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Story summary
- In China, Generation Z, born around 2000, is shifting from wealth- and brand-focused values to cost-effectiveness, a trend described as 'reverse comparison'.
- Posts about affordable purchases on social media have gained significant attention.
- A survey found 55% cited changing consumption values as motivation.
- Additionally, 35% preferred high-quality, inexpensive goods.
- Young people discuss their struggles during family gatherings, reflecting the pressure they face in their lives and careers.
