China’s affluent consumers are pivoting towards a more active and diversified approach to high-end spending, according to the “China Affluent Consumer Lifestyle Insight Report,” a study led by Tencent Marketing Insight with analytical support from BCG. The report reveals that while overall spending saw a modest 6% decline, 42% of these consumers prioritize “active living” as central to a high-quality life. Consumption is diversifying from traditional luxury goods towards premium smart devices and experiential services like luxury travel. The affluent segment can be categorized into three groups: super-affluent Gen Z, super-affluent older generations, and the larger, pragmatic mid-affluent segment.