Evolving Chinese consumers trends: a shift towards quality, experience and emotional value

This thesis explores the new emerging trends in Chinese consumer behavior, focusing on the shift towards quality, experience, and emotional value that has characterized Chinese society in recent years. The study aims to investigate the cultural, economic, and societal drivers behind these changes, with a particular focus on the role generational shift, digitalization and the increased hunt for authenticity. The Generation Z has driven the birth of a new costumer profile in China: one that prioritizes personal experiences over material possession, inspired by values such as individualism, well-being, and identity. A transformation that has been deeply influenced by Chinese digital platforms like Xiaohongshu, WeChat, and Douyin, where KOLs (key opinion leaders), also commonly known as influencers, shape consumer choices driving new trends. This research aims to investigate the new habits of Chinese consumers and the growing importance of experience economy, highlighting how sectors such as immersive tourism, wellness, and digital entertainment are reshaping the consumer behavior. Chinese consumers are now opting for more subtle lifestyle choices and inconspicuous consumption, contrary to their traditional habits of openly showcasing wealth. The final section of this thesis discusses and analyze the implications of this shift for global brands, especially Western companies looking to enter the Chinese market or to adapt to the new dynamics. The focus is on crafting marketing strategies that are designed to provide community engagement and emotional connection, in order to respond to the new demand of the modern Chinese consumers. The study concludes with insights for brands looking to prosper amid this changing environment and secure a long-term shopper engagement.