2025 is a year of resilient progress. Amidst a complex market environment and weak short-term consumption momentum, a deeper structural shift is underway. China's journey toward a moderately affluent society is cultivating a larger, more mature, and rational consumer base, whose aspiration for a better life is driving profound behavioral upgrades.

Within this context of “short-term pressure vs. long-term optimism,” the Chinese Consumer Value Index 2025 analyzes social media data from over 4.96 million Weibo posts and 200k+ Xiaohongshu notes. From this corpus, we identify the ten core value orientations shaping Chinese consumers today: Family, Success, Simplicity, Recognition, Freedom, Health, Nature, Community, Security, and Exploration. These values offer a clear roadmap for brands to navigate trends and build resilient growth strategies.

According to the "2025 Chinese Consumer Value Index", "Family" has surpassed "Success," rising from fourth to first place as the value orientation most prioritized by consumers. Since 2024, the concept of "Family" has solidified into a series of new paradigms and continues to evolve toward diversification, individualization, and flexibility. This trend of "atomization," manifested in forms such as DINK households, pet-raising singles, and single-person households, is becoming the new normal. Consumers not only widely accept these redefined principles of family life but are also actively integrating them into their daily routines—which means brands need to rethink their communication and innovation strategies within this new framework.

At the same time, shifts in value rankings reveal deeper psychological transitions: "Security" has significantly dropped from fifth to ninth place, while "Recognition" has climbed from eighth to fourth. This exchange highlights how, in an era of macroeconomic uncertainty, consumers are shifting their focus from external security to micro-level happiness and self-validation. They increasingly seek immediate, visible recognition and fulfillment in their daily lives, consumption experiences, and social interactions.

What other new signals of resilient growth does AVANTGARGE’s freshly released Chinese Consumer Value Index 2025 capture? How will it reveal the value anchors and behavioral logic of the new round of consumption transformation?