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Why 2025 is the Year to Win Over Chinese Consumers

At a recent event gathering Italian retailers and brands executives at the EY Italy Milan office, our senior consultant Jodie Zhou shared insights on How to Appeal to the Chinese Consumers.

Here’s are some of the few points we discussed: 

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1. Social-First is the New Norm   

China isn’t just mobile-first—it’s social-first. Platforms like Douyin, WeChat, and RedNote are where consumers live, shop, and connect. With live-streaming e-commerce hitting $200 billion in GMV and short video platforms boasting over 1 billion users, the future of retail is already here.

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2. Experience over Product     

Young Chinese consumers aren’t just buying products—they’re buying stories, authenticity, and connections. User-generated content (UGC) on platforms like RedNote and algorithm-driven experiences on Douyin are reshaping how brands engage with their audience.

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3. KOLs Drive Trust (and Sales)   

Case in point: A single KOL helped sell 108,000 book copies in just 3 hours. Influencers aren’t just a trend—they’re a cornerstone of consumer trust in China.

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4. Chinese New Year: A Golden Opportunity

It’s more than a holiday—it’s a cultural and commercial powerhouse. From gifting to travel, brands that tap into this moment with tailored campaigns can deepen consumer relationships and drive significant sales.

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By 2025, the Chinese consumer will be more sophisticated, more selective, more value-conscious and more connected than ever before. In that context, winning brands will be the ones providing authentic and meaningful experiences together with a smart social media channel mix to engage their audiences.

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At Trajectry, we help brands and retailers to navigate this complex and fast evolving  landscape with actionable insights, and by providing social media roadmap as well as CRM solutions to activate your customers.

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Let’s talk about how we can help you win the China consumer.

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