Six consumer shifts shaping China’s luxury future

China’s consumer market in 2025 stands at a pivotal turning point, shaped by continuous disruption and reinvention. From the mass embrace of fitness as a lifestyle, to the ascent of middle-aged women as a force in premium consumption, and the rise of domestic aesthetic confidence, underlying social shifts are reshaping market dynamics — and redefining where opportunity lies. This article examines six defining consumer trends that trace the contours of China’s future growth. Fitness boom transforms the sports market This year marks a decisive moment for weight management in China. Last June, 16 government departments, including the National Health Commission, issued the Implementation Plan for the Year of Weight Management — a three-year agenda integrating weight management with national fitness initiatives and the broader health-sport ecosystem. Momentum around exercise continues to build. Running, night cycling, and outdoor hiking have become new forms of social currency among young people, driving rapid expansion in the sports gear market. According to iiMedia Research, the market is projected to reach 602.1 billion RMB ($83.6 billion) in 2025, up 14.2% year-on-year. Amid this surge, domestic brands like Anta have moved quickly to seize opportunities. The company supplied professional gear for the Harbin Asian Winter Games and the 15th National Games, outfitting thousands of participants, and introduced award uniforms and events reflecting local culture. At the same time, acquisitions such as Germany’s Jack Wolfskin and a joint venture with South Korea’s Musinsa have helped Anta tap the young, fashion-conscious market and accelerate its expansion in the mid-to-high-end segment. These moves signal not only Anta’s strategic ambition but also the broader assertiveness of Chinese sports brands, leveraging local insights and innovation to gain market share and compete directly with international players. Niche sectors are also growing: family-oriented sports, women’s strength training, and functional exercise for older adults continue to expand, while ancillary industries (sports rehabilitation, health-oriented dining, and sports tourism) are on the rise. Exercise is shifting from a functional choice to a long-term lifestyle narrative. The brands that succeed will be those able to translate the idea that “sport is life” into tangible and engaging experiences. Short dramas emerge as new marketing frontier In today’s era of “speed-watching, speed-shopping,” short-form dramas are emerging as a new frontier for brand engagement and consumer attention. As the industry shifts toward quality, micro-dramas are shedding their lowbrow image and evolving into miniature films that balance style and creativity. Xiaohongshu (also known as RedNote) and the First Youth Film Festival joined forces to launch the Red Mirror Short Drama Project, establishing the sector’s inaugural festival-level creative standards and steering it toward high-quality, stylistically defined storytelling. According to the Micro-short Drama Industry White Paper (2025) by the China Netcasting Services Association, micro-drama users in China are expected to reach 696 million in 2025. This massive audience has made short dramas a cost-effective content channel for brands. During this year's 618 shopping festival, platforms including Tmall, JD, Douyin, and Xiaohongshu launched short-drama projects, transforming the format into a new “purchase entry point.” While domestic beauty brands such as Kanshi have achieved steady growth through short-drama placements and narrative integration, luxury brands are also experimenting with the format. In August, Loewe released its original short drama Say Yes to Love, using stylized visuals and character-driven storytelling to reinterpret the brand’s aesthetic and generate buzz across youth-oriented platforms. Short-drama actors are also emerging as brand ambassadors. Compared with traditional celebrities, they offer emotional resonance and frequent touchpoints that align with contemporary communication patterns. Numerous beauty brands are now casting drama characters rather than established stars, creating more immersive pathways to purchase. Short dramas are evolving from entertainment content into consumer infrastructure — restructuring narrative forms and reshaping how beauty, personal care, fashion, and lifestyle brands approach marketing. For brands, short dramas represent a new storytelling medium, a new content rhythm, and a direct path from narrative to purchase decision. The maximalist revival: Luxury embraces abundance Against a backdrop of global economic uncertainty and years of minimalist dominance, the luxury market is witnessing a clear resurgence of maximalism. Highly saturated colors, complex layering, and dense ornamentation are returning to the mainstream. This is not a sudden shift in taste, but rather a response to heightened uncertainty — consumers are seeking a tangible sense of abundance to counter emotional stress and psychological constraint. Several luxury brands have been quick to respond. In June, Valentino released its 2026 Pre-Spring campaign, led by creative director Alessandro Michele, featuring richly adorned looks, dramatic settings, and dreamlike compositions that reinforce the principle that “dressing up is an attitude.” This is not merely a creative choice but a deliberate effort to mobilize emotional intensity and expressive desire, signaling that the allure of restrained aesthetics is waning. For brands, this shift marks not a transient stylistic rotation but a realignment of aesthetic priorities. Subtlety no longer guarantees safety, and sophistication no longer derives solely from restraint. As aesthetics serve emotional functions, bold and expressive visual statements are becoming crucial for brands to connect with the contemporary moment. Middle-aged women emerge as new power consumers If the spotlight once favored youthful faces, by 2025 it is expanding to include mature, confident, and empowered middle-aged women. In September, 65-year-old Kara Wai became the face of luxury brand Loewe, her depth of performance and distinctive personal style earning her the role. That same month, 39-year-old Xin Zhilei won Best Actress at the Venice Film Festival, claiming international acclaim. These women are breaking stereotypes. According to a PCG Lab report, women aged 45–59 number 157 million and control roughly 10 trillion RMB ($1.39 trillion) in annual consumption decisions in China, with over 80% of household spending led by women. Far from supporting roles in family narratives, they are now critical drivers of brand upgrades, category reshaping, and consumer logic transformation. For brands, middle-aged women represent a complete narrative recalibration. This group no longer seeks superficial emotional projection or style cues but expects brands to engage in value-driven dialogue with depth and sustainability. Domestic brands like Songmont are documenting artisan stories and launching female-focused podcasts, transforming bags from functional objects into carriers of emotion and foster long-term connections beyond transactions. Meanwhile, Miu Miu’s Literary Club in Shanghai anchors itself in “female growth insights,” creating sustained dialogue between brand and female consciousness. Ultimately, the rise of middle-aged women marks a structural shift in Chinese consumption — from scale-driven expansion to value-driven cultivation. Understanding this demographic is not about appealing more but about rethinking product logic, communication, and foundational values to forge genuine emotional alliances. Gold takes center stage in the high-end jewelry market Laopu Gold emerged as a breakout success in China’s high-end jewelry market. Shoppers often line up outside its stores to purchase traditional-style gold pieces — a phenomenon that has captured attention on domestic social media and among international luxury players. Bernard Arnault, chairman of LVMH, visited a Laopu Gold store during his September trip to China, testament to the brand’s industry influence. Alongside Laopu, Jemper Gold, another brand rooted in Eastern aesthetics and renowned for exquisite craftsmanship and unique design, has also demonstrated strong market appeal. With more than two decades of industry experience, Jemper has sparked consumer enthusiasm in prime retail districts and established itself as a significant alternative in luxury jewelry, marrying technical mastery with Eastern artistic sensibilities. This surge in gold consumption, driven by domestic brands, has drawn the keen attention of global capital. In December 2025, Kering Group made a strategic investment in China’s high-end gold jewelry brand Baolan (Borland). Founded in 1988 in Hangzhou, Baolan shares Laopu’s deep connection to traditional imperial gold-making techniques. Kering’s entry sends a clear signal: high-end gold jewelry anchored in Chinese craftsmanship is emerging as a vital, yet undervalued, opportunity in the global luxury landscape. Instant retail transforms brand distribution strategies Instant retail is rapidly becoming a key battleground for brands seeking incremental market growth. Its core logic lies in extending the efficiency of food delivery to all retail categories. Consumers placing orders online can receive goods within 30 minutes to an hour, spanning fresh produce, daily essentials, apparel, and electronics. This model integrates the convenience of online shopping with the reach of physical retail networks, satisfying consumer demand for instant gratification while reshaping brand and channel competition. Leading sports brands such as Li Ning, Anta, and Nike have already embraced instant retail platforms, using them to enhance consumer experience, leverage store inventory for online fulfillment, and capture impulse purchases. Instant retail is far more than faster delivery; for brands, it represents a holistic transformation in user reach, inventory management, and localized marketing strategy.

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Six consumer shifts shaping China’s luxury future