Research Report
The Good Life, Reimagined
Accenture Chinese Consumer Insights
5-minute read
December 10, 2025
In brief
- Our 2025 study reveals that Chinese consumers have become more discerning and rational, yet they remain optimistic and pragmatic.
- They are not only looking for products, but for partners who bring reassurance and companionship into their daily lives.
- Brands that deliver value, emotional connection, and exceptional experiences will build lasting trust and achieve sustained, quality growth.
The rise of considered consumption
Chinese consumers have become more cautious and deliberate in their choices. Our 2025 study reveals that local brands are now preferred over international ones across the board, a reversal of the situation just four years ago.
Furthermore, 55% of Chinese consumers frequently compare multiple options before buying. And their tolerance for marketing content is reaching its limit. At the same time, the number of information-gathering touchpoints has fragmented dramatically, and the very mechanism of consumer trust has undergone a profound transformation.
To stay relevant, brands must recognize and deeply understand the evolving values and mindsets of Chinese consumers.
85%
of Chinese consumers cite price as the leading factor driving preference for domestic brands.
76%
have abandoned a purchase due to too many options or difficulty making a decision.
68%
report feeling indifferent or even resistant toward most marketing campaigns.
More than simply a response to external conditions, considered consumption reflects a shift from impulse to intention.
Redefining the good life: A better balance
After years of pandemic disruptions and economic uncertainty, Chinese consumers are reimagining what a “good life” means. It is balanced and rich, seamlessly blending the digital and the physical.
For many, AI has become a guide in the pursuit of a good life, enabling more autonomous, convenient exploration and decision-making. In the consumer arena, the fusion of online efficiency with the tangible quality of offline experiences now defines the preferred path to satisfaction.
Chinese consumers are moving beyond the once-dominant focus on work to place greater value on health, wealth and quality of personal life. Together, health, savings and new skills form a “triangle of certainty” that helps consumers stay grounded amid uncertainty.
86%
of consumers have focused on physical and mental health over the past year.
The swift spread of AI is quietly reshaping both lifestyles and relationships, largely by removing barriers to information access. When exploring new solutions or looking for ways to improve their lives, 57% of consumers now turn to AI tools.
77%
of consumers use AI tools frequently (weekly or daily), and even among those born in the 1960s, usage is high at 57%.
Winning hearts, minds and algorithms
Looking ahead, Chinese consumers are taking a more holistic approach to life—planning for the future while seeking richness and vitality in the present. As they redefine what fulfillment means, consumers are making more deliberate choices about their values, attitudes and daily behaviors.
AI has become both a source of inspiration and a decision-making assistant for consumers, influencing how they perceive and prefer brands.
For this reason, brands must prepare on two fronts: they need to deliver unique experiences and value in direct interactions with consumers, while also ensuring visibility and differentiation in AI-mediated interactions, where algorithms may serve as proxies for consumer decision-making.