Consumer spending in China continues to grow strongly by international standards, even as the pattern of that spending evolves. The image of weak consumerism in China – as portrayed by the media – is misleading in two ways. For starters, the growth in retail sales in China is only “low” relative to the very high (mostly double digit) rates recorded in the 2010s. However, at 7.2% y/y growth in the full year 2023, China’s retail sales growth compares very well internationally. Beyond that, there are also changing social trends which are driving different forms of consumption in China, which then support investments that are more reflective of the transformation in China. In this article, we discuss more about how young Chinese are the main driving force in China’s consumer market and identify the winners of this quiet but significant sea change in consumer behaviour.

As cyclical movements would revert and short-term volatility hikes would calm, long-term strategic investors often look out for overarching secular or structural trends. Yet by definition, structural shifts and new innovations often take time. However, there can be catalysts! Witnessing a black swan can be a crisis, but like Winston Churchill advised – let’s not waste a crisis. So where do we look for growth opportunities?