Consumption patterns of Gen-Z and millennials vary greatly from older generations in China, says branding expert Arnold Ma in the Jing Daily. “They are more focused on themselves and less so on the collective. There are lots of opportunities [for luxury brands] here,” says Arnold Ma.
This trend reinforces how local Gen Zers and Millennials are very different from their previous generations. Social media has contributed massively to the spread of these niche trends, and people now express their unique personalities online through their one-of-a-kind creations. Arnold Ma, the founder of the marketing agency Qumin, said, “They are more focused on themselves and less so on the collective. There are lots of opportunities [for luxury brands] here.”
He continued, stating that brands could leverage “the trend of self-expression and the Creator Economy by asking consumers to create their own interpretation of a brand logo or asset.”
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