Issue 59 - December Newsletter
Welcome to this month’s roundup of the latest insights and trends shaping China's consumer and marketing landscapes. As the festive season fills the air, we wish you a Merry Christmas and a joyous holiday season! From 2025 outbound travel predictions and digital transformation to emerging social media discussions, here’s what’s making waves in China as we close the year.
By 2025, spontaneity, luxury experiences, and digital-first planning will define the market. With 130M travellers by 2024 and over 200M by 2028, trends like last-minute bookings (73%), premium trips (50% budget 25,000+ RMB), and Gen Z’s immersive adventures are reshaping travel. Discover key insights that shaped 2024 and what to expect in 2025 in our China’s outbound travel review.
Meanwhile, Smart TVs, with 278M active devices in September and a peak of 317M during Chinese New Year, are reshaping the OTT environment. OTT platforms surpass mobile video apps as a top advertising target, with viewers spending over 2 hours daily on them.
Additionally, China’s digital market thrives, with 1.244 billion mobile internet users, surging 5G adoption, Douyin Mall traffic up 40x YoY, Doubao AI growth at 393.9%.
China’s ¥240 billion custom gift market is thriving, fuelled by younger consumers' demand for culturally inspired, personalized items. With 70% of orders now customized, digital platforms are adopting AI and IoT to boost efficiency.
At the same time, Xiaohongshu's "Light Life" trend, emphasizing minimalism, wellness, and sustainability, resonates with 79% of its female audience, highlighting thoughtful, eco-conscious consumption and offering brands opportunities.
By 2024, the luxury market in China is anticipated to grow to ¥558 billion. While shoppers over 30 are primarily responsible for high-value purchases. Travelling abroad such as in Europe and Hong Kong is still the top destination.
Lastly, December saw a flurry of activity on China’s social media. Discussion highlights included Zhou Mi's diss track, young employment, plagiarism debates, viral tales, esports nostalgia, sports trends, tech, environmental issues, diplomacy, and lucky numbers.
Stay tuned for more insights as we step into 2025, uncovering the trends and opportunities shaping the future of China’s fast-evolving market.
China’s outbound travel rebounds to 130 million travellers in 2024, nearing 90% of 2019 levels. 73% book trips within a month, driven by Gen Z and cultural travel trends. Luxury travel rises, with 63.7% preferring upscale stays and high budgets. Platforms like ...
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The QuestMobile 2024 OTT Industry Research Report highlights the rise of smart TVs, with active devices reaching 278 million in September 2024, peaking at 317 million during Chinese New Year. OTT platforms dominate user engagement, with daily viewing ...
China's mobile internet MAUs hit 1.244 billion in September, with first-tier cities adding 50M users, highlighting urban digital growth. 5G adoption soared with 4.042M base stations, boosting internet usage by 4.3% YoY. E-commerce saw Douyin Mall traffic grow 40x ...
China’s gift market is evolving, with a 7% CAGR and a custom gift segment worth ¥240 billion leading the way. Younger consumers (35 and under) prioritize emotional value, cultural pride, and aesthetic appeal in gifts. Over 70% of orders now demand personalized ...
The 2024 “Light Life” trend on Xiaohongshu celebrates minimalism, sustainability, and personal well-being, influencing 79.13% of its female-dominated user base. With 70% prioritizing emotional and eco-conscious choices, users share insights on decluttering ...
China’s luxury market is set to reach ¥558 billion in 2024, with outbound shopping up 16% year-over-year. Younger consumers prioritize versatile, digital-first luxury experiences, while affluent shoppers over 30 drive high-value purchases. Overseas shopping dominates due ...
This December, China's top social platforms showcased various discussions. Weibo spotlighted youth employment and sparked debates over Zhou Mi’s diss track and military reform. Douyin balanced nostalgia for esports retirements with lively sports debates ...