Luis S. Galan Lozano writes on LinkedIn that lately, there’s been a lot of talk in the media about the so-called decline of the Chinese consumer. People are saying that Chinese shoppers are now choosing cheaper products instead of paying more for big brands. But this way of looking at things is quite biased. What’s actually happening is that Chinese consumers are becoming more rational and thoughtful in their spending, just like consumers in the West. This is a normal and healthy sign that the market in China is maturing.

Moving from Luxury to Value Shopping

In the past, as China’s economy grew rapidly, many people spent a lot of money on luxury brands to show off their wealth. But now, with changes like the slowdown in the real estate market, consumers are starting to think more carefully about how they spend their money. More and more, Chinese shoppers are looking for good deals and shopping at outlets, just like Western consumers have done for many years. This shift isn’t a sign of economic trouble; it’s a sign that the market is stabilizing and that consumers are becoming smarter with their money.

Western consumers have long known how to find quality products at lower prices, whether through sales, discount stores, or more recently online platforms like Shein and Temu. Chinese consumers are now doing the same. They are looking for products that offer the best mix of quality and price. This change is a logical and smart response to the current economic situation.

The Rise of Responsible Shopping

Another important part of this change is that more people are thinking about the environment and making responsible choices when they shop. Just like in the West, where people care more about buying eco-friendly and socially responsible products, Chinese consumers are starting to do the same. The demand for sustainable products is growing in China, especially among younger people who are leading the way in this trend.

This move towards more thoughtful shopping isn’t just about saving money; it’s about making choices that match people’s values. This is an important shift in China, where more and more consumers want their purchases to reflect what they care about.

A Global Trend in Shopping Habits

Instead of seeing this change in Chinese consumer behavior as a crisis, we should see it as a sign that they are becoming more like Western consumers. In places like Europe and North America, people have long preferred to shop at stores that offer good quality at low prices, like Decathlon and Lidl. The same thing is now happening in China, where consumers are looking for the best value for their money.

This trend isn’t just about the economy; it’s about deeper changes in society. As Chinese consumers start to act more like their Western counterparts, companies that want to succeed in China will need to adjust their strategies. This means focusing more on offering value, being sustainable, and building trust with customers who are now more informed and careful about how they spend their money.

In short, the fact that Chinese consumers are becoming more rational in their shopping habits is a sign of maturity. For businesses selling in China, the message is clear: Adapt to this new reality, or risk falling behind in a market that is quickly catching up to global standards.