The next growth engine: pragmatic, hometown-proud lower-tier city consumers in China
As of November 2025, 55-65% of China’s population of 1.4 billion live in third-tier cities and below. Contributing to 40-50% of the country’s GDP and with rates of per capita disposable income growth outpacing that of high-tier city consumers, and increasing leisure time, lower-tier city consumers in China pose a significant opportunity for expansion for […]
Ganbei! An in-depth guide to Chinese drinking culture and its cultural shift
Modern-day China has a rapidly growing wine and spirits market, with even some of the world’s most prestigious names like Château Lafite Rothschild taking root in China. But this market didn’t arise from China embracing Western drink products and consumerism, nor does it come from China’s rapid globalization and economic development over recent years. In […]
Chinese consumers are focusing on their long-term gratification, are brands aligned with them?
Every consumer is familiar with having to choose between what’s tempting and what’s good for them. Many terms can be used to describe this conundrum, such as “inspirational vs aspirational” consumption or short-term vs long-term gratification. But the core of these two conflicting forces is the temptation of a dopamine hit vs. the satisfaction of […]
HOKA in China: Building a niche brand fandom
HOKA in China has grown rapidly since entering the market in 2017. HOKA was originally founded to solve the problem of trail runners struggling with downhill comfort. Since then, it has expanded far beyond its niche roots to become one of the world’s fastest-growing performance footwear brands. Download our report on China’s summer sports market […]
Pang Dong Lai’s success story: A blueprint for the future of retail
Pang Dong Lai (胖东来) is a retail store chain founded in March 1995 by Yu Donglai. It is headquartered in Henan, China, with a total of 13 stores in Xuchang and Xinxiang. In 2024, they reported a total sale of RMB 17 billion, with a profit of over RMB 800 million. On average, the profit […]
How climate change is fueling sun protective clothing in China
Asia is warming up twice as fast as the rest of the world. China, in particular, has broken average temperature records five out of twelve months in 2024, making it the country’s warmest year in recent history. As sweltering summers and intensified UV radiation become the norm, sun protective clothing in China has taken on […]
China’s lazy economy 2.0: The new trend in modern living
The Lazy Economy is rapidly growing in China. Services like instant delivery, online ordering, and smart home devices are created to meet people’s needs with minimal effort. This trend reflects a fast-paced lifestyle and a pursuit of simplicity, driving innovation in business models and technology. However, its swift expansion also presents challenges. Download our 2024 […]
“Chinese tourists queuing up to buy Louis Vuitton bags in Japan at 4 am”: Trending hashtag on Chinese social media
According to Umetrip (航旅纵横), as of April 22nd, bookings from Chinese tourists for both inbound and outbound international flights have exceeded 790,000, an increase of over 1.5 times from the previous year. Specifically, among the most popular outbound travel destinations, Japan emerged as the top choice. In the first quarter of this year, Chinese tourists spent RMB […]
Cracking the code: understanding Chinese consumers amidst economic evolution and emerging trends
For years, China’s economy has maintained rapid growth, with continuous increases in consumer spending. However, recent macroeconomic pressures have affected the confidence of Chinese consumers. The sluggish stock and housing markets, along with measures taken in the past few years to curb the spread of the pandemic, have added uncertainty to the consumption outlook. However, […]
“What do you think about the quality of crossover beauty and skincare products?”: Trending hashtag on Chinese social media
Recently, Huiyuan Juice (汇源果汁) launched a new product called the “hippophae rhamnoides moisturizing mask (沙棘籽油面膜).” The masks contain hyaluronic acid, niacinamide, and sea buckthorn seed oil. Although sea buckthorn seed oil is less known than the first two ingredients in skincare, it is rich in various vitamins that help moisturize the skin and promote collagen […]
China’s consumer spending: 5 hurdles and a glimpse of optimism
China, the world’s second-largest economy, has lately been a focal point of global economic discussions, particularly in the context of consumer spending. As of August 2023, consumer spending in China has shown signs of recovery after a tepid July, with marked increases in sales across various sectors such as apparel, automotive, food, furniture and appliances, […]
From Hanfu to Cyberpunk: subcultures in China influence youth culture and consumption
Subcultures are social groups that share a common identity, lifestyle, and ideology that sets them apart from mainstream society. These groups not only provide a platform for people to express their individuality, but also challenge societal norms and encourage free-thinking. Typically associated with rebellious ideas, subcultures in China embody a dynamic, out-of-the-box attitude that symbolizes […]