Consumer Trends
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Two Categories, One Aisle: What China's Baby Care Shoppers Actually Pay For
Baby skincare is 83% of value on a leading China marketplace and grew twice as fast as baby bath. But the share of purchases above twice each category's own ...
China Back-to-School 2025: The Three Forces Behind a CN¥ 49.9B College Season
China's Q1 2025 college back-to-school season reached CN¥ 49.9B (~US$ 6.9B) online. A Tmall Campus × Moojing study reads it through three pillars.
Subsidy Season: How National Incentives Powered China's Campus 3C Upgrade in 2025
In China's 2025 back-to-school season, national subsidies of up to 15% pulled forward a campus 3C upgrade — February laptop spend ran +12% above Double 11 2024.
Style-First: Why China's College Students Bought the Look, Not the Label in 2025
In China's 2025 back-to-school season, students spent CN¥ 5.58B on fashion — but weighed occasion and style over brand, a Tmall Campus × Moojing read.
Refined Self-Care 2025: How China's College Students Learned to Read the Label
In China's 2025 back-to-school season, college students moved CN¥ 3.72B of personal-care spend toward ingredient-savvy "refined repair" — skin maintenance no...
Technical Trust Is the Bridge to Outdoor Premiumization
Durability, waterproofing, breathability, fit, comfort, and setup ease are the consumer proof points that help outdoor brands justify upgrades.
China Outdoor Lifestyle Market 2026: Scale, Segments, Trust
How China’s outdoor lifestyle market reached CN¥ 124.36 billion in scoped 2025 activity, and why hiking, camping, cycling, and technical trust require sepa
Consumers Want Clearer Results, Better Taste And Better Value
Consumers are pushing China's health-snack brands for clearer results, better taste and stronger value, reshaping product formulation and positioning for 2026.
The Single-Female Engine Driving China's Pet Conversation
All eight leading cohorts in China's Q1 2026 pet conversation are female, with NSR sentiment above +0.97. Inside the urban demand engine.
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