Here are my 10 forecasts for China’s consumer market in 2025:

Macro environment

1. Russia influence continues to rise in China

2. HK - mainland China cultural integration deepens

3. China’s ‘good cop, bad cop’ strategy on Taiwan amplifies

Consumers

1. Lower-tier brands win big-city wallets

2. Endless price wars backfire

3. Diffusion brands make a comeback

4. Marketing messages become more unfiltered

Conflicting forces in information dissemination

1. Anxiety around pet ownership reaches new heights

2. Gender issue polarize public opinion

3. Clampdown on Xiaohongshu content