Decoding Chinese consumer spending behaviour in 2025 

Chines Gen Z consumers in the foreground with the Shanghai skyline in the background
Chinese consumers are now adjusting to a “new normal” in response to evolving market conditions, prompting businesses to rethink their strategies. The 2025 China Consumer Survey by AlixPartners reveals a significant shift in spending priorities, reflecting changing consumer behaviours and economic dynamics. “China’s economy has entered a transformative phase of slower but more sustainable growth,” said Lisa Hu, partner and MD and Greater China lead for the consumer and

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