China's Z Generation Has A 99% Awareness Of Counterfeit Goods.

Not all Z generations in China understand world intellectual property rights (IPR), and their attitude towards counterfeit goods may be more or less influenced by moral factors rather than financial considerations.

This is the two findings of a new report by the international trade marks Association (INTA), entitled "Gen Z Insights:Brands and CounterfeitProducts", which examines consumer attitudes in the Z era from 10 different countries, including young shoppers from China, Argentina, India, Indonesia, Italy, Japan, Mexico, Nigeria, Russia and the United States. The researchers asked 4500 respondents to complete an online survey in 25 minutes. A total of 403 Chinese Z generations participated, including 202 men and 201 women, aged between 18 and 23.

Most notably, the survey shows that the intellectual property rights of China's Z generation are significantly higher than those of their peers. 99% of Chinese respondents said they had some knowledge of intellectual property rights, while the global average was only 85%. Among other countries included in the study, Japanese Z generation is the only group with more than 90% of respondents claiming intellectual property rights.

It turns out that the fake culture in the Chinese market has helped shape the younger generation in recent decades, and they are also keen to buy genuine products. China's Z consumers are the fifth largest consumers of fake goods, while 84% of consumers say they rarely buy fake goods in the past year, which is still higher than the average level of 79% in 10 countries. However, 70% of Chinese respondents said they expected to reduce the purchase of counterfeit goods in the future. Only respondents in Indonesia and Nigeria responded more to this stance.

Although only 62% of all respondents to the INTA survey said that brand names were "important" or "very important", the Z generation in China tended to pay more attention to brand names. According to the report, 74% of Chinese Gen-Z consumers say brand names are more important to them.

At present, the brand is trying to transmit its message to Z generation consumers, and they will become the world's largest consumer group in 2020. This generation has grown up in an international culture of counterfeiting and forecasting piracy. "Changing the door of IN22 generation thinking and buying habits is open," said DavidLossignol, President and director of trademark and copyright at Novartis pharmaceuticals, Switzerland. "Z" This study reminds brand owners that they need to focus on and adjust their marketing strategies. "

On April, the Standing Committee of the National People's Congress announced the amendment of the national trademark law against malicious trademarks. The amendment will come into effect in November this year, which aims to prevent individuals from seeking registration and holding trademarks without intentional use of the trademark.

The following are some additional elements in the report:

- almost all Z generations surveyed in China "respect the value of others' ideas and creativity" very much.

- about 80% of the Chinese Z generation considered that "buying real products is very important", while the global average is only 74%.

- about 61% of the Z generation buys fake products because it is easy to find these goods, and the giant Alibaba tries to stop this phenomenon.

According to the report, "China is one of the few countries whose moral income has increased by five percent -- this is the key impact on the views of Z generation on counterfeit goods.