However, when we look at a broader selection of consumer surveys taken across the regions, we can see some common themes emerging. Given the diversity of the consumer landscape, the relevant percentage figures should be used as a best estimate guide.
Conventional wisdom has long suggested that the Chinese market is all about digital and online commerce. This was certainly true during the Covid-19 lockdowns, but times have changed. While digital channels remain important, several surveys indicate their influence on buying decisions may diminish.
No single survey from China is fully reliable because there are no truly national surveys. This is unsurprising given the country’s vast size and diverse consumer markets. Shopping habits in Yunnan differ from those in Guangzhou, Shanghai or Beijing. Preferences in Qingdao and Xi’an also vary significantly.
