Understanding the Chinese consumer is becoming an increasingly important part of business success in the Middle Kingdom market. In 2025, we are seeing a marked shift in the shopping behavior of the Chinese, which presents both a challenge and an opportunity for multinational companies. From a rational approach to shopping, to a growing need for emotional fulfillment, to the increased importance of travel and health in purchasing decisions, Chinese consumers are becoming more discerning and aware of their needs.
In this article, we will take a look at China's key consumer groups, key buying trends, and provide strategies that can help European companies effectively reach Chinese customers.
Five important consumer trends in 2025
Analyzing the behavior of Chinese consumers in 2025, we can distinguish five dominant trends that shape purchasing decisions:
1. a rational approach to purchasing with an emphasis on quality
Faced with economic uncertainty, Chinese consumers are becoming more cautious in their purchasing decisions. Instead of focusing on quantity, they are focusing on the quality and long-term utility of products. Research shows that more than 60% of Chinese consumers are paying more attention to the true value and practical functionality of products.
In practice, this means that customers are looking for "good products" - characterized by solid technology and the ability to last a long time. This trend is particularly evident among younger generations, where more than 44% of people say they buy fewer clothes but of better quality, and nearly 45% practice minimalism, focusing on quality consumption.
2. increased importance of emotional fulfillment
Today's Chinese consumers are shifting from "material abundance" to "spiritual fulfillment." As many as 64% of consumers now prioritize "spiritual consumption" over "material consumption." Interestingly, more than 40% of those surveyed are willing to spend money for their own happiness, and about 11% occasionally spend money to soothe their emotions.
This trend is particularly evident among younger consumers, for whom shopping is not only about meeting basic needs, but also a way to bring happiness to themselves (41% to 45%, depending on age group). At the recently concluded "Double 11" shopping festival, "spending for emotional value" emerged as the top consumption trend among young people (40.1%).
3. travel as a priority in consumer spending
As of 2023, travel has become one of the top priorities for Chinese consumers. Research shows that more than 88% of Chinese consumers made at least one trip in the first half of 2024. Moreover, traveling is becoming a more routine part of life, with 46.4% of young people traveling multiple times a year.
Analyzing travel spending, we note that more than 40% of respondents spend more than 5,000 RMB ($686, about 2,850 PLN) per year on travel, with the largest group (39.2%) spending between 5,000 and 10,000 RMB per year. Also noteworthy is the growing popularity of car travel, with the number of car travelers increasing 12.9 times this year, and up to 25 times during peak holiday periods.
4. growing interest in comprehensive health
Chinese consumers are paying increasing attention to health and well-being, both personal and environmental. 77% of consumers say they are willing to try products that benefit personal and environmental health, and 82% are willing to choose products that support health.
Among the popular health-related keywords on the RedNote platform, three areas dominate:
- "wellness" (24 million interactions, an increase of 200% in the number of entries),
- "treatment" (9.7 million interactions),
- "prevention" (4.2 million interactions).
Interestingly, this trend is particularly evident among younger consumers - nearly 20% of active wellness-related product buyers are urban Generation Z, and 17% are young office workers.
5. the growing importance of KOC (Key Opinion Consumers) in purchasing decisions
Chinese consumers are increasingly relying on the authentic, like-minded opinions of influencers they perceive as trustworthy and relatable. KOCs (Key Opinion Consumers), or ordinary consumers sharing their opinions, now account for more than 76% of all influencers in China, up 0.6% from last year.
This trend is also evident in e-commerce strategies, with 88% of sellers on the Douyin platform working with KOCs. KOCs' contribution to generating GMV (Gross Merchandise Value) increased by 61% year-on-year in 2024, demonstrating their growing power to influence purchasing decisions.
China's main consumer groups
To effectively reach Chinese consumers, it is essential to understand the main target groups:
1. Green Connectors (Millennial, born 1981-1996)
This group represents 22% of China's population (about 320 million people) and accounts for 28% of the total income of active Chinese consumers. Millennials are characterized by:
- Strong digital presence - they make up the majority of e-commerce users in China.
- Interest in sustainability - 39% avoid fast fashion, and another 39% plan to buy electric cars.
- Focus on product quality - more than 60% make purchasing decisions based on quality and reliability rather than price.
- Attachment to family - they often support their families financially.
Green Connectors spend the most online time on social media (2838 minutes per month per person), short videos (2653 minutes) and mobile games (1167 minutes).
2. the Aspiration Generation (Generation Z, born 1997-2012)
Representing 19% of China's population (about 260 million people), Generation Z is characterized by:
- High digital engagement - they spend an average of 163.9 hours per month online, using an average of 27.1 apps.
- Significant purchasing power - they spend an average of RMB 51,300 per year.
- Changing attitudes toward work and lifestyle - 44% believe that enjoying life here and now is more important than working hard.
- Openness to non-traditional career paths - 53% express interest in non-traditional career paths.
- Rejecting rigid gender labels - 78% are more likely than other generations to wear gender-neutral or uniquely styled clothing.
3rd Silver-Haired Generation (Seniors).
In 2024, the population of Chinese seniors (aged 60 and over) will reach 310.31 million, accounting for 22% of the total population. By 2033, the number is expected to rise to 400 million. This group is characterized by:
- High purchasing power - it is estimated that their spending will reach RMB 18 trillion (about $2.5 trillion) in 2030.
- Active participation in e-commerce - they mainly use the Pinduoduo platform (65.9%) and the WeChat app (92.6%).
- There is a growing interest in technology , with 80.2% regularly enjoying short videos and 48.3% watching long videos online.
- A change in attitude - a shift from focusing on family to taking care of oneself, from low prices to high quality, from simplicity to style and elegance.
4th Rising Phoenixes (Chinese Women)
Rising Phoenixes is a powerful consumer group deeply integrated into the digital landscape:
- They account for 67.8% of consumers at shopping events such as "Double 11."
- 62% of women aged 30-44 are the main driver of online consumption.
- 78.3% of spending among young women is for self-consumption.
- They show strong interest in health-promoting, low-sugar and low-fat products.
5. modern Pragmatists (Chinese men)
Modern Pragmatists are showing increasing influence in various sectors:
- Their main shopping interests include electronics, home appliances and automobiles.
- They are increasingly investing in personal care products, from cleaning products to perfumes and cosmetics.
- They are showing a growing interest in online shopping, especially on platforms offering electronics and premium products.
The purchasing power of this group of consumers ranges from RMB 1,000 to RMB 1,999.
Strategies for success in the Chinese consumer market
Based on our analysis of trends and consumer behavior, we can highlight a few key strategies that can help multinational companies succeed in the Chinese market.
1. adaptation to local consumer preferences
Understanding and adapting to the unique needs and preferences of Chinese consumers is fundamental to success. Companies should:
- Conduct in-depth market research to understand the preferences of different target groups.
- Tailor product offerings to local tastes, taking into account regional differences.
- Keep track of the latest consumer trends and respond flexibly to them.
2. strong digital presence and omnichannel
Given the high level of digitization of Chinese society, companies should:
- Build a strong presence on Chinese social media platforms (WeChat, Douyin, RedNote).
- Harness the potential of e-commerce, including social commerce and live streaming.
- Implement an omnichannel strategy that integrates online and offline experiences.
3. authentic communication of brand values
Chinese consumers increasingly value authenticity and brand values:
- Communicate clearly the brand values and mission that resonate with Chinese consumers.
- Work with credible KOCs and KOLs who authentically represent brand values.
- Emphasize aspects of quality, sustainability and sustainability in marketing communications.
4. use of local events and shopping festivals
Strategic use of China's shopping festivals can significantly increase sales:
- Plan marketing campaigns around major shopping festivals (Double 11, 618, Chinese New Year).
- Offer special promotions and limited edition products at these events.
- Use live streaming to increase engagement during shopping festivals.
5. building long-term relationships with consumers
Consumer loyalty is important for long-term success:
- Implement loyalty programs tailored to the preferences of Chinese consumers.
- Provide excellent customer service, both online and offline.
- Regularly collect feedback from customers and use it to improve your offerings.
Applications
China's consumer market, despite some economic challenges, still offers tremendous opportunities for multinational companies. The key to success is a deep understanding of the diverse consumer groups, their changing preferences, and effective alignment of business strategy.
Companies that can flexibly respond to changing trends, authentically communicate their values and build long-term relationships with Chinese consumers stand the best chance of success in this dynamic market. Whether the goal is to reach innovative Green Connectors, ambitious Generation Z, affluent seniors or other consumer groups, it is important to adopt an approach tailored to the specifics of the Chinese market.
In the next article in our series, we will look at China's digital transformation and the lessons European companies can learn from it. And here you will read the first study in the series: What should a Polish entrepreneur know about China's economy in 2025?
The article is based on data: China Mega Report 2025.
