Research on the current situation and Countermeasures of luxury 
consumption of generation Z Youth

Wenju Gao; Lingling Liu

doi:10.18686/modern-management-forum.v7i4.8026

Research on the current situation and Countermeasures of luxury consumption of generation Z Youth

Wenju Gao, Lingling Liu

Abstract

with the development of economy, luxury consumption in China is growing rapidly. According to the research of Boston
Group, generation Z in China dominates the Chinese consumer market. The consumption characteristics of generation Z are obviously
diff erent from those of other groups. Studying the consumption behavior of Chinese generation Z consumers on luxury goods, showing
the cultural and psychological driving forces behind Chinese generation Z consumers’ luxury consumption and the development direction
of luxury brands in the Chinese market can provide practical guidance for luxury brands to deal with the consumption of generation Z in
China. This paper explores the current situation of luxury jewelry consumption of generation Z youth in China, analyzes the consumption
characteristics and behaviors of generation Z, and puts forward several brand marketing strategies that aff ect the consumption characteristics
of generation Z.

Keywords

generation Z; Luxury goods; Consumer behavior; Marketing strategy

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DOI: http://dx.doi.org/10.18686/modern-management-forum.v7i4.8026

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