What's Inside

As China’s economy continues its decades-long shift from centrally planned command economy to being increasingly consumer-driven, local brands and retailers have to adapt to a market in which consumers call the shots–and expect retailers to meet their expectations.

• Gen Zers are emerging as key drivers, with high expectations and money to back them up.
• Companies are responding with increased product trials and tools to understand consumer preferences.
• Cosmetics sales are soaring as people become more image-conscious.