Generation Z's major shopping channels in Greater China 2022

Published by
Xin Ou,
Mar 1, 2024
According to a survey conducted among mainland China's and Hong Kong's generation-Z consumers in June 2022, around 45 percent of respondents in mainland China stated they mainly purchased luxury goods on major e-commerce platforms, such as Tmall and JD.com. In comparison, 46 percent of respondents in Hong Kong preferred to buy from the official brand websites.

Share of generation Z who bought luxury goods in mainland China and Hong Kong as of June 2022, by channel

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Release date

January 2023

Region

China, Hong Kong

Survey time period

June 2022

Number of respondents

2,653 respondents

Age group

18-25 years

Special properties

among residents in China's eight cities*

Method of interview

Questionnaire

Supplementary notes

*According to the source, the eight cities are Shanghai, Beijing, Guangzhou, Shenzhen, Chengdu, Hangzhou, Wuhan, and Hong Kong.

** Major e-commerce platforms included Tmall, JD.com, and Amazon.
*** Other e-commerce platforms included VIP.com, Pinduoduo, KAOLA, ASOS, and ZALORA.

Generation Z consumers are those between the ages of 18 and 25. Of all respondents, 33 percent are Gen-Z.

Percentage points under 100 percent are probably due to rounding.

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