Thriving new consumer trends fuel China's economic vitality
蓬勃发展的新消费趋势提振中国经济活力
BEIJING, Nov. 4 (Xinhua) -- Imagine a football match with more than 60,000 fans roaring and cheering. A World Cup qualifier? No. A Champions League knockout tie? Guess again. Maybe a Shanghai derby in the Chinese Super League? Sorry, wrong yet again.
新华网北京11月4日电 试想一场有6万多名球迷呐喊助威助威的足球赛事——是世界杯预选赛？并非如此。那是冠军联赛淘汰赛？再猜猜。也许是中超的上海德比？抱歉，答案依旧不对。
The correct answer is that this packed and loud stadium witnessed the final of the Su Super League, an amateur soccer competition in east China's Jiangsu Province that has become a nationwide sensation. What unfolded in stadiums during the Su Super League, notably, is offering a window into China's evolving consumer market.
正确的答案是，这座座无虚席、人声鼎沸的体育场见证了苏超联赛的决赛，这是一项在中国东部江苏省举行的业余足球比赛，风靡全国。值得关注的是，苏超联赛期间体育场内发生的事情为了解中国不断发展的消费市场提供了一个窗口。
When people hear "consumption," many would picture a bustling mall or a person carrying several shopping bags filled to the brim. However, China's consumer market is redefining this term. As the country positions domestic demand as its primary growth engine over the next five years, a diverse array of new consumer trends is taking hold, reshaping the world's second largest economy.
当人们听到“消费”时，许多人会想到一个熙熙攘攘的购物中心或一个人提着满满当当的购物袋。然而，中国的消费市场正在重新定义这个名词。随着中国将内需定位为未来五年的主要增长引擎，一系列多样化的新消费趋势正在兴起，正在重塑世界第二大经济体。
Among the major goals listed in the Communist Party of China Central Committee's recommendations for the formulation of the country's development plan for the next five years -- the country aims to significantly increase the share of consumer spending in the economy and continuously improve domestic demand's role in driving economic growth. To achieve this goal, the recommendations call for expanding the supply of high-quality consumer goods and services and the cultivation of a wide variety of new consumption scenarios.
在中共中央关于制定国家未来五年发展规划的建议中列出的主要目标中——国家旨在大幅提高消费支出在经济中的份额，持续增强内需对经济增长的拉动作用。为实现这一目标，建议提出扩大优质消费品和服务供给，培育多元化的新型消费场景。
China has a solid foundation for realizing this goal. Latest data showed that in the first nine months of 2025, China's total retail sales of consumer goods rose 4.5 percent year on year to 36.59 trillion yuan (about 5.16 trillion U.S. dollars) -- with the pace of growth 1 percentage point faster than in 2024. Also, final consumer spending contributed 53.5 percent of total economic growth during this period, China's Ministry of Commerce said.
中国有实现这一目标具备坚实基础。最新数据显示，2025年前三个季度，中国社会消费品零售总额同比增长4.5%，达到36.59万亿元人民币（约合5.16万亿美元），增速比2024年快1个百分点。此外，中国商务部表示，同期最终消费支出对总经济增长的贡献为53.5%。
Backed by pro-consumption policies and technological advances across sectors, new consumption models are gathering pace, helping channel demand into more scenarios and inject more vitality into the economy.
在促消费政策的支持和跨行业技术进步的推动下，新消费模式正在加速发展，有助于将需求引导到更多场景，为经济注入更多活力。
QUALITY MATTERS MORE
品质至上
According to the recommendations document issued by the Communist Party of China Central Committee, China will step up efforts to ensure that "new demand drives new supply, that new supply helps create fresh demand." Via policy support and market momentum, quality improvement is set to be a hallmark of the Chinese consumer market in the coming five years.
根据中共中央发布的建议文件，我国将加大力度确保“新需求牵引新供给，新供给创造新需求”。通过政策支持和市场动力，品质提升将成为未来五年中国消费市场的核心特征。
Keqiao, the world's largest textile distribution hub, has long been renowned for materials used in a wide range of products, ranging from curtains to apparel. Today, this bustling district in east China's Zhejiang Province is making inroads into a burgeoning new field.
柯桥是世界上最大的纺织品集散地，长期以来以涵盖窗帘、服装等各种产品的材料而闻名。如今，这座位于中国东部浙江省的繁华地区正在跻身一个蓬勃发展的新领域。
"We've seen rising consumer demand for technical apparel as outdoor sports gain momentum across the country," said Yao Ming, president of Jiangsu Sunfeng Special Material Technology Co., Ltd., a producer dedicated to breathable, sustainable performance fabrics that recently launched an outlet in Keqiao. Currently, an increasing number of textile manufacturers are riding the wave in Keqiao, which in March this year transformed a 2,000 square meter market zone to focus on high-tech outdoor functional fabrics featuring qualities such as thermal insulation, windproofing and water repellency.
江苏顺丰特种材料科技有限公司总裁姚明表示：“随着户外运动在全国范围内的发展势头，消费者对功能性服装的需求不断增长。”该公司是一家致力于透气、可持续性能面料的生产商，近期在柯桥开设了一家专卖店。目前，越来越多的纺织品制造商正在柯桥顺势布局，今年3月，柯桥改造了一个2000平方米的市场区域，具有隔热、防风和防水等特性的高科技户外功能面料。
This strategic shift in Keqiao's textile industry reveals a broader national trend in China. A survey by Trendforesee Consulting found that rather than focusing solely on cost-effectiveness, consumers are increasingly seeking an optimal balance of price and quality -- while prioritizing products and services that maximize happiness, comfort and satisfaction.
柯桥纺织业的这一战略转移，揭示了中国更广阔的国家趋势。趋势预见咨询的一项调查发现，消费者不再仅仅关注性价比，而是越来越多地寻求价格和质量的最佳平衡，同时优先考虑最大化地提高幸福感、舒适度和满意度的产品和服务。
Quality and personalization will likely become two major driving forces for China's consumption growth over the coming five years, said Zhu Keli, founding dean of the China Institute of New Economy. "Consumer demand is shifting from pure functionality to ease of use -- with technology products such as smart home devices and health monitoring equipment moving into the mainstream."
中国新经济研究院创始院长朱克力表示，品质和个性化可能成为未来五年中国消费增长的两大核心驱动力。“消费者的需求正在从纯粹的功能性转向易用性——智能家居设备和健康监测设备等科技产品逐步步入主流。”
Data from the State Administration for Market Regulation revealed that in the first three quarters of 2025, the number of barcode registered smartwatch models in China had reached 29,000 -- marking a 46.8 percent average annual growth rate since the end of September 2020. In addition, registered smart glasses models totaled 2,000, up 23.5 percent annually.
国家市场监督管理总局数据显示，2025年前三季度，我国条形码注册智能手表型号数量已达2.9万个，自2020年9月底以来年均增长率为46.8%。此外，注册的智能眼镜型号总数为2,000个，每年增长23.5%。
In response to rising consumer expectations when it comes to quality, a transformation is advancing across the entire supply chain. For example, Chinese retail giant Shein is collaborating with research institutions to drive technological innovation and promote a greener, smarter supply chain. In partnership with Donghua University in east China, Shein has developed a new generation of polyester intermediate recycling solutions, which ensure the quality of regenerated polyester products and reduce the cost of recylcing.
为了响应消费者对质量不断提高的期待，整个供应链正在进行转型。例如，中国零售巨头Shein正在与研究机构合作，推动技术创新，打造更绿色、更智能的供应链。Shein与华东地区的东华大学合作，开发了新一代聚酯中间体回收解决方案，既确保了再生聚酯产品的质量，又降低了回收成本。
To further boost product quality improvement, Yu Fengxia, an official at the State Information Center, called for stronger support for corporate research and development -- including establishing a fund dedicated to fostering innovation in technological consumer goods.
为了进一步促进产品质量的提高，国家信息中心官员于凤霞加强呼吁对企业研发的支持力度，包括设立一个专门促进科技消费品创新的基金。
Efforts should also focus on creating a favorable environment for the technological consumer market, with measures such as tax cuts and coupons to lower the thresholds for technological product consumption, Yu said.
指出，还应着力为科技消费市场创造良好的环境，通过减税和优惠券等措施降低科技产品消费门槛。
EMOTIONS DRIVE CONSUMPTION
情绪化消费
Made up of teams from 13 cities in Jiangsu, the Su Super League ignited regional rivalries and sparked grassroots participation, emerging as one of the most talked about sporting events in China. Official data show that during the regular season, average match attendance reached nearly 27,000, while cumulative online viewership surpassed 1.7 billion.
苏超联赛由江苏13个城市的球队组建而成，既点燃了地区竞争，也激发了草根参与，成为中国最受关注的体育赛事之一。官方数据显示，常规赛期间，平均比赛上座率达到近2.7万人，累计在线观看人数超过17亿人次。
"I feel incredibly lucky to experience the passion of football and travel with my family. This is what a perfect weekend feels like!" said Li Hui, a football fan from Shanghai who attended the final in Nanjing last weekend. According to Li, he and his family received customized discounts on attractions and accommodation during their stay -- simply by presenting their tickets for the final.
“我感到难以置信的幸运，不仅能够体验足球的激情，还能和家人一起旅行，这就是完美周末的感觉！”上周末赴南京观看决赛的上海足球迷李辉表示。据李说，他和他的家人在逗留期间获得了定制的景点和住宿优惠，仅需出示门票即可。
To capitalize on the league's popularity, local governments rolled out multiple measures to encourage visitors to stay longer and spend more in host cities. In Wuxi, for example, a football-themed night market served barbecue and beer while an average of 50,000 fans watched each game on outdoor screens.
为了充分借势联赛的热度，地方政府推出了多项措施，鼓励游客在主办城市停留更长时间并扩大消费规模。例如，在无锡，一个以足球为主题的夜市，供应烧烤和啤酒，平均每场比赛有5万名球迷在户外屏幕上观看。
According to the provincial commerce department, since the Su Super League kicked off in May, sales at major retailers, shopping malls and supermarkets in Jiangsu has reached 11.64 billion yuan, a 34.7-percent surge from the same period a year earlier. Fueled by this football craze, Jiangsu's total retail sales of consumer goods hit 3.48 trillion yuan in the period from January to September -- up 4.2 percent year on year and leading the country in terms of value.
据江苏省商务厅数据显示，自5月份苏超联赛开赛以来，江苏主要零售商、商场和超市的销售额已达到116.4亿元，同比增长34.7%。在足球热潮的推动下，江苏1-9月社会消费品零售总额达到3.48万亿元，同比增长4.2%，价值居全国首位。
The league has pioneered a consumption model that blends sporting events, cultural tourism and retail -- and it is spreading nationwide. At present, more than 10 provincial-level amateur football leagues are either underway or slated to begin soon. Analysts note that this model, while fanning sporting passions, is also further unlocking China's consumer potential.
该联盟开创了一种融合体育赛事、文化旅游和零售的消费模式，并正在全国推广。目前，有10多个省级业余足球联赛正在开展或即将启动。分析人士指出，这种模式在激发体育激情的同时，也在进一步释放中国的消费潜力。
Commenting on the Su Super League's unprecedented success, Ding Xiang, a scholar at Nanjing University in Jiangsu, said that emotional value and scenario-based experiences are reshaping China's consumer market -- as consumers show a growing appetite for outdoor, locally rooted and immersive forms of consumption.
江苏南京大学学者丁翔在评价苏超联赛的空前成功时表示，情感价值和场景的体验正在重塑中国的消费市场——消费者对户外、本土化和沉浸式消费形式表现出越来越大的兴趣。
A broader wave of new consumption scenarios rooted in emotional bonds and cultural identity is unfolding across China. In Hangzhou, the capital of Zhejiang Province, an official "Black Myth: Wukong" theme store has recently opened to the public. Showcasing merchandise from the blockbuster game inspired by Chinese mythology and culture -- including toys, handicrafts and beverages, the Hangzhou store is quickly becoming a must see spot for visitors to this world famous tourist city.
一场植根于情感纽带和文化认同的新消费场景浪潮正在中国各地展开。在浙江省会杭州，官方授权的的“黑神话：悟空”主题店近日对外开放。该店展示了受中国神话和文化启发的大片游戏中的商品，包括玩具、手工艺品和饮料，正迅速成为这座世界著名旅游城市游客的必游打卡地。
In September, the ministries of finance and commerce jointly launched a pilot program to promote new forms, models and scenarios of consumption. To further diversify service consumption, the plan calls for extending major sporting events into commercial districts, neighborhoods and scenic spots, while encouraging deeper use of artificial intelligence, the metaverse and other digital technologies across culture and entertainment, tourism, healthcare and sports.
9月，财政部、商务部联合启动促进消费新业态、新模式、新场景试点。为进一步丰富服务消费，该方案要求将重大体育赛事延伸至商圈、街区和景区，并鼓励人工智能、元宇宙等数字技术在文化娱乐、旅游、医疗保健和体育等领域的深度应用。
Looking ahead, Chen Sumei, a scholar at the Chinese Academy of Social Sciences, said that key areas of new consumption have positive growth prospects over the next five years. Fueled by the accelerated cultivation of new quality productive forces and the promotion of green consumption, new consumption models will become a significant growth driver for China's economy, Chen explained.
展望未来，中国社会科学院学者陈素梅表示，新消费的关键领域在未来五年具备积极的增长前景。她说，在加快培育新质生产力和促进绿色消费的推动下，新的消费模式将成为中国经济的重要增长动力。
Chen added that the country should focus on improving product quality to meet diverse and personalized consumer demands -- while addressing emerging needs across different consumer groups by creating new consumption scenarios and expanding supply.
陈补充说，国家应重点提高产品质量，以满足多样化和个性化的消费需求，同时通过打造新型消费场景和扩大供应来满足不同消费群体的新兴需求。
