The pandemic has changed attitudes on spending, leisure and entertainment due to deeper shifts in human values and happiness. In China, and across the world, the COVID-19 pandemic has led to a stratospheric rise in spiritual and self-improvement consumption. Natural pursuits, physical health, and mental wellbeing are all rising to the forefront when it comes to purchases.
Spending that will enhance personal mood and spirit has particularly grown with local Gen Z. A 2022 report jointly published by the research institute of e-commerce giant JD.com, Tencent Music, and podcast platform Himalaya found that more than 52 percent of Gen Z consumers are increasing their spiritual consumption in 2022. Movies, music, and (audio) books are the categories that have seen the most noticeable sales growth, while electronics such as smart earphones and VR glasses are also trending. Aromatherapy products are also favored by Gen Z consumers thanks to their healing and stress-relief properties.
“After the pandemic started, I made fewer fashion and beauty purchases because there were fewer opportunities to go out. During the lockdown in Shanghai, I paid more attention to improving the usage and arrangement of my home space,” a young Shanghai-based consumer Olivia Wang based previously stated to Jing Daily. “For example, For instance, I purchased more kitchenware and aromatherapy products to lighten my mood. Passionate about dancing, I also acquired some indoor exercise and dancing equipment.”
Since the pandemic, more shoppers are recognizing that “health is wealth.” It’s no surprise that wellness, fitness and outdoor hobbies are being adopted as lifestyles and not just pursuits.
Outdoor athletic activities serves to improve health and fitness, however, the current trend differs from traditional outdoor sports in that they place greater emphasis on the “leisure” part of athleisure. With global travel in 2022 still a challenge, young Chinese people are exploring alternative ways to enjoy precious outdoor activities closer to home. Cycling, camping, frisbee, and skateboarding are the most notable emerging Gen Z hobbies. And the accompanying styles and fashions, such as “mountaincore,” have risen in online search, social media debates, and general popularity. Brands like Timberland, Patagonia, Arc’teryx have tapped these trends, exposing a great opportunity to capitalise on this lifestyle shift.
Cycling: China is obviously no stranger to the pleasures of the bicycle. But starting this May and June, streets in big cities like Beijing and Shanghai became busier than usual with cyclists. On the social media platform Xiaohongshu, the keyword “cycling” has attracted close to 22 million views while searches related to cycling …….