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19 de June de 2025 -

The New Chinese Consumption Phenomenon: “Radical Saving + Emotional Spending”

In recent years, China has undergone a silent yet profound transformation in consumer behavior. While traditional sectors struggle to keep pace, China’s Generation Z is driving a new model: radical saving on essentials and emotional spending on identity-driven products.

This dual pattern not only challenges traditional marketing strategies, but also opens unique opportunities for foreign brands capable of connecting with the emotions, digital tribes, and cultural symbols of this generation.

Success Stories: Emotional Spending Among Chinese Gen Z

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POP MART – LABUBU: Collectible toys with explosive growth. The Labubu series generated over €3.04 billion in 2024, marking a +726% year-on-year increase.

Mixue Bingcheng: A leading tea beverage brand offering ultra-low prices and high volume, with strong loyalty among young consumers.

gambol pet comida de mascota marca china

Guanpet: Premium pet food priced up to 300% higher than standard brands, reflecting emotional investment in pet care.

These cases prove that young Chinese consumers are willing to spend more when a product allows them to express their identity and feel part of a community.

Key Behavioral Drivers

Dual Economic Logic: Rational vs. Emotional

  • Basic purchases are made on ultra-low-cost platforms like Pinduoduo (China’s version of Temu).

  • Emotional spending goes to premium items that convey belonging, style, and personality (e.g., paying €100 for a Labubu figure).

Unique Purchasing Power

  • Over 80% are only children who receive financial support from their families.

  • Their average monthly spending exceeds €450, compared to the national average of €345.

Tribal Digital Culture

  • Consumption acts as a passport to communities, from blindbox collectors to anime fandoms and Hanfu fashion enthusiasts.

  • According to the 2025 White Paper on Chinese Consumption, 62% of Gen Z prioritize symbolic or identity-related value over functional use.

Opportunities for Purpose-Driven Brands

  • High profitability: Categories like collectibles offer very high margins. POP MART, for example, has achieved 64% gross margins. However, it’s important to avoid speculative bubbles that have impacted short-lived trends like premium ice creams or novelty toys.
  • Community-based loyalty: Digital circles such as blindbox collectors or Hanfu culture fans show strong long-term commitment. Yet, brands must continuously innovate to avoid becoming outdated.
  • Market access via cultural leaders: Partnering with local KOLs (Key Opinion Leaders) is critical. It’s not enough to hire famous influencers—you need voices with real tribal authority. Equally important is adapting your brand narrative using meaningful cultural symbols (e.g., the fenghuang or the Chinese zodiac).

China’s Gen Z doesn’t buy products – they buy stories they can identify with.

If you want your brand to move beyond the display shelf and become part of China’s digital culture, you’ll need more than visibility — you’ll need real connection. Zeumat Impex is your bridge to transform your brand into a meaningful experience for Chinese consumers.

Written by Wenyang Zhong

Source: HuXiu