One of the defining characteristics of China’s new generation of consumers is unpredictability. This poses obvious challenges for traditional businesses and marketers. To stay relevant to Millennials and Gen-Z, speed is now the name of the game. Moving into 2021, brands and retailers are increasingly monitoring and rapidly responding to internet trends. Notably, retailers such as The Colorist and Wow Colour are now updating their ranges, as well as their physical and digital experiences on a weekly basis.