2019z世代95、00后消費(fèi)力白皮書

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3、#199;?QQ$-$ A¡¾; ,4-—/=/…//. fi]fifi,,,,,,2,,,3,,,4,,,¿?V5,,Z03.>8$31y?,Research methodology of ‘GenZ Spending Power White Paper’,,,Z@fi,C [‰, Ç? Overview of enZ Spending Power,,1,4,,,,,5,

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7、,,,Z@fi - ? , GenZ’s strong spending power is driven by wide range of income sources,,,,,,,,,,,,,,,,,,7,,,,,,,,,28%,43%,45%,31%,31%31%,40%,40%,Q=,y*fiA!,I‰,&¾,,,,,‰ fi?,,,,Z@195 fi$:,$7fiQQ@fi$þ(

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9、()( =0fi(1,,.‰)2]‰‰‰; ?,,4:I‰¢.}F,½F,fi?,$3,,,Z@fi - fl$ $,ß ‰fi? fi [—fiGenZ already reaches similar penetration vs. previous generation,Z@fi ½ & ?The consumpt&on value & behav&am

10、p;or of enZ,,2,8,,,,9,,,fifl1,*7?fl ?'Ç[$?,,,,,,ÇÇÇ'1$$$fl ?flZ “%fi¼ØfiA,,fifl2,*7?$¾ ";'‰”?";‰fl?‰”?ÇÇÇ ?çfl2;$:,,,fifl3,*7?þ?$

11、$?+¾9J,ÇÇÇ $fi],,> §0¾A,,Z@fi…$*7fifl The top 3 motivations of GenZ consumption,,,,,,10,,,,,fi$:QQ Z@2Qþ(n= 3)Q. *fiF‰!? Z¼¼¼?(7y,äTop3 fl ),,,,,,,,,,=Tç

12、;$,¼‰ ?,6C<'3BØflfi,,$,flfl¾?fl ?H,,6Cfi½ Z@2-$=¼ 39¼.>,%,4,,,,:+#5‰fifl $fi,flfi.H,,"?fl ”"Z@fi3-&.1fl65% Z@2+E1@$7¼A?,,,,,Z@fi&.1fl ?1/&.

13、6 "Ç”[$GenZ’s consumption motivation #1: BUY FOR SOCIAL,,11,,0 13:652,$¾}#4y,2007,,,,1 Z@fi1.¼?",,—fi”,,,,,,,,,,,,,2.88,1.61,1.39,1.55,0.94,1971,1976,1981,1990,2000,$ I@{<?@ 0qä,,,,fi.,

14、,,,,,"—fi”,fiþ, $fiflfi ,¶fi,,,,fl¾*,K?fi¼¿fi'¾,,,,F?ZA fl A#,Øfl¼‰ ;,flfiø‰,Z@fi$£,Z@fi>?{(,,,Z@fiKfl ,fl 1?¼fl$GenZ has a strong demand of

15、socializing, yet facing a high level of social pressure,,12,,: fi ,$¾}# y,2007,,,2. ;?4<, ?fiJfl $,,,ZfiZ,,,,,,,1,3,90,00,%fi; /,,,,>(fi ),,,;?4<, ?fiJfl fl $ZfiZfl,,$2.¼:9qfi,,$ “(7‰fi2‰.¼:9,

16、flfiø‰,Z@fi$£,Z@fi8?{&,,,Z@fiBfl ,fl fi?¼fl$GenZ has a strong demand of socializing, yet facing a high level of social pressure,13,66%,Z2fi$_,,,¢.$?,,,‰?;?,(4Ymg3Ç6¾¼% Ø

17、fl¼$,,,(4Ym,,,T8fl,‰º,,,,,$fi6? T8?‰º,,,,,,,$?{A$,,}1o¿$K¿$,‰fifi$$—,“9‰?bfifiZI{.fiopfi$Z‰Q@73, fi?%$fie?fl,,?$ $—flP",[X,cflN},,,,,,$ fi$¼4 TAGfi—MM,,“@{.d—fl,,,,,,flz AJ fl

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19、"‰?fi”%Ç6¾¼%Øfl¼$GenZ’s consumption becomes a shortcut to get into peer groups with similar interests,14,,,,,,,,2ihri??—fl\p m[?Fenty Beauty}fi,; #fi 3fl¼/.%2.; $T-'?3,,,,,,

20、2p½Cham.ion gy^], sfiC$fl:C}—fl?yT[ ufl]Q—¿aF8,=1 fiflªfi,4flfi??ÇW?;fl¾ÇJ%}@J$$‰?K9fi ?3,fi$7QQ,,,,,Z@fi$þ(n= 3) Q. MfiwB6Z fiQ¼,¼? (7y,äTo.3 t0),,,l@,}${,[u, $y

21、{,2p½[]fl&mfilhd‰?flysfiC—$o`,;O$%¾Z.;Gfl $Qfl?% $QOUTJ?3l@, $y{,,3;]pifiG[7P3%‰T5¼DA,,,,,,,,3;]p‰1;? 7%,Z@fi$e,,$$$.,$$‰$Nª,,Z@fiJH7E"73=”% fiZ@fi%$$‰T5¼¾‰GenZ m

22、aintains their social circle by purchasing those hot items circulated,,,,,,15,,,,,fiQ3(( Z@fi$þ(n=22231(. 1fiH‰'? fi¼¼¼4(%y2ä)op3 fl"1,,,,,,,)9‰2,,,Z$¼{,*?fl$“$fl?¾ 23?L,,Z

23、@fiJ‰5?fi7‰Z=,,‰=)9‰28 ,?,,,,9/$¾ =,:1fl$¾L,,"?$¾”fl?¼fiZ%fi+7<4fifl46% Z@fi2B$flfl3 v.. 95& 41%),,,Z%fi+7fifl2?+7 ?Z%fi6fl3;$;GenZ’s consumption motivation #2: I AM WHAT I BUY

24、Z@fi$fi%@4®fi 5¼fl2<E5¼‰=,,16,,:7fi0,$¾}#2y,2007,,,1. ¼W,,YC%fl, fl03fifi9$,,,,,Z@fi?¼?5@G;,“3G;¿$$fi,Y C%fl,$"$¾”Pfi$Z,,,,fiI$Z,¼3‰fl$U$¾ Ffi?,,TQ$&#

25、188;®fi, fiMG; "$fi‰?Z‰.?¾!;?”,flfiø‰,Z@fi$£,Z@fiH?{/,,,,,,,,72,,,77,,,80,,,75,,66,6664,90¢fi,00¢fi,9 # $fi$¼@?Y80,,,,,3fifi7,,,,¼20%,,¼20%,) ¾ 20% 20%$

26、20%,,,Z@fi¼?JJG;$fi,`çfl";9‰?;‰fl?‰?”5@GenZ is at the life stage to explore “who am I” and “whom I want to be”,,17,,: 0 ,$¾}# y,2007,,,. ½fi;M½2fi"P;Øfi”>Øø flØ

27、;,,,½fifl.Øø"P;Øfi”,Z@fi8$$¼$¾? Ofi,,,,,fl.fiZ@fi$>P$9@$¾ Ofi,¼fl Ø Ofi$, 72¾ ;¿ ?,,a_$¼®fi, fiZP; "$fi‰?H‰fl?¾ ;?”,flfiø‰,Z

28、@fi$£,Z@fiQ?{0,,,,,,,19,29,90 ç?,,00 ç?,,,,‰3 (?3flç$þfl,,,,,,48,53,90 $fi,00 $fi,?fi;{fiU,,@¼þfl,,,Z@fi¼?JUP;$fi,hçfl";<‰?;‰fl?‰?”9@GenZ is at the life stage to e

29、xplore “who am I” and “whom I want to be”,,,18,,% +.:;fi,,$¾}02y,2007,,,,,,,,,W%fl ,M@%fiZ@fi[l¾@½¢K?;,d¾(% m{geçfl 2d$fiØ\? 7‰,,,,,,,,¾(?$$¼$%K$i_s¼"K\??

30、d¾(% flhÇ0 q?,,,,“=$¾"Kfld¾(hrZI,flfiø‰,Z@fi$£,Z@fi]?{5,,,,,,,,,,,,,,,,,,,,,,$y% fi fl84C,002$yC%}fl[flfi,÷:1ç9 [fi,flfl902"fl PCfi,[fl9(:?fi7($ 72%002Pfi

31、 }fl$¾(K‰fla%fl$C[fiØ\?,,,,,,,,,,,,,,3. ¶Y%fl ,M@% fiZ@fi$3JN ?%}[l¾@½K;,d¾( L@fl $dKfiØ\?7‰s902$yfi002$yfi,,,Z@fi¼.Ja\;$fi%pçfl";A‰?;‰fl?‰?”>@GenZ i

32、s at the life stage to explore “who am I” and “whom I want to be”,19,fi$:QQ,,,,,Z2fi$þ(n=2223) Q. Afih7*? fi¼¼,,,fi$:QQ Z2fi$þ(n=2223) Q.0n—7H‰ogfi3-,,,,,,,¼. (7y,äTop3 fl=)*?,fmA fi¼&

33、#188; % fi,,. (7y,äTop3 fl=),,,,,,8%Z2fi$ZY¼?‰,{ z‰TFfl¼ä¼,,,,“3y$,fi8?‰$2 @,#fi],#fifiiflqQ,,,¾7>6;< ®fiE S$¿]—¾,¾4;.",[n,$yp,,,,,,“fi‰?:(,®

34、çfifi,,,B)s5fl83,,,+=6$5,,,7@4 #B,,=$5D?s",[n,`flJ},,,,Z@fi$fi®fl,&‰¾4;?S%yleGenZ keeps trying new things to find out the style that fits with ‘ME’,,,,&0og,,,(@5;?0,54%,,,,Z2fi$Z‰7'$

35、-fl%? 1$®fi:Z&0ogbfi$fi®fl, &‰¾4;?S%yle,20,fi$:QQ,,,,,,fi$:QQ,,Z@fi$þ(n=2223) Q. >fi`‰*? fi¼¼ Z@fi$þ(n=2223) Q.2h—‰B‰L\fi3,,,,,,,,¼? (7y.äTo(3 fl=)*?.[e>

36、fi¼¼ % fi,,? (7y.äTo(3 fl=),,,,)Zfi$o?‰.3fip,?7.4Q(}c…,,A'¾ fl1Ø Z?[ …¾ª;¾< fiǧ",,,,,,)Z‰¢z7‰fl¾‰…—fi$—fiFI 32…$$Xª;0¼fiz,!"

37、,)Zfl?.fiCg,,fi‰ZY%1,,[ljfi$b,,,(fi5)JfiØ;TB)l",,[K.$y{,[K.i${,[K.nflD},,&0L\Wfi?T½S flWÇ.$¾,,,&0L\,,,flWÇ. a,,,,,,35%Z@fi$Q‰OÇ$—]=?] (:dç,,,,Z@fi‰4?T

38、89;S%flWÇ.$¾%:@3?=G&K?\?GenZ is willing to invest for their interests, with an aim to explore what fit the most,,,,,,,21,,,,,fi$:QQ Z.fi$þ(n= 3)Q. 4fio‰'? fi¼¼¼?(7y,pTop3 fl ),,,

39、,,,fi‰B‰flQ%Z.fiX O,,LQ;$Tfi,2%?{,,,,,,,#H5C\?5$:83fi712\,flDfiJX*,,,‰$fl$,,Z.fi7Wn!$ fi?,,,,,,Ø0 $$7@fi,fl?5q={A$#H flJ+\,,fl,"?þ3”:?Z@fi+4fifl,$? 5 %,Z.fifi¼Mfi%fi3N3#H5,,,,Z@fi+4fi

40、fl3?+4q:Z@fi%$$ $fi%; 50¾?*GenZ’s consumption motivation #3: MY PLEASURE, RIGHT NOW,,22,,: fi ,$¾}# y,2007,,,,,ØJ?%, ä¼$:fl1,Ø3@fi,,,,¼2.I-Q,@$¾flç,,¼$fifi]6fl.,f

41、lfiø‰,Z@1$£,Z@1D?7*,,,,1 ØJ?%, ä¼$:fl1,,,,,,,,1.3,1.9,2.8,3.9,5.2,7.2,2012,2013,2014,2015,2016,2017,2612-2617$$!,,,,@¾ ?@,fi?(fl0y),,,29fiE$Q,K$fl$SF>?,¼$fifi]6fl.?GenZ craves f

42、or happiness and satisfaction ‘a(chǎn)t the moment’,,23,,* /2:Ifi0,$¾}28y,2007,,,,,$0>§‰1$y,¼ fi$Z$fi‰,$?/D9,0>Ç2 %,,¼$fifi%-fl',flfiQ‰,Z@fi$£,Z@fi:?{#,,,,,,,,,,2 $0>§‰1$y

43、,¼ fi$Z$? fi‰,$?/D9fiH¼,fi$?fl&1);fl?Z@fi{$Z8¤E}!QQZ@fi$þ? fi@fl.?fi,,,,31%1:70 J?‰( <¼)D¢318y$ flA,,,+1fi;$H,?$fl3I<46,¼$fifi%-fl'?,GenZ craves for happiness a

44、nd satisfaction ‘a(chǎn)t the moment’,24,fi$:QQ,,,,,Z3fi$þ(n=2223) Q. Zfic‰)? fi¼p,,,fi$:QQ Z3fi$þ(n=2223) Q.]h—‰D‰P_fi3,,,,,,,,¼. (7y,äTop3 fl=))?,^gZ fi¼p % fi,,. (7y,äTop3 fl=),,,,¥5

45、,[?fl,‰Çfl,,¥9849,,“(;AR)aN./],1‰ fl5C‰],^$½fl'Hfi9fl!l fl<,U0$fi!!",$q $;{,,,,,“Q$¾Ofi],‰‰fiÇfi,,,,,,$ $\¼fi@nY¼i*fi4;fl,J?$$Q½*fi$Y¼yIfi ç,$

46、70;;e1ªn%,,,,,,55%Z3fifi¼ Yfi%fi] T<,7q,,,,31%Z3fi?‰T?$yIfiç,,‰‰ Z@fl3,,,,Z@5geOb$Pflfi§W¾$m,89¾q$fiM—‰GenZ purchases to satisfy their instant gratification, in order to fully

47、embrace their youth,,,%-P_,,,,,fi] N[[?,54%,Z3fi$o,,¾^X(Z‰/,,,Z‰=@4IØh,%-P_ZfiÇÇÇ,‰fi0¾$^Ç,,,25,,,,,,,,,,,,,¼? (7Q,ä)o23 fl29>?,??` fiZ¼ % fi,,fi$:(( Z@fi$þ(

48、n=22239 (. `fi?‰>? fiZ¼ fi$:(( Z@fi$þ(n=22239 (.]?—‰e‰r?fi3B? (7Q,ä)o23 fl29,,,,,,,,,,6nflAQ—'$n,fiS?y~o]—,,¾P3adaTT?7,,,,,$;,,,fi;,,,$;,,,flZ $,,,,,,?fl953,%@fi93$${Lfi¾fl$-$NB8<

49、R,,8%Z@fid$;flfl44 (5s. 958 %,,7%Z@fid$2,fi44,,,,%@fiKJ9E$:flfi§A¾5Q,$9¾7$fi8—2GenZ purchases to satisfy their instant gratification, in order to fully embrace their youth,,,5Fr?,,,$Ç$¾7,

50、36%,Z@fi$x$Ç$¾7,'fi]$6@1 C?,,5Fr?CÇÇÇ,$Ç$¾7,,,(5s. 958 4%,,,,,,6fifllh6¢¤ 3,$]~oQ—@ C.anel #fi7[q ?${,6s$d{$a# fi,?P@¾%pEg, a}$=4?@?6[q ?${,6?$h$s hfifl

51、 w[,$A$$]Q— fly‰ Z¾?7?@ $h{,[q }fli},,,,26,,,A^½ Z@fi [¾j,®fl¼$,:$‰fi ;@¾¼¾h,,,,‰FgWDfl¢fi}9Kçgfi,% N:.y¤02,fl$‰F/?,?fl,,,d‰A^fl?6Ç ç?, .Ufif

52、iI B‰flz,,?$¾,,,,,‰FgWR Z@fi?‰,:$flflfl fi‰F$? $ 02,,,,,,A^fiZ@fi(=Dfl,fifl 1q‰{Z$#L1,?þ?,,,,,‰FgW‰ .Kçf K‰/?, fl¾ ?Z@fi?fi ¾$,,,,,,Z@fi…$ fiflfi‰ Brand implications of GenZ’s

53、top 3 consumption motivations, …,,,,,,27,,,,‰.B8,fl¢fi}91çBfi,%3&y¤,,!",fl$‰. ?,fi$ ¶ fififl!$,?fl,,,,,‰.B85 Z@fi‰, & flflfl fi‰.$) $!",,?$¾,,¤# $$!$,,,,,,‰.B8‰