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

China’s 2025 “Super Golden Week” is set to ignite record-breaking travel and spending as the National Day and Mid-Autumn Festival combine into an eight-day holiday. In 2024, Golden Week saw 7.6 million border crossings, up 33.2 per cent year on year, while international flights climbed 38.2 per cent. This year demand is even stronger, with bookings already surging for visa-free hotspots in Southeast Asia and long-haul escapes to Europe. Alongside booming outbound tourism, ret

This is not just another think-piece. It’s a do-list for every player in travel retail – airport operators, duty-free retailers, luxury brands, airlines and DMOs. Why? Because the customer has changed. It’s now the She Economy that sets the pace: she researches upstream on RED (Xiaohongshu) and Douyin, compares by reflex, and still wants human help at the point of truth. If your part of the journey can’t show proof in one scan and assistance within ten metres, then you’re l

China’s Q2 2025 business travel market shows steady domestic strength and selective outbound recovery. TMCs cite corporate performance as the top demand driver (4.12/5), but 86% face client budget cuts, pressuring pricing and volumes. Outbound travel grew for 21.12% of travellers, led by foreign firms, while strategic shifts, revenue declines, and policy guidance drove reductions. Location (64.4%) and brand (53.49%) dominate hotel choices; smart hotels remain niche (22.32%).

China’s high-net-worth individuals (HNWIs) remain a formidable yet evolving consumer force. Despite a slight decline to 5.13 million households in 2024, their spending power is resilient—48% spend RMB 30,000–69,999 monthly, with 15% exceeding RMB 70,000. Eighty-three per cent seek “consumption upgrading”, balancing exclusivity with low-key discretion. While 77% value luxury as a status marker, many are open to premium domestic alternatives. Travel preferences prioritise safet

China’s fragrance market is evolving rapidly, revealing distinct differences between lower-tier city consumers and CS (Cosmetic Store) channel shoppers. Women dominate nationwide, yet men’s interest is growing in lower-tier markets. Younger consumers are more exploratory, while higher-tier shoppers use fragrance daily and favour international luxury and niche labels. CS channel shoppers stand out for their adaptability, deeper emotional connection to scent, and openness to do

China’s internet marketing landscape is undergoing structural transformation—driven by policy direction, AI innovation, and a digitally fluent consumer base. With advertising spend projected to reach 1.49 trillion RMB by 2026 and short video emerging as a dominant format, the shift from functional messaging to emotionally intelligent, AI-powered marketing is accelerating. Brands must adapt to a new paradigm where relevance, creativity, and personalised experience define engag