The Impact of E-commerce Brand Strategy on the Trendy Consumer Behavior of Generation Z in China: A Case Study of Dewu App

This study aims to explore how the Dewu shopping application has provided an enhanced trendy online shopping experience for China’s Generation Z consumers (born between 1994 and 2009) since 2018, establishing a new generation of online shopping communities. The research employs a questionnaire survey method to understand the usage of shopping platforms by Generation Z users. The majority of Generation Z users utilise Dewu, with young consumers constituting the platform’s primary clientele. As an e-commerce platform focused on trendy culture and luxury goods, Dewu has successfully attracted and retained a large number of young consumers who are highly attentive to trends and personalisation through its unique market positioning and differentiated services. Dewu provides consumers with a high-quality online shopping experience through competitive pricing, assurance of product authenticity, and abundant online community activities. By constructing a differentiated new-generation online shopping community, Dewu has maintained steady growth in market share within the highly competitive e-commerce market.