Gen Z turns to convenience, flexibility of rental economy

In August, searches for rentals of cameras increased by 63 percent year-on-year, wedding dresses 109 percent, drones 89 percent, and baby strollers by 165 percent, according to the data, reflecting a wide range of consumer needs.

Unlike traditional rentals lasting three months to two years, new models emphasize short-term flexibility, with rental periods ranging from one day to one year. For example, customers are renting cameras for short trips or gaming consoles for weekends at home.

Kang Kai, an industry expert in credit-based rentals, said China's online rental sector has evolved rapidly since 2020, when deposit-free credit rentals first took off.

"Unlike previous generations who rented out of financial necessity, today's users — especially those born after 1995 — rent for freedom of use rather than ownership. Renting is no longer a stopgap solution but a lifestyle choice," said Kang, who worked for an online rental company for six years.

The rise in renting goes beyond the idea of simply saving money. "It's no longer about affordability. Young people care about flexibility, experience, and managing their cash flow. Renting gives them access to high-quality products for travel or concerts without long-term commitment," said Kang.

However, the industry needs to address issues such as building trust and standardizing operations, he said.

"The key is not blind expansion but standardizing operations across different scenarios," Kang said.

"Trust must be built on three levels — technology, through credit systems and remote locks; institutions, through clear contracts and deposit supervision; and branding, through transparent, reliable platforms. The goal is to make users feel confident to rent, return and rent again."

He added the future of China's rental economy remains promising. "With mature credit systems, digital payments, and rising awareness of circular consumption, the sector is set for continued expansion. Future growth will come from AI hardware rentals and distributed supply chains that enable faster, same-day delivery," said Kang.

Contact the writer at sunnyu923@163.com