The Real Reason Chinese Millennials Are Super Consumers

SuperConsumersEarly in March, more than 4,000 people gathered at “Millennial 20/20 Summit” in New York to discuss power of the millennial generation and how they will affect the future of retail.

Chinese millennials, numbering more than 400 million, are a force to be reckoned with. While many have recognized them as ultra-connected consumers, few have realized that this has been caused by their place in history as the only-child generation. This alone sets them apart from other millennials in a most fundamental way. Continue reading

Reasons Why Chinese Millennials Have More Cash To Burn

Xiao-jie is 21. A senior in college, she is one of six million people who traveled overseas during China’s Golden Week holiday (Oct. 1-7). Japan was her destination. The trip cost about 10,000 yuan (about $1,500), which her parents paid for. As the only child in the family, Xiao-jie gets pretty much everything she wants.

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The same is true for her friend who traveled with her.

Xiao-jie and her friend are not alone. According to China National Administration of Tourism, more than 120 million Chinese traveled abroad in 2015, spending $194 billion. About half of those Chinese travelers were millennials–born after the 1980–and they accounted for two-thirds of Chinese outbound travel spending.

The travel industry is excited to target “wealthy” Chinese millennials. While some Chinese young people are from wealthy families, most of them are not. But compared to Western millennials, they have two significant advantages. Continue reading