Last year, millennials moved over to make room for a new “key demographic” as Generation Z first reached college age and began to enter the workforce. Market researchers responded with a series of profiles on the purchasing patterns and social values of the West’s newest consumer group: They’re independent and realistic, says Inc Magazine; they feel pressed for time, says LinkedIn; Bloomberg concludes they’d rather relax with a joint than a beer.

But China’s Gen Z, or “Post-00s,” are still an enigma to foreign firms. In this piece, we take a look at key studies out of China’s user experience and big data research centers, to see how China’s next online user group is set to disrupt the status quo.

Post-00s are the products of two social experiments:

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Kendra Schaefer

Kendra Schaefer is the Creative Tech Director at ​Trivium China​ and director of Trivium UB​, focused on exploring the human factors driving China’s user markets.