trend include Chinese Red, ink, the Forbidden City, myths, and classic IP reproduction.

　　According to the report, "Generation Z" is unwilling to be mediocre, confident and independent, and has a flamboyant personality, and many national trendy products just fit their values.

"Generation Z" has found a rhyme in the spirit of historical and cultural precipitation through the rich and diverse consumption forms of the national trend, and integrated the essence of traditional culture into daily life.

　　According to JD.com's sales, since 2022, the sales of products with "China Red" elements purchased by "Gen Z" have increased by 326%.

Among them, the categories with the most sales are health care, liquor, clothing and underwear, mobile phones, and tea.

　　It is worth mentioning that although the age group is smaller, the report found that "Generation Z" also prefers wellness.

"Generation Z" loves health care, driving the trend of younger consumption in the health care industry, younger beauty products, younger anti-aging products, etc.

Different from the traditional concept of health preservation, the core of "generation Z" health care consumption is to please oneself.

　　According to JD.com's sales, since 2022, the sales of "Generation Z" health management products have increased by nearly 20 times year-on-year, and the sales of health drinks, traditional Chinese medicine services, and psychological counseling products have increased by more than three times year-on-year.

Sales of nutritional products such as astaxanthin, seal oil, collagen and chondroitin increased by more than 10 times year-on-year.

　　Shen Hongbing, a professor at the School of Economics of Chongqing Technology and Business University, said in an interview with a reporter from China News Agency that the fusion of national tide and traditional culture presents a new brand cultural connotation, which is naturally attractive to "Generation Z".

"Generation Z" represents the most dynamic and diverse side of China's consumer market, showing the broad space and strong momentum of China's economy.

As the consumption power of "Generation Z" gradually improves, a new traffic system around this group is quietly being built, which will bring great potential growth points to the Chinese consumer market.

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