In January 2025, the index for consumer confidence in China ranged at 87.5 points, up from 86.4 points in the previous month. The index dropped considerably in the first half of 2022 and performed a sideways movement during 2023 and 2024. Consumer confidence Index The consumer confidence index (CCI), also called Index of Consumer Sentiment (ICS) is a commonly used indicator to measure the degree of economic optimism among consumers. Based on information about saving and spending activities of consumers, changes in business climate and future spending behavior are being projected. The CCI plays an important role for investors, retailers, and manufacturers in their decision-making processes. However, measurement of consumer confidence varies strongly from country to country. As consumers need time to react to economic changes, the CCI tends to lag behind other indicators like the consumer price index (CPI) and the producer price index (PPI). Development in China As shown by the graph at hand, confidence among Chinese consumers picked up since mid of 2016. In October 2017, the CCI hit a record value of 127.6 index points and entered into a sideward movement. Owing to a relative stability in GDP growth, a low unemployment rate, and a steady development of disposable household income, Chinese consumers gained more confidence in the state of the national economy. Those factors also contribute to the consumers’ spending power, which was reflected by a larger share of consumption in China’s GDP. After the outbreak of the coronavirus pandemic, consumer confidence dropped quickly in the beginning of 2020, but started to recover in the second half of the year, leading to a v-shaped movement of the index in 2020.

According to a survey in 2024, around 30 percent of Chinese respondents said they prefer domestic brands over foreign brands, compared to 25 percent in 2023. International brands still dominate the Chinese consumer markets but with an increasing number of consumers choosing to support local brands.

According to a survey conducted at the end of 2023, the Generation Z was the most optimistic generation among Chinese consumers, with around 83 percent of respondents within this age group saying they were economically confident. By comparison, only 70 percent of respondents aged between 26 and 41 (the Millennials) voiced their confidence in the economy.

According to a survey conducted among Chinese adults in November 2022, around 66 percent of respondents stated that they were willing to pay more for sustainable goods. Nearly three-quarters of respondents said they would be willing to pay more for sustainable skincare and cosmetics, while only 55 percent said they would like to pay more for sustainable tobacco products.

A survey conducted in November 2020 among Chinese consumers revealed that more than one-in-five respondents would likely spend less on consumer electronics in the following six months. On the other hand, almost half of the respondents in China expected no changes in the next half year.

This statistic shows the most used product information channels among consumers in China in 2012. During the survey, 93 percent of the respondents stated that they used word-of-mouth information from people they knew for their decision-making process.

In 2022, Chinese consumers contributed around 17 percent of the global personal luxury goods market. It was estimated that the figure would reach 21 percent to 23 percent in 2023. Back in 2000, Chinese consumers' spending on personal luxury goods accounted for merely one percent of the global expenditure.

According to a survey conducted from September to October 2023, over one third of Chinese respondents wanted to make healthier decisions when shopping, with 34 percent choosing health as their priority. Merely 12 percent of the respondents considered experience the most important factor in a purchase decision.

According to a survey among Chinese consumers conducted in November 2023, 38.6 percent of respondents found China-chic (or "Guochao") style cosmetic products interesting, but did not want not buy any of them. Meanwhile, 32.5 percent of respondents found the idea creative and said they would like to buy some China-chic cosmetic products. Another 10.7 percent of respondents were also willing to try such products if they had a good reputation.

According to a 2021 survey on consumer preferences between brands, 78 percent of the respondents indicated that when it comes to beauty and skin care they prefer international brands. On the other hand, 57 percent of the respondents indicated that when it comes to food and beverages they prefer domestic brands.

According to a survey among 2,029 Chinese consumers in 2020, around 66 percent of respondents said they preferred to buy products from local brands, an increase from 61 percent compared to the previous year. Meanwhile, approximately 28 percent of respondents said they preferred foreign brands over domestic brands, down from 30 percent in 2019.

When asked about financial knowledge that they seek, around 54.81 percent of surveyed Chinese consumers of financial products wanted to know more about the Chinese yuan. Around 34.17 percent of respondents were interested in learning about personal credit.

This statistic shows the Chinese customers’ choices between the quality and price of goods as of 2016. According to a survey result, 51 percent of the consumers in China would try to find a compromise between quality and price when it came to purchase.

In 2024, the average annual per capita consumption expenditure of households in China amounted to around 28,200 yuan. The consumption expenditure increased nominally by 5.3 percent and price-adjusted by 5.1 percent compared to the previous year.

Chinese consumers possess an increasing knowledge of sustainable product labels, according to a 2024 survey. Nearly 73 percent of respondents from China stated that they were aware of the certification for organic products in China.

According to a survey conducted in China in 2022, the most common action taken by consumers to protect the environment was buying local products more often, with 67 percent of respondents stating that they have done it. Buying second-hand products and renting products instead of buying were the most unpopular ways, with 31 percent of respondents saying they wouldn't do so.

A survey conducted at the end of 2023 in China shows that consumers from Tier 3 and Tier 4 cities were more optimistic than those living elsewhere in the country, with 82 percent of respondents there expressing confidence in the economy. In Comparison, only 67 percent of rural respondents were economically optimistic. Notably, the Generation Z was the most confident age group across all city tiers.

The statistic shows the results of a survey about the feelings and experiences Chinese consumers have when shopping in-person and encountering the products first-hand before buying as of July 2017. During the survey period, around 64 percent of respondents in China believed that trying the product in person in a physical store makes it easier to make the right purchase.

The results of a survey conducted in China in March 2019 showed that around 72.4 percent of respondents were loyal to certain luxury brands. Another 21.6 percent said they were not loyal to brands.

This statistic shows the consumer satisfaction with online entertainment contents and services in China as of June 2018, by type of needs. During the examined period, 75.2 percent of the surveyed consumers were satisfied with the creativity of online entertainment contents.