TONG Global’s special Chinese New Year gift to brands: the report “China Consumer: 2024 Retrospective and 2025 Outlook” – your key to navigating the China market in 2025

2024 has been a year of transition for many brands in China, faced with a ‘new normal’ in the world’s second largest consumer market. Macro-economic challenges, including the ongoing worries in the property market, higher unemployment, and an underperforming stock market have weighed on consumer confidence.

In periods of overall lower growth, the underlying strength of brands becomes even more important.

In this report, we’ve tapped into the expertise of top China marketing professionals from diverse industries to uncover their key takeaways from 2024 and bold predictions for 2025. From navigating challenges to seizing opportunities and decoding future trends, this compilation offers a front-row seat to the evolving landscape of brand strategy.

Special thank you to all our contributors for their valuable insights.