What is special about the Chinese GenZ ?


Ifop and Dark Planning partnered to release GenZ, a study conducted in China, USA, France and UK, which provides unique insights about the first generation ever to live from birth to adulthood in a connected world.


Among many other topics, the study highlights a number of characteristics that are specific to the Z generation (from tier 1 & 2 cities) in China and sets them apart from their Western counterparts. So what makes the Chinese GenZ special?


  • The Chinese Z generation is the most positive about its current life and confident about the future. Living in a society that transforms at great pace and brings opportunities (to get high education, to travel, to earn good money…) that were not accessible to the same extent to the previous generations, today’s young Chinese have a more positive, confident view about their current life and the opportunities ahead than the GenZ in the US, France and UK.


  • It is also the most willing to spend. The Chinese GenZ has made consumption a core component of its lifestyle to the point that it shops (both online and offline) and goes out (to dine out, to the cinema, etc.) more frequently than the Western GenZ. The study shows that it has purchased more categories of luxury goods (ready-to-wear, shoes, handbags, etc.) over the past 18 months and has paid higher prices to acquire these goods. This is indeed a high spending demographic.


  • Chinese GenZs are hyper-connected. Young Chinese watch more videos and play more games online than similar age groups in the West, they are also more likely to hit digital touchpoints such as beauty websites and brand ambassadors media before they make a purchase, and more willing to accept advertising on social media. Their very particular interest leads to a form of ambivalence: China is where technology is the most aspirational as 69% of Chinese GenZ “would like to work for a web giant” (GAFA, BATX..) vs less than 50% in the 3 other countries, but at the same time it generates greater worries as 40% feel “concerned” about the rise of artificial intelligence (AI) in China vs 15% or less elsewhere.


  • Health and environment are major concerns. Growing up in a country going through heavy urbanization, constant air pollution and numerous food crisis has led to high concerns for health and environment among the Chinese youth. As a result attention to food safety, health and the environment are way higher in China than in the other countries and this translates into consumption habits as these are major product or service purchase selection criteria among Chinese GenZ.


  • Chinese GenZ are less assertive than Westerners. This is visible in their aspirations, which are less about “being different from others” than in other countries and in their approach to social media where they are less likely to post their own opinions and photos. It will influence the way they dress, make-up or react to communications.


  • They crave for unique experiences. As opposed to older generations of Chinese for whom visible signs of status and ownership were of prime importance, the Chinese GenZ is an age group driven by experience: 85% of them prefer “living a unique experience” to “owning an expensive item”, 59% “having fun” to “having money”. This makes travelling very attractive to them and drives a major shift in the way they approach consumption as of the 4 countries investigated China is the only one where a majority of GenZ (52%) finds “owning a niche brand, known by a limited few” more appealing than “owning a famous brand, that everybody knows”.


These differentiating characteristics of the Chinese Z generation obviously need to be taken into account by companies and brands wanting to break into the huge China GenZ market. They underline the need to design specific, targeted strategies – ones that are different from those addressing other generations in China, and also different from addressing the same age group across the world – to really resonate with the Chinese GenZ and drive performance.


Much more information is available about the Z generation in China and beyond, including their detailed relationship to Beauty and Luxury, in the full GenZ study. For more information and subscription, contact us.

Customer Experience or how to monitor UX

Evaluate customer experience and monitor it over time. Identify key expectations and drivers from an emotional, relational and transactional point of view.


Key issues:

Customer experience is more important than ever in today’s digitized world. Increasingly strong expectations of having real experiences unique and specific to each brand above and beyond the simple act of buying.

As a result, the purchasing process has been transformed: it is no longer rational and linear, but rich and complex, influenced by emotions.

Our strengths:

  • An approach based on the principle that satisfaction is not linear: dynamic analytical models allow us to identify drivers of satisfaction and dissatisfaction. In addition to minimum requirements, we identify ways of leveraging differentiation and superiority so that excellence is achieved throughout the customer experience, both offline and online.
  • A strategic tool that measures customer experience from several angles of influence in the decision-making process: emotional, relational and transactional.
  • Operational results in the form of global and visual deliverables, allowing you to optimize your entire strategy: BAs , retail, marketing, communication, etc.


Some of our case studies:

  • Measuring and understanding the duty-free customer experience of Chinese travelers
  • Which factors drive performance of my brand compared to in-store and digital pure player competitors?
  • Which factors should be optimized and prioritized to improve customer experience in department stores?

Engagement 360°

Engagement 360° provides you with a 360° all-round view of the behavioural, social and emotional commitment of consumers towards your products and services and those of your competitors. Identify the levers to increase this commitment.


  • A real strategic management tool that measures the commitment of individuals in three different ways: the individual as a CONSUMER, demonstrating behavioural commitment, the individual as an INFLUENCER, through their social commitment and the individual as a BELIEVER, via their emotional commitment.
  • A complete 360° diagnosis that identifies the main challenges for your product(s)/brand(s), their performance drivers, opportunities and growth levers, and any corrective actions.
  • An assessment of your competitive market: a well thought out choice of 2 or 3 key competitors (market pillars, breakthrough products, me-too products, niche products, etc.) yielding a thorough comparative diagnosis.
  • Operational results, in the form of a concise and visual deliverable that allow you to optimize your entire marketing, communications, media, CRM, retail , etc. strategies.


Some examples of the questions addressed:

  • Who uses my products? Who are my fans ?
  • How can I win over new kinds of user? Who could be my clients in the future? What mechanisms should I put in place?
  • Which touchpoints are most effective with my clients? What touchpoints should I prioritise?
  • How is my new perfume selling compared with the best-selling perfumes? How should I differentiate it? What are its weak points?

IfopTrends Beauty (Cosmetic – Make Up and Perfumes) 2018

A trend book outlining the sociological and marketing changes that will impact the beauty (skincare/make-up and perfume) market in the short and medium term. It is structured into 5 social megatrends and 18 of the most prominent expressive trends in terms of products, ingredients, packs, services, retail and communication.

Trend book for marketers who want to have the most complete and illustrated insight of the trends in the most advanced markets : Europe/USA/Asia.


March 2018 edition is available for purchase

Fundamental research – Beauty Practices and Attitudes

Understand the market dynamics, behaviors and expectations of consumers today.

A key issue:

Consumers who have taken power and categories in constant flux with increasingly blurred boundaries.

Our four strengths:

  • In-depth diagnosis of your issues, informed by our expertise in the sector, which has been developed from our day-to-day monitoring of the competition and a range of studies carried out in the various beauty categories.
  • Unique methodologies and tools that can be customized thanks to our ad hoc know-how: every questionnaire is different and each study is adapted to your issues.
  • A “consumer-centric” approach that prioritizes the consumer’s vision and the “real” moment of consumption (“moment of truth”), using our personalized methodologies: qualitative/quantitative studies, in-situ evaluation at the moment of product purchase/use, online communities, consumption log
  • Operational results, in the form of summary and visual deliverables, to feed your innovation, communication, marketing/product development and retail strategies.


A few examples of the issues studied:

  • What is considered a good look for Western and Asian women?
  • How do Asian women take care of their skin and what are their satisfaction drivers?
  • How do Brazilian women assess the various home hair-straightening methods against the services offered by hairdressers?


A new research to capture the essence, drivers, and role models of the new Women in China, and to quantify the relevance and aspirational value of these role models.

How do they see themselves?What are their life journeys, sources of empowerment and role models? What are their aspirations, dreams, and desirable projections? How has that evolved over the past 20 years and what is the projected evolution? What is the Chinese specificity vs the Western woman?

  • What are the implications for brand relationships?
  • How can brands leverage these learnings to their advantage?


Dowload the brochure

InLife Communities

InLife Communities allow you to connect to consumers on an on going basis I order to uncover insights and co-develop or co-optimize innovation & go to market initiatives

This approach allows you to leverage Asian consumers’ connectedness and willingness to share online in order to feed market understanding and develop marketing actions through collaboration.

  • Exclusive communities of consumers and/or experts built based on brands’ requirements
  • Short to long term communities designed to best address client needs and timeframe
  • A mix of online ethnographics, qualitative and quantitative approaches based on research objectives
  • Collection of InLife experiences and images, sounds, videos, stories
  • Agile use of different platforms and tools to communicate with consumers: WeChat, QQ, QR codes, etc.
  • Ongoing interactions between the brand, Ifop and consumers for real time collaboration and decisions


A few examples of situations on which InLife Communities are implemented:

  • Tracking and decoding of experiences, behavior and attitudes
  • Insights about a specific target, moment or category usage
  • Evaluation and optimization of events and communications
  • Evaluation and optimisation of product, package, services, etc.
  • Co-development and co-creation around a product, a category, a communication, a consumer need, a moment, etc.