Millennials drive offline markets

Changing consumer preferences, shopping habits, and rising incomes force retailers to reshape strategies

Millennials aged 18-37 are now a crucial 415-million strong segment of Chinese consumers, constituting nearly one-third of the nation's total consumers. Their changing preferences, shopping habits and spending power are influencing retailers and brands alike to reshape their business strategies, promising to infuse fresh vigor into the economy.

One of the most striking aspects of this trend is the re-emergence of physical shopping, as opposed to online shopping, as a popular pastime - retail therapy, if you will.