Post-90s prefer sharing their supermarket shopping experiences through photos on social media rather than just words. An analysis of 500 Weibo posts found that more than 85% included pictures and over 42% showed off products they purchased. This "adult-buying" and displaying of purchases caters to a "show-off" culture. Most items bought are snacks, fueling this exhibitionist behavior, especially for students. Marketers should take note of this show off culture and how visual social platforms like Wechat could be effective for observing post-90s consumers.

1. How marketers can
engage post-90s at the
supermarket

2. Post-90s are interesting and, at times,
enigmatic for marketers to understand.
It is attempt to exploring what post-90s
had to say and how they were
expressing themselves on the topics
related to packaged goods at
supermarket.

3. Go through 500 weibo posts of post-90s

4. More than 85% posted pictures
more than 85% of post-90s share supermarket-
shopping experience with both words and pictures.
This is a clear indication that post-90s prefer to
share their shopping experiences in images, not just
pure words.

5. 42% posts are what they bought,
or let’s say “buy a lot”
more than 42% posts are whey they bought in
supermarket. And they are happy to share when
they bought all SKUs of product or many many
items in boxes. The show off habit also works
supermarket consumption not only luxury product.

6. “Adult-buying” behavior stimulate
“show-off” culture
The main products post-90s buy in supermarket are
snacks, especially to those who are still students.
42% of samples did the behavior of “adult-buying”,
they either bought all flavor of one brand or many
packs of one flavor, sometime both. It become the
timing of show off.

7. They are happy to share
supermarket experience!
13%
4%
15%
38%
30%
Positive Neutral Negative
Do something stupid Others

8. positive – showing off a picture of shopping cart, discovering interesting
products, enjoying a good time with families/friends, finding a
childhood product, etc.
Negative - tend to be about disappointing in newly bought snack,
complaining about the excessive price, angry about the poor service in
supermarket etc.

9. ✓ Show off culture exists in supermarket purchase
✓ Adult-buying is moment of show off
✓ Mobile with picture, yes wechat may effective
channel to observe