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ANALYSIS AND NEWS - CONSUMER MARKETS - CHINA


CENTRAL CHINA’S CONSUMER MARKET: THE CHINA CHIC TREND

03 July 2024
 * 
 * 
 * 
 * 

 * Eric Chu
 * Cathy Chung (HKTDC Research - Greater China Research Team)

Chinese products are favored by many mainland consumers.

Alongside a keen demand for high‑quality imports, another rising trend of
consumption has emerged in mainland China in recent years – one characterised by
sentiments like “patriotism” and “chinoiserie”. The growing appreciation of
traditional Chinese culture has led to a steady rise in the visibility of and
market attention towards Chinese products, and as a result these have become
increasingly popular with local consumers, including the younger generation.
Even in Central China, there is now a growing trend of buying Chinese products.

The increasing popularity of Chinese products in this part of the country is not
only creating good opportunities for domestic brands and companies, but also
providing new development opportunities for companies keen to venture into the
Central China market, including those from Hong Kong. Hong Kong‑manufactured
goods and products marketed by Hong Kong companies tend to have a good
reputation among consumers in the region, which gives Hong Kong companies
dealing in different types of high‑quality merchandise opportunities for
expansion here.

Hong Kong companies could consider using the brand image of Hong Kong products
to open up local markets through Hunan’s provincial capital Changsha.
Alternatively, they might consider incorporating elements of Chinese culture
into product publicity, design and other areas in order to increase their appeal
to local consumers.

‘China chic’ economy

In the 2024 Government Work Report, the mainland government said it would
actively foster new areas of consumption growth such as smart homes,
entertainment, tourism and ‘trendy’ domestic products in order to promote stable
consumption growth. One market survey1 on consumption behaviour estimates that
the market value of the so‑called ‘China chic’ economy has grown steadily from
RMB1,387 bn in 2019 to about RMB2,052 bn in 2023 – an annual growth rate of
9.4%. With the confidence of mainland consumers in domestic brands increasing,
it is expected that this will exceed RMB 3,000 bn by 2028.

This rise in market value has made the promotion of domestic brands one of the
important ways of boosting consumption. The growing popularity of domestic
brands among mainland consumers and their increasing and sustained influence in
the mainland market is a new trend in China’s consumer market which should not
be overlooked.

The rise of the “China‑chic” trend is being mirrored in Hunan. One product which
provides a good example of this is gold jewellery. In Chinese tradition, gold
was the symbol of wealth and good fortune and gold ornaments were only worn by
elderly people. However in recent years, wearing gold jewellery has stopped
being considered old‑fashioned. Increasing numbers of young consumers have begun
to appreciate gold jewellery and show great interest in and demand for gold
jewellery with traditional cultural elements.

When HKTDC Research visited Changsha, we learnt from many local businesses that
antique gold made using traditional techniques and showing elements of good
fortune have become immensely popular in the local market. Gold products that
used to be considered “rustic”, such as archaic gold bracelets, dragon and
phoenix bangles and gold zodiac pendants, are now sought after by local
consumers. Moreover, young people are beginning to see gold as a hedge against
inflation which is likely to appreciate in value. Growing numbers are attracted
to buying gold items both for pleasure and as an investment. The popularity of
gold items sold by Hong Kong companies makes them a key product in their rise to
prominence in the local market.

Local consumer attitudes and behaviours in Hunan province are becoming
increasingly diversified. Consumers are not just concerned about the price and
quality of gold jewellery, but also pay attention to the design concepts and
cultural legacy of the products. Classic gold rings and dragon and phoenix
bangles in ethnic styles are all highly sought after. These styles may not
receive that much attention in Hong Kong, but in Hunan, they are not just
popular but are considered to be fashionable and trend‑setting.

In view of this, companies that are looking to venture into the local gold
jewellery market need to understand consumers’ preference for ‘China chic’
products and constantly innovate their product designs to display Chinese
cultural traditions. When promoting their products, they should consider adding
a classic Chinese touch to their promotional activities – such as giving live
selling a traditional cultural theme through the use of Chinese opera music,
ethnic dance, and so on, to capitalise on local consumers’ love of traditional
culture.

Traditional flavours

Food products and beverages that are characteristically Chinese are also
enjoying great popularity in the local market. Young consumers have become
attracted to restaurants that use “China chic” as a selling point, and the main
reason many tourists from other provinces or countries visit Changsha is to “pay
homage” to these restaurants.

One famous tea house in the city not only sells milk tea with Chinese tea leaves
as a base, but also adds Chinese cultural elements to the names and packaging
designs of its drinks. Its reasonable pricing policy has also proved popular. In
a move to increase its appeal to young consumers, the shop regularly offers as
gifts all kinds of brand‑related creative items, such as tea bags, cups, snacks,
stationery and tea‑scented aromatherapy products. Shops that display Chinese
characteristics and a classic atmosphere in their décor have become popular
“check‑in” spots, attracting consumers who want to buy drinks and peripheral
products.

In the past, consumers from the “post 90s” and “post millennial” generations
tended to prefer foreign brands. Now they are showing a distinctive confidence
and sense of identity in traditional Chinese culture. This has prompted many
local brands to actively adopt Chinese elements in their branding and product
design, thus giving a further boost to ‘China chic’ culture.

Hong Kong companies that want to venture into Changsha and other parts of
Central China should try to introduce elements of ‘China chic’ culture to their
products during their accession process, in addition to their own corporate
culture. For example, they could introduce elements of traditional Chinese
culture to the products themselves and to their appearance and packaging, and
create products that are in line with Chinese cultural styles, so that local
consumers will develop a greater interest in these brands and products.

One famous food distributor from Changsha told HKTDC that consumers generally
think that Hong Kong food is certain to be of good quality, and that most of the
long‑established brands are well‑received in the city. However, with the number
of domestic food brands and varieties in the market increasing, Hong Kong
companies should consider putting more thought into brand positioning, such as
product mix selection and packaging design. They should also – as well as using
the “Hong Kong element” as their selling point – actively employ a
“localisation” strategy by making adjustments to their products so they meet
consumer preferences in different markets.

For example, when promoting food products in Changsha, Hong Kong companies
should consider designing packaging with images of scenic spots with local
characteristics, such as Changsha’s Tianxin Pavilion2 . This would appeal to the
consumers’ emotional affinity with local Chinese culture. They could even modify
the taste of their food to cater to local dietary habits and taste to make their
brand more acceptable to local consumers.

Hong Kong companies and brands have always taken pride in their fusion of
Chinese and western culture. In an era where ‘China chic’ is becoming
increasingly popular, they should flexibly combine international trends with
oriental elements in their corporate and product images – while still making
good use of the “made in Hong Kong” reputation – to increase their unique
appeal.

At the R&D stage, Hong Kong companies could increase their collaboration with
local companies on the mainland. They could, for example, launch co‑branded
products or incorporate elements of Chinese opera, tea ceremony, chess art and
other unique forms of Chinese culture into their innovative product designs or
craftmanship. Using methods like these, they will be able not just to keep
abreast of the growing ‘China chic’ tide but also to enhance their market appeal
‑ overcoming their stereotyped image and creating a new impression with local
consumers, all of which should boost Hong Kong’s influence in the local market.



Juzizhou is a popular tourist attraction in Changsha.

Changsha: A Popular Tourist City in Central China

Changsha is the provincial capital of Hunan and an important city in Central
China. Today it is a famous tourist destination. According to figures released
by the Hunan Provincial Department of Culture and Tourism, 6.17 million tourists
(including 519,500 from outside the province) visited Changsha during the 2024
“Labour Day Golden Week” between May 1 and May 5. Total tourism expenditure
amounted to RMB7.25 bn, so its market potential should not be overlooked.
Changsha has many “check‑in spots” that combine historical culture and modern
trends, including Yuelu Mountain, Juzizhou (Orange Isle), Wuyi Square, and
Wenheyou, while other nearby cities boast tourist attractions like Zhangjiajie.
For these reasons, Changsha has been named as one of China’s “Top 10 Cities
People Want to Visit” many times.

Today, tourists can go to Changsha directly from Hong Kong on the High Speed
Rail (HSR). From mid‑June, HSR (Hong Kong section) has added six new
destinations to its long‑haul route to Hunan province, making it easier for
tourists to visit popular tourist destinations such as Zhangjiajie and Fenghuang
Ancient Town.



For further details, please refer to:

(1) Central China’s Consumer Market: Insights and Opportunities

(2) Central China’s Consumer Market: Purchaser Preferences

--------------------------------------------------------------------------------

1 Source: Survey Report on China’s China-Chic Economic Development and
Consumption Behaviour in 2024 jointly published by iiMedia Research and China
Quality Miles magazine.

2 Tianxin Pavilion is located in the southern part of Changsha’s Tianxin
district.



RELATED TOPICS

JewelleryFood & BeveragesTourism (Travel)ChangshaHunanHong KongMainland
ChinaCHINA CHICCHINESE CULTUREDOMESTIC BRANDDOMESTIC PRODUCTHONG KONG BRANDMADE
IN HONG KONGCENTRAL CHINA


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