中国品牌逆袭海外，年轻人主动买单，核心逻辑太意外

Core Insights - Generation Z has become a dominant force in the global consumer market, accounting for 25% of the global population and holding a spending power of $9.8 trillion, projected to rise to $12.6 trillion by 2030 [3][12] - Their consumption logic challenges traditional views, favoring brands that communicate authenticity, equality, and emotional connection over established luxury brands [3][8] Consumer Behavior - Unlike Millennials, Generation Z's purchasing decisions resemble a "trust vote" within their social circles, showing skepticism towards traditional advertising while valuing content shared by influencers [8] - This generation prioritizes brands that align with their values and integrate into their daily lives, reflecting a shift towards user-driven market dynamics [12][31] Brand Preferences - Generation Z exhibits a strong preference for local Chinese brands, demonstrating an openness to innovation and high cost-performance ratios, which presents opportunities for Chinese brands to expand internationally [12][15] - The top Chinese global brands favored by Generation Z include Tencent, Xiaomi, and SHEIN, with 26 3C brands recognized for their quality, innovation, and integration into local ecosystems [13][20] Brand Strategy - Chinese brands are transitioning from merely exporting products to establishing a global brand presence, leveraging a combination of hard strengths (quality and innovation) and soft communication strategies [15][17] - Effective communication involves engaging local communities through relatable content and influencers, transforming them into trust intermediaries rather than just sales channels [17][31] Technological Integration - The use of technology, such as AR, enhances user experience and engagement, with examples including Tencent's immersive gaming experiences and SHEIN's virtual fitting rooms [19][27] - AIGC technology is expected to play a crucial role in future brand strategies, enabling personalized experiences and localized communication without the need for large teams [23][25] Future Trends - The competition for Generation Z's loyalty will hinge on brands' abilities to provide ongoing engagement and personalized experiences, shifting from traditional advertising to deeper emotional connections [27][29] - The perception of Chinese brands is evolving from being seen as cost-effective to being recognized as innovative partners in trends, reflecting a cultural exchange that benefits both parties [29][31]