21 de March de 2025 - zeumat
China is undergoing unprecedented structural changes in its consumer market. Demographic structure, economic development, and marketing and consumption channels have changed significantly. These shifts not only reshape the competitive landscape but also present growth opportunities for the coming decade. This article analyzes four key consumption trends in China and how companies looking to enter the Chinese e-commerce market can leverage them.
China’s population is aging rapidly, and by 2025, the generation born in 1964 will be retiring. This group has benefited from decades of economic growth, stable pensions, and increased free time. Known as “active older adults,” they possess significant purchasing power and a growing interest in products and services that enhance their quality of life. Unlike the older elderly, they are informed consumers and open to adopting new technologies.
Japan’s experience offers a glimpse into the future: there, people over 60 hold 35% of the available cash and accumulate significant financial assets. Although China lacks directly comparable data, it is evident that elderly Chinese, most of whom own mortgage-free homes and have stable incomes, play a crucial role in family consumption decisions.
Brands seeking to capture this segment should focus on products that encourage socialization, promote health, and address emotional needs. Additionally, e-commerce in China is an effective way to reach these increasingly digital consumers.
Economic uncertainty and the fast pace of life have led Chinese consumers to seek emotional relief through consumption. However, they prefer affordable options with good value, boosting markets such as aromatherapy and the sleep economy.
China’s fragrance market reached 200 billion yuan in 2024, with domestic brands focusing on relaxing, affordable scents for urban youth. Likewise, the sleep economy has surged, with a market value nearing 500 billion yuan, spanning specialized pillows, mattresses, and sleep-improvement apps.
E-commerce in China has become a key channel for these products, leveraging platforms like Taobao and JD.com to reach consumers seeking emotional well-being.
Chinese consumers are increasingly segmented into specific communities with defined interests. Digital platforms like Xiaohongshu and Douyin have enabled brands to identify and connect with these niches through algorithmic recommendations and influencer marketing.
For instance, membership clubs like Sam’s Club have attracted middle-class families with exclusive products and large-format packaging. Similarly, the pet product market has grown exponentially, driven by the rising number of singles and the aging population, who see their pets as emotional companions.
For companies looking to enter China’s e-commerce market, understanding and adapting to digital communities and their consumption patterns is crucial.
Chinese consumers are willing to pay more for products that offer additional benefits like health and wellness. Sugar-free mineral water and low-calorie teas are examples of how the perception of health influences purchasing decisions.
The sports market is also booming, with running, cycling, and camping being popular activities among young people. International brands like Lululemon have embraced this trend, tailoring their marketing strategies to the Chinese audience and promoting a healthy lifestyle.
For companies aiming to enter the Chinese e-commerce market, understanding these trends and adapting to the changing demands of Chinese consumers is essential. Identifying the right niches, offering personalized experiences, and promoting values like health and well-being can be key to standing out in a highly competitive market.
Written by Wenyang Zhong
Source: Huxiu
