(Source: https://pltfrm.com.cn)
Introduction
Chinese consumers in 2025 are spending more money, more selectively, and more digitally than ever before. Total retail sales of consumer goods are on track to exceed ¥52 trillion, but the money is flowing into entirely new categories and channels. Here are the five spending patterns defining the market right now.
1. Premiumization & “Rational Indulgence”
1.1 Consumers Are Trading Up in Daily Categories
- Spending on ¥300+ yogurt, ¥200+ coffee beans, and ¥500+ laundry detergent grew 40–80 % YoY while basic versions declined.
1.2 “Small Luxuries” Beat Big-Ticket Splurges - Lipstick, perfume, and designer phone cases became the new emotional rewards after years of cautious spending.
2. Health & Wellness Now the #1 Growth Driver
2.1 Functional Food and Supplements Exploded
- Low-sugar, high-protein, and collagen products saw triple-digit growth on Tmall and Douyin.
2.2 Fitness Equipment and Home Health Devices Up 65 % - Post-pandemic health anxiety turned into permanent budget allocation.
3. Lower-Tier City Consumers Outspend Tier-1 Cities
3.1 County-Level Retail Growth Hit 18–25 % YoY
- Rising wages + sinking logistics costs made premium products accessible nationwide.
“3.2 Pinduoduo and Douyin Became Their Main Shopping Apps
4. Experience & Family-Centric Spending Surge
4.1 Domestic Travel and Parent-Child Activities Up 45 %
- Families now allocate 20–30 % of disposable income to experiences instead of physical goods.
Case Study: New Zealand Premium Honey Brand
A mid-sized Manuka honey brand partnered with PLTFRM in 2024. We repositioned it as a daily health essential via Douyin live + Xiaohongshu wellness content + WeChat membership program. In 2025 they achieved 730 % YoY growth with 71 % of sales from repeat private-domain customers.
PLTFRM is an international brand consulting agency that works with companies such as Red, TikTok, Tmall, Baidu, and other well-known Chinese internet e-commerce platforms. We have been working with Chile Cherries for many years, reaching Chinese consumers in depth through different platforms and realizing that Chile Cherries’ exports in China account for 97 % of the total exports in Asia. Contact us, and we will help you find the best China e-commerce platform for you. Search PLTFRM for a free consultation!
