by David | Feb 2, 2026 | Chinese marketing
A noticeable shift is emerging in how young Chinese consumers think about progress. Instead of orienting life around big milestones such as promotion, marriage, or property ownership, many are now focusing on small, frequent wins that deliver a sense of control and...
by David | Jan 30, 2026 | Chinese Consumer
Across cities like Suzhou, Xiamen and Guangzhou, a growing number of young Chinese consumers are choosing to pause rather than progress. This pattern of Young Chinese delaying big decisions is not indecision in the traditional sense. It is a conscious refusal to rush...
by David | Jan 28, 2026 | Chinese Consumer
Across cities like Shanghai, Suzhou, and Shenzhen, a subtle but important shift is taking place in how young Chinese are designing silence in their relationship with technology. Instead of chasing more features, more speed, or more content, many are intentionally...
by David | Jan 26, 2026 | Market Research
Across cities like Changsha, Xi’an, and Chongqing, night markets are no longer just places to eat. They are becoming Emotional Spots for Young Chinese, where consumers actively process emotion, identity, and social belonging. This is not nostalgia, and it is not...
by David | Jan 24, 2026 | Chinese Consumer
For years, success in China was measured by ownership. An apartment, a car, luxury goods and visible symbols of progress defined aspiration. That logic is quietly breaking down. Among urban Chinese consumers under forty, access is increasingly valued over ownership,...
by David | Nov 21, 2025 | Chinese Consumer
In the course of our group discussions across Suzhou and Xi’an during early May, we identified a pattern that went beyond mere buying; it was about creating a short ritual that signalled value without causing loss of control. We named this behavior micro-ritual...
by David | Nov 19, 2025 | Hub of China
KOLs still matter in China, but the way they are used has shifted. KOLs are most effectively used when their value is no longer about reaching as many people as possible. Instead, they play a role earlier and deeper in the decision process. In our recent fieldwork, we...
by David | Nov 17, 2025 | Hub of China
Our workshops and focus group work across cities, including Shanghai, Chengdu, and Ningbo, suggest that the rules of winning in China are changing again. Price war, stamina, and mass visibility are no longer the defining advantages. In 2025, success depends on whether...
by David | Nov 14, 2025 | Uncategorized
In our latest set of online and in-person brand workshops across Beijing and Guangzhou, we asked senior marketing and operations teams in consumer-goods companies how they view artificial intelligence. Roughly fifty senior respondents took part, and of those, 78 per...
by David | Nov 12, 2025 | Chinese Consumer
A strong pattern emerging from our recent focus group work is the shift away from open platform browsing toward what respondents described as closed circle filtering. Purchase decisions are increasingly guided by small private groups rather than public recommendations...
