Emerging trends in the Chinese consumer market usher in new opportunities for overseas brands

June 2023

In the face of a persistently challenging and complex global economic situation, many overseas brands view entering the China market and establishing an online presence as a crucial outlet for growth. However, the evolving consumer trends in the post-epidemic era make it vital for foreign brands to plan a sustainable path for growth. PwC’s Brand Power Program has a long-term focus on exploring the New Consumption landscape, seeking to delve into the new forms of business in the consumer sector through thematic insights and offline activities.

This article explores the development opportunities and localisation pathways for foreign brands in China, considering the current retail consumer market environment, new market opportunities in the post-pandemic era, and the ways for overseas brands to enter the China market. The discussion is intended to provide fresh insights for the localisation development of foreign brands in China.