Bangkok: Exploring modern Chinese trade strategies and changing consumer behavior through "Aizhong Page" at the 3rd Thai-Chinese Executive Training Program seminar. The 3rd cohort of the Thai-Chinese Business Executive Program (Young 3) held a special lecture on the topic of "Business and Online Consumer Behavior" at The Emerald Hotel, Ratchada. This event was a collaboration between the Thai-Chinese Media and Business Administration Institute, the Thai-Chinese Journalists Association, and the Thai-Chinese Chamber of Commerce, with support from the Embassy of the People's Republic of China in Thailand and China Media Group. The aim was to further strengthen Thai-Chinese relations in all economic and trade dimensions.
According to Thai News Agency, the speaker for this event is Dr. Pakorn Katchalee, or "Ajarn Por," the owner of the popular Facebook page "Aijong," a lecturer in the Marketing Department, Faculty of Business Administration, Chiang Mai University, and an academic and market observer who has continuously and in-depth followed Chinese consumer behavior and marketing.
For entrepreneurs seeking a thorough understanding of the Chinese economy, Dr. Pakorn provides an overview, stating that the current economic structure stands on three main pillars: state-owned enterprises (SOEs), mixed enterprises, and private enterprises. The Chinese government continues to firmly control the direction of national development, particularly by promoting greater private sector involvement in mixed SOEs. This approach reflects a strategy where China is not pursuing extreme liberalization but rather adopts a "state as captain, private sector as oarsman" strategy.
In the e-commerce sector, while its proportion to total retail sales has fluctuated somewhat due to economic conditions, the Chinese government continues to support small and medium-sized enterprises (SMEs) in expanding into global markets. This is coupled with opening its doors to foreign investment in order to maintain long-term economic growth momentum.
Chinese marketing in the digital age still revolves around "live streaming," but the dynamics of the industry have shifted significantly. Mega-influencers, which once dominated, are no longer the sole answer. Chinese consumers are growing weary of the artificiality and are increasingly trusting Key Opinion Consumers (KOCs) and emerging bloggers who appear more natural, speak from real experiences, and feel more connected to daily life. This phenomenon indicates that "credibility" is increasingly valued over "popularity" in the modern Chinese marketing equation.
In terms of consumer base, Chinese online shoppers are distributed in roughly equal proportions of men and women, with the 27-39 age group earning over 5,000 yuan per month remaining the primary purchasing power driving the market.
One of the most important findings for marketers wanting to understand Chinese consumers is the concept of the Experience Economy, which is key to explaining why social commerce in China is experiencing continuous growth. Modern Chinese consumers are no longer simply "buying things," but rather "buying experiences"-feelings and stories that can be shared on social media. Brands that can deliver emotional value and create meaningful memories for consumers will win.
Another interesting dimension in studying Chinese consumer behavior is the increasingly clear distinction between two generations. Gen Z is a group that spends money to 'invest in themselves.' They buy courses, travel experiences, and products that reflect their identity, rather than accumulating assets. Conversely, Millennials are entering a more cautious and mindful mode after experiencing a volatile economic period. They are tightening their belts, focusing on value for money, and making rational purchasing decisions.
Dr. Pakorn analyzed a case study relevant to Thai entrepreneurs: the durian market in China, which reflects the behavior of modern Chinese consumers. Although Thai durian still dominates the Chinese market, today's Chinese consumers are far more discerning. They don't base their purchasing decisions solely on price, but are now meticulously questioning quality, freshness, sweetness, and the origin of the produce.
Even though Chinese consumers are becoming more cautious with their daily spending, there's one thing they're still willing to "open their wallets" for: new and meaningful experiences. The Chinese government understands this well and continuously injects soft power to stimulate domestic consumption by integrating Chinese culture and identity into the tourism experience.
For tourism and service businesses, understanding Chinese tourists in this era is crucial. The majority of Chinese tourists flying directly to Thailand come from major cities with high economic potential, and they are looking for "Unseen Thailand"-different and memorable experiences, including local culture that is not widely known, and Thailand's world-renowned services.
In mainland China, the online trade war continues to rage with no sign of abating. Social commerce platforms like Douyin and Xiaohongshu are playing an increasingly significant role in the e-commerce world. Chinese businesses are aggressively approaching Thai consumers directly through Direct-to-Consumer (D2C) strategies on platforms like Shopee and Lazada, impacting Thai digital infrastructure and consumer behavior.
This presentation is not just about updating information, but about laying the foundation of understanding that Thai entrepreneurs need to have, whether they want to penetrate the Chinese market, attract Chinese tourists, or effectively cope with the wave of Chinese business sweeping into Thailand in this digital age.