In China, millennials contributed the largest share of gross merchandise volume (GMV) for luxury fashion and lifestyle products on Tmall from January to October 2020, amounting to 75 percent of the total GMV. Elder generations comprised 21 percent of the GMV, followed by generation Z with a contribution of four percent.
Share of gross merchandise value for luxury products generated by Tmall consumers in China from January to October 2020, by age group
Gen Z was defined as the generation born after 1995.
Millennials was defined as the generation born between 1980 and 1995.
Growth merchandise volume (GMV) indicates a total sales monetary-value for merchandise sold through a particular marketplace over a certain time frame.
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Bain & Company. (December 16, 2020). Share of gross merchandise value for luxury products generated by Tmall consumers in China from January to October 2020, by age group [Graph]. In Statista. Retrieved November 10, 2024, from https://www-statista-com.ezproxy.canberra.edu.au/statistics/1194744/china-share-of-tmall-consumers-for-luxury-fashion-based-on-gmv-by-age-group/
Bain & Company. "Share of gross merchandise value for luxury products generated by Tmall consumers in China from January to October 2020, by age group." Chart. December 16, 2020. Statista. Accessed November 10, 2024. https://www-statista-com.ezproxy.canberra.edu.au/statistics/1194744/china-share-of-tmall-consumers-for-luxury-fashion-based-on-gmv-by-age-group/
Bain & Company. (2020). Share of gross merchandise value for luxury products generated by Tmall consumers in China from January to October 2020, by age group. Statista. Statista Inc.. Accessed: November 10, 2024. https://www-statista-com.ezproxy.canberra.edu.au/statistics/1194744/china-share-of-tmall-consumers-for-luxury-fashion-based-on-gmv-by-age-group/
Bain & Company. "Share of Gross Merchandise Value for Luxury Products Generated by Tmall Consumers in China from January to October 2020, by Age Group." Statista, Statista Inc., 16 Dec 2020, https://www-statista-com.ezproxy.canberra.edu.au/statistics/1194744/china-share-of-tmall-consumers-for-luxury-fashion-based-on-gmv-by-age-group/
Bain & Company, Share of gross merchandise value for luxury products generated by Tmall consumers in China from January to October 2020, by age group Statista, https://www-statista-com.ezproxy.canberra.edu.au/statistics/1194744/china-share-of-tmall-consumers-for-luxury-fashion-based-on-gmv-by-age-group/ (last visited November 10, 2024)
Share of gross merchandise value for luxury products generated by Tmall consumers in China from January to October 2020, by age group [Graph], Bain & Company, December 16, 2020. [Online]. Available: https://www-statista-com.ezproxy.canberra.edu.au/statistics/1194744/china-share-of-tmall-consumers-for-luxury-fashion-based-on-gmv-by-age-group/
