China’s “post-80s” (“80 后”) generation, defined as those born in the 1980s, was the first to come of age in a market-oriented economy with a consumer culture. Accordingly, that generation has been a major contributor to the growth of China’s consumer sector in the last decade. Now, however, the “post-90s” (“90 后”) generation is entering the workforce and starting to earn (and spend!).
As the “post-80s” generation shaped the last decade of Chinese commerce, the “post-90s” will shape the next.
Oliver Wyman has interviewed over 500 of China’s urban under-35s to help understand how the new China youth will impact the consumer landscape of the future.The picture that emerges is of a confident consumer, who is better informed than ever; but also part of a disengaged and occasionally disillusioned generation.