1. Xiachen (下沉)

Brands are shifting focus from first and second-tier cities to lower-tier markets, where consumers are increasingly driving consumption growth due to their rising disposable incomes and different preferences.

Xiachen has become a trend in China, and many businesses are interested in it because they want to reach the large number of customers who live outside the big cities like Beijing and Shanghai. The Xiachen market covers different types of businesses, including online shopping, everyday products, and services. Companies need to change the way they sell things and what they sell to make sure they suit the tastes and needs of people in these areas. Nowadays, popular content is not just about fancy or luxurious lifestyles. It's becoming more about real life and what's normal for most people. This means using the internet, like social media and online shopping sites, which many people in smaller cities and the countryside use a lot.

2. Private Traffic (私域流量)

Private traffic is how many visitors come to a website or page from the website's own network. This kind of traffic often comes from clicking on links or ads on the company's own website or its social media pages. It's a good way to get more people to visit the website and to make sure they are really interacting with what's on the page.

As online advertising costs rise, brands are seeking direct engagement with consumers through owned channels like WeChat, fostering community and loyalty.

3. KOCs (Key Opinion Customers)

This trend highlights the rise of everyday consumers as influencers, who share authentic experiences without monetary compensation, contrasting with traditional KOLs.

4. E-commerce Live Streaming (电商直播)

Gaining immense popularity, especially in lower-tier cities, live streaming has become a mainstream sales channel, significantly impacting shopping behaviors.

5. Guochao (国潮)

A cultural shift towards domestic brands and traditional styles is evident among younger consumers, who now favor local products over foreign ones.

Guochao is a trend in China that has become really popular, especially with young people who want to celebrate their Chinese culture. This trend is seen in different areas like clothing, beauty products, food, and more. It includes well-known and new brands that use traditional Chinese styles and features in what they make and sell.