consumer behavior

Tech mogul Zhou Hongyi highlights a shift in Gen Z spending. Young consumers are driven by attitude and aesthetics, channeling their spending power into ten emerging trends. These include the “Good Goods” economy (IP merchandise), self-indulgence, single living, value-consciousness, pet care, holistic wellness, convenience, therapeutic experiences, personal growth, and entertainment. Gen Z prioritizes emotional gratification and quality of life, indicating a need for market adaptation.

The extended “618” shopping festival saw a surge in consumers utilizing interest-free installment plans, reflecting a trend toward “efficient” spending. A 19% YoY increase in installment plan use was observed, fueled by government subsidies and merchant offerings. Longer-term plans saw higher adoption. This trend extends across various product categories, including electric vehicles, leading to sales growth. Regionally, financially aware areas like Guangdong and Zhejiang led in installment plan usage, with varying product preferences by region. This strategy benefits both consumers and merchants, boosting sales and market activity.

China’s EV market is transforming, emphasizing personalized experiences. A new report identifies eight distinct EV user personas with unique preferences, shaping consumer behavior and charging habits across urban tiers. The study highlights trends towards lifestyle-focused mobility, with success depending on understanding individual consumer journeys and providing tailored solutions, shifting the industry from technology to a life-choice driven approach.

Afina CEO Ramon Van Meer’s experiment tested consumer willingness to pay premiums for U.S.-made goods by offering identical showerheads at $239 (“Made in USA”) and $129 (“Made in China”). Among 25,000 online visitors, all 584 purchases chose the cheaper Chinese version, revealing a disconnect between stated patriotic preferences and actual price-driven decisions. Van Meer emphasized that reshoring requires rebuilding entire supply chains, not just factories, and noted the critical gap between social media rhetoric favoring domestic products and real purchasing behavior—posing challenges for U.S. reindustrialization efforts.