If there was any doubt how large a role brands like WeChat, Apple, and Xiaomi play in the lives of young Chinese consumers, a new report by RTG Consulting Group should eliminate it.
Its 2016 RTG Brand Relevance Report ranked top brands among consumers between the ages of 15 and 32, split into two groups: Generation Y (those born after 1980) and Generation Z (those born after 1995).
The top 10 most relevant brands for Gen-Y consumers were Apple, WeChat, Alipay, Taobao, Adidas, Zara, Nike, Uniqlo, Baidu, and H&M, in order of relevance.
The Gen-Z group had a slightly different response, instead ranking Xiaomi the as number one brand, followed by Adidas, Nike, Uniqlo, Zara, Converse, WeChat, Samsung, Apple, and New Balance.
The research was compiled using a survey of 4,000 consumers, covering brands in six industries: fashion, electronics, technology, mobile apps, cars, and food and beverage.
Within the fashion category, Adidas ranked number one as most relevant to both Gen-Y and Gen-Z respondents, suggesting that athleisure is still extremely important to Chinese consumers. Meanwhile, fast-fashion brands like H&M and Uniqlo took the other top spots. In the car category, Volkswagen came out on top.
Despite its sales revenue struggles within China, Apple still ranks as extremely relevant this year—it’s number one within the technology category, but only in the case of Gen-Y consumers. For Gen-Z, Samsung ranks higher.
While electronic devices ranked number one in both groups, fashion brands were ranked higher in relevance for Gen-Z consumers, while technology companies were more critical to Gen-Y consumers.
(Source: Jing Daily)