Plan aims to revive traditional consumption sectors

The country recently unveiled a broad plan to revive traditional consumption sectors, betting that cultural heritage, modern designs and younger shoppers can help jump-start household spending.

On Nov 25, six government departments — including the Ministry of Industry and Information Technology, the National Development and Reform Commission and the Ministry of Commerce — jointly issued a plan aimed at improving consumer goods, expanding the reach of "historical classic products", modernizing time-honored brands and promoting sectors such as arts and crafts, silks, teas, traditional Chinese medicines, and cultural and creative products.

The shift is already visible in the country's fast-growing youth-driven marketplaces. On the Dewu app, where over 90 percent of users were born after 1990, guochao (China-chic) has evolved from a fashion tag into a marker of identity, emotional connection and shared values, said the company.

That change in mindset is reshaping spending patterns. One trend is the rise of "self-indulgent" consumption, particularly in domestic beauty products. Domestic cosmetic labels that highlight cultural heritage in products and designs have posted rapid growth on the platform.

Flower Knows, a local cosmetics brand known for its ornate designs, sold more than 5 million units of a new makeup set within three months of launch, according to data cited by the platform.

Another phenomenon is the surge in gold jewelry purchases among younger consumers. Traditionally associated with weddings and wealth preservation, gold is being reimagined through playful designs and cultural symbolism. On Dewu, items such as safety knots and safety charms rank among the most popular gold products.

Chow Tai Seng Jewelry tailored its strategy to such a shift by launching an exclusive "golden lucky draw "product on the app, blending gold craftsmanship with tradition-inspired elements. The product sold 100,000 units within a minute of release, lifting the brand's daily sales by 140 percent and setting a platform record for gold jewelry sales, Dewu said.

For modern Chinese tea brands, policy support and shifting consumer tastes are translating into new opportunities — particularly among younger shoppers seeking products that blend tradition with contemporary design.

"This move is not only an acknowledgment of our brand, but also opens a new channel for the global promotion of Chinese tea culture," said Li Bing, director of Xiaoguan Tea's brand center.

Xiaoguan Tea has positioned itself at the intersection of heritage and lifestyle consumption. Earlier this year, the company unveiled a sugar-free bottled tea and partnered with designer Laurence Xu. Based on the traditional pattern of interlocking branches, a "tea branch pattern" was created that aligns with the aesthetic of tea bottles — a move aimed at integrating traditional Chinese tea culture with fashion and contemporary aesthetics.

Li said the brand's strategy is to pair product quality with emotional resonance.