With the consumer power of Generation Z becoming more and more prominent, businesses have been trying to attract the attention of this huge army of consumers.

Major listed companies in the skincare industry: Shanghai Jahwa (600315), Lafang Jahwa (603630), Marumi (603983), Huaxi Bio (688363)

The core idea of this article: The percentage of expenditure of generation Z, the focus of skin care for generation Z.

1, the rise of the consumer army of Generation Z

Each generation of the crowd has a special cultural background of the era of inculcation out of the characteristics of each has a different outlook on consumption and values, and now there is a new generation of consumer army began to emerge --- Generation Z, this group of people who grew up in a group of people who have a different outlook on consumption and values, the rise of Generation Z. The new generation is the first generation of the consumer army.

As the young Generation Z gradually enters society, business opportunities surrounding Generation Z are emerging, and as a new consumer group, Generation Z's ability to consume is no less important, and it has become the focus of attention from all sectors of society. China's Generation Z population of about 260 million people, OC&C "Generation without borders" survey data show that China's Z era of spending accounted for about 13% of the total household expenditure, the total expenditure of the national Z generation reached 4 trillion yuan.

2. "Value first" is the dominant consumption concept of Generation Z

China's rapid economic development, Generation Z grew up in a carefree environment, with excellent material conditions, they have a stronger willingness to consume and the ability to consume, with value Related expenditures take up most of the time. Online, clothing, cosmetics, shoes and other categories that are closely related to their face value contribute to nearly 50% of Gen Z's spending.

Generation Z is the king of face value, 10 years earlier than the post-1990s began skincare, skincare awareness ahead of the Z generation, there are already many people in the "face" on the road to study the growth of the big touch level theorists and combatants, and they continue to advance the demand for skincare, but also in the stirring of the ever-changing beauty and skincare consumer market.

According to CBNData's "Generation Z: The Way to Skin Care: A White Paper on the Skin Care Advancement of Second-Tier Women", Generation Z has purchased a wider variety of skincare products compared to other generations, ranging from make-up removers and cleansers to facial masks and eye creams, and focusing on the ritual of skin care. the rituals of skincare.

Deloitte's latest industry report, "Zero Time Consumption Era, Brand Customer Experience Competitiveness Study - Gen Z Skincare Crowd," concludes that Gen Z consumers are most concerned about the efficacy of the conclusion, and anti-aging, moisturizing and stabilizing are the top three efficacies occupying the time share of the Z generation. It can be seen, only to meet the basic efficacy of the demand is not enough to impress the Z generation, the Z generation often stay up late and long time use of electronic products related to skin aging, skin condition is not stable and other problems, so the anti-aging and stabilization are the efficacy of their attention.

For more data, please refer to China Skin Care Industry Market Outlook and Investment Planning Analysis Report published by Prospective Industry Research Institute