No sooner did retailers decipher the buying habits of the generations born after 1980 and 1990 then the generation born after 1995 came into its own as a consumer group. Since they grew up alongside the internet, they're sometimes called "internet natives", and the way they consume has been changed by the circumstances they grew up in.
Data from the "2016 Import Consumer Insight Report" shows that the Chinese post-95s devote more purchasing power to "celebrity brands" than other age groups do. On average, they spend 1,314 yuan (US$198) each month, close to the average per capita income in China, 1,830 yuan. So the question is, how do they spend it, and on what?
More post-95's shop online, especially for clothing, than do either of the generations preceding them...
...but most still prefer to shop in physical stores over phones or tablets.
Chinese post-95s are more likely to use social media and social networking apps...
But are influenced differen...
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