How to Reach Young Chinese Consumers, According to Vogue Editor Angelica Cheung

Vogue China’s editor-in-chief Angelica Cheung recently shared her thoughts about the behaviors of Chinese millennial consumers, and the best way to target this emerging group of powerful spenders in an interview with Business of Fashion.

Describing them as the “real and organic consumers,” Cheung said, “They just love things, they want to buy… [but they] are not consumers that are easily influenced by preaching to them.” 

READ MORE: Talking Fashion with Angelica Cheung, Founding Editor of Vogue China

Speaking from her own experience of launching Vogue Me (an edition of Vogue focusing on millennials) last year in China, she explained the different approach that she takes to communicate with a younger audience. “At Vogue, it’s basically, ‘I speak, you listen.’ With Vogue Me, they speak, I listen, and I try to digest and talk to them in a way that they can understand.”

See the full interview here.