Revitalizing the Chinese Consumer Market: Opportunities for Overseas Chinese Entrepreneurs

The Chinese market is both an open sea, accommodating global resources, and a source of innovation, nurturing new business models and industries. This is the key to attracting global enterprises.

For some time, from central to local levels, China's promotional consumption policies have continued to strengthen, further unleashing the potential of the consumer market. In this regard, Summer Yang, Chairman of the AFC Group in New Zealand, has had direct experience. 'On the one hand, Chinese consumers are increasingly demanding high-quality imported products, and the repurchase rate of New Zealand beef, honey, and other products we introduced has continued to rise; on the other hand, cross-border e-commerce has developed rapidly, with new sales models like 'bonded warehouse live-streaming + one-hour delivery,' resulting in a significant increase in online traffic,' he said.

The 'Generation Z' and 'silver-haired' groups are showing active performance; consumer demands are becoming more diverse and segmented; e-commerce platforms, social media, and other online channels are booming... In recent years, Summer Yang has keenly captured many new changes in the Chinese consumer market. In addition to bringing more New Zealand 'good products' to the Chinese market, he also established 'Cloud Food World' Internet Technology Co., Ltd., to build a B2B+ e-commerce platform for food and agricultural product imports and exports, helping many overseas merchants 'strike gold' in the Chinese market.

'The Chinese market is both an open sea, accommodating global resources, and a source of innovation, nurturing new business models and industries. This is the key to attracting global enterprises,' Summer Yang remarked.

Recently, with the added benefits of visa-free transit and departure tax refunds, 'Chinese Tourism' and 'Chinese Shopping' have continued to rise, and the vitality of the Chinese consumer market has caught global attention. 'These policies demonstrate China's firm confidence in expanding high-level opening-up, and overseas Chinese entrepreneurs are expected to face more opportunities,' said Li Jiachun, Chairman of Thailand's Yongtai Jewelry Group. 'We have established stable cooperation with domestic buyers, and sales in the Chinese market continue to grow. Next, we will continue to track new trends in the Chinese consumer market and design more high-quality jewelry products.'

At present, the Chinese consumer market is shifting towards 'new' and 'green,' and Cao Peiqing, Chairwoman of Australia's CPG Group, has deeply felt this. At the 7th China International Import Expo held in November 2024, her company’s cultural and creative brand 'Space18' received considerable attention. Products such as the inkless graphene 'Eternal Pen' (which can write over 10 million words) and animal-themed notebooks featuring the beauty of Australia's natural landscape were particularly popular. 'The products we launched for the Chinese market embody green and sustainable design concepts, aligning with the new trends in the Chinese consumer market,' she said.

'In the face of multiple challenges to global economic recovery, China is undoubtedly a 'definitive oasis and a fertile land for investment and business.'

The booming Chinese consumer market is bringing more opportunities to global enterprises. Many Chinese entrepreneurs have expressed that, 'In the face of multiple challenges to global economic recovery, China is undoubtedly a 'definitive oasis and a fertile land for investment and business.'

Recently, Wang Siwei, Executive Director of New Zealand's Yibeitong Ltd., has been very busy. He has been attending several food and health industry exhibitions, preparing for further expansion into the Chinese market. 'In May, global industry exhibitions such as the FBIF2025 Food Innovation Expo, SIAL Shanghai International Food Expo, and China International Health and Nutrition Expo will all be held in China, highlighting global enterprises' and investors' high attention to the Chinese market,' he said. 'At these exhibitions, we not only learn about industry dynamics but also capture new market demands.'

Wang Siwei has observed that, 'The trend of consumer upgrades in China is becoming increasingly evident. Consumers are more rational and pragmatic, willing to pay for personal health rather than 'face.' New Zealand's high-quality food and health products are very popular in the Chinese market.' He introduced that, on the product side, a new New Zealand probiotic product for oral care has already been launched online with impressive sales. On the channel side, the company has partnered with well-known retailers like Pang Donglai and Hema, gradually expanding food sales into more third- and fourth-tier cities. Additionally, they are collaborating with several e-commerce platforms to broaden the sales channels for nutrition products and achieve growth in performance.

At present, the 'Generation Z' group has become an active force in the Chinese consumer market. They not only pursue the functionality and aesthetics of products but also pay attention to the experience and interaction during the consumption process. 'Generation Z' is the core consumer group for our cultural and creative products,' Cao Peiqing said. 'This year, while continuing to practice the green and sustainable design concept, we will launch a digital marketing plan that integrates Australia's local characteristics, creating an interactive experience platform with visual elements and interactive designs favored by 'Generation Z.' We will also plan various interactive marketing activities, provide custom services, and collaborate with national cultural IPs to enhance consumer participation.'

'The Chinese market also has a strong radiating effect. Consumer trends popular in China will also rise in Southeast Asia and other neighboring countries. In the future, we will take the Chinese market as the core and gradually expand to surrounding countries, continuously enhancing brand influence.'

When talking about work plans for the second half of 2025, many Chinese entrepreneurs repeatedly mentioned one keyword – 'CIIE (China International Import Expo)'.

Cao Peiqing, a 'veteran' who has attended seven CIIEs, said, 'During last year's CIIE, we observed that many Chinese consumers were very interested in 'cross-border fusion' products. This prompted us to combine traditional cultural elements with modern visual language to create products with a stronger local resonance. At the same time, we also adjusted the product packaging design based on feedback from the exhibition to better align with Chinese consumers' aesthetic preferences.'

This year, Cao Peiqing signed up early for the 8th CIIE. 'China has huge development potential in 'green consumption,' 'digital globalization,' and 'cultural IP co-creation.' Next, we will accelerate the local content production and operation team development, realize the localized development of the brand, collaborate with Chinese cultural and tourism institutions to create marketing cases with cultural value, and further optimize user profiles using AI, big data, and other technologies to improve precise reach rates,' she said.

Li Jiachun, also a 'full-attendance' participant at the CIIE, plans to display a variety of rare gemstone categories at this year's CIIE to further expand the Chinese market. 'Through years of participation, I have gained a better understanding of the changes in the demand and latest trends of Chinese consumers. The high-quality clients and partners I have accumulated have also played a key role in helping the company expand its business,' he said.