Gen Z was defined as the generation born after 1995.
Millennials was defined as the generation born between 1980 and 1995.
Growth merchandise volume (GMV) indicates a total sales monetary-value for merchandise sold through a particular marketplace over a certain time frame.
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Tmall's leading consumers for luxury products based on GMV in China 2020, by age
In China, millennials contributed the largest share of gross merchandise volume (GMV) for luxury fashion and lifestyle products on Tmall from January to October 2020, amounting to ** percent of the total GMV. Elder generations comprised ** percent of the GMV, followed by generation Z with a contribution of **** percent.
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Bain & Company. (December 16, 2020). Share of gross merchandise value for luxury products generated by Tmall consumers in China from January to October 2020, by age group [Graph]. In ÌÇÐÄÆƽâ°æ. Retrieved August 03, 2026, from /statistics/1194744/china-share-of-tmall-consumers-for-luxury-fashion-based-on-gmv-by-age-group/
Bain & Company. "Share of gross merchandise value for luxury products generated by Tmall consumers in China from January to October 2020, by age group." Chart. December 16, 2020. ÌÇÐÄÆƽâ°æ. Accessed August 03, 2026. /statistics/1194744/china-share-of-tmall-consumers-for-luxury-fashion-based-on-gmv-by-age-group/
Bain & Company. (2020). Share of gross merchandise value for luxury products generated by Tmall consumers in China from January to October 2020, by age group. ÌÇÐÄÆƽâ°æ. ÌÇÐÄÆƽâ°æ Inc.. Accessed: August 03, 2026. /statistics/1194744/china-share-of-tmall-consumers-for-luxury-fashion-based-on-gmv-by-age-group/
Bain & Company. "Share of Gross Merchandise Value for Luxury Products Generated by Tmall Consumers in China from January to October 2020, by Age Group." ÌÇÐÄÆƽâ°æ, ÌÇÐÄÆƽâ°æ Inc., 16 Dec 2020, /statistics/1194744/china-share-of-tmall-consumers-for-luxury-fashion-based-on-gmv-by-age-group/
Bain & Company, Share of gross merchandise value for luxury products generated by Tmall consumers in China from January to October 2020, by age group ÌÇÐÄÆƽâ°æ, /statistics/1194744/china-share-of-tmall-consumers-for-luxury-fashion-based-on-gmv-by-age-group/ (last visited August 03, 2026)
Share of gross merchandise value for luxury products generated by Tmall consumers in China from January to October 2020, by age group [Graph], Bain & Company, December 16, 2020. [Online]. Available: /statistics/1194744/china-share-of-tmall-consumers-for-luxury-fashion-based-on-gmv-by-age-group/
