{"id":5883,"date":"2020-09-28T05:32:04","date_gmt":"2020-09-28T05:32:04","guid":{"rendered":"https:\/\/focus.cbbc.org\/?p=5883"},"modified":"2025-04-23T10:04:39","modified_gmt":"2025-04-23T10:04:39","slug":"five-key-consumer-trends-in-china-in-2020","status":"publish","type":"post","link":"https:\/\/focus.cbbc.org\/five-key-consumer-trends-in-china-in-2020\/","title":{"rendered":"Five consumer trends to watch in China in 2020"},"content":{"rendered":"

From KFC going meatless to Tesla getting into podcasting, the latest desires of the Chinese consumer are driving a number of interesting new trends in 2o2o. The team at Dao Insights<\/a> spell out the five trends you need to know.<\/h2>\n

If there’s one thing that’s become abundantly clear in recent months, it\u2019s that COVID-19 has significantly accelerated existing trends. The online sector has seen a huge boost in the right direction, for example. If you had to think of one more sector that could have benefited significantly from a global pandemic, you’d be right to think of the health industry. This leads us on to trend #1:<\/p>\n

Plant-based food <\/strong><\/h2>\n

\"Plant<\/p>\n

China’s alternative meat market is growing fast as Chinese consumers pursue healthier diets. Even prior to the pandemic in 2019, consulting company Euromonitor predicted that China\u2019s alternative meat market would be worth nearly $12 billion by 2023. Increasing numbers of big companies are latching onto this trend and tapping into the growing plant-based meat market: Beyond Meat and Starbucks<\/a> have already launched plant-based food in China in 2020, and even KFC, <\/a>a brand with meat in its name \u2013 talk about everyone getting on board!<\/p>\n

And it\u2019s not just Western brands, Chinese companies also want to enter this growing market. Xuerong, a leading fungus supplier in China, has announced that it will invest 14 million RMB into Vesta Food Lab<\/a>, a Beijing-based food technology company dedicated to producing plant-based meat. One of the hottest Chinese noodle brands, Ramen Talk, recently launched a meat-free meat sauce. It sold 20,000 packages within a minute of its release on Tmall.<\/p>\n

\"Launchpad<\/a><\/p>\n

Emancipated female styles<\/strong><\/h2>\n

\"Gender<\/p>\n

As Chinese women become increasingly independent, so-called emancipated female styles have started to boom. Known in China as \u2018sexually frigid\u2019<\/a> fashion, young people have repurposed the term as a fashion statement that means they favour neutral, simple, and comfortable clothing styles. Chinese women are used to being described as \u2018cute, pretty, gorgeous, sweet and quiet\u2019 but many want to challenge this by adopting a gender-neutral style. This has nothing to do with sexual orientation, but is rather a way for them to define their own style and show their personal fashion tastes.<\/p>\n

The movement represents a sense of liberation and a way for girls to express themselves with confidence. It has also shown the power of society in changing aesthetic standards. Brands such as COS are best positioned to take advantage of this trend.<\/p>\n