Beyond demographics: China’s new consumer profiles

China’s consumer market is the most dynamic and diverse in the world, with trends, preferences, and spending patterns that evolve rapidly. The just released China Mega Report 2025 by digital consultancy ChoZan identifies distinct consumer profiles driving consumption, providing insights for brands looking to thrive in the market. From millennials championing sustainability to Gen Z redefining experiential spending, retirees embracing health tech, and pet owners treating animals like family, these profiles reveal profound changes in how Chinese consumers shop and engage with brands. Green connectors: Millennials driving sustainability Born between 1981 and 1996, China’s 320 million millennials are digital natives and major economic drivers. Their focus has shifted from affordability and status symbols to quality and sustainability. Eco-consciousness is now a purchasing prerequisite, with electric vehicles, smart home devices, and biodegradable packaging in high demand. Millennials research extensively before buying, favoring platforms like JD.com and Taobao. Social media and green influencers play a crucial role in their choices. Brands that clearly communicate sustainability initiatives — such as carbon offset programs and ethical sourcing — gain their trust. However, greenwashing can damage brand credibility. Luxury brands must integrate sustainability into their identity, providing tangible proof of commitment. Millennials are willing to pay for experiences that align with their values, such as eco-tourism and farm-to-table dining. By aligning with this mindset, brands can build long-term loyalty. Aspiration generation: Gen Z’s experience-driven consumption China’s Gen Z (born between 1997 and 2012) is the country’s fastest-growing consumer segment, prioritizing individuality, authenticity, and experiences over brand legacy. They gravitate toward exclusive collaborations, digital fashion, and immersive retail experiences, embracing a YOLO (you only live once) mindset. Social media drives their purchasing decisions, with platforms like Douyin and Xiaohongshu (also known as RedNote) shaping trends. Livestream shopping, gaming, and AR/VR experiences are key engagement tools. Brands must integrate entertainment with commerce, leveraging influencers and interactive content. Gen Z is socially conscious and expects brands to align with values like sustainability and inclusivity. They reject inauthenticity, favoring companies that actively support causes they care about. Luxury brands should prioritize digital engagement, personalized experiences, and gamified shopping to win Gen Z loyalty. Silver-haired generation: Retirees redefining aging China’s 310 million retirees (60 and over) are embracing technology, wellness, and premium experiences. Unlike previous generations, they prioritize health and longevity, driving demand for fitness devices, dietary supplements, and digital health platforms. They are increasingly tech-savvy, using e-commerce platforms and mobile payments. Trust is paramount, so brands must focus on transparency, high-quality assurance, and personalized services. Retirees are also fueling China’s pet economy, treating animals as family and spending heavily on premium pet care. Travel and leisure remain high on their list, with a focus on wellness retreats and historical tourism. Messaging that emphasizes active aging, intergenerational connections, and user-friendly technology will resonate. Brands should simplify digital interfaces, invest in trust-building, and highlight community engagement. Rising phoenixes: Women powering the ‘she economy’ Chinese women are driving luxury consumption across beauty, wellness, education, and finance. They value self-care, fitness, and holistic well-being, with clean beauty and medical aesthetics becoming dominant sectors. Fitness and wellness expenditures are rising, with boutique gyms and health-focused digital content shaping spending. Women are also increasing financial independence, investing in wealth management tools and self-improvement courses. Social media is their primary discovery channel, with platforms like WeChat Channels and Xiaohongshu fueling engagement. They seek authenticity and inclusivity in brand messaging. Brands should prioritize storytelling, personalization, and campaigns that celebrate empowerment and individuality. Outdated stereotypes or superficial marketing will alienate this audience. Modern pragmatists: Chinese men redefining masculinity and consumption Chinese men are moving beyond status-driven consumption, prioritizing functionality, quality, and personal fulfillment. They are investing in premium grooming products, fitness gear, and smart home technology, reflecting a shift toward holistic self-care. The rise of the fitness economy has increased demand for high-performance athletic wear and dietary supplements. Outdoor activities like hiking and cycling are also gaining traction, driving interest in high-quality gear. Technology remains central, with smart home devices, gaming, and AI-driven gadgets topping their shopping lists. Live-streaming and social commerce platforms are key to engagement. Brands should emphasize product craftsmanship, technology integration, and aspirational storytelling while avoiding outdated masculinity tropes. Personalized experiences, from tailored fashion to VIP tech demos, can enhance brand loyalty. Paw-rents: Pet owners behind the pet economy boom China’s pet economy is projected to surpass $47 billion by 2025, fueled by consumers treating pets as family. Premium pet food, health services, and accessories are in high demand. Pet owners prioritize sustainability and personalized care, opting for organic food, smart pet tech, and luxury accessories. Social media communities and pet influencers significantly influence purchasing behavior, making platforms like Douyin and Xiaohongshu essential for brand engagement. Brands must focus on authenticity, emphasizing health and companionship in marketing. Experiential offerings, such as pet-friendly events and wellness services, can further attract this consumer base. Trust, transparency, and emotional storytelling are crucial for connecting with paw-rents. Entertainment-first consumers: Engaging through fun, digital experiences Entertainment is central to modern Chinese consumption. From livestream shopping to gaming and digital events, these consumers seek immersive, interactive experiences. Platforms like Bilibili, Douyin, and Kuaishou are major cultural forces, merging entertainment with commerce. Livestream shopping is a dominant trend, where influencers drive real-time sales through engaging content. Gaming collaborations, such as Gucci’s presence in Roblox, appeal to this tech-savvy audience. AR/VR and AI-powered experiences further enhance engagement. Music, film, and pop culture significantly influence purchasing behavior. Brands must integrate into these ecosystems through celebrity collaborations, interactive campaigns, and shareable digital experiences. Authenticity, creativity, and personalization are key to winning over this fun-loving consumer base. Understanding consumers’ evolution China’s consumer landscape is dynamic, driven by emotional connections and digital innovation. Brands must move beyond transactional relationships, embracing authenticity, sustainability, and personalization to connect with these diverse profiles. Success in 2025 hinges on understanding people — not just market trends. By leveraging technology, fostering trust, and aligning with evolving values, brands can thrive in this ever-changing market. Click here to access ChoZan’s report in full.

Beyond demographics: China’s new consumer profiles

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Published March 12, 2025

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Beyond demographics: China’s new consumer profiles