> **来源：[研报客](https://pc.yanbaoke.cn)** ```markdown # 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. ```