According to the survey results, as far as China is concerned, Generation Z plays an important role in all aspects of society. Judging from the population, the post-1995 generation accounts for a large proportion of the total population, with the number approaching 1 100 million. During the growth of this generation, they enjoyed rich material conditions and had a greater impact on the consumer market than people of any era. According to a survey report of an American research company, the total consumption of Generation Z in the world will reach 2.6 billion in 2020, so there is every reason to believe that Generation Z has become a consumer in today's society.
Although as a new consumer, the consumption behavior of Generation Z is not so crazy, and their consumption behavior is more distinctive. For example, in the process of shopping, they pay more attention to the experience brought by goods rather than the pursuit of commodity prices, and are good at mining goods, values and services, which is more selective than random purchase.
Of course, the consumption characteristics of Generation Z are far from this. In Japan, the author's books clearly classify the characteristics of different consumption times. In his view, the first and second consumption times paid more attention to material consumption to meet the basic needs of individuals. From the third consumption era, it tends to be personalized and pursues quality and service. According to China's national conditions, people born just after 1995 began to hold a universal consumption view. Therefore, the consumption habits and characteristics of Generation Z are expected to become the characteristics of this group, rather than the consumption habits endowed by the times.