to start, can you describe the most significant changes in chinese consumer behaviour over the past few years?

Chinese consumers are shifting from being brand-driven to being value and emotion-driven. This is especially true for Gen Z and the young middle class, who care more about the ideas a brand represents, as well as identity and self-expression. At the same time, lifestyle trends like “refined poverty” and “decluttering-style consumption” have become mainstream. People are increasingly focused on buying less but better, seeking meaningful, resonant purchases rather than simply buying more.

how have these shifts influenced the way brands position themselves on your platform?

From our perspective, brands aiming to build stronger resonance should consider moving beyond a purely functional identity and evolving into a cultural voice with attitude, aesthetic, and meaningful content. What we value extends beyond sales figures; it’s about what a brand communicates, who it connects with, and whether it helps shape new cultural landscapes. We’ve seen increasing numbers of consumers willing to invest in values, ideas, and a shared sense of identity, not just the product itself.

social commerce is huge in china. how does it shape consumer purchasing decisions, and what should brands do to capitalize on it?

Social commerce has become the initial step in the consumer purchase journey. Whether it’s product seeding on Rednote, short video traffic from Douyin (TikTok China), or private domain conversions through WeChat groups, the principle of “content before product” is now firmly established. What brands need to do goes beyond simply launching products. They should: Build an emotional connection through content first; Engage consistently across multiple touchpoints; Appear naturally in the user’s real-life scenarios.

how does your mobile-first approach cater to the demands of chinese consumers, and what innovations are brands expected to implement to stay competitive?

Over 90% of consumer behavior in China now occurs on mobile devices. Through mini programs, the WeChat ecosystem, and short-form video platforms, we are creating an immersive, seamless mobile experience across all touchpoints. We are also developing a content-driven e-commerce interface that allows users to find inspiration and shop at the same time. Brands that stay stuck in the visual and UX thinking of the traditional PC era risk losing relevance quickly. It’s crucial to adopt strong short-form content, mobile-friendly design, and visually impactful presentation.

how are emerging platforms and new consumption patterns affecting established brands? what kind of advice would you give to a brand starting today?

Today’s consumers are no longer simply following brands; they’re using them as tools for self-expression. Platforms, communities, and content are gradually reshaping how brand value is perceived, challenging traditional notions of authority.

For emerging brands, it may be worth exploring starting with content to build emotional resonance, then developing products, and expanding channels later;

Establishing a clear brand persona through one strong, focused platform in the early stages.

Instead of aiming for mass appeal from the start, focusing on a small, highly aligned audience might offer a more effective path to a breakthrough.

how much is price relevant in the decision-making of consumers today?

Price sensitivity has risen significantly. Today’s consumers are more inclined to pay for affordable, high-value items that offer emotional resonance, rather than making impulsive purchases of high-priced products.

Even among our premium clientele, we’ve observed a growing preference for well-rounded decisions based on price, brand philosophy, and practicality. In light of this, brands may benefit from taking a more rational and balanced approach to pricing, while still preserving the integrity of their brand identity.

Striking a thoughtful balance between emotional value and practical appeal could present a promising direction in today’s consumer landscape.

what advice would you give to international brands looking to succeed in china’s e- commerce market?

Understand the realities of the Chinese market, rather than building strategies based on a perceived or imagined version of it. Adapt pricing strategies to align with local purchasing power and the current competitive landscape; Localize content, community engagement, and cultural expression—not just through simple translation, but through genuine understanding and resonance with local values.

Collaborating with local partners can provide more precise entry points and help connect with the right audiences more effectively.

looking ahead, what emerging consumer trends do you anticipate will shape snd’s e- commerce ?

We anticipate the following five trends will profoundly shape the future structure of e-commerce:

• Hyper-personalized content and recommendations: Providing tagged content and product combinations to support AI-driven, precise distribution.
• Community-driven consumer behavior: Deepening collaborations with KOCs (Key Opinion Consumers) and building KOS (Key Opinion Shoppers) communities, alongside private domain community operations to strengthen emotional connections.
• Rising awareness of sustainability and responsible consumption: Launching eco-friendly product lines and sharing stories behind social responsibility.
• Content as conversion: Enhancing short videos, visuals, and immersive page designs.
• Online-merge-offline (OMO): Creating models such as “experience first, purchase later,” “appointment-based consumption,” and “live streaming integrated with offline.”