Chinese Millennials are leading the way in digital purchasing. An eMarketer report estimates that China’s digital buyer percentage within all internet users will reach 65.5% in 2016—one-third of those being 25-34-year-olds and 20% 18-24-year-olds. Younger Millennials (18-25) are also accounting for almost two-fifths of total e-commerce spending in China, and their purchasing behavior leans towards brands that don’t conform to the mainstream. One such brand, SK-II, tapped into this trend by breaking apart the stereotype that unmarried women over the age of 25 are “leftover,” empowering them to celebrate their independence instead. (eMarketer)