The Office of Commercial Affairs in Kunming under Thailand’s Ministry of Commerce reports that China is advancing towards a “fully digital economy” under its high-quality development policy.

Driven by innovation, technology, and rapidly evolving consumer behaviour, China continues to hold its position as the world’s second-largest economy and remains a central hub in the global economic system.

Despite recent volatility, strong domestic purchasing power and active government support ensure that China remains an attractive and high-potential market for both domestic and foreign investors.

1. Experience economy transforms into landmark attractions

The “experience economy” is taking root in major Chinese cities such as Shanghai, Beijing, and Guangzhou, focusing on unique emotional experiences for consumers. Projects like the LV Giant Boat in Shanghai blend fashion, art, and technology into new urban destinations. This signals a shift towards experience-driven value, where brands that offer distinctive emotional engagement stand out in competitive markets.

2. Rational consumption and niche markets on the rise

Modern Chinese consumers are more discerning, often comparing information before purchasing. Over 70% use online platforms to compare prices and reviews. Niche markets—such as health products, organic foods, and personalised services—are expanding. Thai businesses should leverage consumer insight data to tailor products that precisely meet diverse customer needs.

3. Rural revitalisation spurs new business zones

China’s “rural revitalisation” policy is boosting county-level and rural economies, particularly in Sichuan, Yunnan, and Guizhou provinces. These regions are witnessing rapid growth in income and retail activity, offering Thai firms new entry points into emerging southwest markets.

4. Technology enhances dining experiences

China’s dining industry is evolving towards “experience and value.” Restaurants like Haidilao and Quanjude integrate virtual reality (VR) technology to create immersive dining environments. Thai restaurateurs can adopt similar innovations to showcase Thai cuisine and culture creatively to Chinese audiences.

5. Integration of online and offline commerce

China leads in merging online and offline commerce through giants such as Alibaba and JD.com. The Online-to-Offline (O2O) model—powered by AI and Big Data—enables retailers to predict consumer behaviour and adapt in real time, driving the growth of agile “digital stores.”

6. Digital consumption drives the new economy

Under the national digital economy development plan 2025, China is investing heavily in digital infrastructure and nationwide connectivity. Technologies such as 5G, IoT, AI, and VR are reshaping everyday life, with over 80% of Chinese consumers now shopping via smartphones. This creates new digital gateways for Thai businesses to access Chinese consumers directly.

7. Rise of health and eco-conscious lifestyles

China’s “green development” policy encourages growth in eco-friendly sectors, including organic products, biodegradable packaging, and clean energy. Consumers increasingly prioritise safety, quality, and environmental responsibility. Thai exporters can leverage their strengths in natural ingredients and production standards to differentiate themselves in this market.

8. Smart logistics and supply-chain evolution

China’s logistics sector is advancing rapidly through drone delivery, driverless transport, and smart warehouses—all aligned with the Belt and Road Initiative (BRI). These innovations lower costs and improve efficiency. Thai firms can benefit from the growing logistics network to expand trade reach and reduce operational expenses.

9. Chinese retail brands go global

Chinese brands such as Shein, Temu, and Miniso have successfully entered global markets with culturally adaptive design and tech-driven management. Backed by trade agreements and international cooperation, these brands have strengthened their global influence. This trend underscores the need for Thai businesses to build stronger brands and compete globally.

10. Data-driven business strategies

In the digital economy, data has become the most valuable resource. The strategic use of Big Data and AI for consumer analysis, supply-chain optimisation, and marketing allows businesses to reduce costs and enhance efficiency. Companies capable of using data systematically will hold a strong competitive advantage amid ongoing economic transformation.

China’s evolving economy and changing consumer landscape—particularly the rise of wellness-focused and eco-friendly lifestyles—present significant opportunities for Thai businesses to expand globally.

With strengths in quality, production standards, and cultural appeal, Thai enterprises are well-positioned to tap into China’s dynamic and high-potential market.