What to Watch: Gen Z Changing the Face of New Media in ChinaAs China’s Gen Zers are getting online, they are shunning the social media platforms of their parents' generation.

[Collection]SHANGHAI — It is projected that 40 percent of Chinese consumers will be Centennials by 2020, according to a white paper released last month by data intelligence company Kantar, and Tencent. It is therefore no surprise that brands are eager to appeal to, and resonate with, this new consumer group. This young demographic, otherwise called Gen Z, is beginning to turn its back on the more traditional forms of social media in the country, such as WeChat and Weibo, which they see their parents using. Instead, they are using alternative social media platforms targeted at a younger audience, often with a greater focus on short video sharing as a way of self-expression. Last year, two popular platforms with China’s under-30-year-olds were Douyin, a video platform utilizing artificial intelligence, as well as the lifestyle platform Xiaohongshu, both of which are increasingly blending the boundaries of social media and e-commerce. Last year, video sharing app Douyin, developed by Beijing ByteDance Technology, moved into social e-commerce, initially starting at the beginning of the year by linking video content to Taobao stores before launching a Douyin in-platform shop, allowing any user with an account to open their own store. According to figures released by the company last

Follow WWD on Twitter or become a fan on Facebook.

Read More...https://wwd.com/business-news/media/what-to-watch-gen-z-changing-the-face-of-new-media-in-china-1202943248/