China’s Gen Z isn’t impressed by glitzy brand names and traditional advertising campaigns. Many are looking beyond the physical stores and e-commerce portals their predecessors preferred. They’re buying goods suggested by social media influencers known as wanghong. And they’re using messaging, short videos, livestreaming, and social media apps as gateways to making those purchases.
Traditional retail and e-commerce hold little interest for consumers who are wedded to smartphones and take their cues from influencers.
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