Modern Chinese Consumers and Digital Trends


Chinese Market Overview
Modern Chinese Consumer Overview
Most Desired Product Categories and the Reasons Behind It
Chinese Marketing and Sales Channel Overview

With a population of more than 1.4 billion, the Chinese market is one of the most active and attractive markets in the world, but Chinese consumers and the methods of reaching out to them are very different to the West. In this module you’ll gain an understanding of the Chinese market, the main consumer groups and the digital trends shaping consumer behavior in modern China.


The rapidly growing income of the population over the past decade has greatly strengthened consumer purchasing power with both participation volume and values spent. Though, despite news of a slowing Chinese economy, consumer spending remains positive and it’s even expected that by the end of 2020, retail sales will reach $6.76 trillion, ahead of the US with $6.03 trillion.

China is already the largest e-commerce market in the world with 1 billion people purchasing consumer goods online. According to the National Bureau of Statistics, in 2018 online sales of physical and non-physical goods reached $1.03 trillion and $292.5 billion respectively. Despite this, it may take time and effort to reach your target consumer, though there is huge growth potential once this happens. This market certainly can’t be ignored.


The Chinese market is quite complex in regards to Chinese consumer behavior as it is always changing and accelerating faster with the continued integration of social media and new technologies. The best tactic, although obvious, is to identify your consumer group. Groups in different regions show diverse preferences and behaviours on various social media platforms. Millennials are considered the main consuming power for the upcoming decade as most of them are now buying products not only for themselves but also for parents and children. Additionally, the vast majority are of the one-child policy generation and are accustomed to the immediate satisfaction of desires. During our training you’ll learn more about them and the difference between more senior consumers, Millennials and post 00s (Gen Z).

Regarding geographical locations, the most active consumers are living in the 1st and 2nd tier cities and other urban areas as they generally have higher incomes. It’s estimated that by the end of 2020, there will be 100 million more urban dwellers.<.p>


The vast variety of the products and services available to them make Chinese consumers very selective about the goods they buy. In the past, consumer choice was determined largely by brand popularity, but now there are more diverse criteria to take into consideration.

The three most purchased categories are usually food and beverage, clothing and fashion and electronics. Chinese consumers are willing to pay more for quality, design and a personalized shopping experience. Personal care, health and education are also high priorities for these consumers. This means luxury goods, sports products and educational services are in great demand.

Another factor which determines consumer choice is product positioning on social media. Most online consumers use social media as a search engine. They check what their friends and celebrities buy and post about shopping experiences. It’s estimated that 90% of Chinese consumers belong to online communities and 60% trust other users’ recommendations.


There are different marketing and sales channels which will be discussed during the training but generally, the three channel groups accessed by consumers using social media, SEO and media are:

Depending on the industry a combination of different channels might be used. Chinese consumers expect brands to provide unique shopping experiences which are best made possible by collecting data about their consumption behavior. This is why the best way to engage with potential consumers is through social media.

Staying updated about current market conditions and digital trends in China is a must for anyone to achieve success.


Start right away by enrolling into our online China Digital Marketing Masterclass.


for more information on the next China Digital Masterclass near you.

We use cookies to personalise content and ads, to provide social media features and to analyse our traffic. We also share information about your use of our site with our social media, advertising and analytics partners. View more
Cookies settings
Privacy & Cookie policy
Privacy & Cookies policy
Cookie nameActive

Who we are

Our website address is:

What personal data we collect and why we collect it


When visitors leave comments on the site we collect the data shown in the comments form, and also the visitor’s IP address and browser user agent string to help spam detection.

An anonymized string created from your email address (also called a hash) may be provided to the Gravatar service to see if you are using it. The Gravatar service privacy policy is available here: After approval of your comment, your profile picture is visible to the public in the context of your comment.


If you upload images to the website, you should avoid uploading images with embedded location data (EXIF GPS) included. Visitors to the website can download and extract any location data from images on the website.

Contact forms


If you leave a comment on our site you may opt-in to saving your name, email address and website in cookies. These are for your convenience so that you do not have to fill in your details again when you leave another comment. These cookies will last for one year.

If you visit our login page, we will set a temporary cookie to determine if your browser accepts cookies. This cookie contains no personal data and is discarded when you close your browser.

When you log in, we will also set up several cookies to save your login information and your screen display choices. Login cookies last for two days, and screen options cookies last for a year. If you select "Remember Me", your login will persist for two weeks. If you log out of your account, the login cookies will be removed.

If you edit or publish an article, an additional cookie will be saved in your browser. This cookie includes no personal data and simply indicates the post ID of the article you just edited. It expires after 1 day.

Embedded content from other websites

Articles on this site may include embedded content (e.g. videos, images, articles, etc.). Embedded content from other websites behaves in the exact same way as if the visitor has visited the other website.

These websites may collect data about you, use cookies, embed additional third-party tracking, and monitor your interaction with that embedded content, including tracking your interaction with the embedded content if you have an account and are logged in to that website.


Who we share your data with

How long we retain your data

If you leave a comment, the comment and its metadata are retained indefinitely. This is so we can recognize and approve any follow-up comments automatically instead of holding them in a moderation queue.

For users that register on our website (if any), we also store the personal information they provide in their user profile. All users can see, edit, or delete their personal information at any time (except they cannot change their username). Website administrators can also see and edit that information.

What rights you have over your data

If you have an account on this site, or have left comments, you can request to receive an exported file of the personal data we hold about you, including any data you have provided to us. You can also request that we erase any personal data we hold about you. This does not include any data we are obliged to keep for administrative, legal, or security purposes.

Where we send your data

Visitor comments may be checked through an automated spam detection service.

Your contact information

Additional information

How we protect your data

What data breach procedures we have in place

What third parties we receive data from

What automated decision making and/or profiling we do with user data

Industry regulatory disclosure requirements

Save settings
Cookies settings