(Source: https://pltfrm.com.cn)
Introduction
China’s consumer spending, a key driver of its $7.73 trillion market in 2025, spans food, housing, and discretionary goods, reflecting diverse priorities. For overseas brands, aligning with these spending categories is crucial for success. This article explores China’s spending patterns and how SaaS tools can help brands craft targeted campaigns.
1. Food and Beverage Expenditures
1.1 Major Spending Category
Spend: Food and beverage spending is projected at $1,300 per capita in 2025.
Execution: Use SaaS analytics to target food-focused consumers with campaigns on Tmall for premium products.
Impact: Food campaigns capture a high-priority spending category.
1.2 Wellness Trends
Demand: Consumers seek health-focused products, such as organic foods.
Strategy: Partner with KOLs on Xiaohongshu to promote wellness-oriented beverages.
Transition Tip: Food spending ties into housing and experiential priorities.
2. Housing and Household Goods
2.1 High Expenditure
Spend: Housing accounts for $1,010 per capita, with household goods at $260 in 2025.
Execution: Create campaigns on JD.com for home furnishings targeting urban consumers.
Benefits: Home-focused campaigns resonate with urban professionals.
2.2 Economic Challenges
Challenge: The property market downturn reduces discretionary spending for some households.
Impact: Use SaaS tools to offer affordable home products on Pinduoduo for budget-conscious buyers.
3. Experiential and Service Spending
3.1 Travel and Dining
Growth: Domestic tourism spending reached $773 billion in 2018, with dining growing at 10.2% annually.
Execution: Launch Douyin campaigns promoting travel and dining experiences to young consumers.
3.2 Wellness Services
Trend: Spending on wellness services is rising, driven by health-conscious consumers.
Strategy: Use SaaS platforms to create WeChat campaigns for wellness-focused services.
4. Discretionary Goods
4.1 Fashion and Accessories
Spend: Clothing spending is forecast at $247.30 per capita in 2025.
Execution: Partner with KOLs on Douyin to promote fashion brands to urban millennials.
4.2 Luxury Goods
Trend: Luxury goods sales grew 36% in 2021, driven by affluent consumers.
Impact: Use SaaS analytics to target high-income buyers with premium campaigns on Tmall.
5. Case Study: Electronics Brand’s Spending-Aligned Campaign
An overseas electronics brand used SaaS analytics to target China’s spending categories. They launched a Tmall campaign for premium smart devices targeting urban consumers and offered affordable accessories on Pinduoduo for inland buyers. A Douyin campaign promoting travel-friendly gadgets resulted in a 40% engagement increase and a 20% sales boost within three months. This case highlights spending-aligned success.
Conclusion
Aligning with China’s spending priorities—food, housing, experiences, and discretionary goods—requires targeted strategies. SaaS tools enable brands to optimize campaigns for maximum impact. Contact us for a free consultation to align your brand with China’s spending trends.
PLTFRM is an international brand consulting agency working with top-tier companies such as Red, TikTok, Tmall, Baidu, and other leading Chinese digital platforms. Our proven track record—such as achieving 97% of exports in Asia for Chile Cherries—speaks for itself. Contact us or visit www.pltfrm.cn for your free consultation, and let us help you find the best China e-commerce platform for your business.
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