China’s luxury market is entering a new era—where wealth is no longer about showing off, but about living with meaning. With high-net-worth households growing nearly tenfold since 2010, affluent consumers from Gen Z to the silver generation are redefining what “premium” truly means. They seek authenticity, wellness, cultural pride and timeless style over flashy logos. From immersive travel and wellness-driven skincare to sustainable investments and quiet luxury fashion.

Luxury in China is entering a new phase marked by caution and change. Consumers are increasingly price-sensitive, comparing costs, seeking discounts, and turning to cross-border shopping — with Japan emerging as a key destination. Affordable substitutes are reshaping traditional luxury categories, while domestic brands gain momentum through cultural resonance and accessible pricing. Younger generations are redefining luxury, placing greater value on travel, wellness, and life

Double 11, the world’s largest e-commerce festival, continues to reshape retail and marketing strategies in China and beyond. The 2024 edition marked a year of stabilisation, with policy-backed subsidies, expanded platform cooperation, and strong growth in live-streaming commerce driving a 26.6% surge in sales. As the festival heads into 2025, structural shifts are set to define the landscape: a record six-week cycle, simplified discount mechanics, and the rapid rise of insta

China Trading Desk (CTD) today released its China Outbound Travel Sentiment Survey, Q3 2025, showing the market has moved from rebound to routine: short booking windows persist even as intent and spend stay firm. 78% of travellers still book less than a month out, while 73% expect one to two overseas trips in the next 12 months. Planning remains digital-first, with pre-departure research nudging up to 79%.

As China’s summer travel season draws to a close, online conversations across the country’s leading platforms reveal a deeper evolution in how consumers approach tourism. Whether it’s redefining romance, embracing wellness, or challenging destination perceptions, travel is no longer just a leisure activity—it’s a reflection of identity, class, and modern values. This month’s insights from Weibo, Douyin, Xiaohongshu, Baidu, and Zhihu paint a detailed picture of a travel cultur

China’s He Economy is reshaping digital and lifestyle spending, as men across different age groups drive growth in gaming, e-commerce, finance, and smart living. With 6.34 billion monthly active users spending an average of 168.3 hours online, male consumers are emerging as a powerful force in China’s internet economy. From the rise of the “appearance economy” and short drama consumption among older men to the investment habits and quality-driven purchases of the middle class

China’s silver-haired consumers are becoming a driving force in the country’s digital economy, with more than 160 million seniors online and internet penetration nearing 80%. Once seen as peripheral, older users on Douyin are shaping trends in fashion, health, food, and lifestyle consumption. The article explores how self-care, social interaction, and health needs drive senior shopping behaviour, the gendered patterns influencing product choice, and why comfort, authenticity,

China’s internet advertising market grew to RMB 359.85 billion in H1 2025, up 5.6% year-on-year, as the sector enters a “regulated maturity” phase. QuestMobile’s latest report highlights stronger regulatory oversight, market dominance of Taobao, Douyin, and WeChat, and surging ad spend in lifestyle sectors like beauty and mother-and-baby. Mobile channels remain the core driver, with Xiaohongshu, Kuaishou, and Bilibili gaining traction for targeted campaigns.

China’s 2025 summer outbound travel season marked a strong recovery, with international flights up 9.8% year-on-year and demand surging for Europe, South Asia, and Central Asia. Travellers favoured premium hotels and longer family stays, while students shifted to higher-quality, in-depth trips. Shopping remained central, led by fashion and luxury goods, with cross-border transactions on WeChat Pay increasing by 34%. Top trending destinations included Spain, Austria, Italy, Cr