The Chinese Consumer Value Index (CCVI), developed by Avantgarde in 2019, analyses data from Chinese social media platforms, including Sina Weibo, to identify the top 10 values. In 2024, we expanded our data sources by incorporating Xiaohongshu, reaching over 9.55 million data points. Through quantitative research and qualitative analysis, we generated the CCVI 2024. 


The CCVI categorises millions of data points into values such as success, health, simplicity, and freedom, reflecting how these are prioritised in consumers' daily lives. This index serves as a strategic tool for companies aiming to align their products and services with the evolving preferences of Chinese consumers. 

One surprising insight from the CCVI is the shift in the perceived importance of health and success. Health, previously a dominant value, has now become a standard norm in people’s post-pandemic lifestyle. Wei, Director of Cultural Marketing, mentioned that this doesn’t mean people no longer value health. Instead, it indicates that the baseline or average notions of health are already well-established, and consumers have raised the bar. Therefore, brands offering related products and services need to be more dedicated in their new product development (NPD) and communication efforts. 


Success, as a consumer value, has undergone a significant transformation in China over the past five years. Traditionally, success was closely tied to national achievements, such as economic growth or gaining international recognition, often outweighing personal milestones. However, in recent years, particularly in 2024, the focus has shifted to individual success. Today, Chinese consumers define success more personally, valuing achievements beyond work or financial gain. Pursuing hobbies, learning new skills, and embracing diverse interests now contribute to their sense of accomplishment. This evolution reflects a broader trend towards individualism, as people prioritise self-fulfilment alongside traditional measures of success.

Simplicity ranks highly across platforms, as consumers increasingly favour straightforward, efficient solutions in both products and services, reflecting a desire to minimise complexity in their decision-making processes. Successful brands like MUJI and UNIQLO exemplify this value by offering minimal yet functional products and efficient customer experiences. Overcomplicated marketing mechanisms, such as excessive discount systems, have become less appealing as customers prioritise clarity and easy solutions. The growing importance of simplicity highlights the need for businesses to focus on solving consumers’ problems in direct and accessible ways.

The CCVI findings also highlight cultural differences when compared to other countries. For instance, while simplicity is valued globally, priorities such as sustainability or nature may rank differently depending on the local context. 

In China, the value of nature encompasses both environmental engagement and the concept of living naturally. This has shifted from extreme outdoor activities to more accessible forms of connection with nature, such as park walks or casual outings. On Xiaohongshu, a trending concept called the “20-Minute Park Recharge Theory” has emerged. Due to high levels of daily stress, many people take a 20-minute walk during lunch or breaks to recharge. This simple practice reflects a growing focus on mental well-being and finding balance amidst the pressures of modern life. 

In contrast, Europeans no longer see nature as a primary value because it has become an integral part of their daily lives. Instead, the idea of nature in Europe is more closely associated with sustainability. 

However, purchasing behaviour among consumers has shifted in recent years. While sustainability was once a priority, economic uncertainty has led to more trade-offs, with fewer consumers willing to buy sustainable products. According to the McKinsey Consumer Value Index, fewer Gen Z and millennials ranked sustainability as an important purchasing factor at the beginning of 2024, reflecting a decline in its perceived importance in decision-making. 

This evolution highlights how cultural nuances shape consumer behaviour, making tools like the CCVI invaluable for businesses navigating diverse and dynamic markets. 

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