Are Hard Luxury Brands Doing Enough To Engage China's Gen Z?
Chinese luxury consumers, in particular the younger demographic, are placing a much higher value on brand experience, services and design than ever before.
Chinese Gen Zers love hard luxury, but need unique experiences to build brand loyalty. Image: Shutterstock
Chinese Gen Zers love hard luxury, but need unique experiences to build brand loyalty. Image: Shutterstock
Contents
- The following is an excerpt of an exclusive interview that appears in Jing Daily’s report The Secrets to Selling Hard Luxury To China’s Gen Z . Packed with case studies and market insights, the report examines what sets China’s ascending Gen Z consumers apart from their millennial forebears, and what hard luxury brands can (and should) do to attract this fast-growing demographic. Download your copy today on our Reports page .
- What are some of the interesting or innovative things you are noticing luxury watch and jewelry brands effectively doing, either on- or offline, to attract Gen Z in China?
- How worthwhile is it for luxury brands to invest marketing resources in Gen Z in China (the post-95s or post-00 consumers in particular), or are they too niche of a demographic? Should they instead focus more on millennials and millennial influencers instead, since they are becoming such big spenders?
- With economic uncertainty, youth apathy on the rise after years of pandemic and the ‘lying flat’ phenomenon, what difficulties will brands face engaging with Gen Z?
- As the central government continues to crack down on KOLs or celebrities, what have been some of the more interesting cases you've noticed over the past year of hard luxury brands engaging audiences without using them?
- Get your copy of The Secrets to Selling Hard Luxury To China’s Gen Z on our Reports page.
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