China’s Consumption Market: A Macro View
China is the world’s most populous nation and the second-largest economy after the U.S. In Q2 2025, China’s GDP grew by 5.2% year-on-year (Source: National Bureau of Statistics, preliminary estimates), while retail sales of consumer goods rose by 6.4% in May (Source: NBS). These figures reflect China’s pivot towards domestic consumption amid U.S.-China trade tensions, supported by continuous government policies to stimulate household spending.
The Digital Transformation of Consumer Behavior
China is a global pioneer in digital consumption. According to CNNIC’s 55th Statistical Report on Internet Development, by the end of 2024, China had 1.029 billion online payment users (92.8% of internet users) and 974 million online shopping users (87.9% of internet users) (Source: CNNIC, 55th report). The widespread adoption of smartphones and mobile payments has created consumption patterns distinct from those in overseas markets.
Unlike overseas consumers who rely on platforms such as Amazon, Google, and Meta, Chinese consumers depend heavily on domestic ecosystems to complete shopping journeys. WeChat, with 1.411 billion monthly active users (Source: Tencent Q2 2025 report), has become a critical gateway for brand-consumer interaction and conversion.
Chinese Consumer Profiles and Shifts
According to McKinsey’s 2023 China Consumer Report, urban middle- and high-income households account for a growing share of urban consumption, with rising expectations for quality and experience (Source: McKinsey 2023 China Consumer Report).
Research from BCG estimates that by 2030, China’s middle and affluent consumers (MAC) will increase by 80 million (Source: BCG, “The Next Chapter in China’s Consumer Story”).
This shift means that brands can no longer rely solely on their “international prestige.” Instead, success requires emotional resonance, cultural localization, and differentiated experiences. For designer brands and niche labels, this represents an entry opportunity rather than a barrier.
Opportunities and Recommendations for Global Brands
- Education: Chinese families continue to increase investment in children’s education. Overseas institutions can leverage digital tools for entry.
- Health & Personal Care: Rising health awareness is boosting demand for supplements and beauty products.
- Cross-border E-commerce: Niche and designer brands can tap into consumers through mature cross-border logistics and e-commerce platforms.
- Lifestyle Brands: Those that integrate local cultural elements and provide experiential or emotional value gain a stronger advantage.
Conclusion
China’s market is shifting from sheer scale growth to a new stage of quality-driven expansion. For global brands, this presents both challenges and opportunities. By understanding macro policies, digital consumer habits, evolving consumer profiles, and entry opportunities, overseas brands can develop effective strategies. NovaRise Research Team recommends that foreign companies seize the timing now, with a focus on localization and ecosystem integration.