China’s Gen Z—born between 1995 and 2010—totals more than 260 million people, making up nearly 15% of the population. However, their influence on consumer behavior far exceeds that figure. This generation shapes what, how, and why people buy, especially in digital retail. As Gen Z moves deeper into the workforce and gains financial independence, their purchasing power becomes a decisive force in the Chinese economy.
What sets them apart is more than age. This is a mobile-native, hyperconnected, and value-driven generation raised in a digital environment unlike anything seen in the West. Brand reputation alone doesn’t win them over. They’re drawn to products that reflect their identities, values, and social tribes—and they expect every interaction to be fast, personalized, and meaningful.
The takeaway for global marketers and retailers is clear: traditional strategies fall flat. Western-style campaigns rarely translate. Without a deep, localized understanding of Gen Z’s behavior, channels, and motivations, brands risk falling behind in the world’s most competitive digital market.
This article explores how Gen Z in China shops today—across social platforms, luxury brands, e-commerce ecosystems, and cultural touchpoints. Keep reading if you’re ready to move beyond surface-level takes and tap into real consumer insights.
Table of Contents – Gen Z shopping habits in China
Online Shopping Habits of Gen Z in China
Chinese Gen Z shopping online. Photo on freepik
Chinese Gen Z doesn’t shop the way previous generations did. They don’t start with search engines or brand websites. Instead, they begin on social platforms—scrolling through Douyin, saving recommendations on RedNote, or watching live streams on Taobao Live.
Where the Journey Starts: Discovery is Social
Douyin chinese TikTok application icon. Photo on unlimphotos
Douyin (China’s TikTok) is the front line of product discovery. Gen Z’s algorithm-driven feed encounters “shoppable moments” in 10—to 30-second videos embedded with direct purchase links.
Beauty, fashion, snacks, and tech gadgets trend rapidly, often going viral overnight. Douyin hosts thousands of live streamers daily, with top celebrity streamers like Luo Yonghao conducting over 130 monthly shows, driving massive engagement and sales.
Xiaohongshu (RedNote), or RED or Little Red Book, is a hybrid social media and e-commerce platform with over 300 million monthly active users in 2024. Of these, approximately 50% are post-1995 Gen Z and 35% are post-2000 users. It is particularly popular among female users (about 70-80%) and urban Gen Z consumers from first—and second-tier cities, who have significant disposable income.
RedNote’s strength lies in its authentic user-generated content (UGC) that blends lifestyle sharing with shopping recommendations, making it a trusted source for product insights and trend discovery. The platform’s engagement rates surpass those of Instagram, with an 8% comment-to-like ratio in Q2 2024, reflecting active community interaction.
In 2024, RedNote’s live-streaming commerce grew dramatically:
- A 5x increase in brands starting official live-streaming accounts
- A 12x surge in customers placing orders during live sessions
- A 7.4x rise in brand stores, surpassing 1 million RMB in sales
Celebrity live streamers on RedNote generate high-value sales, with average gross merchandise values (GMV) per stream reaching tens of millions of RMB. They focus on premium fashion and skincare products. The average order value on RedNote is about twice that of Douyin, highlighting its appeal for higher-end purchases.
Taobao Live is where the sale happens. About 34% of Gen Z have engaged in live shopping on Taobao Live, a significantly higher rate than their participation in traditional e-commerce.
The platform’s success stems from its community-based, content-driven model that combines entertainment, influencer culture, and seamless shopping experiences. Product demos and fast Q&A sessions replicate the in-store experience, helping Gen Z feel confident about their choices.
It’s Mobile-Only and Payment-Ready
The Alipay app is displayed on a smartphone screen with the logo. Photo on unlimphotos
Gen Z doesn’t tolerate clunky experiences. Over 95% shop directly on mobile. This generation expects every platform to support fast checkout via Alipay or WeChat Pay, integrated product links, and instant cart updates. If a brand’s mobile UX is slow or disjointed, it’s abandoned without a second thought.
WeChat Mini-Programs play a significant role in frictionless commerce. Many Gen Z users buy within WeChat without leaving the app, while reading articles, chatting in groups, or watching brand content. Savvy retailers like Perfect Diary and Nike have built complete e-commerce funnels inside WeChat that mirror their standalone apps.
Shopping Is Fast, Visual, and Algorithm-Driven
Forget static product pages. Gen Z shops are based on visual storytelling and algorithmic suggestions. AI-driven personalization engines on JD and Tmall push curated product carousels based on behavior and demographic data. Chinese Gen Z prefer brands that offer personalized content and product recommendations—whether through chatbots, auto-suggested bundles, or real-time flash offers.
They’re also heavily influenced by peer reviews. On platforms like RED, review posts with before-and-after photos, ingredient breakdowns, or honest flaws tend to outperform brand-generated ads. Transparency beats perfection.
Impulse-Driven Shopping and Credit Culture
Chinese online website. Photo by unlimphotos
While Gen Z in China is known for mobile-first habits and seamless e-commerce behavior, one trait stands out even more: impulsiveness backed by optimism. According to McKinsey, 47% of Gen Z consumers in China report buying products on the go, making them more spontaneous than Millennials and Gen X in the same market, and significantly more impulsive than their global Gen Z peers.
This behavior is closely tied to economic confidence. An overwhelming 78% believe their future earnings will increase, contributing to higher short-term spending, even when it stretches beyond their current means. As a result, many identify with the “Moonlight Clan” (月光族)—a term used to describe living paycheck to paycheck, spending most or all of their monthly income within one lunar cycle.
This mindset has fueled the popularity of flexible credit tools for young consumers. Platforms like Ant Financial’s Huabei and JD Baitiao offer buy-now-pay-later options that allow Gen Z to make discretionary purchases without upfront cash.
Gen Z Luxury Shopping Trends in China
Gen Z is driving a significant shift in China’s luxury market. According to Bain & Company, China is set to become the world’s largest luxury market by 2025. What makes Gen Z different isn’t just their appetite for high-end goods and how and why they shop luxury.
Luxury = Identity, Not Status
Older generations in China viewed luxury as a status signal. Gen Z sees it as a form of self-expression. They buy into the aesthetic, the story, and how it aligns with their values or subculture.
This generation favors emerging designers and niche luxury labels as much as legacy brands. They’re just as likely to buy from Maison Margiela or AMBUSH as Louis Vuitton or Dior, especially when those brands collaborate with streetwear icons or anime IPs.
Social Media and Livestreaming Fuel Purchases
Luxury discovery no longer happens in flagship stores. It starts on Douyin, RedNote, and increasingly via brand-led live streams. Gen Z consumers follow KOLs and celebrities not for glamour alone but for style validation. For example, when actress Ouyang Nana wore CELINE on RED, search volume for that product spiked within hours.
RedNote, in particular, has become the go-to platform for luxury reviews. Gen Z shoppers browse real unboxings, wear tests, and price breakdowns before making decisions. QuestMobile says nearly 50% of Gen Z users consult RED before buying a premium item.
Entry-Level Luxury and Resale Culture
Gen Z buyers aren’t necessarily buying $5,000 handbags. They enter the luxury world through lipsticks, sunglasses, wallets, and limited drops—items under ¥ $2,000 ($300 USD) that offer brand association without a full-price commitment.
This behavior is closely tied to the resale boom. Platforms like Poizon (Dewu) and Goat China allow Gen Z consumers to buy and flip sneakers, apparel, and pre-owned bags. Many see it as a way to explore luxury while minimizing cost, and in some cases, even turning a profit. It’s also part of a growing circular fashion trend.
Offline Still Matters—But It’s Experiential
Despite their online-first habits, Chinese Gen Z still values luxury’s in-store experience—when it offers something memorable. Pop-ups, immersive brand events, and AR mirrors in flagship locations continue to attract young consumers, especially in fashion-forward cities like Shanghai, Chengdu, and Shenzhen.
For example, Burberry’s social retail store in Shenzhen combines WeChat gamification with in-store perks, offering exclusive content and rewards based on shoppers’ engagement with the brand. That’s the kind of hybrid model Gen Z responds to: interactive, shareable, and story-driven.
The Role of Influencers and Social Proof
Gen Z influencers. Photo on freepik
Influencers don’t just promote products in China’s Gen Z market—they shape entire shopping decisions. According to research, 32% of Gen Z shoppers say their purchase decisions are directly influenced by content from KOLs (Key Opinion Leaders). But it’s not about celebrity anymore—trust, transparency, and relatability.
According to McKinsey, 51% of Gen Z consumers in China cite official brand social media accounts as one of their top three sources of influence.
This shift marks a fundamental transformation in how trust is built. Gen Z doesn’t just browse—they verify. Platforms like Tmall, RedNote (RED), Meituan, and Dianping have become review ecosystems where real-time product experiences are dissected. Authentic feedback—not brand claims—drives purchasing decisions.
KOLs vs. KOCs: Why Micro Beats Mega
Gen Z doesn’t respond to overproduced ads or one-size-fits-all endorsements. They follow KOCs (Key Opinion Consumers)—everyday users who post authentic product reviews, tutorials, and real results. These micro-influencers may have just a few thousand followers, but their engagement rates often outperform big-name KOLs, especially in beauty, food, and lifestyle niches.
Brands that focus only on high-profile partnerships risk alienating Gen Z. What works is a mix of influencer tiers, where large KOLs introduce a product and micro-creators validate it through honest, detailed use cases.
Livestreams: Part Influence, Part Conversion
Livestreaming isn’t just entertainment—it’s a whole sales funnel. On platforms like Taobao Live and Douyin, Gen Z can interact with hosts, ask questions, and grab flash discounts. According to Statista, China’s livestream e-commerce market reached $370 billion in 2024, with Gen Z among the most active user groups.
What makes livestreams work? Hosts who are knowledgeable, informal, and fast-moving, combined with real-time incentives like countdown deals, gifts, and live Q&A. It turns product discovery into a social experience—and a buying trigger.
Peer Reviews Are the Final Checkpoint
Even after seeing influencer content, Gen Z rarely buys without verifying through peer reviews. On RedNote, users search product names and filter by keywords like “sensitive skin,” “first-time use,” or “real photos.” They aren’t looking for perfection—they want nuance and context. Negative reviews don’t hurt unless they point to dishonesty.
For marketers, this means investing in organic product seeding, encouraging real customers to post experiences, and prioritizing platforms where reviews are searchable and trusted. Gen Z doesn’t rely on branded messaging—they rely on community consensus.
What Are Gen Z’s Top Priorities When Shopping?
Woman shopping online on internet. Photo on freepik
Gen Z in China is shaping the future of commerce, and brands that miss what matters to them risk being ignored altogether. While older generations focused on price or prestige, this cohort makes decisions based on speed, purpose, design, and experience. Their expectations are high, and their tolerance for friction is low.
1. Personalization and Product Relevance
China’s Gen Z isn’t looking for what’s trending globally—they’re looking for what speaks to them personally. This includes niche aesthetics, cultural references, or limited collections tied to their interests. According to Accenture, 91% of Gen Z consumers are likelier to shop with brands that remember their preferences and offer personalized recommendations.
Beauty brands like Florasis (Hua Xizi) succeed by offering highly tailored content: horoscope-inspired palettes, ancient poetry packaging, and algorithm-based product suggestions in their apps. Brands that serve broad, generic catalogs without adaptive filters or curated bundles lose relevance fast.
2. Seamless Speed: From Discovery to Delivery
Gen Z expects every shopping stage to be quick, intuitive, and mobile-optimized. Discovery happens on platforms like Douyin and RedNote, purchases are made within the app, and delivery is expected within 24 to 48 hours.
What slows them down, such as unresponsive mini-programs, poor checkout UX, or lack of logistics tracking, leads to abandonment. Fast is not just a feature—it’s table stakes.
3. Ethical Alignment and Brand Transparency
Aesthetics matter, but so do ethics. This generation evaluates morals before they buy. They research whether a brand uses animal testing, supports local artisans, or engages in cultural appropriation.
What earns trust: visible supply chains, carbon-neutral badges, and founders who speak openly about impact. Local brand NEIWAI, for instance, built substantial brand equity through inclusive campaigns and transparent sourcing. In contrast, brands that “greenwash” or stay silent get called out on RedNote or Bilibili within hours.
4. Multi-Sensory, Interactive Shopping Journeys
Forget dropdown menus and static images—Gen Z wants shopping to feel entertaining. This includes:
- AR try-ons (glasses, makeup, fashion)
- Gamified loyalty (points for reviews, sharing, or referrals)
- Quizzes that lead to product bundles
- Livestream Q&As with brand reps or founders
According to Tmall Innovation Center, Gen Z consumers prefer engaging, immersive content during their purchase journey, mainly when it includes real-time feedback or community voting. Sephora China, L’Oréal, and SK-II have all leaned into AR and gamification, turning product discovery into a shareable experience.
How Global Brands Are Adapting to Gen Z China
Global brands entering China used to rely on legacy prestige and polished campaigns. That no longer works with Gen Z. Today’s consumers are digitally native, subculture-driven, and deeply selective. Brands that win their attention do so by localizing strategy, adapting format, and engaging in Gen Z’s language—visually, socially, and ethically.
1. Localizing Content Beyond Translation
Gen Z doesn’t respond to copy-paste global ads. Successful brands localize beyond language, adapting visuals, humor, and references to fit Chinese internet culture. For instance, Nike’s “You Can’t Stop Us” campaign didn’t just run the global version in China—it included short-form local stories about young athletes navigating pressure and ambition, tied to real high school sports moments Gen Z could relate to.
Luxury brand Gucci has taken a similar route, releasing China-only capsule collections during Lunar New Year, styled by local celebrities and promoted through RedNote instead of Instagram.
2. Partnering with Local KOLs, IPs, and Subcultures
Co-branding with figures Gen Z already trusts helps bridge the credibility gap. Adidas Originals x Bilibili tapped into anime and gaming culture with livestream giveaways, limited-edition sneakers, and reaction videos from local content creators.
Similarly, Fenty Beauty partnered with RED influencers who shared honest reviews, skin-type breakdowns, and multi-step demos—all designed around local beauty concerns like humidity-proof wear or tone-specific shades for Chinese skin tones.
For Gen Z, a brand isn’t relevant unless it shows up where they are, which means TikTok edits, doujin dance challenges, or RedNote vlogs.
3. Blending E-Commerce with Entertainment
Entertainment is central to conversion. Brands like L’Oréal and Estée Lauder have moved beyond static stores to host fully produced livestream shows with celebrity hosts, product drops, and fan interaction—all embedded in platforms like Taobao Live and Douyin.
These aren’t “infomercials”—they’re interactive events. L’Oréal’s 11.11 live streams feature countdowns, giveaways, skin care education, and user-generated questions, driving trust and urgency. According to Alibaba data, brands using live streaming saw conversion rates increase by 300% during major sales events.
4. Aligning With Social and Cultural Values
Gen Z expects brands to participate in the world around them. This includes support for sustainability, gender equity, mental health, and even local causes. Burberry’s “social retail” store in Shenzhen includes WeChat gamification that rewards eco-friendly shopping choices. Bosie, a local unisex fashion brand, runs transparency campaigns about size inclusivity and LGBTQ+ representation.
For global brands, relevance comes from action, not slogans. Gen Z in China has seen enough tokenism to know the difference—and they’re quick to hold brands accountable online.
Ashley Dudarenok: Your Guide to Understanding Gen Z Shopping Habits
Photo by Ashley Dudarenok. Gen Z shopping habits
Few experts offer the depth and clarity that Ashley Dudarenok delivers for brands serious about winning with China’s Gen Z. With over 15 years of hands-on experience in China’s fast-moving digital economy, she has built a reputation for turning fragmented consumer trends into strategic foresight.
Ashley’s expertise goes beyond theory. She unpacks how Gen Z in China shops, what drives their loyalty, and how global brands can shift from lagging to leading cultural relevance. Her insights are grounded in the very behaviors shaping the Chinese market:
- Personalized, mobile-first journeys
- Demand for authentic, socially aware brands
- Influence-led commerce and interactive shopping formats
What makes Ashley’s perspective uniquely valuable is her ability to bridge macro-level shifts with on-the-ground behavioral detail. She draws from case studies across beauty, fashion, luxury, and tech, highlighting what’s happening, why it matters, and how to act.
Whether addressing C-suites at global corporations or retail innovators at industry summits, Ashley equips her audience to anticipate change rather than react. Her keynotes offer clear, actionable strategies for designing digital retail experiences that align with Gen Z’s evolving expectations, especially in Asia’s most competitive markets.
Ashley’s work offers a practical roadmap for your team to navigate the challenges of relevance, retention, and digital fluency in Gen Z markets. She’s not just explaining Gen Z—she’s helping you connect with them in ways that drive real results.
Work With Ashley
If your team navigates the fast-changing world of Gen Z shopping habits in China, Ashley Dudarenok can help you turn insights into action. From keynote speeches to tailored workshops and private briefings, she offers the clarity and strategic edge global brands need.
Book Ashley Now to unlock the full potential of China’s next-gen consumers.
How Gen Z’s Shopping Habits Differ from Millennials in China
Woman using laptop for online shopping. Photo from freepik
Millennials in China may have driven the country’s first wave of e-commerce adoption, but Gen Z has completely changed how shopping works. Brands that treat them as interchangeable risk missing the nuances that drive engagement, loyalty, and conversion.
1. Discovery Channel’s: From Search to Scroll
Millennials often begin their shopping journey with intent-based search—using keywords on Baidu, browsing JD or Tmall categories, or comparing on review sites. Gen Z, by contrast, starts with visual discovery. They find products through short videos, live streams, peer vlogs, and influencer content on platforms like Douyin and RedNote.
Why it matters: Search engine or keyword-focused campaigns may underperform with Gen Z unless paired with content-first visibility in their daily feeds.
2. Values-Driven vs. Value-Driven
Chinese Millennials prioritize quality, practicality, and value for money, often sticking to brands they know and trust. Gen Z still wants quality, but they care just as much about what a brand stands for. They evaluate sustainability, ethics, community alignment, and cultural relevance—even if it means paying more.
Why it matters: A lower price won’t earn Gen Z’s loyalty without transparency, ethics, or identity alignment.
3. Shopping Interface: Desktop vs. Mobile-Only
Millennials still split their browsing across devices, especially for bigger purchases. Gen Z is fully mobile-native. They prefer seamless mobile flows, one-tap checkouts, AR try-ons, and app-native bundles. Desktop-optimized experiences feel outdated to them.
Why it matters: Mobile UX isn’t an afterthought. It’s the entire storefront for Gen Z.
4. Brand Loyalty: Earned in Public, Not Assumed
Millennials grew up during China’s brand boom and still show loyalty to legacy names like Xiaomi, Nike, or Uniqlo. Gen Z, however, is brand-agnostic unless there’s consistent value, relevance, and interaction. One viral misstep—or one standout micro-brand—can make them switch instantly.
Why it matters: Don’t expect loyalty. Earn it through ongoing engagement, transparency, and value-aligned communication.
5. Social Proof vs. Expert Reviews
Millennials look for trusted sources and expert comparisons. Gen Z looks for peer validation, unboxing, before-and-after photos, and live feedback. What their friends and creators say matters more than what critics do.
Why it matters: Invest in UGC and community credibility, not just media coverage or paid placements.
FAQs on Gen Z Shopping Habits in China
What are Gen Z’s shopping habits in China?
Chinese Gen Z consumers tend to shop online, favor socially responsible brands, and make impulse purchases based on influencer recommendations. They also value digital experiences and brand authenticity over traditional loyalty.
How do Gen Z consumers in China prefer to shop online?
They shop primarily through mobile apps like Taobao, Tmall, and RedNote. Seamless in-app payments, livestream shopping, and short videos significantly influence their buying decisions.
Which platforms are most popular for Gen Z shopping in China?
RedNote (Little Red Book), Douyin (Chinese TikTok), and Taobao are among the top platforms. These apps combine entertainment, community, and e-commerce in ways that appeal to younger buyers.
Why is Gen Z in China different from global Gen Z shoppers?
China’s Gen Z grew up in a mobile-first, cashless society with advanced digital infrastructure. They rely more on peer reviews, influencers (KOLs), and livestreams than their Western counterparts.
How do Chinese Gen Z consumers research products before buying?
They use online stores (55%), search engines (43%), friends and acquaintances (37%), social media (35%), customer reviews (32%), and brand websites (30%) for product research.
What payment methods does Gen Z in China prefer?
They use mobile wallets like Alipay and WeChat Pay almost exclusively. QR code payments and digital red envelopes are standard even for small purchases.
What types of products are popular among Gen Z in China?
Beauty, tech gadgets, fashion, and lifestyle products top the list. Niche items and international brands with cultural cachet also appeal to them.
What luxury brands are popular with Chinese Gen Z?
While legacy brands like Louis Vuitton and Dior are still strong, Gen Z favors niche luxury labels, streetwear collabs, and entry-level products like lipsticks, wallets, and limited editions that reflect their identity.
What is the role of livestreaming in Gen Z shopping habits in China?
Livestreaming is a major purchase channel for Gen Z. On platforms like Taobao Live and Douyin, they watch influencers demo products, answer questions, and offer real-time deals.
How does impulse buying affect Gen Z shopping in China?
Impulsiveness is common, especially during live streams or flash sales. Many Gen Z consumers identify with the “Moonlight Clan,” spending most of their income each month and sometimes using credit tools like Huabei.
How should global brands adapt to Gen Z shopping habits in China?
They need to localize content beyond translation, partner with trusted KOLs and subcultures, blend entertainment with e-commerce, and align with Gen Z’s values and identity.
