重识Z世代不被定义的一代

•••••••••••• 注：在本报告中我们聚焦于截至2022年已经成年的Z世代，即1995年至2004年出生的一代人数据来源：国家统计局，CCS2022••••注:Index，即TGI（TargetGroupIndex）指数，是反映目标群体在特定研究人群范围内倾向性的指数。数据来源全国城镇调查失业率（%）21

20.41475.22020年1月2020年4月2020年7月2020年10月2021年1月2021年4月2021年7月2021年10月2022年1月2022年4月2022年7月2022年10月2023年1月2023年4月02020年1月2020年4月2020年7月2020年10月2021年1月2021年4月2021年7月2021年10月2022年1月2022年4月2022年7月2022年10月2023年1月2023年4月全国城镇调查失业率(%) 全国16-24岁人口城镇调查失业率(%)数据来源：国家统计局，Z世代研究中心，智联招聘数据来源 予她同行博•••数据来源日均使用时间数据来源对Z世代来说，互联网的娱乐属性更加突出，且非常善于运用互联网工具与 岁群体互联行为排名的对比

互联网行为渗透率及排名对比上微信/交友浏览新闻看短视频叫外卖下载视频地图导航玩游戏Z世代互联网行为倾向度排名更新微博i151

浏览微博i146找工作i145

玩游戏i137参与在线教育或培训i134 叫外卖i126打车i126 浏览/更新博客i126数据来源: 时尚、游戏与购物内容成为Z世代观看直播时更偏好的内容直播渗透率（%）总体代 看过或参加过的主要直播类型（%）总体 Z世代娱乐直播 服饰搭配 美容护肤 美食餐饮 游戏直播 直播带货数据来源 过吗？”：？”： 直播带货时购买过的产品TOP5品类 “买什么？” 饮料 15.5% 18.2% 17.4% 18.5%•••••••••Z世代参与的二次元活动看动漫Indexi226剪辑动画Indexi172

看轻小说Indexi195COSIndexi167

收集周边或手办Indexi187参加漫展Indexi153数据来源 “观看二次元类的直播或短视频”数据来源 “游戏氪金”在游戏上的付费行为TOP5(%)

人均一年游戏消费金额

5.8

20.6“游戏社交”“游戏情怀”数据来源 艾瑞乐高“ 大户”

乐高以“AdultWelcome”的标语，推出了18+系列产品，迎合Z时代热爱潮玩的特点。借助其众多的IP联名，进一步打通粉丝壁垒。数据来源 千瓜，飞瓜数据来源千瓜，飞瓜推出“虚拟主播”直播分区及子标签，推动虚拟主播领域发展推出“虚拟主播”直播分区及子标签，推动虚拟主播领域发展虚拟偶像 初音未来 言和 洛天依 一禅小和尚 阿喜虚拟偶像 初音未来 言和 洛天依 一禅小和尚 阿喜18-24岁占比数据来源 艾瑞艾媒艺恩 能与我有情感交流的广告更易促使我购买••渗透率5偏好度渗透率5偏好度5 ••旅游景点偏好数据来源同程旅行后浪研究所数据来源携程•••••处于“爱玩”年纪的Z世代追求沉浸式体验：他们热爱社交，在剧本杀中体验不一样的韶华；他们热爱出游，在旅行中体验沿途的风光。他们善于打破常规，追寻自己内心真正的快乐。处于“爱玩”年纪的Z世代追求沉浸式体验：他们热爱社交，在剧本杀中体验不一样的韶华；他们热爱出游，在旅行中体验沿途的风光。他们善于打破常规，追寻自己内心真正的快乐。 ••••••••WilsonWeiSO**YDu•••ME.China@37：EXECUTIVESUMMARYEXECUTIVEGenZ'sviewsonmoneyandconsumptionhasGenZ'sviewsonmoneyandconsumptionhaschangedduringtheirtransitionfromstudentstochangedduringtheirtransitionfromstudentstoemployees.employees.TheydonotconformtosocietalpressuresandpreferTheydonotconformtosocietalpressuresandprefertodomeaningfulworkwithasenseofautonomyandtodomeaningfulworkwithasenseofautonomyandflexibility,andwork-lifebalance.GenZemployeesareflexibility,andwork-lifebalance.GenZemployeesareresponsibleatworkandtowardsthesocietyintheirresponsibleatworkandtowardsthesocietyintheirownuniquewaysandenjoyworkingwithownuniquewaysandenjoyworkingwithpeoplecollaboratively.collaboratively.UnderstandingandadaptingtothepreferencesandUnderstandingandadaptingtothepreferencesandinterestsofGenZiscrucialforsuccessinChina'sdigitalinterestsofGenZiscrucialforsuccessinChina'sdigitalage,astheygreatlyinfluenceconsumerandculturalage,astheygreatlyinfluenceconsumerandculturaltrends.trends.GenZisagenerationthathasgrownupwiththeGenZisagenerationthathasgrownupwiththeInternet.EntertainmentontheInternetismoreInternet.EntertainmentontheInternetismoreattractivetoGenZs,andtheyareverygoodatusingattractivetoGenZs,andtheyareverygoodatusingtheInternetasatool.theInternetasatool.EmotionalcompanionshipandpersonalityexpressionEmotionalcompanionshipandpersonalityexpressionthroughonlinecommunitieshavebecomeimportantthroughonlinecommunitieshavebecomeimportantforGenZ'ssenseofforGenZ'ssenseoffulfillment.WhileGenZstillrequiresinformationfromadvertising,WhileGenZstillrequiresinformationfromadvertising,theyalsovalueemotionalconnectionsthroughtheyalsovalueemotionalconnectionsthroughadvertisements.advertisements.GenZactivelyengagesincreatingnewleisureactivities,GenZactivelyengagesincreatingnewleisureactivities,supportingthemarketforhipsterproductsandsupportingthemarketforhipsterproductsandrecreationalpursuits.recreationalpursuits.2••••••••••••LEADINGTHEFUTUREGenZisundergoingatransitionintheiridentity,shiftingfrombeingstudentstobecomingemployees.Alongwiththischange,theirattitudestowardmoneyandconsumptionarealsoevolvingtosomeextent.Despitefacingpressuresfromfifeandwork,theyareneitherovertlymodestnoroverlyambitious,choosingnottoconformtosocietalexpectationsblindly.Instead,theyaretakingonpersonalandsocietalresponsibilitiesintheirownuniqueways.LEADINGTHEFUTUREReshapingViews0nRefusingToConformTakingMoneyAnd&PreferstoActonResponsibilityConsumptionOwnPriorities••••Note:Index,knownasTargetGroupIndex(TGI),representstheaffinityofthetargetgrouptothestudypopulation.,,EmbracetheordinorY.rejectrottingAshortvideopostedonbidibidigoneviral,featuredaprotagonist,whograduatedfromuniversityfiveyearsago,buthassavingsofonly5,OOOCNY;andherfriend,whoholdsamaster’sdegreefromtheCommunicationUniversityofChina,butworksasacleanerforahotpotrestaurant.Netizenshavewidelyexclaimedthotthevideohashelpedheadtheirinternalstruggles,whiletheohmamateroftheprotagonists,CentrapChinaNormalUniversity,hasvoiced:"WhenyounoLongersetLimitsforyourself,therewiLLbeinfinitepossibilities."TakeoffyourKongYijigown KongYiji,theprotagonistofLuXun’sstoryoncesaid,“HadInotreceiveoneducation,Icouldhavefoundotherworktodo.butbecauseI’meducated,Iamnotabletodoso.’Echoingtoday’syounggeneration,"Educationisasteppingstonetowardssomethingbetter,butLatelyIfoundittobeaplatformfromwhichIcan’tstepdown.However,optingforphysicalLaborforLowerpayhasbecomeanewchoiceforyoungpeople,otterbecomingvoLuntoriLyorinvoLuntariLyunemployed.TheLightPhysicalWorkAlIionceonDoubanhasover4O,OOOmembers.Post-2OOOsrightthewrongsoftheworkplaceThefirstcohortofpost-2OOOshavegraduatedfromuniversityandenteredtheworkforce.UnliketheirsophisticatedpredecessorwhofoLLowtherulesofsurvivalintheworkplacestrictly-these‘rookies’hovemorecouragetoface• •• • compLexitiesWhenitcomestojobhunting,recentgraduatesprioritizework-LikebaLancesecondonlytocompensotionandbenefits.ThemindsetofwantingbothworkandLikehasspreadamongyoungworkers.GenZsoreincreosinglymoreconsciousofbothself-coreondplanetcore,demonstratingaheightenedawarenessoftheimpocttheymokeonsocietyondtheenvironment.Societymayhoveheldcertoinbiasestowardsthisnewgeneration,butGenZsoreprovingthroughtheiractions,thottheyoreadifferent,responsibleandoccountobfe.PublicServiceSpiritInthefiscalyear2O22,over100miLLionGenZsactivelyengagedinpublicserviceontheALibobaplatformandwereveryactiveinbothdonationandpublicwelfareactions.SupportforEnvironmentolProtection54%ofGenZsbelievethatsustainablebrandsshouldensuretheirproductsoredurableandsupportsecondoryrecycling.Source:cnr.cn,VOGUEBusiness,officiaIWeiboaccountofStandbyHer

CoreAndMutualSupportSince2020,thesanitarypodsupportboxcampaignhasfrequentlymodeheadlinesandreceivedwidespreadsupportfromcoLLegestudents,withparticipationfromoverSOOhighereducationinstitutions.Throughthisinitiative,girksshowcareandsupportforeachotherbyinstoLLingsanitarypaddispensersincampustoilets.10•••NETWORKASFOUNDATIONGenZ,havinggrownupalongwiththedevelopmentoftheChineseInternet,hasanaturataffinityforonlinesurfing.AsmastersoftheInternet,theyseamlesslyintegratetheirlives,studies,andworkwiththeonlineworld...experiencingnewformatsofcontent,butactivelycreatingnewcontentaswelt.NETWORKASFOUNDATIONExceLKingintheChasingNewOrderingFromInternetEraMernesLivestreom））（（ 1234123456567878TheyolsopreferLivestreoms,porticu\or\ythoseofferingfoshion,goming,ondshoppingcontent.Penetrationoftive-streaming(%)Overaff 35JGenZ 451Maintypesoffive-streamingwatchedorengagedbyGenZ(%)446446EntertainmentFashionandEntertainmentFashionandoutfitsBeouty&skincOreFoodGamingLivecommerceINDEXi1OOi1O8i115i94i1O8

38O

4Ll

Overall ■GenZ331357 351331312

2O8

298

24826617 •••••••••THEPOWEROFLOVEWhatareyoupassionateabout?GenZisknownforrichideasandclearaspirations.Theyactivelyengageinvariousculturalcircles,frombeingfansofcertaincelebrities,participatingintheACGN(anime,comic,gaming,andnovel)community,tobeingavidgamers!Theyarerepresentedinmanydifferentcircleswiththeirpresenceandshowcasingtheirdiverseinterests.THEPOWEROFLOVECultures Passion EmotionalConnections（ ）（ ） ））（（OverallGenZ（）（） Source:CCS2022••••••••EXPERIENCELEASHEDGenZ,thebelovedgenerationoftoday,continuestoinventsnewleisureactivities,withtheireabondnessforpJoyfulnessandexcitement!Whitetheyappreciatemomentsoftranquility,theyatsoseekimmersiveexperiencestoenrichtheirIives...exploringtherealmsofpoetryandadventure.EXPERIENCELEASHEDImmersiveFullyPackedZen-likeAdventuresTravelItinerariesEnlightenment ••••••••CONCLUSIONS&IMPLICATIONS33lFtł@ÈİCOŻİOł3GenZhasembracedshortvideosasGenZexhibitsastronginterestintheirprimarycontentchannet.Theirentertainment,particlFtł@ÈİCOŻİOł3GenZhasembracedshortvideosasGenZexhibitsastronginterestintheirprimarycontentchannet.Theirentertainment,particulartyinanime,pursuitof"newmemes"hasledthemmovies,andgames.Theyarewitlingtodiscoverandengagewithbrandstoinvestintheir"interests,"makingthroughtivestreamingandNeeds.ThistheseformsofcontentcrucionforpresentsaneffectiveopportunityforthecreationofinteltectuaIpropertybrandstoenhancetheirconnection(IP)andasameansofeffectivelyandassociationwithGenZ.communicatingwiththisgeneration.GenZ,ahighlyinfuentioIandpopulousgeneration,hasthepowertoGenZ,ahighlyinfuentioIandpopulousgeneration,hasthepowertoshape consumption patterns andshape consu