The “Accenture Chinese Consumer Insights 2022” report highlighted five new attitudes of Chinese consumers, including the “we, not me” consumption attitude. For Chinese people, family is still an important part of life. However, the fact that Chinese families are becoming smaller, each family member has the right to make personal decisions about their own consumption, and the increased choice of products has led to a tendency to spend on “own self” rather than “for us”. Consumption of non-essential items has become a major part of spending and a way for people to express themselves. The tendency to spend on such things increased from 45% in 2013 to 56% in 2021. More than 70% of consumers with a monthly income of 20,000 Yuan or more are willing to buy items that show their status in society.
https://www.accenture.com/_acnmedia/PDF-174/Accenture-Chinese-Consumer-Insights-2022.pdf
The report also highlights Chinese consumers’ attitudes toward environmentally friendly and zero-waste consumption. Restaurants in Nanjing are now offering “half-plate” meals, one-person meals, and one-person hot pot meals as customers become increasingly concerned about food being thrown away (Nanjing Daily, December 2021).
http://www.njdaily.cn/news/2021/1202/3945146298688778487.html