China’s “new consumption upgrade” is entering a supply led phase in 2026. Drawing on Zhongtai Securities’ 2026 Young Textile New Consumption Annual Strategy: Building on Quality Supply, Strength Wins in the End, this newsletter explores how demand is being created, from sports and outdoor routines, to scalable emotional consumption through IP, the mass adoption of ergonomic upgrades, and a K shaped premium recovery shaped by experience led retail and travel linked moments, an

Anxiety has become one of Xiaohongshu’s most powerful cultural and commercial drivers. Transforming abstract emotions into searchable keywords, high-engagement narratives, and purchase-triggering needs. Drawing on QianGua Data’s 2025 “Anxiety Emotion” Content Insight Report (covering 31 Aug 2024 to 31 Aug 2025), this newsletter explores the four dominant anxiety types: health, appearance, relationship, and survival, and what brands can do to respond with credibility, empathy,

China’s consumer outlook is stabilising — yet spending remains cautious, value-led, and increasingly “relevance-driven”. Drawing on NielsenIQ’s 2026 China Consumption New Landscape report (Dec 2025), this newsletter unpacks what’s changing across confidence, priorities, purchase triggers, and generational behaviours — and what brands must do to earn trust, premium, and long-term loyalty.

Q4 2025 marks a shift from “rebound” to routine in China outbound travel—yet travellers still commit late, so competitive advantage moves upstream. Social content is now a conversion lever (65% say promos on Xiaohongshu/Douyin make them more likely to shop), while price comparison is near-universal (98%). Trust still closes the deal (75% value staff assistance), making “shortlist → checkout” the new battleground.

China’s outbound travel market is entering a new phase of accelerated recovery and structural transformation. Based on the latest ITB China Tourism Trend Report 2025/26, this newsletter explores key shifts in traveller behaviour, destination trends, MICE growth, and technology adoption — providing strategic insights for destinations, airlines, hospitality groups, and travel brands preparing for China’s next wave of global tourism demand.

China’s new generation, those born between 1995 and 2009, are reshaping how value, identity, and culture are expressed through consumption. Drawing on the 2025 New Generation Panorama Report, this newsletter explores how these digital natives live, spend, work, and dream; and what brands must do to stay relevant in a market defined by rationality, emotion, and individuality.

China's drinking habits are undergoing a profound reset. Based on insights from the 2025 Whisky L! Annual Report , this newsletter explains why alcohol sales are softening, how young consumers are redefining drinking culture, and what this means for brands navigating the new reality.

China’s Double 11 is entering a new era where rational, value-driven shoppers and AI-powered retail ecosystems reshape the rules. Insights from Zhihu and Syntun’s 2025 reports revealed how “new essentials”, smarter consumption, and intelligent platforms are redefining China’s biggest shopping festival. Consumers now buy for practicality, emotion, and self-expression, while AI and emerging tech shape smarter, more efficient shopping journeys.

China’s online consumption landscape in 2025 reflects a maturing digital economy — resilient growth, policy support, and an expanding array of lifestyle-driven niches. Consumer demand continues to upgrade, propelled by government incentives for smart and green products, emotional spending, and new consumption scenarios across beauty, appliances, sports, and collectible culture.