引言
哪怕任何行业在非洲发展都会门槛重重。但似乎也阻挡不了全球贸易下，非洲的'韧性'发展，也隔绝不了'尝鲜者'投资非洲觅商机。'遇见未来，瞭望非洲'栏目，让我们透过非洲各行发展现状，瞭望非洲未来和无限可能。
Even if there are barriers to the development of any industry in Africa. But there seems to be no stopping Africa's 'resilience' in the face of global trade, nor is there any barrier to 'tasters' investing in Africa for business opportunities. In 'Meet the Future, See Africa', we take a look at the future of Africa and its endless possibilities, through the current state of development of all sectors in Africa.
Z 世代 / Gen Z
世代是指一群拥有共同生活经历的年龄相近者。Z 世代，也称为Gen Zs或Zoomers，是目前全球数量最庞大的一批青年群体。非洲Z世代年龄取段1997-2012，10-25岁。
Generation Z, also known as Gen Zs or Zoomers, is the largest group of young people in the world today. The African Generation Z age range is 1997-2012, 10-25 years old.
Z 世代是在互联网和数字经济环境下长大的一代，是现今和未来十年的消费主体。如何同频Z世代圈层消费观和价值观，是企业和品牌商抓住未来商品营销核心的关键。本篇内容，我们看看非洲Z世代价值观、消费特征和支付模式。
Generation Z is a generation that has grown up in the Internet and digital economy, and is the main consumer of today and the next decade. The key to capturing the core of the future of merchandising is how to align with the consumer outlook and values of the Gen Z circle. In this article, we look at the values, consumption characteristics and payment patterns of African Generation Z.
有着强烈的自我认同和起源文化的一代
Strong self-identity and a deep love of African culture
全球互联信息互通，非洲Z世代可以直接从网络世界了解来自全球各地的当地文化，但他们仍保持以自己的非洲文化为基础，对自己起源文化深爱和乐于以真实的方式去表达。
因此，针对非洲Z世代消费者，要尽可能多地赋予其起源文化内涵和故事性，让商品成为'懂他们'的商品。非洲部落图腾、传统舞蹈和流行说唱音乐...等等，从各个方面切入，引起文化认同。
'移动互联网时代给Z世代创造了更多自我表达的机会，他们对懂自己的商品不吝千金。'
图源：pixabay.com，侵删
With global information connectivity, African Gen Z can learn about local cultures from around the globe directly from the online world, but they still remain grounded in their own African culture, with a deep love and delight in expressing their origins in an authentic way.
Therefore, it is important to target African Generation Z consumers by giving as much cultural connotation and storytelling to their origins as possible, so that the merchandise becomes one that 'gets them'. African tribal totems, traditional dances and popular rap music... And so on, cutting through all aspects to evoke cultural identity.
'The mobile internet era has created more opportunities for self-expression for Generation Z. They don't skimp on goods that understand them.'
社交媒体逐步成为非洲Z世代获得信息主要渠道
Social media is becoming the main source of information
与全球Z世代大同，非洲触网的Z世代已经习惯并依赖社交媒体，是他们获得资讯和发现产品的主要渠道。那么在非洲哪些国家用哪些社交媒体情况又如何呢？
Like Generation Z worldwide, Africa's internet-connected Generation Z is used to and relies on social media as their main channel for information and product discovery. So what about which social media is used in which countries in Africa?
皮尤研究中心研究表明，在撒哈拉以南的非洲，Google下载排行榜中WhatsApp是下载量最大的社交媒体/通讯工具，长期占据榜首。
Thunes报告显示，在肯尼亚和尼日利亚，96.4% 和 91.6% 的 Z 世代表示他们每天会多次使用社交媒体，其中使用最多社交媒体是Facebook和Instagram。而在短视频方面，除了所有年龄段最受欢迎的视频流媒体网站YouTube外，黑马Tik Tok和Snapchat受欢迎程度持续攀升。
Pew Research Center research shows that WhatsApp is the most downloaded social media/communication tool in sub-Saharan Africa in the Google download charts, topping the list for a long time.
Thunes reports that in Kenya and Nigeria, 96.4% and 91.6% of Generation Z say the.............
原文转载：http://fashion.shaoqun.com/a/1190081.html
gem：http://www.ikjzd.com/w/1997
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全球数字贸易新比较优势正在建立，阿里国际站为商家打造家门口的"数字化出海口"：https://www.ikjzd.com/articles/1566628735789326338
英国TikTok电商的病 ，保证金政策能治么？：https://www.ikjzd.com/articles/1566637237297070082
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