Deconstruct generation Z and understand “houlang new proposition”.
On March 15, sponsored by the daily economic news and supported by professional data provided by the micro hotspot research institute and independent consulting agency business channel, the “2022 generation Z brand list of China’s new consumption” was selected by the future business think tank, business school and brand value research institute as the strategic support, and the digital economy integration and innovation development center of the Central University of Finance and economics as the academic support, After half a month of expert scoring and public review, the list was officially unveiled.
“2022 China’s new consumption Z generation brand list” is a 315 consumption authority list launched by the daily economic news for the fourth consecutive year. It aims to interpret and re recognize the “new proposition of houlang”, explore the quantitative and qualitative changes of “visible” and “invisible” under the consumption wave from a professional perspective, and “model” the new consumption with the consumption data of Z generation, Promote the progress of contemporary commercial society with the power of a better life.
top30 unveiling! Which brands do Gen Z prefer
Based on the surging new consumption ideas of generation Z, this year we will focus more on the consumption needs of generation Z, such as clothing, food, housing and transportation, self pleasing consumption and spiritual culture, including new intelligence, new tea, new food, new beauty, new culture and innovation, new clothing, new tourism, and new sports and Health and so on.
The selection of the list integrates four dimensions: brand industry influence (20%), public voting (20%), industry expert score (30%) and corporate social responsibility (30%), and is supported by professional data provided by micro hotspot research institute and independent consulting firm business channel to rank brands comprehensively. The scoring dimension is stricter, the data collection is more authoritative, and the competition between brands is more intense.
It is worth mentioning that, as a mainstream media, it ranks first in China’s financial media in terms of its reputation and influence, with more than 100 million Internet users and more than 36 billion annual readings. In recent years, every business has made synchronous efforts in the four aspects of media, technology, think tank and industry. With content as the core, technology as the engine and resource integration as the starting point, it has constructed and implemented the “integrated transformation and development strategy”. In the future, every business will strive to shape a new ecology of financial media industry, so as to realize the leap from advantageous media to first-class intelligent media. In 2021, the project of “content communication matrix of every platform” was selected again as the “case of deep integration, development and innovation of China’s newspaper industry” by the State Press and publication administration. In 2021, every channel launched the world’s first full process AI driving system, and every channel Ai TV with manuscript writing, video generation, virtual anchor and video series, marking that every channel has entered the era of “financial meta universe” of content production and output and dissemination.
Every company is also constantly optimizing the industry list, such as the reputation list of Chinese listed companies, China Jinding Award (finance, securities companies, private placement), brand value list of Chinese listed companies, general evaluation list of Chinese value real estate, Chinese car hunting list, etc. The selection of “2022 China’s new consumption Z generation brand list” is a 315 consumption authority list launched by the daily economic news for the fourth consecutive year.
Shangdaozong, an independent consulting agency responsible for scoring social responsibility, is a leading independent consulting agency in the field of corporate social responsibility (CSR) in China, focusing on consulting services of corporate social responsibility (CSR), sustainable development (SD) and responsible investment (ESG). Relying on the CSR cutting-edge knowledge and practical experience accumulated over the past ten years and bringing together experts and pioneer practitioners in the CSR field, he will serve as the professional judge in the direction of “corporate social responsibility” in this list, with the score weight accounting for 30%.
Micro hotspot research institute is a scientific research institution established by Shanghai Mido Information Technology Co., Ltd., with more than 100 billion historical stock data and more than 150 million daily real-time new data. The network communication popularity index jointly launched with Tsinghua university refers to the index obtained by extracting information related to designated events, people, brands, regions and other information based on the massive information collected from Internet platforms such as news media, microblog, wechat, clients, websites and forums, and standardizing the extracted information. This list extracts the information related to the shortlisted brands, carries out standardized calculation according to the heat index algorithm, and scores the brand in the direction of “industry influence”, accounting for 20% of the overall score weight.
After half a month of expert scoring and public review, through the decentralization, recalculation, analysis and ranking of the above four dimensions, the final——
keep, Li Ning, Shenzhou car rental, Hisense, paoding meat making, one-way travel, Tencent music, hello travel, perfect diary, huaxizi, Xi tea, Yibao, Yuanqi forest, pulse, bee flower, shiniman, Zhong Xuegao, Lin’s wood industry, baicaoji, Bestore Co.Ltd(603719) , picture magic mirror, ubars, cat galaxy, Winona, Banu Maodu hot pot, Weilong, ximuyuan Naixue’s tea, fengmi, heiyanghei , was successfully rated as the “top 30 of China’s new consumer Z generation brand list in 2022”.
crosses the “dimension wall”, and generation Z consumes more than “two dimensions”
In the top 30 of China’s new consumer z-generation brand list in 2022, the pan secondary retail brand cat Galaxy may be one of the new consumer brands known by the outside world as “the most z-generation”.
Cat galaxy was founded in 2018. It focuses on the pan quadratic clothing such as Lolita and JK uniforms. It has its own IP brands with Chinese heads such as “Dorothy” and “Xingfu song”, and acts as an exclusive agent for multiple IP brands, forming a huge brand IP matrix.
In May last year, cat Galaxy completed a new round of financing of tens of millions of yuan, which came from bubble mart, a blind box brand with the same distinctive consumption characteristics of generation Z.
Generation Z consumption is not limited to this. Growing up in the era of mobile Internet, generation Z’s vision of the world is “unrestricted and unrestricted”.
Therefore, there are old domestic brands like bee flower and baicaoji on our list. They are also deeply loved by the new generation of young people. Why?
Bee flower is a beauty brand in Shanghai, China, founded in 1984, while baicaoji was founded in 1998. The brand’s historical span is older than that of generation Z, but there is no estrangement between the two sides. “The honeycomb design packaging that has not changed for more than 30 years is the national memory of a generation – bee flower conditioner”. Many young netizens even worry about “whether such easy-to-use domestic products will go bankrupt because they are cheap and have many competitive products”. No one has ever thought that the time-honored domestic brands have become popular.
In the Internet environment dominated by generation Z, being able to have emotional connection with generation Z may be the first step to win them. “Childhood memory”, “childhood taste” and “warmth of home” are such strong emotional connections that old domestic products are “refreshed” and win the love of a new generation of consumers. Such brands include Li Ning, Weilong, pulsation and Yibao .
They are either the pungent taste in their childhood memories, or the feelings of home and country they have been wearing since childhood, or the echo of “pulse back anytime, anywhere” in their childhood TV.
Love beauty and enjoy yourself, punch in sports and travel… Generation Z chose this way
Beyond the “dimension wall”, the concept of “satisfying oneself consumption” is also a new consumption concept of generation Z, focusing on skin care and makeup, clothing accessories, intelligent 3C and other fields.
In the list, there are domestic beauty head brands perfect diary, huaxizi , domestic skin care products Winona, ximuyuan , and women’s underwear brands ubars . Everyone has a love of beauty, but the first value of generation Z consumers in shaping their own beauty must be “pleasing themselves”.
Winona is the core brand of Yunnan Botanee Bio-Technology Group Co.Ltd(300957) under “the first share of effective skin care”. With unique insight, Winona has directly cut into the sub track of sensitive muscle skin care, and has won the category of tmall beauty skin care for 4 consecutive years.
According to Chen Yiyun, director of Hcr Co.Ltd(688500) research, Winona has outstanding professionalism under the category of cosmetics, simple packaging design style, good product efficacy, safe and mild ingredients, and targeted skin problems, meeting the basic needs of more and more sensitive skin consumers for skin care products.
In addition to beauty, Buddhist health care and sports fitness are also the consumption fields favored by generation Z. For example, with keep and fire magic mirror clock in and lose weight, and pay attention to low calorie, environmental protection and health in diet, so the artificial meat brand paoding meat , the main concept of Zero sugar vitality forest , and the “savior” to save baldness, Southern Nanfang Black Sesame Group Co.Ltd(000716) brand black breeding is among the best.
The reporter learned that the consumer group of “paoding meat” products is obviously younger, mainly in the consumption range of 23 to 33 years old. It is reported that the repurchase enthusiasm of this group is very high, which can reach about 30%. The emergence of this phenomenon is inseparable from the consumption view of generation Z who dares to try new things.
Of course, for the “hard core” large-scale consumption, generation Z also has its own ideas. In terms of 3C electronics, Hisense and fengmi are listed in the top 30 list. Fengmi technology is a Xiaomi ecological chain enterprise jointly established by Appotronics Corporation Limited(688007) and Xiaomi technology in 2016. It is mainly engaged in the development, production, sales and operation of large screen video and entertainment products based on household laser projection products. High tech electronic products that are more cost-effective and keen on Immersive interactive experience have become the first choice for generation Z consumers.
Pan Helin, CO director and researcher of digital economy and financial innovation research center of International United Business School of Zhejiang University, believes that the product ecology of Xiaomi and Hisense is relatively complete, and there is more demand for series products. Many other new consumer 3C products are also excellent, but the problem is that single products often can not meet the diversified needs of users, and will evolve to diversification in the future.
In addition, it is not difficult to see that if you want to impress generation Z, you need not only rich functions, but also brand precipitation. Well known brands will also have obvious advantages in reputation and reputation. In the field of home decoration, schneiman and Linshi wood were listed.
Of course, in terms of fast food and fast food, of course, Gen Z also has its own claims, of course. In terms of fast food and fast food consumption, Gen Z also has its own claims, constantly stimulating the consumer nerves of young people, and cross-border marketing continues to break the cycle, pushing new products repeatedly, such as 35 \ happy tea, Naixue’s tea from nisnow tea 23232323232323 23232323 , hot pot brand, In the list, there are Banu Maodu hot pot , elected by generation Z.
In terms of travel and tourism, Shenzhou car rental and hello travel are more popular with young people. Generation Z is a “go and go travel” to meet their various needs. Of course, during the journey, Tencent music with youth memory symbols such as Jay Chou was also voted on by generation Z.
It is worth mentioning that most of today’s huge “Ben Ben” are generation Z, who grow together with China’s new consumer market. There is a large new generation of consumer user base and strong market demand for car rental and self driving. Since last year, the activity of “Happy New Year in China” with the theme of “new car, new member, Shenzhen New Land Tool Planning &Architectural Design Co.Ltd(300778) , new free charge” has been officially launched, aiming at the needs and driving habits of generation Z people and providing users with a new service experience. Car rental and self driving have become the first choice for generation Z tourism.
The industry believes that in the post epidemic era, the rapid recovery of the tourism market has led to the influx of a large number of passengers in their respective segments, such as self driving tours, resort hotels and characteristic folk customs. In the consumer group, the “back wave” is unstoppable, and the consumption power of the post-90s and post-00s is awakened, looking forward to a more personalized and quality travel experience.
Through the in-depth analysis of the list, it is not difficult to find that generation Z has increasingly become the backbone of consumption. They are keen on “pop money”, but they do not lose their rationality and personality; They prefer online consumption. “House economy” and “self pleasing consumption” are labels they create; They occupy a very high voice and traffic highland in the era of mobile Internet, and are the objects that major brand businesses can’t ignore.
The brands listed in this list cover a wide range of categories, including pan entertainment, travel, 3C, skin care and makeup, e-commerce and FMCG, which include almost all people’s pursuit of a better life.
From fashion play, make-up to tea, FMCG, and then to e-commerce and entertainment, the “wind of the wave” created by generation Z is sweeping the consumer market and detonating the “follow the trend of the whole people”. More brand merchants also realize that generation Z pays more attention to new trends and pursues personalization and customization.
Lang Hua, who has been the partner of business channel vertical and horizontal and the director of China sustainable development case center as the professional scoring of “social responsibility” in the Z generation brand list for two consecutive sessions, believes that the development of enterprises is closely related to the performance of social responsibility. At present, the transformation of enterprise development mode, enterprise business model, supply chain operation, product innovation and business logic are ultimately based on the “double carbon” strategic goal.
The sense of social responsibility of generation Z consumers has been very obvious in consumption behavior. Langhua suggested that new brands can consider improving their social responsibility issues through innovative transformation, innovative value identification and expression, so as to become a driving force and lead the brand to achieve the second growth.
It is not difficult to see that whether in traditional industries or emerging brands, generation Z has become the main force of consumption. The new consumption of generation Z not only represents the latest and hottest commercial wave of this era, but also the new demand created by industrial digitization, consumption upgrading and consumption grading. Generation Z is also becoming the responsibility of the new generation of consumption. Facing the strong rise of generation Z group, only when we can really understand their consumption logic can we succeed in business in the future.
