SHEIN is the first choice for online shopping for Japan's Generation Z

In April this year , Japanese market research company Z Research Institute conducted a "consumption behavior" survey on 187 Generation Z members in Japan through an online questionnaire .

Among the Generation Z surveyed , nearly a quarter (23.5%) use SHEIN as a frequently used online shopping platform ; Amazon ranks second with 21.5%; followed by Qoo10 with 18 %.

A 16-year-old high school student who was interviewed said in the questionnaire that he would look at all SHEIN products, whether it was clothes or accessories, and would buy them here . Another 17-year-old interviewee said that Qoo10's discounts were amazing, and even if he compared them with other platforms, he would still choose Qoo10 most of the time.  

The above results show that Generation Z pays more attention to price than brand . They hope to buy the products they want and need at a more cost-effective price, which is why they choose SHEIN and Qoo10 . Based on this, the popularity of SHEIN and Qoo10 has soared.

It would be a big mistake to think that Generation Z only cares about price. When answering the question "What do you value most when buying goods?", although the most people wrote "cheap price" (17.8%), "value for money" was a close second, accounting for 16.7%, and "good quality" ranked third, accounting for the same proportion as the former (16.4%).

After summarizing all the answers of the interviewees, we can get the general reasons. For example, because of limited expenditure, they hope to buy better products at a lower price ; although many products look good, they often break down quickly, so they will choose better quality products for long-term use .

When asked, "Have you ever purchased something for SDGs (Sustainable Development Goals) or because it is a sustainable product?", 49.3% of the respondents answered that they "have not purchased it, but have such intentions", which is the highest proportion. The second is "consciously purchased" accounting for 19.8%; "although not, but the result is like that" accounting for 16.9% ; " I have never purchased it and will not buy it in the future " The answer ranked next, accounting for only 14%.

According to the respondents' answers, the reason for not buying such products is also price. Although SDG is very friendly to the environment, the prices of these products are usually higher and therefore unaffordable.

SHEIN

Japan

Generation Z