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Digital Forum: Gen Z, Millennial Chinese Consumers: What Do They Want?

There was a paltry show of hands when Dealmoon’s Rose Blackmore, senior managing director of business development and partnerships, U.S. and Canada, asked the audience who was strategizing to reach the Chinese consumer — right now. Dealmoon, the largest Chinese-American shopping site, is largely aimed at students coming from China. But it may be better known as the “Chinese Instagram,” integrating with Weibo and WeChat with a reach of more than 10 million followers. Among other things, Blackmore spoke of the ways brands can better engage the Millennial and Gen Z Chinese consumer without falling victim to cultural appropriation. “This audience does not forget,” said Blackmore during her session. She cited examples from luxury brands such as Dolce & Gabbana, Versace and others, as to how branding and product mishaps can “keep coming back to haunt them.” Read More: Dolce & Gabbana: Assessing the Fallout China’s Millennial and Gen Z consumers will account for 46 percent of global luxury purchases by 2025, according to data cited in the presentation, from global consulting firm Bain & Co. While it’s unclear whether the U.S.-China trade tensions will disrupt this consumer group’s influencers, their consumer preferences are strongly defined. In spite of boasting strong brand awareness and weak brand

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