American media: Foreign brands strive to attract the Z generation of China to love "national tide"

The US "Fortune" magazine website on August 29th, the original title: China's "Gen Z" wants to "lie down" and buy domestic goods. American brands are ingeniously attracting them last year. Marriott International commissioned Arnold Malaysia to plan a marketing activity for Shanghai Moxy Hotel's opening. Marriott knows that it must be localized in order to attract China's "Gen Z." Within a few weeks after marketing activities, Moxy Shanghai flagship store's closure rate soared 500%. Marriott likes the effect of activities, although its executives cannot fully understand how the horse does this.

No need to be consistent with China's "Gen Z", foreign executives can recognize their power. Data show that China ’s 270 million“ Gen Z ”accounted for 19%of the national population, and by 2025, the proportion will increase to 27%. Huaxing Capital predicts that from now to 2035, its consumption power will be over to $ 2.4 trillion. But their habits -the dislike of excessive work and the preference for domestic products -have subverted the intergenerational change in the past. If you want to continue to make a difference in this market, Western brands must rethink its Chinese strategy and learn the new rules of China's "Gen Z" password.

China's "Gen Z" not only makes foreign executives puzzled, but also the older generation of Chinese people can hardly understand this group that grew up in a relatively wealthy environment and WeChat world. "Gen Z" was born from 1997 to 2012. The Chinese economy expanded 7 times during this period, from the seventh largest economy in the world to the second largest economy. "Gen Z" has always regarded China as a superior economy, which is significantly different from the older generation. From the perspective of marketing director of Bo Shengxuan Consulting Company, Malmteten, smartphones have become more disconnected.

Ma believes that the statement about the "Z generation" of China may be "exaggerated". He found that "Gen Z" is not necessarily indifferent to anything, but just wants to confirm his passion and try to chase them. He said that the most difficult part of marketing activities is to sell foreign brands to young Chinese young people. "Previously, Western brands were always considered better. This is no longer the case." In fact, as the cracks between the United States and China are getting bigger and bigger, the trend of national tide or nationalist purchase is emerging, and it is particularly welcomed by "Gen Z". McKinsey's investigation in 2020 found that since 2011, people who have purchased Chinese brands rather than foreign brands have increased from 15%to 85%. This growth must be largely due to the "Z generation".

"Chinese 'Z generation' is awakening in their own way," Malm Siten said: "Critical attitude towards foreign influence is in the perspective of" generation "is a forward -looking thinking." Foreign brands cannot ignore the country. The trend and losses to competitors who promote patriotism. Instead, overseas companies are working with Chinese local brands and institutions. Dai Sancai, CEO of Consulting company Young China, said that foreign brands must eventually treat the Chinese market humblely. Ma also said that the days that rely only on brand awareness have been gone. "You can't rely on yourself to be a traditional foreign brand," Ma said. "This kind of approach looks very arrogant. People don't care where you are from. People only care about what you are doing." (Author Grandie McGregor, translated by Wang Huicong)

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