Chongqing - "Millennials and Gen Z are actively seeking freedom and distinctiveness, gravitating towards personal brands that set trends," explained Ellie Tang, Senior Associate Director of Retail Services at Cushman & Wakefield West China, in an exclusive interview with Bridging News.

Ellie Tang, Senior Associate Director of Retail Services at Cushman & Wakefield West China. (Photo/Cushman & Wakefield)

Cushman & Wakefield recently published a report on the rise of unconventional businesses within the Chengdu-Chongqing economic circle. According to Tang, these innovative brand founders, known as "Zhuliren" in Chinese, are characterized by their creativity, independence, and shared ideals and networks, often displaying similar personality traits.

This group may include individuals or teams from diverse professional fields who excel at managing operations, promoting their brand, and generating compelling content.

Unlike conventional brands, personal brands focus more on their products' emotional and value-based appeal than on scale alone.

Many belong to the "slash youth"—a generation juggling multiple roles and skillsets, who infuse unique perspectives into brand image, culture, and operations, covering everything from daily tasks to strategic planning. As such, personal brands often reflect the managers' own philosophies and lifestyles.

Creativity and independence fuel the growth of personal brands

The prominence of personal brands has surged in recent years as young consumers' values and spending behaviors have shifted, making them integral to the urban landscape of non-standard retail spaces in Chengdu and Chongqing.

L153, an example of the Zhuliren brand, focuses on offering a unique dining experience in Chongqing. (Photo/L153)

These personal brands are distinguished by a strong sense of individuality, which reshapes traditional business models and fosters cultural innovation.

"Segmented and diverse consumer needs are key drivers behind the growth of personal brands," Tang observed. She noted a trend among young shoppers towards immediate, emotionally charged purchases, seeking products that connect on an artistic or cultural level. Personal brands cater to this by offering means for self-expression and identity exploration.

Moreover, today's youth, particularly Gen Z, are exploring a broad spectrum of career options. Unlike earlier generations who preferred stable, formal employment, they pursue careers aligned with their passions and interests.

Due to their lower operational costs, personal brands provide a relatively low-risk opportunity. As urban renewal progresses, more unconventional projects arise, offering prime conditions for creative endeavors.

Tang underscored that while personal brands are expanding rapidly, their success depends on aligning with specific urban areas' unique character and style. "Each district develops its own identity, enriching the city's culture and blending local and international elements," she added.

Policy support and innovative collaborations are key to future success

Despite the success of personal brands in terms of volume and impact on urban development in Chengdu and Chongqing, their future is uncertain.

Personal brands signed an agreement to invest in Chongqing. (Photo/Event organizer)

Tang highlighted the importance of collaboration and policy support for these brands to flourish. Combining technical expertise, content creation, and promotional abilities is vital for continued success.

"Funding shortages are a major challenge for many lifestyle brands," Tang noted. Supportive government policies, such as offering rent-free periods and loans based on lease agreements, could alleviate financial burdens, while external platforms could repurpose underutilized spaces to stimulate further growth.

However, Tang emphasized that the sustainable development of personal brands requires robust support from various sectors, including government, private investors, professional operators, third-party institutions, and industry alliances. 

(Ma Manlin, as an intern, also contributed to this report.)