2025 全球消费者之声中国报告 - 新时代中国消费者：聚焦食品、健康与可持续发展（英文）

PWC

PwC’sVoiceoftheConsumer2025GlobalSurvey-ChinaReport

TheNewChineseConsumer:

Food,Health,Sustainability

December2025

Foreword03

Retailmarketoverview04

ThefivefacesoftheNewChineseConsumer09

Aboutthesurvey38

Contactus39

Contents

PwC’sVoiceoftheConsumer2025GlobalSurvey-ChinaReport2

PwC’sVoiceoftheConsumer2025GlobalSurvey-ChinaReport3

CarrieYu

PwCChinaConsumer

MarketsIndustryLeader

Foreword

Thisyearmarksthe16thAnniversaryofPwC’sVoiceoftheConsumerGlobalSurvey,andIampleasedtosharewithyouthefindingsofour2025ChinaReport.

The2025consumerlandscapeintheChineseMainland

andtheHongKongSARisastudyofcontrastsand

convergence.WhileHongKongconsumersgrapplewithimmediateeconomicpressures,theirMainland

counterpartsarenavigatingacomplexblendof

burgeoninghealthconsciousness,aresurgenceof

nationalpride,andasophisticatedembraceofdigital

innovation.Thisreport,basedonacomprehensivesurveyofconsumersacrossbothmarkets,unpacksthecritical

trendsshapingthefutureofthefood,health,andsustainabilitysectors.

Tonavigatethiscomplexity,ourreportmovesbeyondbroadtrendstolookatfivedistinctconsumerpersonas.

Fromthehyper-rationalvalueseekertotheculturally

attuneddomesticbrandsupporter,weexploretheir

uniquemotivations,behaviours,andexpectations.By

understandingthe"dayinthelife"oftheseconsumer

groups,weprovideagranularviewthatallowsbusinessestodevelopeffectivestrategies.

Inparticular,whencomparedtotheirglobalpeers,

Chineseconsumersplaceasignificantlyhighervalueonproductsthatoffernutritionalbenefits,meetspecific

dietaryneeds,andfeaturesustainablepackaging,while

alsoremainingreceptivetoqualityimportedgoods.Thesepreferencescreateaclearroadmapforbrand

manufacturersandretailers,highlightingpreciselywheretofocustheirinnovationefforts.

Forretailers,thismeansemployingstrategiccategory

managementtocurateproductassortmentsthatdirectlyreflectconsumerprioritieslikewellnessand

sustainability.Inamarketwhereprivatebrand

concentrationisinsingle-digit,thispresentsagolden

opportunityforprivatelabelstoevolvebeyondtheir

traditionalroleasbudgetalternatives.Bydeveloping

targetedprivatebrandlines—frompremiumwellness

rangestoconvenientmealsolutions—andcontrollingthenarrativefromsourcingtopackaging,retailerscanmeetnuanceddemands,buildconsumertrust,andestablishapowerfulpointofdifferentiationinacrowdedmarket.

Ultimately,thisstrategicpivotfromreactivesellingto

proactivecurationunderscoresafundamentalmarket

truth:understandingtheconsumerisnolongeramere

marketingexercise,butthecentralpillarofaresilient

businessstrategy.Thebusinessesthatwillleadtomorrowarethosethatnotonlylistentothevoiceoftheconsumertodaybutalsoanticipatethedirectionoftheirjourney.

Retailmarketoverview

PwCC’s’sVoicieoeCr25CaRlputey-ChinaReport4

PwC’sVoiceoftheConsumer2025GlobalSurvey-ChinaReport5

Marketduality:Navigatingeconomicheadwindsandsectoralbooms

China’sconsumermarketisadynamicecosystem

valuedatapproximatelyRMB49trillionin2024,

integratingbothtraditionalandmodernretailformats.Theretailenvironmentpresentsadualnarrative

headingtowardstheendof2025andinto2026.On

onehand,macroeconomicsoftness,employment

challengesincertainsectors,andfluctuatingconsumerconfidencearecreatingsignificantheadwinds,leadingtodeceleratingretailspendinggrowth.Thishasgivenwaytoadownwardconsumptionpattern,where

shoppersareincreasinglycautiousandprice-sensitive.Thistrendisvalidatedby

recentmarketdatashowingadecelerationinfast-

movingconsumergoods(FMCG)growth,drivenbyadeclineinaveragesellingprices(ASP),evenassalesvolumeincreases.

Thiscautioussentimentisreshapingtheretailchannellandscape.AccordingtotheKantarWorldpanelChinaShopperReport2024,offlinechannelshave

outperformedthemarketforthefirsttimesincethe

riseofe-commerce,drivenbytherapidexpansionof

discountchainsandclubwarehouseformats.Smaller

formatslikeconveniencestoresandlocalgrocerystoresarealsogainingshareasconsumersprioritize

proximityandvalue.Hypermarkets,conversely,

continuetheirdecline,whilemembership-based

warehouseclubslikeSam'sClubareseeingremarkablegrowth,eveninlower-tiercities.

InHongKong,retailersarefacinghighoperatingcostsandintensecompetitionfromChinesee-commerce

platformsmakinginroadsintothecity.Meanwhile,certainconsumptionpatternsareaccelerating,

includingtheriseinthenorthboundtraveltrendoflocalresidentsandthechangeofinboundtouriststospendlessonluxurygoodsandmoreonexperiences.

PwC’sVoiceoftheConsumer2025GlobalSurvey-ChinaReport

Onapositivenote,accordingtooursurvey,Chineserespondentsare

willingtospendonpremiumandhealth-consciousfood,preventativehealthcare,wellnessservices,andoverallpersonalwell-being,signalingthatthenextdecadeofgrowthwillbedefinedbyhigher-quality,needs-basedconsumption.

Thisheightenedfocusonpersonalwell-beingalsoextendsintoasenseofenvironmentalresponsibility.Chineseconsumersaremoreinclinedto

selectproductswithsustainablepackagingandtolookforsustainabilitycertifications.Moststrikingly,asubstantialmajoritydemonstratea

willingnesstopayapremiumforsustainablefood,aconvictionthat

standsinstarkcontrasttoglobalconsumers.Thisconvergenceof

personalandplanetaryhealthconcernsintheChinesemarketsignalsadefinitiveshiftwherevalue-alignedconsumptionhasbecomeagrowingexpectation.

Mostimportantfactorswhenchoosingfood

items:

Chinesemainland

Global

Highnutritionalvalue34%27%

It’sorganic25%13%

Specificdietaryneeds23%11%Source:PwC’sVoiceoftheConsumer2025GlobalSurvey

6

Atthesametime,the“instantretail”phenomenon,

hasbecomeahighlycompetitivespacefortechgiantslikeAlibaba,JD.com,andMeituan.Promising

deliverieswithin30-60minutes,thissectorreachedapproximatelyRMB780billionin2024andis

projectedtoexceedRMB2trillionby2030[1].The

intensecompetitionisfundamentallyreshaping

consumerexpectationsaroundconvenienceand

speed,forcingtraditionalretailerstointegrateonline-to-offline(O2O)capabilitiestoremainrelevant.

Asconsumerconfidencereboundsfrompreviouslows,supportedpartlybytargetedgovernmentincentives,

Chineseconsumersareinvestingintheirphysicalandmentalwell-being.Thisisdrivingdemandfor

everythingfromhealthierfoodoptionstofitness

technologies.TheadventofnewAIagentspoweredbyDeepSeekandotheradvancedmodelsarequickly

creatingnewconsumptionscenarios.

The“Guochao2.0”or“nationalwave2.0”trend—a

preferencefordomesticbrandsthatcelebrateChinesecultureandheritage—isalsofundamentallyaltering

brandloyalty.Thissurgeinnationalpride,asseenin

thestellarsuccessofthenationalblockbusterNaZha2andtheaward-winninggameBlackMythWukong,ischallengingthepositionofinternationalbrandsand

creatingmassiveopportunitiesforlocalplayerswhocanauthenticallyconnectwithconsumeridentityandemotions.

Takenactionstoreduceimpactonclimatechangewithfoodyoubuy

Chinese

mainland

Global

Preferencefor

sustainablepackaging

43%

37%

Lookforsustainablecertification

36%

24%

Paymorefor

sustainablefood

63%

44%

Source:PwC’sVoiceoftheConsumer2025GlobalSurvey

Source:[1]TheStateCouncilInformationOfficeofChina,PRC

PwC’sVoiceoftheConsumer2025GlobalSurvey-ChinaReport

7

However,thisshiftdoesnotsignalarecededinterest

inforeigngoods.Chineseconsumersremainopentointernationalproducts,especiallythosethatoffer

superiorquality,innovativetechnology,orauniqueheritage.Successforinternationalbrandsnow

requiresamoresophisticatedapproach—onethatdemonstratesagenuineunderstandingofthelocal

marketratherthanrelyingsolelyontheircountryoforigin.

Allinall,thiscomplexenvironmentdemandsa

multifacetedstrategyforretailers.SuccesshingesontheabilitytoidentifythenewfacesofChinese

consumersandaddresstheirneedsbetterthanthe

competition:thatincludesdeliveringclearprice-to-valuepropositions,integratingseamlessdigitalandphysicalexperiences,cateringtothewellnessboom,andunderstandingthepowerfulpullofcultural

identities,andmore.

Doyourculturalbackgroundandtraditionsinfluencethetypesoffoodsyouchose

Chinese

mainland

Global

Localculturehassome

influence,butfrequentlyexplorefoodsfromotherculturesintomydiet

26%

21%

Source:PwC’sVoiceoftheConsumer2025GlobalSurvey

8

PwC’sVoiceoftheConsumer2025GlobalSurvey-ChinaReport

ThefivefacesoftheNewChinese

Consumer

PwC’sVoiceoftheConsumer2025ChinaReport9

Thevalueseeker:“EveryDollarCounts”

ADayintheLife:WendyNg,ajuniorbankofficer,HongKong

Wendy’sTuesdaymorningritualisamasterclassin

modernfrugality.Beforehercommute,shesitswithhersmartphone,notjustcheckingonegroceryapp,

butthreesimultaneously:HKTVmall,Pandamart,

andasmallerneighborhoodgrocer’sapp.She’s

comparingthepriceofessentials:eggs,milk,andbokchoy(orpakchoy).Shenotesthatoneplatformhasa15%offcouponfordairy,whileanotheroffersfree

deliveryonordersoverHKD200.Methodically,shebuildstwoseparateshoppingcarts,cherry-picking

dealstoensureshepaystheabsolutelowestpriceforeachitem.Forlunch,shebypassestheexpensive

cafesnearherofficeinCentral,insteadenjoyinga

home-preppedmealofricewithsteamedchickenand

vegetables,usingingredientssheboughtfroma

discountretailerovertheweekend.Onherwayhome,herphonebuzzeswithanotificationfroma

supermarketchaintwoblocksfurtherthanherusualstop—a“buyone,getonefree”offeronherfamily’spreferredlaundrydetergent.Withouthesitation,shealtersherroute.ForWendy,shoppingisn’tachore;it’sastrategicgame.Winningmeansstretchingherbudgettoprovideforherfamilywithout

compromisingoncorenecessities,adailyrealityformillionsacrosstheregion.

10

PwC’sVoiceoftheConsumer2025GlobalSurvey-ChinaReport

PersonaAnalysis

TheValueSeekeristheanchorofthemodernHongKongconsumermarket,apragmaticandrational

individualwhosepurchasinghabitsareforgedinthecrucibleofeconomicreality.InChina,witha

significantportionofhouseholds—anestimated

45%—havinganannualincomeoflessthan

US$10,000[1]in2024,thispersona’sbehaviorisnotafleetingtrendbutastructuralfeatureofthemarket.Theirprimarymotivationsareshapedbyconcerns

overeconomicinstability(HK:64%,Global:46%)and

therisingcostofliving(HK:59%,Global:58%).Theirshoppingismethodical,purpose-driven,and

relentlesslyfocusedonmaximizingtheutilityofeverydollar.Chineserespondentsarelessconcernedwiththecostofliving(China:32%).Thismaybepartly

explainedbythefloodofvalue-for-moneyproductsandfierceofcompetitionbetweenplatforms.

ChinaGlobal

45%

ofhouseholdsinChinahaveanannualincomeoflessthan

US$10,000

32%58%

RespondentsarelessconcernedwiththecostoflivinginChina

Source:PwC’sVoiceoftheConsumer2025GlobalSurvey

Source:[1]TheEconomistIntelligenceUnit,PwCanalysis,HangYanChainStoreEducationFoundationLtdanalysis

PwC’sVoiceoftheConsumer2025GlobalSurvey-ChinaReport

11

Figure1:Whichofthefollowingpotentialthreats/risksdoyoufeelcouldhavethegreatestimpactonyourcountryinthenext12

months(Rankedintopthree)

42%

Healthrisks

Economicinstability

Climatechange

Environmentaldamage

Costofliving

Foodinsecurity

Geopoliticalconflicts

Technologyrisks

Socialinequality

31%38%

41%64%

46%

32%

20%

31%

32%

15%

23%

32%

59%

58%

28%

10%

17%

25%

27%

27%

25%

20%22%

23%

23%

22%

0%10%20%30%40%50%60%70%

ChinaHongKongGlobal

Source:PwC’sVoiceoftheConsumer2025GlobalSurvey

PwC’sVoiceoftheConsumer2025GlobalSurvey-ChinaReport

12

Thisconsumer’sdecision-makinghierarchyisclear:priceandpromotionaloffersaretheparamountfactorsintheirfood

choices.Brandloyaltyisasecondaryconcern,subordinatetothecoreprincipleofvalue.Tomanagehouseholdexpenses,theyemployatacticaltrifectaofcost-savingmeasures:

proactivelyusingcoupons(HK:54%),cross-referencingpricesacrossdifferentstores(HK:48%),andreadilyswitchingto

store-brandedproducts(HK:40%).

Figure2:Whatactions,ifany,areyoutakingtoreduceoroffsetthe

effectsoffoodcost?

Planningmymealsaheadoftimetoreduceimpulsespending

Usingcouponsorshoppingforpromotionsmore

Usingupthefoodinmyrefrigerator/storecupboardbefore

buyingmore

Shoppingindifferentstorestomaximizeoffers

Switchingtodiscount/store-brandedproducts

Lookingforalternative,cheaperingredientsorproductreplacements

Growingmyownfood(e.g.,startingavegetablegardenor

growingherbsathome)

Buyinginbulk

Shoppingforitemsthatmaybereducedinpricebecause

theyareclosetotheiruse-bydate

Usingthesupportoffoodbanks/localcharities

34%

54%

42%

48%

40%

40%

8%

33%

32%

12%

0%10%20%30%40%50%60%

ChinesemainlandHongKongSARGlobal

Source:PwC’sVoiceoftheConsumer2025GlobalSurvey

13

PwC’sVoiceoftheConsumer2025GlobalSurvey-ChinaReport

Thisbehavioralshiftistheenginebehindthe

explosivegrowthofharddiscounters.IntheChineseMainland,playerslikeHotMaxxandALDIare

expandingrapidly,whileinHongKong,mainstays

likeDaisoand3Coinsthrive.Theysucceedbyofferingacuratedselectionofbrandedgoodsatsignificantly

lowerpricesanddevelopinghigh-qualityprivate

labelsthatchallengethedominanceofestablishednationalbrands.TherecentKantarWorldpanel

reportunderscoresthis,notingthatthegrowthofdiscountchainsisaprimarydriverofofflineretail’sresurgence.

Forcompaniesnavigatingthislandscape,the

dominanceoftheValueSeekerunderscoresthe

strategicimportanceofbeingaquickfollowerratherthanacapital-intensivepioneer.Inamarketwheremarginsarethinandconsumersareskeptical,the

riskofafailedinnovationisimmense.Therefore,a

“second-moveradvantage”becomesahighlyviable

strategy.Onceaconcept—beitgroupbuying,hard

discounts,oraspecificprivate-labelcategory—is

provensuccessful,aquickfollowercanrapidly

replicatethemodel,oftenwithrefinements,avoidingtheinitiallossesanduncertainty.Thispersona

operatesona“seeingisbelieving”basis.Theyare

largelyimmunetoaspirationalmarketing;theyneedtoseethelowpricetagontheshelf,feelthequalityoftheprivate-labelproduct,andexperiencethesavingsintheirbankaccount.

14

PwC’sVoiceoftheConsumer2025GlobalSurvey-ChinaReport

Implicationsforretailersandbrands:

•Embraceaggressiveand

transparentvaluepropositions

•ValueSeekersareexpertdealhunters.Retailersmustnotonlyoffer

competitivepricesbutalsomakethemtransparentandeasytocompare.Thismeansclearsignpostingof

promotions,loyaltyprogramsthat

offertangiblecashbackordirect

discountsratherthancomplexpointssystems,andleveragingprice-

matchingguarantees.

•Pinduoduo’searlysuccesswasbuiltonthispersona,usinggroupbuyingandadirect-from-factorymodeltocreateanunassailablelow-priceimage.

•Developatwo-tierprivatelabelstrategy

•Investinginprivatelabelsiscritical.Asuccessfulstrategyinvolvestwotiers:

•1)Abasic,no-frillslinethatcompetesdirectlyonpriceforstaplegoods,and

•2)Apremiumprivatelabellinethatofferscomparablequalitytonationalbrandsatadiscount.

•ThesuccessofWalmart’sSam'sClubwithitsMember’sMarkbrandin

Chinaisapowerfulcasestudy,

demonstratingthatconsumerswillflocktostorebrandsthatdeliveronbothqualityandvalue.

•Masteromnichanneldeal-huntingandinstantretail

•Thispersonafluidlymovesbetweenonlineandofflinechannels.Retailersmustensurepromotionalconsistencyacrossapps,websites,andphysical

stores.Geo-targetedmobilealertsforin-storedealscandrivefoottraffic.

•The“instantretail”battlegroundis

anotherkeychannel.ValueSeekerswillcompare30-minutedeliveryoptionsonMeituan,Ele.me,andJDDaojianotjustforconvenience,butforprice.

•Brandsmustensuretheirproductsareavailableontheseplatformsand

participateinplatform-widesubsidycampaignstocaptureimpulsebuysdrivenbyagooddeal.

•Makehealthaccessiblethroughglobalvaluechains

•Healthyfoodshouldnotbeaprivilegeoftheaffluent—value-conscious

consumersalsoseeknutritiousoptionsataffordableprices.

•BrandsshouldendeavourtoleverageChina’spowerfulmanufacturingandglobalsupplychainnetworks,

companiescanmakehealthier

productsaccessibleandcost-effectivebothdomesticallyandabroad.

15

PwC’sVoiceoftheConsumer2025GlobalSurvey-ChinaReport

Theexperience-drivengourmet:“SavoringtheMoment”

ADayintheLife:ZhangHao,anuppermiddle-incomeinteriordesigner,Shanghai

ZhangHao’sFridayeveningdoesn’tbeginata

standardsupermarket.Instead,heheadstoanewly

opened“foodhall”intheHuangpuDistrict.The

spaceismeticulouslydesignedtoevokeabustling

Europeanmarketplace,withdistinctstationsfor

artisanalcheeses,fresh-bakedsourdough,and

importedcharcuterie.Hespendsafullhalf-hour

conversingwiththecheesemonger,samplingasmokySpanishManchegobeforedecidingonasmallwedge.He’snotjustbuyinganingredient;he’sacquiringa

storytoshareatthedinnerpartyhe’shosting

tomorrow.Next,heselectsabottleoforganicwinefromasmall,independentvineyardinFrance,a

recommendationhediscoveredonXiaohongshu

(LittleRedBook)fromalifestylebloggerhefollows.Later,hemeetsfriendsatatrendyfusionrestaurantknownforblendingtraditionalSichuanspiceswith

Westernmoleculargastronomytechniques.He

capturesapictureofavisuallystunningdessert—a

yuzu-infusedfoamwithpoppingcandy—andpostsittohissocialmediafeed.Thecaptiondoesn'tmentiontheprice,butsimplyreads:“Tasteexploration.”ForZhangHao,foodistheultimateaffordableluxury,aprimaryvehicleforentertainment,self-expression,

andsocialcurrency.

16

PwC’sVoiceoftheConsumer2025GlobalSurvey-ChinaReport

PersonaAnalysis

46%

lookforwardtotheirmeals

signifiesacentralpillaroftheirentertainmentandleisuretime

Source:PwC’sVoiceoftheConsumer2025GlobalSurvey

InstarkcontrasttotheValueSeeker,theExperience-DrivenGourmetapproachesconsumptionnotasa

calculation,butasanadventureandaformofself-

expression.Thispersona,particularlyprevalentamongthegrowingmiddleandupper-middleincomeinthe

ChineseMainland'sTier1andTier2cities,viewsfoodasaprimaryvehicleforaccumulatingculturalcapitalandcreatingshareablesocialmoments.Thedata

showingthatproducttasteistheparamountfactor

whenchoosingfood(China:36%).“Taste”hereisa

proxyforamuchbroaderconceptthatincludes

novelty,authenticity,craftsmanship,andthestory

behindtheproduct.Theirspendingisaninvestmentintheirpersonalnarrative.

Theyareexplorersbynature,constantlyseekingtopushtheboundariesoftheirpalateandknowledge.

Theyhaveshowninterestinorganicfood(China:25%,HongKong:7%,Global:13%).Theirwillingnessto

switchbrandsfortheopportunitytotryinternationalfoods(China:23%,Global:16%)isnotjustabout

tastingforeigncuisine;it'saboutparticipatinginaglobalconversation,demonstratingaworldlyand

sophisticatedidentity.Thefactthatnearlyhalf(China:46%)genuinelylookforwardtotheirmealssignifies

thatfoodisnotmeresustenancebutanintegralpartoftheirdailyactivities.Thisconsumeristhekeyforce

behindthemacroeconomictrendwherespendingonservices(diningout,travel,classes)hasoutpaced

spendingonphysicalgoods.Theyunderstandthata

uniqueexperienceprovidesamorelastingandsociallyvaluablereturnthanamaterialpossession.This

mindsetmakesthemtheidealaudienceforexperientialretailconcepts.

ThesuccessofhotpotchainHaidilaoisamasterclassincateringtothispersona;thecomplimentary

manicures,boardgames,andsnackbarsarenotjust

“freebies,”theyareintegralcomponentsofan

experiencedesignedtobememorable,enjoyable,and,crucially,shareableonsocialmedia.Theirdesireto

incorporatefoodsfromotherculturesintotheirdiet

(nearlyathirdinbothmarkets)isadirectreflectionoftheiruseoffoodasatoolforexplorationandidentityconstruction.

17

PwC’sVoiceoftheConsumer2025GlobalSurvey-ChinaReport

Figure3:Whenyouarechoosingwhichfooditemstobuy,whichfactoraremostimportanttoyou?(Rankedintopthree)

Producttaste

HighnutritionalvalueFromabrandItrustItisorganic

SpecificdietaryneedsPrice

ClearnutritionalinformationonpackagingPromotionaloffers

ProducedwithethicalpracticesEnvironmentallyfriendlypackagingProduced/grownlocally

Partofafoodtrend

ProductsthathaveaddedsupplementsCollectingpoints/rewardsviaaloyaltyprogram

Other

Chinesemainland

36%34%

28%

25%

23%21%19%

17%

16%

16%

15%

15%

14%

13%

0%

0%20%40%

60%

HongKongSAR

41%

34%

64%

44%

26%

7%

10%

13%

8%

10%

7%

6%

8%

16%

0%

0%20%40%60%

80%

Global

13%

11%

8%

10%

15

6%

10%

11%

0%

27%

32%

17%

29%

%

46%

57%

0%20%40%60%80%

Source:PwC’sVoiceoftheConsumer2025GlobalSurvey

PwC’sVoiceoftheConsumer2025GlobalSurvey-ChinaReport

18

Figure4:Whichofthefollowingfactors,ifany,wouldencourageyoutoswitchfromafoodbrandyouusuallybuy,toa

differentbrand?(Rankedintopthree)

Bettertaste

Reputationforhighqualityorbeingatrusted

brand

Bettervalueformoney HealthbenefitsInnovativeproduct

Opportunitytotryoutneworinternational

culinaryfoods

Positivereviewsorrecommendationsfromfamilyand/orfriends

Evidenceofapositiveimpactand/or contributiontosociety/environmentsReputationasatrendsetter,leadingthewaywithnewproducts/offerings

PromotionaloffersEngagingdigitalcontentItisalocalbrand

Chinesemainland

35%

35%

30%

25%

23%

23%

22%

21%

20%

18%

18%

15%

0%20%40%

60%

HongKongSAR

16

11%

7%

7%

10%

24%

22%

%

20%

25%

47%

42%

60%

0%20%40%60%80%

Global

48%

25%

51%

33%14%

16%

23%13%

8%

32%7%

17%

0%20%40%60%

Source:PwC’sVoiceoftheConsumer2025GlobalSurvey

PwC’sVoiceoftheConsumer2025GlobalSurvey-ChinaReport

19

•Mastercontent-drivendigitalengagement

•PlatformslikeXiaohongshuandDouyinarethispersona’snaturalhabitat.Thefocusshouldbeonvisual,experience-orientedcontent,notjust

productshots.Collaboratewithfood-focusedKeyOpinionLeaders(KOLs)andKeyOpinion

Consumers(KOCs)whocancreateauthentic,

compellingcontentarounduniqueflavors,

innovativerecipes,andthe“story”ofaproduct.Live-streamedcookingsessionsor“behind-the-scenes”toursofasupplier’sfacilitycanbehighlyeffective.

Implicationsforretailersandbrands:

•Transformthestoreintoa“Retail-as-Destination”

•Movebeyondtransactionalsellingandcreate

immersive,multi-sensoryenvironments.This

meansinvestinginin-storetastingstations,hands-oncookingclasseswithguestchefs,themedpop-

upscelebratingaspecificregion’scuisine,and

expert-ledworkshops(e.g.,winepairing,coffee

brewing).Thephysicalstoremustbecomeaplaceofdiscoveryandentertainment,justifyingatripinanageofinstantdelivery.

•Embrace“Grocerants”andfoodserviceintegration

•Thelinebetweengroceryandrestaurantisblurring.High-end“grocerants”whereconsumerscandine

onafreshlypreparedmealandthenpurchasethe

exactingredientstheyjustenjoyedareapowerful

model.ThiscapturestheGourmet’sspendinginasingle,seamlessexperience.Partneringwithwell-regardedlocalchefsorrestaurantsforin-storepop-upscanalsogeneratesignificantbuzzandfoot

traffic.

20

PwC’s