Tracking the Trends for 2021: A Guide to China’s New-Generation Consumer

The upheaval of 2020 brought a new set of challenges never before experienced by industries around the world. The future direction for luxury and lifestyle sectors continues to hang in the balance, while new paths and trajectories have unfurled for those brands positioned to adapt.

As we put the year that tested our resolve and pushed our purpose behind us, we enter a new inter-COVID climate where China’s rising young generation are redefining the norms and standards of luxury consumption at the global level.

The “Tracking the Trends for 2021: A Guide to China’s New-Generation Consumer” white paper, made possible by cross-cultural agency TONG, spotlights the areas of growth set to go mainstream in Chinese consumer culture over the next 12 months and beyond. As we enter what will undoubtedly be dubbed “The Chinese Decade,” this white paper is essential for brands reconsidering their role in consumers’ lives in China.

Download the joint Jing Group x TONG white paper Tracking the Trends for 2021: A Guide to China’s New-Generation Consumer below to learn more about impact-conscious consumerism, short-form engagement, the culture of mega-collaborations, and the rising of creative communities in the Chinese consumer market.

For access to the full report, “Tracking the Trends for 2021: A Guide to China’s New-Generation Consumer,” please DOWNLOAD HERE.


This white paper was made possible by: TONG

About TONG
TONG is a cross-cultural consultancy, creative agency and social commerce platform. We inform, communicate and connect brands with China’s new generation of influential consumers. As a team of bilingual experts, we are driven by research, innovation and passion for Chinese consumer culture. Our projects focus on surfacing unseen attitudes and behaviors, tracking emerging trends and harnessing market shifts in order to push into new creative and digital frontiers for organizations such as BAFTA, Chelsea FC, Estée Lauder, Heathrow Airport, and Fortnum & Mason.

About The Jing Group
The Jing Group, which includes Jing Daily, Content Commerce Insider, China Film Insider, MOVE THE MIND, Jing Travel, and Jing Culture & Commerce, is one of the most trusted English-language sources of news and information about global trends in culture, technology, and the business of luxury and fashion, including Chinese culture and commerce, for institutions, companies and professionals worldwide.

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