10 Chinese consumer trends

Theresa Loo, Mandy Wu and Fish Huang
MEC China

In 2013, Chinese consumers will use purchasing agents, will pay a premium for a guaranteed safe product, will become more charitable and are ready to embrace emotional consumption.

New consumption trends, both on the macro and micro levels, are appearing, converging, or even disappearing, in real time and at lightning speed. Marketers are working from scripts that are constantly being rewritten. Some of these trends are comprehensive in scope, affecting and altering many aspects of consumption. For some marketers, these trends will unlock new opportunities and/or significant competitive advantages. For others, dealing with their impact will be a major challenge. Here we detail what we believe will be the top ten consumption trends for China in 2013.

1. Pay for safety