Lifestyle Trends: Gen Z's New Approach to Living
A recent online discussion among Chinese netizens has highlighted the contrasting lifestyles between older generations and Gen Z. While the older generation is known for enduring hardships, today's youth are more inclined to "live beyond their means." This mindset has taken the spotlight on Little Red Book in Q3 2024, with related content exceeding 15 million views in just three months, according to Qiangua data. Brands like Bosch, Meituan, and OLAY have successfully captured the spirit of this trend by collaborating with influencers and creating engaging content that resonates with the post-2000s philosophy.
For brands, keeping pace with this shift means understanding the mentality of the post-00s generation. Gen Z embraces the idea of "I deserve the best" while practicing "reasonable savings and moderate consumption." To win their loyalty, companies may strike the right balance between offering quality products and promoting smart consumption strategies. Bridging this gap is key to winning the hearts and minds of the new generation.
Cyber Energy: The Rise of High-Energy Lifestyles
Trending hashtags such as #5HoursAfterWork and #LowEnergyRechargingGuide have gained significant traction, paving the way for the #HighEnergy trend on Little Red Book in Q3 2024. According to Qiangua data, the #HighEnergy topic garnered over 85 million views, with around 10 million posts created and an estimated engagement of more than 3.7 million. Brands like Chagee, Uniqlo, and Lancôme have effectively aligned their brand messaging with "high energy," associating themselves with active lifestyles that involve learning, fitness, and outdoor activities.
In a society where the pace of life is fast and new trends emerge frequently, there is a strong desire for rejuvenation and energy. Brands have an opportunity to help consumers diversify their lifestyles by encouraging them to explore sports, wellness, and self-improvement as paths to achieving a high-energy life.
Iced Chinese Style: Reviving Traditional Health Practices
The era of "punk health regimens" is gradually fading as younger generations turn back to traditional practices, embracing what is known as "beauty with full vitality." The concept of a Chinese health regimen has been trending again, with Qiangua data showing over 25 million views on related topics in Q3 2024. The fusion of "Chinese + health" has reignited interest in wellness and sparked a renewed enthusiasm for sharing ancient practices.
Innovative products that blend traditional and modern elements are gaining popularity. Examples include Chi Forest's functional beverages as a "water substitute" for the summer and Tong Ren Tang's herbal coffee for individuals seeking balance. The growing attention on health practices has led consumers to explore products that carry the legacy of Chinese wellness culture, making "Iced Chinese drink" a trendy choice that connects deeply with the wisdom of ancestral traditions.
For brands, this trend offers ample potential for growth. They can leverage a strategy that combines demand insights with value-driven product innovations. By tapping into the deeper needs of target audiences through trending topics and expanding their product portfolios to suit various occasions, brands can continue to stay ahead in an ever-changing market.
RedderUp as a 360° Chinese marketing agency, is committed to continuously sharing valuable market insights and trends from platforms like Little Red Book. Contact us with more customized solutions for growing your presence in China market.
Note: data is contributed to Qiangua.