2026中国Z世代如何重塑消费_对确定性的追求_15页_441kb

Accenture Chinese Consumer Insights: The Quest for Certainty

Core Content Summary

This document explores how Generation Z (Gen Z) in China is reshaping consumption patterns in response to a more uncertain and volatile economic environment. The report emphasizes that Gen Z's behavior is not a rejection of ambition or excitement, but a recalibration toward reliability, emotional connection, and strategic use of AI.

Main Points and Key Insights

1. Gen Z as a Growing Consumer Force

• Population: Nearly 230 million Gen Z consumers in China (born 1995–2009), representing ~16.5% of the total population.
• Influence: They are not only trendsetters but are now entering mainstream consumption as they form households, advance careers, and make major financial decisions.
• Shift in Priorities: Compared to 2021, Gen Z now places greater emphasis on health, career, and financial security, while the importance of family, romantic relationships, and personal growth has declined.

2. Three Changes in Gen Z's Consumption

a. The Return of Rationality

• Cautious Spending: 82% of Gen Z actively save or cut back on non-essential spending.
• Prioritizing Practicality: 76% prioritize economic practicality over lifestyle signaling for major purchases.
• Multi-source Validation: They rely more on video platforms, content communities, and AI tools for product/service information than on traditional descriptions.

b. Budgeting Emotions, Not Just Money

• Emotional Management: Gen Z is more intentional about managing emotional energy through travel, self-gifting, and reducing screen time.
• Emotional Regulation: Over half (52%) explored new brands in the past year, using novelty as a way to recharge emotional energy.

c. AI as a Steadying Force

• AI Usage: 85% of Gen Z use AI tools frequently, 8 pp higher than the general population.
• Dual Role of AI: AI supports decision-making, emotional reflection, and self-expression, acting as a reliable alternative to traditional social structures.

Winning the Certainty Mandate

• Reliability Over Novelty: Gen Z values consistent, predictable experiences and proven reliability more than novelty.
• Examples of Reliability:
  • Xiaomi: Offers a connected ecosystem with seamless integration across devices, reducing perceived risk.
  • Luckin Coffee: Uses AI to streamline personalized ordering, creating predictable and convenient interactions.
• Trust Building: Companies that provide sustained support, lower trial costs, and consistent experiences are best positioned to win Gen Z.

Strategic Recommendations for Businesses

• Deliver with Reliability: Focus on predictable innovation and consistent user experiences.
• Win with Emotional Connection: Shift from event-driven marketing to everyday emotional support and build authentic brand relationships.
• Design for Resonance: Offer personalized, low-pressure experiences that allow for solitude and niche community engagement.
• Anticipate with AI: Use AI to anticipate needs, reduce variability, and enhance trust through personalized and seamless interactions.

About the Research

• Source: Accenture 2025 China Consumer Survey.
• Sample Size: 5,000 respondents aged 18–65 across Tier 1 to Tier 5 cities in China.
• Gen Z Segment: 20% of the sample (n=988) aged 18–29.
• Methodology: Online survey conducted via mobile devices from mid-August to early September 2025.
• Data Aggregation: Insights were generated from aggregated feedback by a qualified market research firm.

Conclusion

Gen Z is not retreating from the future; they are redefining it. Their focus on certainty, emotional replenishment, and AI-driven support is setting a new standard for how businesses should engage with consumers. Companies that adapt to these values will not only retain Gen Z but also lead in an increasingly uncertain market.