Chinese Consumer Insights

Chinese Consumers Can't Be Lumped Together: Constantly Evolving Generational Insights

As introduced in Part 1 of this series, with the increasing number of Chinese visitors to Japan and the diversification of their needs, a one-size-fits-all approach to "the Chinese" no longer works.

China has a population of 1.4 billion people living in 34 provinces, each with vastly different lifestyles. In a country this large, values and lifestyles vary significantly by region, income, and age. Age, in particular, is the first crucial factor to consider.

Against the backdrop of a society developing at a dizzying pace in recent years, the environments in which these generations grew up differ entirely, leading to significant disparities in individual perspectives. While Japan also categorizes generations like the Baby Boom Generation, Bubble Generation, and Yutori Generation, China exhibits even more pronounced differences.

Terms representing China's generations—70后 (born in the 1970s), 80后 (born in the 1980s), and 90后 (born in the 1990s)—have been introduced in Japanese media, so you may be familiar with them. Recently, there's a trend toward further subdivision, such as 00后 (born after 2000) and 85后 (born around 1985), making these indicators essential when considering target demographics.

Key characteristics of each generation from the 70s to the 90s: The 70s generation worked diligently to achieve social status. They prioritize family and health, preferring stable lifestyles. Practicality is their top consideration when choosing products.

Then, Chinese born in the 80s, when the one-child policy began, value friends deeply since they have no siblings. Consequently, they are sensitive to trends popular around them and favor overseas brands and high-quality goods. Many are already married with families, fully immersed in both their careers and home life. However, amid rising real estate prices, they also face greater pressure than others to establish their households.

Furthermore, Chinese individuals born in the 1990s, raised surrounded by abundant information due to the spread of the internet, were often labeled as "individualistic," "self-centered," or "new humans," drawing attention as a group with seemingly difficult-to-understand new values. However, even these 90s-born individuals are now entering companies as new employees or starting their own businesses, beginning to stand on their own.

At Dentsu Inc. Public Relations Advisors (Beijing), we too see our staff of 90s-born individuals growing year by year. Now as working adults, they can no longer get by solely on likes and dislikes like children. While personal preference remains important, they tend to freely utilize the internet and make comprehensive judgments based on factors like price and reputation. As children of relatively affluent parents, this generation experiences comparatively lower financial pressure. A defining characteristic is their tendency to spend money boldly despite often having lower incomes.

In the Chinese market, where each generation exhibits significant differences in values and lifestyles, establishing more precise targeting is the crucial first step for sustaining inbound communication.

The Younger Generation of Chinese Visitors to Japan—What They Seek

According to Japan National Tourism Organization (JNTO) data, approximately 80% of Chinese visitors to Japan are young people born in the 1980s and 1990s. There are two main reasons for this high proportion:

The first reason is Japan's proximity to China, allowing trips as short as two nights and three days. Cost-wise, around ¥10,000 (approximately ¥170,000) is sufficient for a thoroughly satisfying trip. This means even young people with limited income can enjoy overseas travel with friends.

Furthermore, most young Chinese people enjoy sharing photos with others. They post photos on social media both during and after their trips. When people see photos of Japan posted on social media by their friends or influencers they follow, they think "That looks fun!" or "I want to go too!" This leads to a new wave of young travelers visiting Japan.

The second reason is their affinity for Japan. This generation of Chinese grew up watching Japanese anime, and some even aspire to study Japanese because of it. Anime plays a significant role in boosting Japan's appeal.

Recently, the Japanese animated film "Your Name." recorded ticket sales of 289 million yuan (4.9 billion yen) in China on its third day of release. Among my own circle, many people born in the 80s and 90s who saw the film commented on social media, saying "It was amazing!" and "I recommend it to everyone!"

Today's Chinese youth embrace a stance of "good is good" and "like is like," valuing their own opinions without being bound by historical baggage. This self-respecting attitude is also evident in the travel preferences of those born in the 80s and 90s.

According to a survey conducted this September by the Chinese youth news media outlet "Curiosity Daily" targeting those born in the 80s and 90s, prominent factors when choosing travel destinations included: "Places where I can refresh myself. With the daily grind of work, I want to reward myself." "Places offering fresh experiences, not the same old popular spots everyone knows," "Places featured in favorite books or movies," and "Places popular with locals, not tourists" were also cited. This reveals an expectation for unique "special experiences" distinct from typical travel routes that merely visit famous sites.

Moreover, Chinese people born in the 80s and 90s are the main demographic for independent travel. They seek freedom and unique travel experiences.