Focusing on the category layer, Generation Z generally prefers trendy clothing and shoes and bags, trendy beauty, trendy toys and offline experiential consumption. Relatively, these categories also have greater opportunities. 1. Trendy clothing and shoes and bags As an important carrier of all kinds of trendy cultures, clothing has increased year by year in the proportion of trendy clothing in the overall consumption of online clothing from 2018 to 2020, with a strong growth momentum. By the eve of Double Eleven in 2021, there will be as many as 30 million people susceptible to new apparel brands, and Generation Z accounts for half of them, up to 46%. In the choice of fashionable outfits, consumers' pursuit of clothing comfort is no longer limited to materials and weekend scenes.
Clothing that is comfortable, free, stylish and handsome is sought after; the elements of national trends have broken the circle, and the telemarketing list sense of niche cultural identity has been enhanced. Clothing in various circles has gradually become popular and daily; celebrities cross-border act as brand managers, and the Aidou fashion brand is deeply loved by young people born in 1995. In terms of brand characteristics in the industry: under the condition of high overlap between the foundries of various brands, the craftsmanship and quality of each product are indistinguishable.
Therefore, product design and style have become an important focus for brand owners to reflect product differentiation and scarcity. Coupled with the high respect and support of Gen Z for genuine products, independent design and product selection telemarketing list capabilities are the key to building competitiveness, whether it is for Hanfu or idol fashion brands. 2. Trendy Beauty Made in China rich in Chinese elements is in line with the trend, and "Chinese style" has become a new outlet for trendy beauty. Due to the serious homogeneity of products in the beauty industry, consumers are not very loyal to brands, and they are often greatly influenced by online and offline related information when deciding whether to buy. Therefore, for beauty companies, marketing is an important means of brand breakthrough.