China's consumers are undergoing a transformation as the economy grows. While still confident, consumers are living healthier, more environmentally friendly lives and seeking sustainable products. The post-90s generation, born in the 1990s, is becoming a key driving force, accounting for over 20% of consumption growth by 2030. They are more open to trying new things and value health, practicality, and environmental friendliness in products. Both local and foreign brands are important to Chinese consumers, though local brands have increased market share in recent years. Companies must localize to the Chinese market to succeed.

1. 'Upgrading in Progress'
China Consumer Trends

2. 1.
Consumers are still
confident but undergoing
transformation
$25 billion
in sales
$1 billion in transactions
per hour
Increased by 40% (YoY)

3. China's Consumer Confident Index
Data Source: National Bureau of Stastistics of China

4. Household Debt
Income Growth
Real Estate Price
Healthcare
Tier 2-3 Cities
Tech-driven
'New Retails'

5. 2.
Consumers are living
healthier & more
environmental friendly
lives
65% of the people are seeking
to lead a healthier lifestyle
73% of the people feel guilty
about lifestyles that damage the
environment
80% of the people believe that
good companies & brands should
be environmentally responsible

6. What do consumers value in your product?
Safety: 63%
Healthy: 58%
Practical: 57%
Environmental-Friedly: 52%
Novel & Unique: 40%
High-End: 38%
Data Source:
China Consumer Confidence Survey

7. Un-healthy
Bio
Indifferent
Active
Chemical
Natural
Petrol
Electric

8. 3.
The 'Post-90s' are
becoming the driving
force for consumption
16% of the Chinese population
today.
Will account for more than 20%
of the consumption growth
between now and 2030.
'Digital Natives' -
73% made purchases online

9. 'Post-90s' are more open to trade up and to try new things
90s 80s 70s
44%
31%
25%
52%
29%
19%
50%
29%
21%
Try New ThingsBuy BetterBuy More
Data Source:
China Consumer Confidence Survey

10. The 'Post-
90s'
Zhihu
Knowlege sharing
platform
Bilibili
Video & livestreaming
platform
Douban
Community of interests
Weibo
Similar to Twitter
Douyin
Short video platform
WeChat
With social features
similar to Facebook
Social media that help to connect with the 'Post-90s'

11. 4.
A blurred line between
local & foreign In 2012, Chinese brands
accounted for 43 percent of the
market in personal digital gadgets
versus 63 percent in 2017.
In personal care, Chinese
brands made up 76% of the
market in 2017 compared with
61% in 2012.

12. Local Vs. Foreign Brands
Data Source:
Mckinsey Co.
9%
Foreign Local
91%Fresh Food
15% 85%Beer
19% 81%Personal Care
24% 76%Apparel & Footwear
42%Fahsion Accessories 58%
49% 51%Color Cosmestics

13. Be Local for the Local Market
Example: BMW's localized visuals combine its futuristic car with
elements from traditional Chinese painting and caligraphy and a
slogan that is truly localized.

14. About Us
BlueFocus is one of the most recognized
communications services group originated in China,
employing 5,000 employees globally working in 100
offices in more than 10 countries.
The company provides a wide spectrum of marketing
and brand management services across disciplines of
Strategy, Digital, Advertising, Media, Social, PR,
Design, Branding, CRM, Data, E-Commerce and
Mobile solutions.

15. Thank You