According to statistics, the number of college freshmen enrolled this year exceeded 10 million. The report shows that from 2015 to 2021, the number of college students is on the rise. The number of college students nationwide was 32.8529 million in 2020. In 2021, the number of college students has increased to 44.3 million, which is an increase of more than 10 million compared with 2020. College freshmen also show a continuously increasing trend. After rising to more than 9 million in 2019, it has continued to grow for three consecutive years. In 2022, the number of freshmen enrolled in colleges exceeded 10 million.

School equipment such as laundry, clothing, bedding, and snacks are on the top of the list. College students will purchase goods in advance to prepare for the start of school. Among them, necessities such as toiletries, clothing, bedding, and snacks are the top four must-have items for students; and the proportion is 75.03 %, 74.9%, 52.72%, and 50.02% respectively. There are some differences between boys and girls. In the three categories of clothing, beauty products, and cleaning products, the data of girls is significantly higher than that of boys; while in the three categories of digital 3C, digital peripherals, and board games, the data of boys is higher than that of girls.

At present, the main source of income for Generation Z college students is pocket money from their parents. Although some of Generation Z are doing part-time jobs, very few of them make money on their own. The monthly consumption of college students is about 2648.84 yuan. This data shows that college students have a certain consumption power. It is worth noting that college students have their own unique opinions on different types of consumption. The two most considered factors are practicality and price. 

The 4 years of university life are the golden years for brands to cultivate brand loyalty among these young consumer groups. Moreover, the university campus has superior conditions for building brand mentality. Although information acquisition is diversified now, the life scene of college students has not changed. The classroom-canteen-dormitory is still the main setting of contemporary college students' 4-year study life, which provides marketing opportunities for brands to build brand loyalty among Generation Z.