Forbes released young Chinese favorite brands: generation loves Apple, after 95 love millet-Forbes, brand-IT information

About future development, young consumers, especially people of university age is critical.

Forbes Web site reported that in China, the young investor's more unique. China's generation y (born from 1980 to the mid-1990) and z generation (born between mid-1990 and 2000) population, total number and United States population, they will not only earn more money than older people, but also more money than their predecessors. They are flourishing, the Internet and internationalization of Chinese first generation grew up, have not experienced suffering, thrift not parents attention. Key are they who opened the world's largest consumer market .

Famous China Skinny moderator of consumer research communications Lindsay Tanner (Mark Tanner) is to say that young Chinese consumers: "different predecessors, due to the higher levels of education, high urbanization rate, as well as the development of the service industry, they are the most significant income potential crowd. They also can pay better than predecessors. Not only did they live a hard life, but also parents and grandparents and grandparents only heiress of wealth, attitude to life more hassle free. ”

RTG Consulting in Shanghai, Chengdu and Beijing to 4,000 15-32 consumers conducted Street surveys to determine which brands are most welcomed by the crowd. Survey covering clothing, electrical, technology, mobile app, automobile and food and beverage industries. Survey results released in 2016 RTG brand relevant reports.

In generation y, most popular brands including Apple, app, PayPal, Taobao, adidas and Zara, in the younger generation z, is millet, adidas, Nike, UNIQLO, and Zara and converse.

"The importance of these brands have not just products that simple, they will make consumers feel better, make them feel that there is a real change in their lives. "RTG CEO Chen Jie (Angelito Tan) commented that," we believe that these brands have made themselves indispensable, consumers cannot imagine my life without them. ”

Technology and clothing brands doing well and, of course, is the expected thing. Two age groups of ten of the most popular brands, are five come from technology, five from the clothing, the gap just Gen y more interested in science and technology, z generation more interested in clothing.

Contrast between the two age groups of consumers is limited, a distinction that really matters is that brand loyalty, such as Apple's attitude is an example. In Gen, Apple is the most important brand, but in generation z is ranked Nineth, millet and Samsung lie ahead. This is because Apple is no longer cool enough in the eyes of Chinese people, or because they did not unveil a new stunning bright for a long time, it is hard to assert, but either way, they are the world's largest smartphone market will become increasingly easier, it is true.

Another important finding of the RTG, it is micro-technology ecosystems of important position in China. Chen Jie, said Tencent this app is "a reshaped the social conversation, changed consumer behavior of Mobile brand," Tanner said the app has been defined "Web 3.0".

Micro letter has not only Chinese version of Facebook or Twitter, but continued to integrate a variety of functions, and gradually build a core management tool. People can chat, share video and audio, you can also use it to investment, news, blog, cars, transfers, some meals, buy movie tickets, and buy goods from businesses and individuals.

It also shows that the trend of China's new generation of consumers are turning to functional brands, such as travel drops, public comments and examples.

In areas such as technology, electrical products and mobile app, homegrown Chinese brands tend to have certain advantages. To some extent, this is because Gen y and z generations and predecessors, does not think foreign brands have much new, much, but will be treated as an ordinary part of life. They are no longer considered synonymous with made in China is bad, but just in time for the goods quality and marketing improvement emerge more competitive brands of the time.

However, in any case, foreign brands in China still have a strong sense of place, if these young people's tastes to be able to maintain it, the discovery of the investment ... In the Gen y on the top ten list of six foreign brands, generation z is seven. In areas such as food, clothing and cars, Chinese brand barely get into the young man's eye, they remain fond of Pepsi, KFC, Volkswagen and adidas.

Of course, as with other areas of China, dominance of brand and consumer loyalty may also change rapidly. Chen Jie, concluded: "the results of this investigation is a little surprising, there is a generous list of brands we did not expect, and some we thought but not the list. This explained, if the brand does not pay enough attention to market changes, they will face the risk of being removed from the lives of consumers. ”

《福布斯》公布中国年轻人最爱品牌：80后爱苹果，95后爱小米 - 福布斯,品牌 - IT资讯

说起各个品牌未来的发展，年轻消费者，尤其是大学年龄层的人从来都是关键所系。

《福布斯》网站报道称，在中国，年轻投资者的情况更加独特。中国的Y世代(生于1980年代至1990年代中期)和Z世代(生于1990年代中期至2000年代)的人群，总数量已经和美国总人口相当，他们不但将赚到比年长的中国人更多的钱，而且还会比前辈们更多花钱。他们是在繁荣的、互联的和国际化的中国成长起来的第一代，没有经历过苦难岁月，对于节俭没有父母辈那么重视。打开全球最大消费市场的关键正在他们身上。

著名的China Skinny消费者研究通讯的主持者坦纳(Mark Tanner)是这样描述中国的年轻消费者的：“和前辈们不同，由于教育水平更高，城镇化率更高，以及服务业的发展，他们是目前收入潜力最可观的人群。他们也会比前辈更能花钱。他们不但没有过过苦日子，而且还是父母，乃至祖父母和外祖父母财富的唯一继承人，生活的态度份更加轻松自由。”

RTG Consulting在上海、成都和北京对4000位15至32岁的消费者进行了街头调查，以确定哪些品牌最受这一人群的欢迎。调查覆盖了服装、电气、科技、移动app、汽车和餐饮等领域。调查结果发布于2016年RTG品牌相关性报告。

在Y世代当中，最受欢迎的品牌包括苹果、微信、支付宝、淘宝、阿迪达斯和Zara，在更年轻的Z世代中，则是小米、阿迪达斯、耐克、优衣库、Zara和匡威。

“这些品牌的重要性已经不单单是产品那么简单，它们会让消费者感觉更好，让他们觉得自己的生活有了实实在在的变化。”RTG首席执行官陈杰(Angelito Tan)评论道，“我们相信，这些品牌已经让自己做到了不可或缺，消费者无法想象没有它们的日子。”

科技和服装品牌表现抢眼，当然是意料中的事情。两个年龄段的十大最受欢迎品牌中，都是五个来自科技，五个来自服装，差距只是Y世代更看重科技，Z世代更看重服装而已。

两个年龄段的消费者口味差异有限，真正重要的区别其实是在于品牌忠诚度，比如关于苹果的态度就是个例子。在Y世代当中，苹果是最重要的品牌，但是在Z世代那里却只是排名第九位，前面还有小米和三星。这到底是因为苹果在中国人眼中已经不再够酷，还是因为他们长期没有推出令人眼前一亮的新品，目前还难以断言，但不管怎样，他们在全球最大智能手机市场上的日子将越来越不轻松，这总是事实。

RTG的另外一个重要发现，则是微信在中国科技生态系统当中的重要地位。陈杰说，腾讯的这一app是“一个重新塑造了社交会话，改变了消费者移动行为方式的品牌”，而坦纳更说微信已经定义了“互联网3.0”。

微信已经不单单只是中国版的Facebook或者推特，而是在不断整合各种功能，逐渐打造一个核心生活管理工具。人们不但可以在这里聊天，分享视频和音频，也可以用它来投资、读新闻、写博客、叫车、转账、点餐、买电影票，以及从企业和个人那里购买各种商品。

这也彰显了中国新一代消费者正在转向功能性品牌的趋势，比如滴滴出行、大众点评等也是例子。

在科技企业、电气产品和移动app等领域，中国本土品牌往往会有一定的优势。一定程度上，这也是因为Y世代和Z世代和前辈不同，并不会觉得外国大品牌有多新奇，多了不起，而是将其视作生活中一种普通的存在。他们也不再认为中国制造就是劣质的同义词，而是正赶上了国货质量和营销手段大提升，涌现出越来越多富有竞争力的大品牌的时间。

不过，无论如何，国外品牌在中国依然有很强的存在感，如果这些年轻人的口味能够一直保持下去，这次的发现无疑很有投资参考意义。在Y世代的十大名单上有六个外国品牌，Z世代则是七个。在餐饮、服装和汽车等领域，中国本土的品牌几乎根本进不了年轻人的法眼，他们依然钟爱百事可乐、肯德基、大众和阿迪达斯。

当然，和中国的其他领域一样，品牌的统治力和消费者的忠诚度也可能会迅速改变。陈杰的结论是：“这次的调查结果有点让人吃惊，有一系列入榜的品牌我们根本没有想到，还有一些我们想到的却没有入榜。这更说明，如果品牌不对市场的变化给予足够的关注，他们就会面临被消费者从生活当中剔除的风险。”