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The Chinese market is evolving with new consumer trends, driven by the rise of e-commerce in China, cross-border e-commerce, and digital marketing. These strategies are playing a crucial role in transforming consumer behavior.

1. The Rise of Tourism and Its Impact on E-commerce in China

With the extension of public holidays to 8 days, spending on travel and dining increased by 6.7% in 2024. More than 80% of travelers planned family getaways, boosting demand for online travel services.

E-commerce platforms in China are capitalizing on this trend by offering personalized travel packages, hotel bookings, and exclusive experiences through advanced digital marketing strategies.

Shanghai has become a key destination for South Korean tourists, with a 115.8% increase in flights from Busan. Hotels are launching promotions on cross-border e-commerce platforms in China, making bookings easier through apps and digital marketplaces.

2. Wellness and Health Drive Cross-Border E-commerce in China

• 85% of Chinese consumers have increased their spending on wellness and healthy aging products.
• More than 80% value gut health, with half planning to prioritize it over the next 2-3 years.

E-commerce in China and cross-border e-commerce have been essential in distributing these products. International brands are adapting their digital marketing strategies to connect with Chinese consumers through social media, influencers, and cross-border e-commerce platforms.

3. Cosmetics and E-commerce in China: Local and Global Innovation

Chinese consumers seek efficacy, sustainability, and cultural relevance in beauty products. E-commerce in China has enabled local brands to compete with international giants by leveraging:

• Influencer-driven digital marketing on platforms like Douyin, Xiaohongshu, and WeChat.
• Direct sales through cross-border e-commerce, optimizing logistics and the shopping experience.
• Cross-border e-commerce platforms in China, facilitating the import of premium beauty products.

4. Growth of Indoor Ski Resorts and Their Connection to E-commerce in China

Indoor ski resorts received 4.88 million visitors in 2024 (+33.7%), accounting for 21.14% of all skiers in China.

E-commerce in China has played a key role in promoting and selling ski-related experiences, with platforms offering ticket bookings, equipment rentals, and personalized travel packages through digital marketing campaigns.

Conclusion

China is transforming its consumption habits, with a growing focus on experiences and wellness. E-commerce in China, cross-border e-commerce, and digital marketing will continue driving the market’s digitalization. Companies that implement innovative digital marketing strategies will be able to better connect with Chinese consumers and leverage these emerging trends.