China's consumption is shifting from scale-driven growth towards structural divergence. Consumers are reallocating their budgets, time and attention between efficiency and experience.
China's consumption is shifting from scale-driven growth towards structural divergence. Consumers are reallocating their budgets, time and attention between efficiency and experience. In some scenarios, they prioritise speed, affordability and certainty. In others, they seek emotional value, richer experiences and improvements in quality of life. This divergence is reshaping not only consumption structures, but also the way brands compete. Looking ahead, success will no longer depend on controlling categories, but on owning emotional connections and usage scenarios.
Ruyi Xu, Senior Vice President of Insights, APAC
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