November 2025 snapshot of China’s consumer and marketing trends: outbound travel recovery, duty-free growth, silver tourism, online consumption upgrades, and emotion-driven youth spending.

China’s Q4 retail season redefines value and identity, from Double 11’s omni-channel evolution to evolving luxury, travel, and advertising dynamics.

China’s consumer shift accelerates: Golden Week demand surges, premium travel thrives, seniors and male shoppers rise, and digital ads mature — precision strategies define market success.

China’s outbound tourism is booming again, entering a new era of recovery and reinvention in 2024. With 123 million overseas trips last year—a 41% jump from 2023—Chinese travellers are venturing far beyond Hong Kong and Macau to rediscover destinations across Asia, Europe, Oceania, the Americas, and Africa. According to the 2024 China Outbound Tourist Satisfaction Report by the China Tourism Academy, this rebound is not just about numbers—it’s about evolving travel motivation

Chinese consumers and travellers are back: digital-first, affluent and spontaneous. Platforms like Xiaohongshu and Douyin drive discovery as premium, experience-focused, value-conscious behaviour reshapes engagement in 2025.

Chinese consumers and travellers are back: digital-first, affluent and spontaneous. Platforms like Xiaohongshu and Douyin drive discovery as premium, experience-focused, value-conscious behaviour reshapes engagement in 2025.

China’s consumer market is accelerating in 2025, from Gen Z-led outbound travel and outdoor ad resurgence to digital-savvy seniors and luxury campaigns on OTT. Hainan’s wellness boom and shifting platform ROI mark a turning point.

Explore China’s fast-shifting market, from outbound travel and 618 shopping to lifestyle-led drinking and Gen Z trends, all through the lens of our upgraded China Travel Dashboard 3.0.

China’s 2025 consumers favour digital-first, emotional choices. Gen Z, women, and luxury shifts drive travel, spending, and lifestyle trends.