CyberPunks & Shopaholics: HK Researcher Tofugear Analyzes New Chinese Buying Behavior

In China, Gen-Zers are on their mobile phones more than eight hours a day. Millennials complain on social media if they get bad customer service. And some Chinese buyers born 1980 or before, the Gen-Xers, will drop a retailer after just one bad experience.

Those are just some of the surprising lessons to be learned from Hong Kong-based retail innovation and technology company Tofugear. In partnership with Rakuten Insight, it released a sweeping new report yesterday on the shopping behaviors of Asian consumers.

The report, titled “The Digital Consumer in Asia 2018,” surveyed 6,000 consumers in 12 Asian countries in August 2018, and divided them into three generations – Gen Z, millennials and Gen X.

Tofugear broke out the China stats for Jing Daily. Below, three charts that illustrate the difference in shopping behaviors between the age groups of consumers:

The surprising findings on Gen-Z consumers include free shipping being key to nurture loyalty, influencers' massive impact of their shopping decisions and interest in using augmented reality in an offline store.

The surprising findings on Chinese Gen-Z consumers include free shipping being key to nurture loyalty, influencers’ massive impact of their shopping decisions, and interest in using augmented reality in an offline store. In addition, they are super reliant on the mobile phone. About 15 percent of them use a mobile phone for more than eight hours per day.

China's millennials consumers are still huge fans of daigou shoppers for the moment, and sensitive about prices.

China’s millennial consumers are still huge fans of daigou shoppers for the moment, and sensitive about prices. They are also keen to visit pop-up stores and passionate about reviewing customer experience on social media.

Luxury brands need to cautious on serving China's Gen X consumers as they are highly picky about the quality of customer service. Three out of four of them will no longer shop with a retailer after having one poor customer experience.

Luxury brands need to be cautious about serving China’s Gen X consumers as they are highly picky about the quality of customer service. Three out of four of them will no longer shop with a retailer after having one poor experience.

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Consumer, Market Trends