We are eager to understand the future, either out of expectation or out of anxiety.

Editor’s note: This article is from WeChat public account “Penguin Think Tank” (ID: BizNext), author Tencent News.

What does young represent?

Enthusiasm, fashion, curiosity, and imagination – we can label young people with a lot of labels, but there is a label that is closely related to young people of every age, and is sociology and business. As one of the research priorities.

That is the “future.”

We believe in the power of habit, and believe that the mark formed in growth will be accompanied by life. We believe that consumption is not just a temporary decision, there are more complicated reasons behind it, and historical inheritance – to some extent, every consumption is a double projection of demand and humanity.

Therefore, today we are studying and exploring the consumption decisions and preferences of young people, not only for the products, services and brands that are younger to the younger, but also for the future consumption trends of the future. significance.

According to the statistics of the National Bureau of Statistics, the total number of people born in China from 1995 to 2009 (Z generation) is about 260 million, accounting for about 19% of the total population in 2018. Among them, 95 was about 99.45 million, 00 was about 83.12 million, and after 05 was about 79.95 million. (Not included in Hong Kong, Macao and Taiwan regions and overseas Chinese data).

In order to better understand these young people, Tencent News·Penguin think tank, joint QQ, QQ space, QQ watch and other products, based on young people’s product behavior data and research data, released this “2019 Z generation consumption Power White Paper, we take the Z-generation netizens as an entry point to gain insight into the consumption trends of the 260 million young people, today and in the future.

The following is the body of the report:

Who is affecting the consumption of 260 million young people? Z Generation Consumer Power White Paper 2019

Who is affecting the consumption of 260 million young people? Z Generation Consumer Power White Paper 2019

Who is affecting the consumption of 260 million young people? Z Generation Consumer Power White Paper 2019

Who is affecting the consumption of 260 million young people? Z Generation Consumer Power White Paper 2019

Who is affecting the consumption of 260 million young people? Z Generation Consumer Power White Paper 2019

Who is affecting the consumption of 260 million young people? Z Generation Consumer Power White Paper 2019

Who is affecting the consumption of 260 million young people? Z Generation Consumer Power White Paper 2019

Who is affecting the consumption of 260 million young people? Z Generation Consumer Power White Paper 2019

Who is affecting the consumption of 260 million young people? Z Generation Consumer Power White Paper 2019

Who is affecting the consumption of 260 million young people? Z Generation Consumer Power White Paper 2019

Who is affecting the consumption of 260 million young people? Z Generation Consumer Power White Paper 2019

Who is affecting the consumption of 260 million young people? Z Generation Consumer Power White Paper 2019

Who is affecting the consumption of 260 million young people? Z Generation Consumer Power White Paper 2019

Who is affecting the consumption of 260 million young people? Z Generation Consumer Power White Paper 2019

Who is affecting the consumption of 260 million young people? Z Generation Consumer Power White Paper 2019

Who is affecting the consumption of 260 million young people? Z Generation Consumer Power White Paper 2019

Who is affecting the consumption of 260 million young people? Z Generation Consumer Power White Paper 2019

Who is affecting the consumption of 260 million young people? Z Generation Consumer Power White Paper 2019

Who is affecting the consumption of 260 million young people? Z Generation Consumer Power White Paper 2019

Who is affecting the consumption of 260 million young people? Z Generation Consumer Power White Paper 2019

Who is affecting the consumption of 260 million young people? Z Generation Consumer Power White Paper 2019

Who is affecting the consumption of 260 million young people? Z Generation Consumer Power White Paper 2019

Who is affecting the consumption of 260 million young people??  Z Generation Consumer Power White Paper 2019

Who is affecting the consumption of 260 million young people? Z Generation Consumer Power White Paper 2019

Who is affecting the consumption of 260 million young people? Z Generation Consumer Power White Paper 2019

Who is affecting the consumption of 260 million young people? Z Generation Consumer Power White Paper 2019

Who is affecting the consumption of 260 million young people? Z Generation Consumer Power White Paper 2019

Who is affecting the consumption of 260 million young people? Z Generation Consumer Power White Paper 2019

Who is affecting the consumption of 260 million young people? Z Generation Consumer Power White Paper 2019

Who is affecting the consumption of 260 million young people? Z Generation Consumer Power White Paper 2019

Who is affecting the consumption of 260 million young people? Z Generation Consumer Power White Paper 2019

Who is affecting the consumption of 260 million young people? Z Generation Consumer Power White Paper 2019

Who is affecting the consumption of 260 million young people? Z Generation Consumer Power White Paper 2019

Who is affecting the consumption of 260 million young people? Z Generation Consumer Power White Paper 2019

Who is affecting the consumption of 260 million young people? Z Generation Consumer Power White Paper 2019

Who is affecting the consumption of 260 million young people? Z Generation Consumer Power White Paper 2019

Who is affecting the consumption of 260 million young people? Z Generation Consumer Power White Paper 2019

Who is affecting the consumption of 260 million young people? Z Generation Consumer Power White Paper 2019

Who is affecting the consumption of 260 million young people? Z Generation Consumer Power White Paper 2019

Who is affecting the consumption of 260 million young people? Z Generation Consumer Power White Paper 2019

Who is affecting the consumption of 260 million young people? Z Generation Consumer Power White Paper 2019

Who is affecting the consumption of 260 million young people? Z Generation Consumer Power White Paper 2019