In recent years, the consumption habits and social trends of China’s young consumers have undergone significant transformations. According to the 2024 Youth Consumption Trends Survey conducted by Beijing News Shell Finance, this generation has adopted a more refined and deliberate approach to spending, fueling the rise of new consumer behaviours and market dynamics. For European merchants aiming to attract Chinese consumers, understanding and adapting to these trends has become more critical than ever.

Here are key trends we summarised for you:

Value for money

The survey reveals that 41% of young consumers compare prices before making purchases, with 19.29% of respondents comparing prices for every item they buy to find the best value. Only 5.81% of respondents make purchases without comparing prices. While young consumers prioritise cost-effectiveness, they are not “low-price extremists.” Instead, they seek high-value products without compromising on quality or style. Among respondents, only 12.11% are “low-price extremists” who always choose the cheapest option.

Research before buying

In today’s information-overloaded market, reviews and recommendations have become critical decision-making factors, significantly influencing young consumers’ purchasing behaviour. 66.6% of consumers consult others before buying, with 38.5% frequently relying on reviews and recommendations and 28.1% carefully reading related comments.

Young consumers are becoming more cautious and savvier. Before purchasing, they often go through a detailed process—identifying needs, researching information, evaluating value, making decisions, and sharing post-purchase experiences. They actively amplify their shopping experiences on social platforms during this process, influencing others’ decisions. Young consumers rely heavily on online information, with social media, review platforms, and product evaluations as their primary sources.

Non-Touristy Travel

In 2024, Chinese consumers are reigniting their passion for travel. Over 70%  travel at least once a year, with 46.36% taking multiple trips annually. More than 40% spend over 5,000 RMB (approximately 640 EUR) yearly on travel, with the majority (39.12%) spending between 5,000 and 10,000 RMB (640–1,280 EUR). Notably, 24.9% do not set a travel budget, preferring to spend flexibly based on their needs.

Travel preferences have shifted toward slower, more relaxed journeys, avoiding crowds and embracing unique experiences. Young travellers seek natural and cultural immersion, with 43.5% prioritising outdoor adventures and 42.32% exploring historical sites. Only 22.05% focus on resort relaxation; travel is now about connecting with nature and the world.

Personalised stays

When choosing accommodation, these travellers have their distinct criteria. For 44.49%, the ambience and design of a hotel or homestay are key, while 42.03% value  diverse and appealing dining options. Safety and room comfort rank as the third most important factor. Interestingly, price is among the least of their concerns, highlighting their willingness to pay a reasonable premium for unique, personalised experiences and quality stays.

Additionally, Young travellers are masters at maximising membership benefits to elevate their journeys, while their desire to immerse themselves in local culture and lifestyle fuels their passion for travel.

Emotional Spending

In 2024, emotional fulfilment became a driving force behind young consumers’ spending habits. Beyond material satisfaction, they seek psychological well-being, with nearly 30% of respondents spending money to heal and uplift their emotions. Alongside finding emotional substitutes, many are embracing self-care initiatives. The trending hashtag #RestartLife reflects this movement, as young people vow to “re-raise themselves”—pursuing childhood dreams, like taking missed interest classes or gifting themselves long-desired presents.

Data shows 37.4%  spend on personal hobbies, with younger individuals leading the trend: 42% of 18-25-year-olds value hobby-related spending, compared to 35.04% of those aged 30-35.

Sustainable Living

China’s young consumers are emerging as key players in the global sustainability movement. According to Credit Suisse Research Institute, they rank 3rd globally in sustainable engagement, embracing green practices like eco-friendly travel.

Survey data reveals a strong willingness among them align their purchases with fashion, health, and environmental values, making them more likely to support sustainable brands and products. For example, over half  reported shopping on secondhand platforms, with 32.28% citing better value for money and 24.11%  focusing the environmental benefits of recycling.

Embracing ease

Relaxation has become a cornerstone of young consumers’ pursuit of a high-quality life. As their focus on health, self-care, and well-being grows, they are shifting away from unquestioning brand loyalty and luxury consumption, establishing practicality and durability instead. They seek products that offer a sense of ease or help simplify their busy lives.

This trend is evident in the smart home appliance sector, where sales of over 700 brands surged over 100% year-on-year on JD.com during this year’s 618 shopping festival. Similarly, the plush toy industry has emerged as a booming market, reflecting young consumers’ desire to free themselves from busy lives—both physically and mentally—and carve out moments of relaxation amidst their fast-paced routines.

Our suggestions

China’s  consumers are reshaping the market with their unique preferences: value-conscious, research-driven, and increasingly focused on emotional fulfilment, sustainability, relaxation, and personalised experiences. These trends present significant opportunities for European merchants.

Six strategies to better attract and engage this influential demographic

1.- Adjust and optimise product offers

      • Offer high-value product bundles to meet young consumers’ demand for cost-effectiveness and attract them through promotions.
      • Provide transparent pricing and detailed product information to help them make informed decisions.

      2.- Ultilize Chinese social media and AI tools

      • Share comprehensive product guides, user reviews, and shopping tips on your website and social media platforms, especially on popular Chinese social media like XiaoHongShu (RedNote), and collaborate with influencers.
      • Leverage AI and data analytics to offer  recommendations that align with their preferences.

      3.- Offer personalisation

      • Provide customisable options to meet the demand for unique experiences.
      • Collaborate with local cultures to create limited edition or region-specific products and activities, such as craft workshops and immersive cultural tours.

      4.- Highlight sustainability

      • Launch eco-friendly product lines and highlight your brand’s sustainable practices, such as using renewable materials or reducing carbon footprints.
      • Ensure transparency in your supply chain to appeal to ethically conscious consumers.

      5.- Focus on brand storytelling

      • Create products or services that evoke emotional connections. For instance, launch campaigns tied to nostalgia, love, or self-discovery, such as “Celebrate your journey.”
      • Use storytelling on social media to build a deeper bond with your audience.

      6.- Promote relaxation and simplicity

      • Design products or services that help consumers unwind, such as smart home devices, wellness retreats, or slow travel packages. And emphasise practicality and durability in your marketing.
      • Integrate Chinese payment methods to enhance check out experience and encourage shopping

      By adopting these strategies, European merchants can align more effectively with the preferences and trends of China’s younger consumers. This will enhance their brand appeal and sales opportunities, providing a competitive advantage.

      Are you ready to leverage your strategy for China? Contact us at PayXpert to optimise and elevate your business in this market.

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