2026中国Z世代如何重塑消费：对确定性的追求

AccentureChineseConsumerInsights

Thequestforcertainty:HowChina’sGenZis

reshapingconsumption

Tableofcontents

Executivesummary3

Thenewreality:Livingfortoday,savingfortomorrow

4

ThreechangesinGenZ’sconsumption7

Thereturnofrationality7

Budgetingemotions,notjustmoney8

AIasasteadyingforce9

Winningthecertaintymandate10

Deliverwithreliability10

Winwithemotionalconnection11

Designforresonance11

AnticipatewithAI12

Aboutthisresearch13

Contributorsandacknowledgments14

AccentureChineseConsumerInsights2

AccentureChineseConsumerInsights3

Executivesummary

Foryears,commentaryaboutChina’syoungergenerationhasoscillatedbetweenalarmanddismissal.Oftendescribedas“lyingflat”foroptingoutofrelentlessstriving,GenerationZ(GenZ)appearstobescaling

backconsumption,loweringtheirambitionsandre-evaluatingtraditionalviewsofloveandmarriage.

Totheirelders,wholivedthroughdecadesofuninterruptedgrowth,

thisdisengagementmayseemdefeatist.YetacloserlookatGenZ’s

prioritiesanddecision-makingrevealsaverydifferentstory.Ratherthanwithdrawing,thisgenerationisrespondingtouncertaintybymaking

moredeliberatechoices.

Thesechoicesmakesensewhenvolatilityandtechnologicaldisruption

arethenewbaseline.AndthedesireforcertaintyisspreadingwellbeyondGenZ.Thisshiftsthecorechallengeforbusinessleaders:fromhowto

exciteconsumerstohowtomakethemfeelsecureenoughtocommit.

AsGenZevolvesfromtastemakerstomainstreamconsumersand

entersmorecomplexlifestages,thelogictheyfollowwillincreasinglyshapethemarket.Forcompanies,theabilitytodeliverreliablevalueandbuildsustainedrelationshipswillbecriticaltowinningandretainingthisgeneration.

AccentureChineseConsumerInsights4

Thenewreality:Livingfortoday,savingfortomorrow

In2024,China’sGenerationZ—thosebornbetween1995and2009—numberednearly230million,accountingfornearly16.5%

ofthetotalpopulation.1AsChina’smost

influentialtrendsetters,GenZservesasthetestinggroundfornewbrands,categoriesandculturalmovementsthateventually

diffuseintothebroaderpopulation.Astheyenternewlifestagesin2026—forming

households,advancingcareersandmakingmajorfinancialdecisions—theirinfluenceisexpandingfromsettingtrendstodrivingmainstreamconsumption.

Atthesametime,GenZiscomingofageinamoreuncertainenvironment.Thisrealityshapeshowyoungpeopleassessthe

future,tolerateriskandmakelifedecisions.

Ourresearchshowsthatcomparedwith

peersofthesameagein2021,today’s

GenZconsumersaged18–29place

significantlymoreweightonhealth,careerandfinancialsecurity,whiletherelative

importanceoffamily,romanticrelationshipsandpersonalgrowthhasdeclined,largelybecausetheseareasoftenrequirelong-

terminvestmentwithuncertainreturns.

Whileseeminglyconservative,thisshift

appearsmoremeaningfulwhencomparedtobroaderpopulationtrends(Figure1).

WhilethenumberofChineseconsumers

overallprioritizingtheircareershasdroppedby8percentagepoints(pp)since2021,

GenZismovingintheoppositedirection,witha3ppincrease.Theirfocusonwealthhasalsosurged,risingby17pp—comparedwitha12ppincreaseacrosstheoverall

population.Inaneraofunpredictable

returns,youngpeoplehavenotabandonedambition;they’vepivotedtowardwhatfeelstangibleandcontrollable.

Notably,themeaningof“growth”appearstohaveshifted.Theynowprioritizebuildingpracticalskills,securingtangiblereturns

andmanagingrisk,whilestillvaluingself-fulfillment,explorationandinnerenrichment.

Farfrom“lyingflat”,GenZisactively

investingintheirfuture.60%ofGenZarelearningnewskills—10pphigherthantheoverallsample.38%haveexperimentedwithsidehustles,alsoexceeding32%

acrossthepopulation.

AccentureChineseConsumerInsights5

Figure1:Today’sGenZplacesgreaterweightonhealth,careerandwealth

Health

Family

Career

Wealth

Hobbies

Romance

Personalgrowth

Friendship

TopthreeprioritiesofGenZ

20212025

2025vs.2021(pp)

66%

+14

+9

80%

71%

-1

-4

67%

57%

-8

+3

60%

33%

+12

+17

50%

13%

13%

+3

0

24%

-11-8

13%

25%

-13-6

12%

11%

-7-2

4%

GenZTotalsample

Source:Accenture2025ChinaConsumerSurvey(N=5,000forallsamples,N=988forages18–29,20%oftotal),Accenture2021ChinaConsumerSurvey(N=10,140forallsamples,N=2,328forages18–29,23%oftotal).

Question:Whichofthefollowingareyourtopthreeprioritiesatthisstageofyourlife?

AccentureChineseConsumerInsights6

AparadoxemergeswhenobservingGenZ:Whydotheysaveaggressivelywhilestill

spendingontraveland“emotion-driven”

purchases?

Theiranswerissimple:Whynot?

Infact,GenZsplitstheirspendinginto

twobuckets,onefortodayandoneforthefuture.Theyinvestinexperiencesthatofferimmediaterewards,whilesimultaneouslybuildingasafetynetforthefuture—beit

financial,physicalandpersonal(Figure2).

Asaspirationsgrowandbudgetstighten,GenZisfindingcreativewaystomakethemostofwhattheyhave.Theyleaninto

high-impact,low-costexperiences:bite-sizedtripsandcuratedmeals.Atthesametime,theydiversifyriskthroughmicro-

investmentsingold,savingsproducts,

preventivehealthandskillsdevelopment.

ForGenZ,seekingcertaintyisn’tabout

spendingmoreorless—it’saboutspendingwithmoreagency,cautionandclarity.

Figure2:GenZwantstoenjoythepresentwhilesecuringtheirfuture

ShareofGenZplanningtoincreasespending,bycategory

20212025

RewardinthemomentSafetyinthefuture

Goods

Health

Growth

ExperienceRiskmanagement

2025vs2021

-6+14+17+2+10+8+10+14+4+16

(pp)

50

40

30

20

10

0

ShoppingEntertainmentTravelDiningSavingInsuranceFitnessHealthcarePersonalChildren’s

educationeducation

Note:Theincreaseinspendingonchildren’seducationisprimarilydrivenbythe26-29agegroup,ratherthanbyGenZasawhole.

Source:Accenture2025ChinaConsumerSurvey(N=5,000forallsamples,N=988forages18-29,20%oftotal),Accenture2021ChinaConsumerSurvey(N=10,140forallsamples,N=2,328forages18-29,23%oftotal).

Question:Whichofthefollowingprojectsdoyouexpecttoinvestmoreinthecomingyear?

AccentureChineseConsumerInsights7

ThreechangesinGenZ’sconsumption

Thereturnofrationality

GenZisbecomingmorecautiousandselectivewiththeirspending.82%of

GenZconsumersareactivelysavingorcuttingbackonnon-essentialspending.

Whenitcomestothemajorpurchases,76%prioritizeeconomicpracticality—afigure

6pphigherthantheoverallpopulation—whileonly24%focusonlifestylesignaling.

Thisshiftdoesn’tmeanthey’velost

interestinqualityoruniqueness;rather,

identitypremiumsaregivingwaytorisk

management.Comparedtooldercohorts,GenZreliesfarmoreonmulti-source

validation.Theypreferinformationvettedthroughlivestreamandvideoplatforms,contentcommunitiesandartificial

intelligence(AI)toolsoverstandardizedproductdescriptions(Figure3).

Figure3:GenZreliesmoreonvideoplatforms,sharingplatformsandAItools

Channelstofindproduct/serviceinformation

ToexploreWithclearneeds

GenZvs.Totalsample

(pp)

GenZvs.Totalsample

1

1

(pp)

Livestream/Videoplatforms

(e.g.Tiktok)

Sharingplatforms

(e.g.rednote)

AItools(e.g.Doubao)E-commerce(e.g.Tmall)

SearchenginesFamilyandfriends

Mall/storeexperience

57%

53%

45%

56%

29%

25%

35%

+7

+12

+8

-4

0

-1

-3

+761%

3

2

+759%

3

+259%

2

-545%

035%

035%

-233%

Note:Allpercentagesarerounded.

Source:Accenture2025ChinaConsumerSurvey(N=5,000forallsamples,N=988forages18–29,20%oftotal)

Question1:Wheredoyoutypicallyfindinspirationwhenexploringnewsolutionsorwaystoimproveyourlife?

Question2:Whenyouhaveaspecificpurchaseinmind,howdoyousearchforproductorserviceinformation?

AccentureChineseConsumerInsights8

Budgetingemotions,notjustmoney

Similarly,GenZhasnotabandoned

thepursuitofemotionalvalue,they’vejustbecomemoreselectiveaboutit.

Today’syouthareincreasinglyproactiveinmanagingtheiremotionalbandwidth.

Theyarebecomingmoreintentionalaboutcarvingoutsolotimeandrecalibratingtheirdailyrhythmsthroughtravel,self-gifting

andtamingtheirscreentimetoavoidinformationoverload(Figure4).

Consumptionhasalsoemergedasan

importanttoolforemotionalregulation.Overhalf(52%)ofGenZconsumers

explorednewbrandsinthepastyear—an8ppincreaseovertheirpeersin2021,treatingnoveltyasawaytorecharge.

Figure4:GenZfocusesmoreoninnerexplorationandmanagingemotionalenergy

%ofrespondentswhohavestartedorincreasedtheseactivitiesinthepastyear

GenZTotalsample

30%

-6

Spendmoretimewithfamilyandfriends

36%

16%

+4

Spendmoretimealone

12%

27%

+3

Control/reducescreentime

24%

32%

+3

Travel

29%

24%

+4

Treatmyselftoagift

20%

Note:Onlydifferencesgreaterthan3ppareshown.

Source:Accenture2025ChinaConsumerSurvey(N=5,000forallsamples,N=988forages18-29,20%oftotal).

Question:Haveyoustartedtrying,ordoingmoreofthefollowingthingsthanbeforeinthelast12months?

AccentureChineseConsumerInsights9

AIasasteadyingforce

AnotherwayGenZnavigatesthiscomplexenvironmentisbyturningtoAI.85%ofGenZconsumersreportfrequentuseofAItools,8pphigherthantheoverallpopulation.

Moreimportantly,GenZ’sexpectationsofAIgofarbeyondefficiencygains(Figure5).Ononehand,AIservesasadecision-

supporttool,helpingthemcopewith

informationoverload,filteroptionsrapidly,

andregainasenseofcontrol.Ontheotherhand,forsomeyoungpeople,itoffersa

low-pressurespaceforreflectionandself-expression.Alwaysavailable,responsive

andfreeofsocialrisk,AIisbeginningto

stepintorolesonceheldbystablesocial

structures,becomingadependablesourceofstability.

Figure5:GenZusesAItosupportdecisions,emotionsandself-expression

GenZvs.Totalsample

(pp)

ExpectationsforAIApplications

80%

80%

67%

63%

AIcoach:Helpmeimprovemyskills

AIassistant:Helpmecompletethework

AIdesigner:Designaproductforme

AItherapist:Listentometalkaboutmytroubles

+7

+5

+5

+5

69%

AIbutler:Helpmewithdailychores

+4

74%

AIcustomerservice:Solveproblemsforme

+3

59%

41%

AIshoppingguide:Recommendproductsforme

AIassistant:Buyproductsforme

+2

-1

Note:%ofrespondentswhochose“Moderately”or“Extremely”.

Source:Accenture2025ChinaConsumerSurvey(N=5,000forallsamples,N=988forages18-29,20%oftotal).

Question:TowhatextentdoyouanticipatethefollowingAIapplicationscenarios?

AccentureChineseConsumerInsights10

Winningthecertaintymandate

InfluencingGenZhasbecomemoredifficult—notbecausetheyarehardertoplease,

butbecausetheirtoleranceforrisk,trial-and-errorandemotionalcosthasfundamentallychanged.Whatistrulyscarcetodayisnotnovelty,butreliability—deliveredconsistentlyandprovenovertime.

Deliverwithreliability

Inthepast,youngconsumersembracednoveltyforitsownsake,oftentolerating

imperfectioninexchangeforsomethingnew.Today,GenZisshiftingfromexpansiveexplorationtohighlyselectiveengagement,seekinginnovationthatminimizesrisk.

Fortoday’sGenZ,reliabilityisthenew“new”.Innovationisjudgedlessbyhowdisruptiveitis,andmorebyhowreliablyitdelivers.

Xiaomiexemplifiesthisshift.Formanyyoungconsumers,choosingaXiaomi

productislessabouttheindividualitemandmoreaboutbuyingintoaconnectedsysteminwhicheverythingworksseamlesslytogether.Builtonaunifiedoperatingsystemandinteractionlogic,Xiaomideliversaconsistentuserexperienceacrosssmartphones,electricvehiclesandsmarthomedevices.Forexample,itsvehiclescanautomaticallyconnecttohomeInternetofThingssystemstotrigger“arrival”scenarios—adjustingindoortemperatureandturningonappliancesbeforethe

userevenstepsthroughthedoor.2

Thisformofpredictableinnovationresonatesdeeplywithdigital-nativeGenZ

consumers.Thetrustbuiltthroughtheirexistingdeviceslowerstheperceivedriskofenteringnewproductcategories,enablingseamlesscross-categorymigration—fromconsumerelectronicstosmartmobility.Reflectingthismomentum,pre-

ordersforXiaomi’sfirstSUVreportedlyapproached290,000unitswithinjustonehourofitslaunchin2025.3

AccentureChineseConsumerInsights11

Winwithemotionalconnection

ForGenZ,happinessisbecominglessdrivenbyspikesofexcitementandmorebysustainedemotionalreplenishment.Experiencedesignthereforeneedstoshiftfromevent-driven

spectacletoeverydaysupport.

GenZconsumersarealsohighlyadeptatcross-platformverification,makingexaggerationquicktoerodetrust.Contentisnolongerjustawaytograbattention—ithasbecomea

criticaltoolfordecisionconfidenceandriskassessment.

Coachprovidesastrongexample.Bypositioningitselfaroundself-expression,

thebrandhassuccessfullytranslateditsheritageofcraftsmanshipintoapromiseofconsistent,reliablequality.Bymakingtheirpricesaccessible,Coachturneditsbagsintoitemsforeverydayuseinsteadofrareluxuries.

Whiletraditionalluxuryisaboutbeingexclusive,Coachisaboutbeingauthentic.Thebrandfeaturesrealpeopleusingtheirproductsatworkoronsocialmedia.

Thistransparencyalignsperfectlywiththedigital-firstdecision-makingofyoungershoppers,fosteringdeepbrandtrust.AccordingtoparentcompanyTapestry,GenZaccountedforroughlyone-thirdof3.7millionnewglobalcustomersinfiscalQ22026,contributingtostronggrowthinGreaterChina.4

Designforresonance

Asemotionalandsocialenergybecomesscarce,GenZnavigatescarefullybetween

relationshipsworthinvestinginandinteractionsthatareoptional.Forward-thinking

companiesneedtodesignfortwokindsofexperiences:beingalone,andbeingwithafew.

PopMart’ssuccessprovesthepoint.Ratherthanpullingyoungconsumers

backintolargesocialscenes,thebrandmeetsthemwheretheyarebyoffering

companionshipforsolitudeandlightconnectionfornichecommunities.ThroughserializedIPs,limitedreleasesandmembershipprograms,PopMartproducts

functionasbothpersonalcollectiblesandlow-pressuresocialcurrency.People

canparticipatewithoutintensivesocialcommitmentyetstillexperienceasenseofbelonging.Bytheendof2025,PopMarthadover100millionregisteredmembersinitsloyaltyprogram,5withblind-boxproductsmaintaininghighrepurchaserates.

AccentureChineseConsumerInsights12

AnticipatewithAI

Forthisgenerationofdigitalnatives,AIis

muchmorethanatool—itisasteadying

forceintheirdailylives.Itsstrategicvalue

forcompaniesliesnotonlyinefficiency,butinenablingmoreconsistent,predictable

experiences.ByleveragingAI,companiescanbetterunderstandindividualneeds,

minimizeservicevariability,anticipateissuesbeforetheyoccur,anddeliverconsistent

interactions—ultimatelystrengtheningtrust.

LuckinCoffeeoffersanillustrativecase.In2025,thecompanyintroducedits

AIassistant“Lucky”tostreamlinepersonalizedordering.Whenuserssay“the

usual”or“sameaslasttime”,thesysteminstantlyretrievestheirpreferences

andcompletestheorder.Paymentcanbeseamlesslyintegratedintothe

conversationalflowthroughAI-enableddigitalwallets,creatingafriction-free

journeyfromselectiontocheckout.6Forefficiency-drivenyoungconsumers,thiscreatesahighlypredictableandconvenientexperience.

AcloserlookatChina’sGenZrevealsagenerationstilldeeplyengagedwiththefuture—yetacutelyawarethatuncertaintyisheretostay.Theirresponsesarenotpassiveretreat,butadeliberaterecalibration.

Theycontinuetopursuegrowth,noveltyandemotionalvalue,whilebecomingmore

selectiveaboutwheretheyinvesttime,moneyandtrust.Theircautiousconsumptionisnotconservatism,butarefusaltopayforunpredictableoutcomes.Similarly,theirrelianceonAIisnotescapism,butastrategicoutsourcingofcognitiveandemotionalbandwidth.

AsGenZbecomestheheartofthemarket,theirwayofthinkingwillinevitablyredefine

howbusinessesoperate.Inthiscontext,theabilitytodelivercertainty—throughconsistentexperiences,lowertrialcostsandsustainedsupport—willbecomethenewbenchmarkforcompetitiveadvantage.ThosewhocandosowillbebestpositionednotjusttowinGenZ,buttoleadinamarketwhereconfidence,notjustexcitement,drivescommitment.

AccentureChineseConsumerInsights13

Aboutthisresearch

Unlessotherwisenoted,allstatisticsinthisreportcomefromtheAccenture2025ChinaConsumerSurvey.Thesurveyincludedatotalsampleof5,000respondentsaged18–65acrossTier1toTier5citiesinChina.Amongthem,individualsaged18–29accountfor

about20%ofthetotalsample(n=988).Thequestionnairetookapproximately10minutestocompleteandcoveredtopicsincludingconsumerlifestyles,attitudesandbehaviors.Allresponseswerecollectedviamobiledevices,withfieldworkconductedfrommid-

AugusttoearlySeptember2025.

Accenturedesignedtheresearchframeworkandquestionnaire.Accenturedidnotdirectlycollectpersonalinformationorconsumerdata.Instead,aqualifiedmarketresearchfirmconductedthesurvey,andAccenturegeneratedinsightsbasedontheaggregatedfeedback.

Gender

Age

Currentcityofresidence

FemaleMale

52%