China’s most popular wine list on Tmall is showing a split personality. On one end: dirt-cheap, sugary, TikTok-friendly local bottles flying off the virtual shelves. On the other: premium heavyweights like Penfolds refusing to budge from their throne.

What Nicole's shopping habits taught me about China's consumer market


Nicole manages our Food & Beverage business in Guangzhou. She's 30-something, earns well, and represents exactly what people mean when they talk about China's "new middle class."

Last week we were discussing a client's market entry strategy, and somehow the conversation shifted to her weekend shopping. What she told me was frankly more valuable than most of the market research reports I've read lately.

She'd just bought a ¥3,000 domestic skincare set, and spends ¥800 monthly on her cat's organic food. She owns several pairs of premium running shoes but just bought another pair for trail running.

So what? Well, her phone is 4 years old, she takes the subway everywhere, and most of her wardrobe comes from Chinese designers no one has ever heard of.

"I don't really care about brands the way my parents did," she said. "I buy things that genuinely improve my daily life."

Here's the ting. Nicole isn't unusual. China's new middle class, roughly 400 million people in their late twenties to early forties with disposable income, are consuming differently than most international observers would expect.

This generation compares obsessively before buying. They'll pay premium prices, but only when they're convinced the product delivers real value for their specific needs.

Being an international brand used to provide automatic credibility. Now it often means you need to work harder to justify why they shouldn't choose the domestic alternative.

Experience matters more than status

A ¥500 scented candle makes sense if it creates a relaxation ritual after long work weeks. A ¥2,000 camping setup is worthwhile if it enables weekend escapes that provide mental space.

They're not buying products to display wealth. They're buying things that enable the lifestyle they want.

Nicole's generation watched Chinese brands evolve from budget options to serious innovators. They have no hesitation buying domestic, in many categories, they actively prefer it because local brands understand their specific needs better.

International brands that still assume they hold automatic premium positioning might be operating on outdated assumptions.

The opportunity in China remains substantial. This demographic has purchasing power and they're willing to spend.

But they're asking: "Why this product instead of the domestic option I'm already familiar with?"

Nicole's shopping habits aren't random. They're representative of a broader shift in how China's middle class thinks about consumption, value, and what deserves their money.

Worth paying attention to.

🐼 I'm Iain Langridge 毅安 and I launch, manage, and grow premium consumer brands in China. DM or follow me to find out more.

#china #chinamarket #consumertrends #premiumbrands In2Asia Export

Photo: Rainy night. Guangzhou 2025

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