Miao, a former graphic designer who used to create edgy campaigns for fashion and restaurant brands, has gained insight into the young generation that is paying dividends.
"Today's young people don't lack anything," he said. "They don't need more clothes or more cups. What they're really after is the experience of shopping — the fun, the excitement, and the entertainment that comes with it."
In 2022, when most brands were clamoring for online traffic, Miao did the opposite: he closed the company's online store. He understood that online shopping just wasn't offering what the younger generation craved.
"People born after 1990 and 2000, who've grown up with online shopping at their fingertips, are now looking for something more," Miao said.
Young generations have made "loving yourself" feel more natural and straightforward compared with older generations who view eating well as an extravagance and relaxation as laziness, he added.
chennan@chinadaily.com.cn
