Daxue Consulting：2023年中国年轻消费群体分析报告-自我意识的觉醒（英文版）（58页）.pdf

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1、How young Chinese are finding themselvesMay 2023CONTENT OUTLINEConsumer trends of 20231.04Adventurism2.16Parenting Gen Alpha3.29New definition of Romance 4.38505.About Daxue Consulting 2023 daxue consultingALL RIGHTS RESERVED10后后 or“post 10s”(2010-2019)Millennials(1981-1997)Gen Z(1997-2012)00后后 or“p

2、ost 00s”(2000-2010)90后后 or“post 90s”(1990-1999)Must know Chinese terms:How“young adults”are defined in ChinaAs our research combines both Chinese and foreign sources,it is important to define the terminology used in both kinds of sources to understand this report.Gen Alpha(2012-2024)199020002010Engl

3、ish terminologyChinese terminologyBirth year3Consumer trends of 2023The shift in workplace after the end of Zero-COVIDPhoto:Xiaohongshu user 介入设计便利店介入设计便利店 2023 daxue consultingALL RIGHTS RESERVEDA wake-up call for big cities Chinese seek work-life balancePost lockdown,Chinese people place more valu

4、e work-life balance,health and freedom.Additionally,they are less interested in big cities or working in major corporations.After COVID-19/lockdown,which of the following changes would you like to make？Sample size N=2,079“Living in a big city orworkinginamajorenterprise means less tome as compared t

5、o pre-COVID times.”-A netizen from Shanghai“After the lockdown period,Ivalue health and freedommore than before.”-A netizen who recoveredfrom COVID-1940.7%41.3%46.6%57.7%67.2%Show more care towards familymembersEnhance the quality of life at homeDo more indoor sportsIncrease savings,reduce unnecessa

6、ryspendingPurchase more necessities and foodWhich of the following things have decreased in importance in your mind compared to the pre-COVID-19 times？35%45%42%34%44%30%27%27%24%18%28%22%21%19%21%Post-00sPost-95sPost-90sPost-85sPost-80sBig citiesWorking in top tech companiesMajor corporationsPost-00