Over the past few years, the Chinese consumer market has undergone some key changes.

Compared to the past emphasis on price and popularity, today's consumers are beginning to pay more attention to whether brands truly provide long-term value.

Recent market research (including PwC Consumer Insights) and actual feedback from brands in first-hand markets indicate that consumer logic is fundamentally shifting.

Consumers are becoming more focused on:

• Health and Life Quality

• Sustainability and Transparency

• Product Experience and Cultural Identity

In the background, not only are consumers' preferences changing, but also the way they measure value.

‍

1. Health: From Functional Needs to Lifestyle

Health has become one of the most valued long-term trends for Chinese consumers.

According to recent consumer research, Chinese consumers' focus on health-related consumption is significantly higher than in many other global markets:

41% of consumers actively avoid ultra-processed foods.

38% of consumers frequently use supplements or vitamin products.

(PwC Global Voice of Consumers 2025 Survey)

More importantly, more and more consumers are willing to pay a premium for a healthier lifestyle.

This trend is no longer limited to the food industry and is now entering broader consumer decision-making:

• Beauty brands are beginning to focus on ingredient transparency and safety.

• Home appliance brands are paying more attention to air quality, cleaning capabilities, and the home environment.

• Daily consumption is gradually extending to sleep, mood management, and refined self-management.

When consumers buy, it’s not for the product itself, but for a more stable, secure, and higher-quality lifestyle.

This also means that basic selling points are gradually losing their appeal, being replaced by more complete brand expressions that reflect lifestyle value.

‍

2. Sustainability: From Brand Expression to Consumer Decisions

In the past, sustainability was primarily a brand-level concept.

Now, it's increasingly influencing actual purchasing decisions.

According to PwC's 2025 "Voice of the Consumer" China consumer study,

63% of Chinese consumers indicated they were willing to pay a premium for more sustainable food, significantly higher than the global average of 44%.

More and more consumers are focusing on:

• More transparent supply chains
• More intuitive and eco-friendly design
• More authentic, less overly packaged brand communication

For brands, sustainability is no longer about communicating brand values, but instead about communicating the long-term value brought by the product and the brand.

‍

3. Chinese consumers are beginning to judge brands differently.

They are becoming more open-minded to buy from international brands and try new products, cultures, and experiences.

‍

However, consumers' expectations of brands are also becoming more sophisticated.

Today's competition is no longer solely based on brand awareness, but increasingly on:

• Product experience
• Design expression
• Content communication
• Market responsiveness

International brands still have significant market opportunities, but need to delve deeper into the real lifestyles and changing needs of their Chinese customers.

Meanwhile, the rapid growth of domestic Chinese brands is making the entire market more competitive.

For international brands, this presents both a challenge and an opportunity to emphasise what makes them different.

This new phase means consumers are juggling multiple reasons when making their purchase decisions.

Of course, this does not mean that consumers follow the same logic in all industries.

Different product categories still possess different core drivers:

• Luxury goods continue to revolve around emotional value and expressions of status.
• Technology products remain driven by performance and innovation.
• Travel and experiences focus more on efficiency and experience upgrades.

‍

In other words, the market is entering a phase of "coexistence” between the reasons for purchasing goods and services.

For brands looking to succeed, it’s not enough to just focus on entering the Chinese market.

To thrive in the market, brands need to truly understand the changing consumer landscape and translate those insights into their products, content, and brand experiences.

Future growth opportunities don’t just come from exposure, but also from the ability of brands to build long-term, authentic, and sustainable connections with consumers.

At Hylink, we’ve spent over 30 years helping international brands understand and enter the Chinese market. From consumer insights and localised content to social media platforms and integrated marketing strategies, we assist brands in building truly long-term growth and connections in a rapidly changing market environment.

‍