As the world copes with the impact of COVID-19, shifts in Chinese buying habits offer an idea of how global spend will be affected. From the short-term impact to longer, more structural changes in shopping preferences, how can brands best position themselves within this changing landscape?

After being cooped up to slow the spread of COVID-19, quarantine measures are being relaxed in China, and people are celebrating by going out on luxury 'revenge spending' sprees. This behaviour could eventually replicate itself across the world as more countries overcome the outbreak.

People in China might have been spending more time alone while quarantined, but they’ve developed a greater sense of community due to COVID-19. Research conducted by Glocalities suggests that they're displaying more collective values than prior to the outbreak and resulting lockdowns.

Decades of domestic prosperity have seen Chinese citizens become coveted consumers the world over. But a new wind is blowing as young people move away from excessive materialism and towards a more conscious, minimalist approach. What’s driving this shift in shopping habits?