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1、Social Media Marketing to Generation Z in China 20232For more good stuff like this,click on the button to subscribe KAWOs newsletterContentsIntroduction 02.P A R T O N E Events that Shaped Gen Z 03.P A R T T W O The Digital Generation 05.Gen Z coming online 06.P A R T T H R E E Gen Z Core Values 08.

2、P A R T F O U R Impactful Channels 10.P A R T F I V E Marketing Strategies 11.Guochao 12.Cosmic Cosplay 13.Video 14.Conscious Consumerism 15.About KAWO 16.They are the generation reshaping retail trends of the entire nation.Chinas Gen Z,born between 1995 and 2009,number close to 260 million,making u

3、p 19%of Chinas total population s.Similar to millennials who came before them,Chinese Gen Z consumers are vastly different from their parents generation.Everything from personal preferences,brand awareness,purchasing power and sophisticated digital literacy is reshaping how brands reach,connect with

4、,and retain consumers in China.They are referred to as the“post-95 and 00 generation”who came of age during a time when China was well into its era of exponential growth and digital revolution.With a high purchasing power and curiosity for new products and experiences,Gen Z are an enticing consumer

5、group for both foreign and domestic brands alike however,the rulebook is complicated How can your brand effectively reach and retain Gen Z consumers in China?Through this whitepaper youll find the context and insights necessary to formulate and execute a competitive marketing strategy to capture one

6、 of Chinas largest consumer groups.Subscribe STrendsetters.Fueling domestic brand growth for the first time in history.Conscious consumers.Experience-seekers.Just as we work hard to ensure our users trust the data inside our platform,weve worked hard to make sure you can trust the credibility of the

7、 information in our content.Wherever you see a S youll find the link to the source of the information we used for a specific stat or insight.If you think we got something wrong,please let us know at .At KAWO,trust is important to us.Social Media Marketing to Generation Z in China 2023TL;DR Gen Z wer

8、e the first generation to grow up in China where the country was not only“open”but it was beginning to play a major role on the world stage.They grew up in a period of unparalleled growth between 1989 and 2023 China averaged an annual GDP growth rate of 8.95%s.A number of key events shaped Gen Zs pe

9、rception of Chinas place in the world,and ultimately has impacted their consumption behaviors.Events that Shaped Gen ZP A R T O N E3BRING THE GUIDE TO LIFE Schedule a Webinar With Our Team economic reforms in China led to rapid economic growth and development,which impacted Gen Zs upbringing.They gr

10、ew up in a China that was constantly changing,and were exposed to new opportunities and emerging technologies.Economic Reforms (late 1970s-present)Implemented to control the population growth in China.Many Gen Z grew up an only child in their families,commonly referred to as the Little Emperor Syndr

11、ome where they were often spoiled and had high expectations.Beijing Olympics(2008)The Beijing Olympics showcased Chinas economic development and global influence.Gen Z grew up with a sense of national pride and a belief in Chinas rising power.19701980199020002005O N E EVENTS THAT SHAPED GEN ZWorld E

12、xpo(2010)Chinas growing affluence was displayed on the world stage yet again,furthering the narrative to the young generation that China is a global powerhouse and a nation on the rise.Social Media and InternetGen Z is the first generation born into an era of widespread adoption of social media and

13、the internet.They are more connected and aware of global events and trends.2010(2000s-present)One-Child Policy(1979-2015)ssssSocial Media Marketing to Generation Z in China 2023 CHINA TAKES THE WORLD STAGE4O N E EVENTS THAT SHAPED GEN ZMade in China 2025(2015)The Made in China 2025 initiative aims t

14、o transform China into a high-tech manufacturing powerhouse.It has influenced Gen Zs sense of national pride and their belief in Chinas technological capabilities.sSea Turtles Returning(2010s-present)Sea turtles”refers to Chinese students who study abroad and then return to China.The increasing numb

15、er of sea turtles returning to China has shaped Gen Zs exposure to global ideas and perspectives.COVID-19 Pandemic(2019-2022)The pandemic accelerated the adoption of digital technologies and online platforms,which became essential for work,study,and social interaction.It also increased awareness amo

16、ng Gen Z of the fragility of the world economy both abroad and at home.201020152020 Air Pollution Sparks National DebatesMore discussions about environmental issues and air quality,particularly among the younger generation take place.Generation Z has witnessed incredible growthFrom the time most Gen

17、 Z were attending primary school until today,the average household experienced enormous economic growth.This generation grew up with the mindest that China was on an unstoppable rise and anything was possible.(2013)ssSocial Media Marketing to Generation Z in China 2023TL;DR Gen Z are truly digital n

18、atives.By the time most were born,instant messaging and online forums had taken a firm hold in daily life.Not to mention Chinas renowned e-commerce platforms such as Taobao and JD.com had begun to take off.This generation grew up with being able to discover,search and seamlessly purchase products al

19、l through mobile Super Apps.The Digital GenerationP A R T T W O5BRING THE GUIDE TO LIFE Schedule a Webinar With Our Team 90sLate 90sThe internet was first introduced in China in the early 1990s,but it was largely limited to academic and government use.Commercial internet services began to emerge in

20、China.This period saw the rise of key internet companies,the proliferation of internet services,the emergence of e-commerce and social media,and the establishment of internet regulations.1994Permanent internet establishedMid-199540,000 internet users sUniversities Driving AdoptionChinese universitie

21、s played a crucial role in the early development of the Chinese internet.Many universities established their own computer networks and provided internet access,contributing to the spread of online connectivity.Many of the popular formats which developed later in the 90s and 2000s such as micro-blogg

22、ing,BBS sites and forums were thanks to university students as well.1996Internet company,Sohu launches1998Merger between two prominent internet companies forms Sina which became the most visited internet portal in mainland China,outpacing rivals Sohu and NetEase.Sina Weibo,the popular micro-blogging

23、 site launched later in 2009,is among one of the multiple services provided.1999Tianya(天涯)launches Website for a community of internet users discussing the latest social topics.Part of the wave of Chinese BBS sites.QQ launches IM software,which remains popular even today among Gen Z users as a way t

24、o hide from family members on WeChat.This marked a significant shift in how people in China accessed information and entertainment,as it moved away from traditional media sources to the emerging digital landscape.Social Media Marketing to Generation Z in China 2023 GEN Z COMING ONLINE6TWO THE DIGITA

25、L GENERATIONEarly 2000sMid 2000sIn addition to developing search engine capabilities,BBS sites and forums such as MOP(貓撲)and Tianya(天涯)founded in the late 1990s become increasingly popular among young internet users in China and shape how Gen Z interact and form communities online.Chinas e-commerce

26、industry began to take off,with the launch of platforms like Taobao and JD.com.These platforms shape how Gen Z connect,shop and entertain themselves.In a broader sense,the 2000s internet in China was characterized by a dramatic increase in users,a broader range of online services,the rise of interne

27、t giants,increased regulation and censorship,and a fundamental shift in the way people accessed and utilized the internet.2000Baidu launches Chinas largest search engine.2003Baidu Tieba(百度貼吧)launches Online forum hosted by search engine,Baidu.Users can search and participate in forums categorized by

28、 topics.Rapid Acceleration of China-specific Social Media&E-commerce Begins2004Tudou launches Chinese users can now upload,view and share video clips.20052010iQiyi launches Becomes competitor to YouKu providing video streaming and entertainment.AliPay launches Adoption is slow at first,taking the co

29、mpany five years to reach 100 million customers.s Renren launches Formerly known as Xiaonei(校內)and widely popular among college students at the time of launch.It remained a popular social media platform until mid-2010s.2006Youku launches Often referred to as Chinas YouTube.2009Sina Weibo launches Mi

30、cro-blogging platform most often compared to Twitter.Over the next decade,due the absence of YouTube,Chinese video entertainment platforms emerge and compete for users.Social media platforms like WeChat and Weibo take hold and become popular.These platforms allowed for greater social interaction,ent

31、ertainment,and self-expression.2011WeChat launches Starts off as mostly messaging and later becomes Chinas most popular Super App.Tencent Video launches Enters the video streaming market alongside YouKu and iQiyi.2012Video platform Youku acquires competitor Tudou forming Youku Tuduo.2013WeChat Pay l

32、aunchesXiaohongshu(Little Red Book)launches Social media platform first dedicated to travel,later becomes focused on fashion,lifestyle and more.Social Media Marketing to Generation Z in China 2023 GEN Z COMING ONLINE72015-2020Chinese consumers increasingly turned to digital platforms for entertainme

33、nt,with video streaming,music streaming,and online gaming becoming major forms of entertainment.In addition,the Chinese government tightened regulations on the internet and technology sectors during this period.These changes included data privacy regulations,cybersecurity laws,and increased scrutiny

34、 of internet companies,impacting how they operated.sApple Pay launches in China Competing with current mobile payment giants WeChat Pay and AliPay which dominate the market share.20152020COVID-19 outbreak The COVID-19 pandemic accelerated the adoption of digital technologies and online platforms in

35、China.Gen Z relied heavily on online education,online entertainment,and e-commerce platforms during the pandemic.The emergence of the Chinese internet as we know it todayBetween 2015 to 2020,the Chinese internet continued its rapid evolution,with mobile internet,e-commerce,fintech,social media,conte

36、nt platforms,and emerging technologies playing a pivotal role in shaping the lives of Chinese consumers.By 2020 nearly 80%of Chinas population was accessing the internet,and by 2023 over 98%of Chinas internet access is done via mobile.0%20%40%60%80%20002002200420062008201020122014201620182020China I

37、nternet Penetration GrowthsPerhaps most characteristic of Chinas internet development,the emergence of live-streaming and short-video platforms began to gain traction.These platforms transformed content creation and consumption habits,creating a new generation of internet celebrities and influencers

38、.2016WeChat Mini-Programs launch Although they dont become popular until 2018,this evolutionizes e-commerce within Chinas most-used app.2017Chinese government launches the Internet Plus initiativeLaunched in 2015,the initiative aimed to integrate the internet with traditional industries and promote

39、innovation.The initiative has led to the development of new technologies and platforms that have impacted Gen Zs daily lives,such as online education,online healthcare,takeout delivery platforms and high-tech grocery chain such as Freshippo,ele.me,Meituan,Dingdong Maicai and sharing economy platform

40、s like Didi and Mobike.Pinduoduo launches Group-buying e-commerce platformAlibaba launches New Retail concept Enabling a seamless engagement between the online and offline world through data technology.sDouyin launches(Chinese version of TikTok)Short video platform with e-commerce and live-streaming

41、 features.TWO THE DIGITAL GENERATIONSocial Media Marketing to Generation Z in China 2023Gen Z Core Values&CharacteristicsTL;DR Chinese Gen Z consumers have distinct preferences and behaviors.While price and value for money are important,they continuously value brands who make a conscious effort to c

42、onnect with them on the right channels and create content and products that are highly relevant and personalized.P A R T T H R E E8BRING THE GUIDE TO LIFE Schedule a Webinar With Our Team NATIVESPROUD OF BRAND CHINAFrom early childhood,Gen Z have been exposed to social media,online learning,and digi

43、tal entertainment,which shaped their communication,learning,entertainment and shopping preferences.Chinese Gen Z consumers are heavily active on social media and e-commerce platforms.According to a 2022 survey,nearly 40 percent ofconsumers below 24 years old made several online purchases a week.sGen

44、 Z grew up while China was entering the world stage.Major events such as the 2008 Olympics watched by nearly 500 million Chinese viewers which accounted for around 40%of all global viewers s and the World Expo contributed to an ongoing narrative of global influence and rising power.They are proud of

45、 their countrys achievements and are not afraid to call out foreign brands in particular who seek to misrepresent or tarnish this vision.For more good stuff like this,click on the button to subscribe KAWOs newsletterSubscribeSocial Media Marketing to Generation Z in China 2023 Xiaomi and X turned“父親

46、節”(Fathers Day)into“親父節”(Kissing Daddys Day)through a clever text movement in Chinese characters.This smart approach involved the brand team capturing the genuine reactions of fathers being unexpectedly kissed by their children.WHAT MATTERS TO GEN Z 9THREE VALUES&CHARACTERISTICSINDIVIDUALISTICSOCIAL

47、LY CONSCIOUS FAMILY-FOCUSEDGen Z value individualism and self-expression.They seek out products and experiences that support a vision of who they are or aspire to be.sGen Z are becoming more concerned with sustainability and impact-driven brands.While it is still not a driving factor in purchase dec

48、isions,many consumers will identify social and environmental impact as an important characteristic of a brand.Despite their individualistic tendencies,Chinese Gen Z is still strongly family-focused.They often prioritize family values and filial piety and maintain close relationships with their paren

49、ts and grandparents.Social Media Marketing to Generation Z in China 2023Impactful ChannelsTL;DR Just because a channel is popular,doesnt make it your social media solution!Understanding how each different China social media platform fits into your marketing funnel is key to designing strategies and

50、content that will move your Gen Z customers through a customer journey.P A R T F O U R1 0D O WN LO A D F O R F R E E CHINA SOCIAL MEDIA PLATFORMSSocial Media Marketing to Generation Z in China 2023Marketing Strategies for Gen ZTL;DR In this chapter well cover several marketing strategies unique to G

51、en Z and examples of brands which have executed campaigns under each theme.Keep in mind,Gen Z are particular about their preferences and trends move fast!Make sure to stay up-to-date and always work with a knowledgeable,local team to develop relevant campaigns and communications.P A R T F I V E1 1BR

52、ING THE GUIDE TO LIFE Schedule a Webinar With Our Team Chic)=Chinese goods+trend of the times.Chinese consumers are seeking products that reflect their personal style and values-there is an increasing interest in unique,locally designed luxury products that convey individuality and self-expression.T

53、herefore,brands are expected to explore Chinese motifs,craftsmanship,ingredients and historical influences to create products that resonate with the local market.Products that reflect personal style and valuesHanfu(漢服)has become a favorite fashion among young people.The related clothing industry is

54、booming,which has led to a series of activities such as Hanfu catwalk shows and Hanfu filming.The price of hand-sewn Hanfu can range from twenty dollars to hundreds of dollars.GUOCHAOIn a narrow sense,if something is“Guochao”it refers to trendy brands created by local Chinese designers,or trendy pro

55、ducts designed by local Chinese designers that contain Chinese cultural elements.As the trend has evolved,the term now generally refers to the popularity of domestic product groups and products with Chinese characteristics(including foreign brands limited series related to China).More than just“Nati

56、onal Pride”Overall,this trend reflects Chinese consumers desire to celebrate and express their cultural identities through their choices.Many local brands,from mass retail to higher-end and luxury have integrated this trend into their marketing and has proven to effectively capture the attention and

57、 affection of consumers.It is important to note that Guochao isnt just popular because a rise in nationalism as many would state.The popularity is much more nuanced and includes many factors including price,quality of products(domestic brands are increasing R&D and now able to produce much higher qu

58、ality than before),marketing capabilities of domestic brands,etc.Social Media Marketing to Generation Z in China 2023 1 2F I V E MARKETING STRATEGIES FOR GEN ZREACH+CONNECTSephora launched their new cosmetics products at the end of May 2023 with a campaign cleverly combining Western and Eastern cult

59、ures.The beauty retailer invited influencers on Douyin to launch a challenge to create a new makeup look.This campaign embraced not only the Guochao trend through the style of makeup as well as the fashion styling of the shoot but also engaged Gen Z effectively with the mechanism of the campaign thr

60、ough using short videos as this is a popular and well-used medium among Gen Z.Influencers posted content from their own accounts.Some of the content generated achieved over 100k likes!GUOCHAOLeveraging video to spread contentSocial Media Marketing to Generation Z in China 2023 1 3F I V E MARKETING S

61、TRATEGIES FOR GEN ZGen Z in China is more connected to global pop culture through the internet and social media.They are exposed to a wide range of media from different countries,which includes popular characters from anime,manga,and movies that inspire cosplay.Cosplay provides a great opportunity f

62、or Gen Z to express themselves creatively and experiment with their identities.They invest their resources in cosplay costumes,accessories,and related merchandise.Online platforms,such as Bilibili,Weibo,WeChat,and Douyin,have facilitated the growth of cosplay communities.Gen Z share their costumes,m

63、akeup techniques,and experiences with like-minded individuals,fostering a sense of belonging.Express&experiment with identityREACH+CONNECTWhen OPPO released their new phone model Reno10 Pro in 2023,they launched a campaign called Show your Reno10 pink on Xiaohongshu.The campaign features a collabora

64、tion with top influencers to generate videos with the famous pink fox in Disneyland and Karina,a popular cosplay actress from Ukraine who works in China.OPPOs collaborations were especially timely as they leveraged the summer 2023 sensation of Barbie pink.Gucci also targeted Gen Z consumers through

65、an offline exhibition show in Shanghai in 2023 called Gucci Cosmo,appealing to Gen Z through art,history and cosplay.COSMIC COSPLAYREACH+CONNECTSocial Media Marketing to Generation Z in China 2023 1 4F I V E MARKETING STRATEGIES FOR GEN ZGen Z came of age during the same time many of Chinas most pop

66、ular video platforms emerged and thus have grown up fully immersed in this medium.The video generation trend aligns well with the preferences,behaviors,and technological fluency of Chinese Gen Z.Video content allows Gen Z to express themselves in a dynamic and visually engaging manner.Show,dont just

67、 tellCONNECT+RETAINGen Z are well known for their invention and prolific use of internet slang,which often takes the form of acronyms for convenient and fast typing.Skittles decided to create a campaign poking fun at the seemingly obscure,but meaningful combination of letters to generate eye-catchin

68、g videos for the launch of their alphabet jelly bean bag which expanded the S on the jelly bean to A-Z and 1-9 for the first time,creating the first skinny candy that can be spelled for users to assemble and personalize.Skittles video campaign on Bilibili called,Acronym the Rainbow was a viral succe

69、ssTwo quirky videos were released on Bilibili with a male and female exchanging in a dialogue full of acronyms,playfully engaging the platforms largest demographic of users.The campaign used rewards to invite users to translate the meaning of the acronyms in the video.Click to watch the video!The br

70、and also engaged many UP bloggers(UP主,an“Up loader”is the term used to refer to Bilibili influencers,like a“YouTuber”),attracting more than 110,000 people to interact with Bilibilis bullet screen feature to leave comments,playing with acronyms,and linking back to brands account.VIDEOThey can convey

71、emotions,ideas,and humor more effectively through videos than through text alone.They embrace and create their own unique language and jokes,fostering a sense of community and shared identity,boosting self-esteem and social standing.Social Media Marketing to Generation Z in China 2023 1 5F I V E MAR

72、KETING STRATEGIES FOR GEN ZGen Z in particular are more inclined to look for cost-effective products,managing their expenses reasonably,rather than blindly following trends.As a result,a group of content influencers with tags such as minimalist life”and low material desire life”have emerged on Chine

73、se social media,generating notable traffic.Consumers who prioritize conscious consumption tend to place more value on the quality,authenticity,and transparency of the products they purchase.Minimalist life+Value for MoneyDuring this years May Day holiday,the number of Chinese people traveling inside

74、 the country reached a record high.Simultaneously,a new internet buzzword gained popularity:“Special Forces Tourism”(特種兵式旅游).As a novel form of tourism,“Special Forces Tourism”is characterized by time constraints,multiple scenic spots,and affordability mainly appealing to college students or recent

75、graduates.This trend can be attributed to two factors.Firstly,there is a pent-up enthusiasm for tourism that has been suppressed by the pandemic for three years.Secondly,Gen Z college students and recent grads face financial constraints.To address these challenges,they utilize their resourcefulness,

76、leverage the convenience of online information,and focus on maximizing time efficiency and cost-effectiveness.Their goal is to save money,save time,and have an enjoyable experience.?only have one lipstickA post from Xiaohongshu on“minimalist skincare.”The popularity of the minimalist skincare trend

77、shows that a shift to more conscious consumption is gradually expanding.Typical Special Forces Tourism route map sharing on XiaohongshuCONSCIOUS CONSUMERISMSpecial Forces Tourism Social Media Marketing to Generation Z in China 2023 1 6F I V E MARKETING STRATEGIES FOR GEN ZGen Z search for and filter

78、 useful information on social media like ideas for how to save money,get more value and have funOn Xiaohongshu,numerous users proudly share their one or two-day travel itineraries,often featuring densely packed schedules,attracting thousands of likes.Recognizing this trend,Xiaohongshu created a“Spec

79、ial Forces Travels”page during the May Day period.It conveniently allowed users to search for recommended destinations and seek travel advice shared by others.This trend further confirms the behavioral and psychological patterns of Gen Z.They are accustomed to searching for and filtering useful info

80、rmation on social media,paying attention to product value for money,and craving leisure activities as a means to“escape from current life”.How brands leverage the Special Forces Tourism trend on social media to connect with Gen ZMcDonalds called their followers“Special Forces”when inviting them to t

81、ry the new productsThe local beauty brand CHANDO promoted their sunscreen product via this trend CONSCIOUS CONSUMERISMKAWO is devoted to helping marketing teams to efficiently and seamlessly manage China social media channels.It is an easy-to-use bilingual platform which connects to WeChat,Weibo,Dou

82、yin,Kuaishou and Bilibili.Internal teams and agencies can jointly collaborate within KAWO for data insights,competitor analysis as well as content planning,editing,review,approval and scheduling.Social media have become an integral part of any marketing strategy.Producing high-quality content throug

83、h data-driven decisions is crucial.However,social media teams are spending too much time on crunching data,making reports and communication both internally and externally.KAWO helps to streamline workflows,improve efficiency for gaining data insights,empower marketing teams to spend more time and ef

84、fort creating content that produces the best ROI.6 China social channels connected12+Industries included 500+Brands served 33M+Social users covered We are proud to be trusted by over 500 global brands:THE SOCIAL MEDIA MANAGEMENT PLATFORM FOR CHINAMulti-Account ManagementData InsightsCompetitor Analy

85、sisCollaborationTHE SOCIAL MEDIA MANAGEMENT PLATFORM FOR CHINALearn more at KAWO.com or email .Manage all your social channels with one KAWO account.Gain an overview of your account performance,competitor data ranking,weekly reports,content status,KPI completion status in one simple dashboard.Auto-g

86、enerate reports and data analysis of your social accounts,available in spreadsheets and graphs with a one-click download.Improve efficiency for content insight and decision-making.Monitor and analyze the performance of competitors accounts and individual content performance with data visualization.Refine your social strategy by benchmarking the results.Add unlimited users to your KAWO account including vendors,internal and external teams.All team members can be simultaneously notified of changes to events or content plans,streamlining marketing workflow.