Weblog with daily updates of the news on a frugal, fair and beautiful China, from the perspective of internet entrepreneur, new media advisor and president of the China Speakers Bureau Fons Tuinstra
One of the key factors causing global coffee prices to rise is the massive growth of consumption in China. Marketing expert Ashley Dudarenok explains how Chinese consumers took on the coffee market over the past decades, a growth that is now yet finished, despite the rising prices, she tells in her vlog.
China’s toy company Pop Mart has become an instant domestic and international success for a new generation of consumers. Marketing guru Ashley Dudarenok explains in Time how Pop Mart was able to read the hearts and minds of a new brand of consumers. Pop Mart understands those consumer needs, according to Dudarenok, and the Chinese domestic market lets companies “fail fast and succeed fast” to figure out what consumers really want.
Time:
Where Pop Mart distinguishes itself from both domestic and international competitors is in reading the mood of its consumers, Ashley Dudarenok, who runs a China and Hong Kong-based consumer research consultancy, tells TIME. Whether it’s rebelliousness, a desire to escape, or exhaustion from work or school, Pop Mart customers are buying more than just a toy, they’re buying a symbol of themselves…
Dudarenok, the consumer research consultant, sees Pop Mart’s global success as more than just an ebbing of stigma against Chinese manufacturing; instead it’s a direct result of the company’s ability to navigate and succeed in the Chinese market. “It’s not a surprise that this kind of company comes out of China,” says Dudarenok. That’s because “China is the world’s most competitive digital market, with maybe the most spoiled consumer in the world that wants things fast, cheap, and good.” Pop Mart understands those consumer needs, according to Dudarenok, and the Chinese domestic market lets companies “fail fast and succeed fast” to figure out what consumers really want.
One way Pop Mart distinguishes itself from Japanese competitors is through its stores. By contrast, Dreams Inc. largely sells its toys online or through distributors like Kiddy Land, Kinokuniya, and Urban Outfitters. Pop Mart, on the other hand, turns its own stores into an experience—with each modeled after one of its characters—fuelling customers like Carillo and Leow to plan travels around visiting different Pop Mart stores. They’ve also capitalized on the blind box craze through their roboshops vending machines that make buying their blind boxes all the more accessible.
China’s 310 million retirees (60 and over) are embracing technology, wellness, and premium experiences. Unlike previous generations, they prioritize health and longevity, driving demand for fitness devices, dietary supplements, and digital health platforms.
They are increasingly tech-savvy, using e-commerce platforms and mobile payments. Trust is paramount, so brands must focus on transparency, high-quality assurance, and personalized services. Retirees are also fueling China’s pet economy, treating animals as family and spending heavily on premium pet care.
Travel and leisure remain high on their list, with a focus on wellness retreats and historical tourism. Messaging that emphasizes active aging, intergenerational connections, and user-friendly technology will resonate. Brands should simplify digital interfaces, invest in trust-building, and highlight community engagement.
Born between 1981 and 1996, China’s 320 million millennials are digital natives and major economic drivers. Their focus has shifted from affordability and status symbols to quality and sustainability. Eco-consciousness is now a purchasing prerequisite, with electric vehicles, smart home devices, and biodegradable packaging in high demand.
Millennials research extensively before buying, favoring platforms like JD.com and Taobao. Social media and green influencers play a crucial role in their choices. Brands that clearly communicate sustainability initiatives — such as carbon offset programs and ethical sourcing — gain their trust. However, greenwashing can damage brand credibility.
Luxury brands must integrate sustainability into their identity, providing tangible proof of commitment. Millennials are willing to pay for experiences that align with their values, such as eco-tourism and farm-to-table dining. By aligning with this mindset, brands can build long-term loyalty.
China’s consumers turn to local brands because they tend to be cheaper than international brands, and because of patriotism because of the US-China trade war, says Shanghai-based business analyst Shaun Rein to CNBC. Anti-US sentiment was already virulent under Biden because of anti-Chinese measures. Under Trump that has not yet improved, adds Shaun Rein, but the Chinese hope Trump is more transactional than Biden was.
While he remains optimistic about China’s economy in the long run, he foresees a rough time in most of 2025 as deflation and layoffs melt away the financial stimuli of the past months, tells business analyst Shaun Rein at CNBC’s Squawk Box. He sees a recovery only in nine to twelve months as consumer confidence is not going up in 2025.
China is a complicated market, where consumers know what they want and what they do not want, tells marketing expert Ashley Dudarenok. She says that finding the right channel is the start of a complicated process.
China’s Double 11 consumer festival has kicked off for its longest edition ever with five weeks. Consumption expert Ashley Dudarenok looks at this year’s trends for Campaign Asia. Dudarenok, author and China digital expert predicts that countries such as Singapore, Malaysia, Thailand, Japan, and South Korea—now part of the “free shipping zone”—will see a sharp rise in new users.
Campaign Asia: Ashley Dudarenok, China digital transformation expert and founder of ChoZan, agrees, noting that “emotional consumption” is on the rise, particularly among younger Chinese consumers. “Toys and plushies are popular for comfort and stress relief,” she says, pointing to Jellycat’s dominance in the plush toy category, even surpassing Disney last year. Taobao and Tmall’s official data have identified several booming consumption trends, including designer toys for young adults, pet products, and niche home appliances and furniture. As of October 24, 284 brands surpassed $14 million in sales. In particular, the beauty, fashion, sports & outdoor, and digital product categories have seen significant growth this year. Zhang refers to this phenomenon as the “lipstick effect,” an economic theory suggesting that “people are more likely to buy small, affordable luxuries when facing economic uncertainty. Hence the rise of small luxury purchases such as lipsticks, fragrances, concerts, wellness products and pet products”. Dudarenok, with years of observation from China marketing, sums up that consumers are buying more furniture and appliances. A total of 224 brands surpassed their entire first four-hour performance from last year. “The IP economy is still thriving”, and Tmall now features over 1000 IP-based products to meet rising fan interest. She also highlights “Apple’s increasing efforts to attract budget-conscious buyers in China by making premium devices more affordable during the annual shopping festival. Apple quickly achieved one billion yuan in sales within just five minutes on Taobao and Tmall”… Dudarenok, author and China digital expert predicts that countries such as Singapore, Malaysia, Thailand, Japan, and South Korea—now part of the “free shipping zone”—will see a sharp rise in new users as well. Early data from Singapore and Hong Kong already show a doubling of new consumers compared to last year.
Consumer spending in China might be in the doldrums, but a remarkable exception is the movie industry, says business analyst Ben Cavender in the Wall Street Journal. Visiting film theaters has become an affordable time out for friends and families of more tight-fisted consumers, he says. The planned expansion of the number of theaters to 5,000 per year shows the industry’s optimism. Also: domestic movies are doing better than the previously popular foreign competitors.
China’s consumers spend less on luxury products, especially foreign brands, says marketing expert Ashley Dudarenok at the state-owned China Daily. Only domestic luxury brands are partly escaping that downward trend, she says.
China Daily:
Western luxury brands are particularly affected by these shifts. A recent survey of 2,000 Chinese consumers by Investment firm TD Cowen found that only 17% plan to increase their luxury spending, while 64% plan to spend more on travel. Many consumers are gravitating toward domestic brands or opting for more sustainable, personalized, and culturally relevant products.
“Chinese consumers are buying fewer luxury goods as economic challenges take a toll on spending,” Ashley Dudarenok, founder of the China digital marketing agency Alarice, tells Jing Daily. “There’s also been a noticeable shift in mindset, where flaunting luxury brands is now seen as shallow and disconnected from reality.”
Instead of focusing on brand logos, consumers are increasingly valuing outstanding product quality and unique style.
“While some ultra-high-end brands still benefit from their heritage and cultural significance, the overall trend is moving away from overt displays of brand loyalty,” Dudarenok says….
“As consumers grow more cautious about spending due to uncertainty around job security and income, luxury brands may struggle to maintain previous growth levels. Fewer first-time luxury buyers are entering the market, posing a long-term challenge to the sector’s growth prospects,” Dudarenok says.
While foreign brands face challenges in the market, Chinese luxury brands are gaining momentum.
“Domestic brands like Duanmu and Shang Xia are gaining traction by leveraging their understanding of Chinese culture and consumer preferences,” Dudarenok says. “Unlike foreign brands that often dominate the market, these local brands focus on products deeply rooted in Chinese traditions, such as those incorporating Traditional Chinese Medicine in cosmetics. This cultural alignment resonates with consumers, particularly as national pride grows among Chinese shoppers.”
Despite the hope of the international financial community, China is not heading for structural reforms, says leading economist Arthur Kroeber, author of China’s Economy: What Everyone Needs to Know®, to CNBC. Pushing up demand is not high on the agenda for China’s leadership, he says, and they do not want to push up debts levels to new heights.
One expert suggested that investors are misunderstanding China’s intent in providing the stimulus boosts. According to Arthur Kroeber, founding partner of Gavekal Dragonomics, Beijing’s intent isn’t to accelerate the economy by enabling consumers, but simply to stabilize it.
“The economic aims are to stabilize growth and prevent deflation from tightening its grip,” he wrote in the Financial Times. “The market goal is to restore enough confidence so that equity prices post steady, moderate rises. This will reopen the window for new listings and enable the stock market to resume its assigned role of financing China’s industrial policy ambitions.”
Pinduoduo (PDD) suffered an unprecedented 30% decline in its share value at the start of this week, but business analyst Shaun Rein sees here an opportunity for investors. Buy PDD, he tells them on CNBC. The company has hit a wall through China’s consumer decline in trust, but he sees enough possibilities to grow overseas, especially with Temu, he adds.
Reuters reviews China’s latest blockbuster “Upstream”, casting a rare and harsh light on the country’s biggest economic pain points. “An uncertain job market, downward mobility, and the hardscrabble life of millions who are working gig jobs.” Marketing expert Ashley Dudarenok sees a profound change among the previously optimistic consumers, who pushed ahead the country’s economy in the past, she tells Reuters.
Reuters:
Ashley Dudarenok has written books on Chinese business and consumer trends.
“It is a rather realistic depiction of the psyche of many Chinese people today. Previously, if we remember five years ago, 10 years ago, what set China very strongly apart was this very positive mindset of the consumer of an average business person. Because there was this strong underlying belief that tomorrow is going to be better than today, the economy is going to be better, opportunities are going to be better, technology is going to, you know, drive us forward. ‘I’m going to build my skills and my future is going to be better.’ Today that belief is not there.”
Days are gone when Chinese consumers carried large plastic bags of cash to pay for houses, cars, international trips, and other big-ticket purchases. Credit cards are big among especially younger consumers, says Shanghai-based business analyst Shaun Rein at the WSJ.
