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Insights from AlixPartners' China Consumer Survey

China’s consumer market is entering a transformative phase marked by slower but more sustainable growth. As businesses adapt to this new normal, success increasingly depends on strategic precision — understanding and responding to nuanced shifts in consumer behavior across demographics, categories, and channels.

AlixPartners’ latest China Consumer Survey, drawing insights from more than 3,000 respondents across China, reveals how economic headwinds are reshaping spending patterns, brand loyalty, and how brands should navigate the increasingly complex landscape effectively.

Here are some key findings of the survey:

  • Spending confidence remain optimistic in certain categories e.g. health-related products, groceries, clothing, and travel despite overall cautious consumer sentiment, as consumers continue to prioritize wellness, experiences, and practicality.
     
  • Price sensitivity and product functionality have emerged as primary drivers of brand-switching behavior. Categories with longer lifespans (e.g. home refurbishment, luxury goods) or higher repurchase rates (e.g. pet-related items, toys) tend to enjoy stronger brand loyalty.
     
  • Traditional e-commerce platforms are resurging for their extensive product range, price and promotions, well-established infrastructure, and consumer trust, while new channels such as social e-commerce and livestreaming continue to appeal to an emerging group of consumers. 

The new normal in China’s retail and consumer scene demands ruthless precision. From deploying cutting-edge digital tools to building deeper emotional connection with consumers, the key lies in investing in line with the values of today’s Chinese consumer. By aligning strategy, investment, and execution to China’s uniquely distinct market dynamics, and continually innovating, businesses can position themselves to reap significant rewards in this vibrant marketplace

Download the full report for more in-depth analysis and recommendations. We look forward to discussing the survey results with you in detail.

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