---
title: "China Consumer Expectation Index Report 2022 Released: National Trend Economy Remains Hot, Brand Value Drives Growth"
description: "The China Consumer Expectation Index Report 2022, jointly compiled by Focus Media, the Institute of Industrial Economics of the Chinese Academy of Macroeconomic Research, and the New Media Center of Xinhua News Agency, was released, showing a rebound in consumer expectations for 2022 and an optimistic outlook for 2023. The report highlights the sustained popularity of the national trend economy and emphasizes that brand value has become a key driver of growth, with brands increasingly focusing on building brand equity to secure long-term success."
author: "New Distribution"
publisher: "New Distribution"
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published: "2023-01-06"
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# China Consumer Expectation Index Report 2022 Released: National Trend Economy Remains Hot, Brand Value Drives Growth

> The China Consumer Expectation Index Report 2022, jointly compiled by Focus Media, the Institute of Industrial Economics of the Chinese Academy of Macroeconomic Research, and the New Media Center of Xinhua News Agency, was released, showing a rebound in consumer expectations for 2022 and an optimistic outlook for 2023. The report highlights the sustained popularity of the national trend economy and emphasizes that brand value has become a key driver of growth, with brands increasingly focusing on building brand equity to secure long-term success.

**Introduction: China's business war has entered an era of competing for consumer mind share.**
In the post-pandemic era, China's economy and society face recovery and revitalization. As the foundation of economic growth, consumption is not only a key driver for returning to normalcy but also a critical forward-looking indicator. Recently, at the 10th China Emerging Media Industry Integration and Development Conference hosted by Xinhua News Agency, the China Consumer Expectation Index Report 2022, jointly compiled by Focus Media, the Institute of Industrial Economics of the Chinese Academy of Macroeconomic Research, and the New Media Center of Xinhua News Agency, was released for the first time. Over the past decade or so, thousands of brands have landed on Focus Media's platform, making Focus Media a witness and recorder of China's economic development and changes in residents' consumption life. Based on the accumulation and analysis of large amounts of long-term data, Focus Media has become a barometer for observing the development of China's consumer industry and a weather vane for studying changes in consumption life. The report shows that in 2022, China's consumer expectation index rebounded, with sub-indicators for consumption capacity and consumption environment improving significantly compared to the previous two years; in 2023, it is expected that residents' income will grow steadily, the consumption environment will continue to improve, and residents' consumption is expected to maintain an overall growth trend, with recovery and rebound expected.

**Basic living consumption remains stable**
The report shows that in 2022, sales of basic living goods continued to maintain a steady growth trend. Among them, food consumption showed strong resilience, with rapid growth in demand for pre-made dishes and convenient instant food. Light meals, sugar-free and low-sugar food and beverages, and fat-reducing foods have become new fashion in food consumption, while tracks such as children's complementary food and nutritional products are accelerating expansion. In terms of clothing consumption, the down jacket industry is accelerating market expansion and upgrading, with national trend brands developing faster; benefiting from the improvement in consumers' health awareness and the national fitness craze, the market size of China's sports footwear and apparel industry maintains rapid growth; driven by multiple factors such as the improvement in residents' consumption expenditure capacity and the full liberalization of the three-child policy, the infant and toddler clothing and apparel industry is developing rapidly, and the children's clothing market size is expected to expand rapidly.

△In the first quarter of 2022, food consumption expectations reached the highest value in three years

**Smart home, functional products, new energy, and healthcare become four highlights**
In terms of daily consumption, the impact of the epidemic has driven the continuous increase in demand for personal cleaning and care products. Consumption of hair care products with concepts such as "anti-hair loss," "scalp anti-aging," and "oil control" continues to rise, and "beauty economy" products such as beauty and personal care devices and hair dryers are rapidly emerging. In the future, it is expected that consumption of mid-to-high-end cosmetics such as high-end skincare and oral care will also have great growth potential. Residents' healthcare consumption is also steadily rising. With the deepening trend of population aging and the implementation of the "three-child" policy, domestic high-quality products and digital healthcare services will become new hotspots. It is expected that China's healthcare consumption market will maintain a rapid growth rate of over 10% in the next five years. In terms of residential consumption, demand for smart home products represented by robot vacuums, floor washing machines, and smart door locks has exploded, the children's home market represented by study desks is accelerating development, and domestic small appliances such as fruit and vegetable purifier cleaners and air fryers have emerged as new forces. Driven by consumption upgrading and technological progress, China is expected to quickly enter the era of smart homes for all.

△Development scale of China's smart home industry

From the perspective of consumption hotspots, new energy vehicles show strong resilience and have become the biggest highlight in the travel consumption field. In the first three quarters of 2022, new energy vehicle sales exceeded the total for 2021; driven by favorable policies, the new energy vehicle industry is expected to continue the trend of booming production and sales. Bicycles meet multiple needs such as private travel, leisure and fitness, and outdoor socializing, and have gradually upgraded to a new fashion in consumer travel.

**Scenario-based consumption such as tourism, culture, education, and entertainment is expected to recover rapidly**
In 2022, indices for tourism, culture, education, and entertainment showed a downward trend, but with the implementation of epidemic prevention and control optimization measures, the environment for industries such as tourism, culture, education, and entertainment will accelerate improvement. With the rapid recovery of the market, it is expected that demand for tourism and leisure, visiting relatives and friends, and business travel will be quickly released, and daily urban travel will gradually return to normal, promoting the gradual recovery of passenger traffic in high-speed rail, civil aviation, highways, and urban public transport. Consumption such as self-driving tours, outdoor sports tours, and special cultural exhibitions, characterized by short duration and close distance, is expected to continue to grow. Ice and snow tours and family visits are expected to become new consumption highlights, and cross-regional medium and long-distance travel will recover rapidly. Against the background of increased uncertainty in expected income and rising savings rates, relatively practical and affordable cultural, educational, and tourism products and services will also arouse residents' consumption enthusiasm. Smart cultural and educational supplies, comprehensive smart education solutions, and virtual "museums" and "cultural centers" will also be welcomed by consumers. Cultural, educational, and entertainment consumption is expected to continue to be a hotspot for Chinese residents' consumption through new models and new scenarios.

**National brands rise, returning to brand value creation**
Through the analysis of the report, the national trend economy remains hot in various consumer segments and has become an important engine for promoting social and economic development and upgrading. At the same time, from the typical cases shown in the report, brand power has become a key element driving growth, and more enterprises and industries are returning to brand value creation. **In an uncertain environment, more and more consumers tend to choose brands that are more stable, more certain, and more trustworthy. Therefore, brand has become the true core competitiveness and moat of enterprises.** Only by focusing on brand value and continuously building the brand can a more certain, long-term, and sustainable growth driver be formed. Especially during the consumption recovery period, when market noise is reduced, brands that dare to invest excessively will win greater market volume, seize a larger market share, and thus quickly increase brand concentration. In this process, high-coverage, high-quality, and high-impact media have become an important guarantee for promoting brand growth. According to Kantar's "2021 China Urban Residents' Advertising Attention Research," the internet, elevators, and television are the three core reach media, covering the mainstream urban population most widely, with internet reach at 95%, elevator reach at 79%, and television reach at 51%. **Due to high-frequency exposure, consumers have the most advertising memories for elevator media, social media, and short videos. Offline media such as elevator media and cinema media have a stronger effect on driving consumers' brand purchase intention.**

The demographic dividend and traffic dividend have ended, but the dividend of mind share and brand is unfolding. The core elements of Chinese enterprise development have **expanded from the production end to the channel end, and further to the consumer mind end.**

Over the past decade or so, traditional domestic brands such as Bosideng, Feihe, Junlebao, Baixiang, Qiaqia, and Joyoung have continued to increase their brand advertising investment. At the same time, many emerging national brands such as Genki Forest, Daily Black Chocolate, Winona, Runbaiyan, Black and White Tune, and Ulike have emerged on a large scale. By intensively building their brands at key time nodes of brand development and leapfrogging, they have successfully broken through their circles, and with continuous follow-up investment, they have promoted the expansion path from traffic to brand, achieving a double explosion of brand and sales.

China's business war has entered an era of competing for consumer mind share. Over the past decade or more, a large number of enterprises have embarked on the path of branding, achieving development leaps, jointly helping consumption continue to recover, building a new development pattern, and providing strong support for promoting high-quality development.


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