Chinese Travellers

Chinese domestic travelers form a robust force in the industry.

Most guides about selling on Taobao as a foreign brand read like a government checklist. Register here.

On a midsummer night last year, I took a sip of lager at a craft beer pub in my hometown in China's south. But this was not just a beer. It was a cultural symbol that shows just how much China's gen Z is changing. 

Ever thought you could turn your old gold jewelry into cash in just 30 minutes-right in a shopping mall? That’s now reality in Shanghai, where the world’s first Gold ATM, launched by Kinghood Group, is drawing crowds every day. 🏦✨

Just drop in your gold (minimum 3g, at least 50% purity), and this high-tech machine melts, weighs, and checks its value on the spot-no paperwork needed. The payout, minus a small service fee, goes straight to your bank account, all while you grab a coffee nearby. With gold prices soaring, people are lining up, and every appointment slot is booked out for weeks!

It’s fascinating to see how technology is transforming even the most traditional parts of our lives. Would you trust a machine with your family heirlooms, or do you prefer the old-school jeweler? Let me know!

Follow Moonie Zhu for more #Chinainsights #goldatm #china #kinghoodgroup #fintech #techinnovation #goldexchange #futureofbanking #preciousmetals #automation #shanghai

If WeChat B2B marketing feels like uncharted territory, you're in the right place. Here's a number that puts it in perspective: over 1.

China leads global tourism with 6 billion domestic trips a year, driven by massive infrastructure, a 1.4 billion population, and a powerful internal travel economy that far surpasses the US and Europe.

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

Limited-edition Lunar New Year collection activated in more than 10 major airport hubs worldwide

Hello there! Three developers in Shenzhen built an app for US$200 that asks users one question: "Are you dead?" Within weeks, it was valued at US$14 million and ranked number one in 40+ countries. "死了么" (Si Le Ma), a dark pun on China's food delivery app "饿了么" ("Are You Hungry?"), prompts users to t

Both the average daily and single-day visitor arrivals during the nine-day period of the Chinese New Year holiday season this year, reached a new high since official record-keeping started for this holiday break. That is according to a Tuesday press release issued by the Macao Government Tourism Office (MGTO). Preliminary figures show that Macau received

China’s Year of the Horse Spring Festival holiday, featuring a record-long nine days, concluded on Monday and unleashed a surge in tourism and consumer spending, with multiple key indicators reaching historic highs.
Beyond the numbers, this year’s holiday has revealed something deeper: a transformation in how Chinese consumers spend and what that spending signals for the broader economy.

Economy&Life | China's consumer market sees a strong start to the Year of the Horse-

Domino's Pizza China delivered a strong performance in the first quarter as the chain continued to grow its customer base.

Tourism New Zealand kicked off a new campaign this month targeting China's silver travel market (travelers aged 50+), guided by bespoke research conducted by Dragon Trail International.

As part of the research, we met with a group of 34 Chinese silver travelers in Shanghai, recruited in cooperation with Dongli Retirement Club, the largest organization in Shanghai specializing in serving middle-aged and elderly consumers. We used this offline session to conduct a survey of 10 questions about travel habits and preferences, as well as experience and expectations about travel to New Zealand.

Key findings from the research include:

• When joining a tour group for outbound travel, survey respondents said they were most interested in enjoying natural scenery (100%), tasting local cuisine (93%), and experiencing local history and culture (80%). The unique and pristine natural beauty is also the primary reason New Zealand attracted the respondents who have visited it and the aspect that left the deepest impression on them.

• When Chinese silver travelers are choosing overseas destinations, a reasonable itinerary, suitable climate, destination appeal, and safety are the four most critical factors. This complements findings from Dragon Trail International’s January 2025 Chinese Outbound Travel Trade Survey, where travel agents selling outbound travel for silver customers recommended making more efforts to enhance safety and travel comfort when working with elderly tourists, including providing health care service, incorporating wellness activities, and arranging a slower itinerary pace.

• Offline and online channels were equally important for Chinese silver travelers, with travel agency stores, word-of-mouth from friends and family, WeChat, and travel platforms such as Ctrip being the most influential channels. Notably, WeChat and WeChat Channels were much more influential within this older demographic than newer and trendier platforms like RedNote and Douyin.

• Looking into the future, Chinese silver travelers are eager to explore more nature and adventure in New Zealand, spend time exploring more destinations on both the South and North Islands, and experience the life of locals. Respondents who have visited New Zealand expect more group-exclusive facilities, more Chinese-language services, and more interactive experiences. For those who have not visited, providing better value for money and more suitable travel products, and familiarizing them with the destination could drive their intention to visit.

🙋 Dragon Trail’s research services include bespoke consumer and trade surveys, focus groups, digital audits, white papers, and more. Please get in touch to request more information on how we can help you get the information you need on China’s travel market.

Airports are no longer just places you pass through. They are becoming complete ecosystems. 😐
Yes... like this video
Look at this inside Kunming Changshui International Airport even your waiting time is being carefully optimized.
Instead of sleeping on cold chairs or paying for an expensive hotel room, travelers can now use a private nap pod, take a few hours of good rest, and continue their journey refreshed.#hotel #travel

Simple idea, but very smart execution. 🤝
This is what happens when good infrastructure meets precision thinking.
It is not only about comfort it is about efficiency at scale. 😉
While many airports are still struggling with crowd control and flight delays, some are already designing for small but important micro-experiences: sleep, work, privacy, and recovery ; all inside the terminal.
| 34 comments on LinkedIn

China’s silver traveler are becoming digitally fluent, selective and confident, using mobile tools and in-store price comparisons to make considered duty free purchases

A widely shared infographic circulating on Chinese social media recently attempts to classify Chinese households according to the size of their bank deposits. Whether or not such posts are fully reliable without official verification, the broader issue they raise is highly relevant.

Singapore welcomed a total of 1.50 million visitor arrivals in February, up 9.0% compared with the same month last year

During this Chinese New Year, young people have embraced a new, stress-free approach to dumpling making, creating a viral trend that redefined festive traditions.

The Year of the Fire Horse shifted the tone and emotional tempo of the Chinese market in 2026. Chinese New Year marketing campaigns adapted to a shift in emotional mood: from reflection, healing, and controlled luxury to acceleration, vitality, and disciplined ambition.

🐴 Balancing value and symbolism: Success in the Fire Horse cycle was driven by calibrated value propositions. In a price-sensitive, rational environment, symbolic storytelling worked when backed by clear perceived value and long-term trust.

🧨 Beyond celebration-oriented campaigns: Campaigns that moved beyond generic red imagery and instead linked zodiac symbolism to concrete emotional realities generated stronger engagement. Examples include humor around burnout or disciplined interpretations of vitality rather than exaggerated celebration.

📱 Integrated marketing driving long-term success: Sustainable performance requires coordinated cross-platform architecture. Discovery (e.g., Xiaohongshu), engagement (e.g., Douyin), and transaction validation (e.g., Tmall) increasingly operate as an integrated funnel rather than isolated activations.

📹 Livestreaming as a means of garnering trust: Rising influencer commissions and declining trust are accelerating the shift toward store livestreaming. Brand-operated streams reduce volatility, strengthen retention, and convert offline assets into digital sales infrastructure.

Read more here: https://lnkd.in/eMjrxVTM

#ChinaMarket #ChineseNewYear #CNYMarketing #DaxueConsulting #DaxueStories

Explore Chinese New Year 2026 trends, advertising spend outlook, consumer behaviour shifts across Asia Pacific, and how brands can win the festival moment with data driven, omnichannel and CTV led strategies

Chinese New Year consumption injects momentum into global economy-