Understanding China's Gen Z: A Digital Engagement Strategy

A strategic study of China’s Gen Z as luxury consumers. The first part presents key sociological insights and figures, the differences between this generation and millennials, and seven trends shaping its behaviour, as part of the rise of Gen Z across Asian markets. The first proposal expands engagement across a wider range of platforms, with an analysis of WeChat, Douyin, Bilibili, Weibo and RED: key figures on active users, time spent and Gen Z reach, a key opportunity for the house on each platform, and activation ideas illustrated by other brands and adapted to the house. The second introduces AI influencers and virtual brand ambassadors, with examples, data and key takeaways from the Thailand Influencer Awards 2025. The third shows how KOLs can strengthen a luxury brand’s presence in China and how to combine different profiles in one strategy. An appendix analyses the media impact value of Paris Fashion Week Spring 2026.