As the new semester approaches, the demand for study supplies and electronic products is surging, fueling a boom in the “back-to-school economy” in China. In Beijing, at a Miniso store, the stationery section is bustling with three times the usual number of shoppers, mainly primary and middle school students. Parents are opting for practical stationery over playful designs to meet the academic requirements of their children.
A similar trend is observed in other regions like Sanya, where stationery sales have spiked significantly, especially for gel pens and cartoon-themed notebooks. Students are not just stocking up on traditional stationery but also upgrading their digital devices. Government subsidies, e-commerce discounts, and promotions are driving the sales of smartphones, earphones, tablets, and computers, with action cameras gaining popularity for their portability and versatility.
Chinese shopping platform Smzdm.com data reveals that students are gravitating towards digital products embedded with artificial intelligence and augmented reality technologies. Deli’s zipper pencil case from China topped the hot-selling chart, reflecting the shift towards quality and functionality in consumer preferences, extending beyond food and apparel to educational and work-related products.
Experts point out that the rise in back-to-school consumption is propelled by China’s economic growth, higher household incomes, and the indispensable role of electronic tools in modern education and daily life. Bian Yongzu, from Modernization of Management magazine, emphasizes that evolving consumption concepts, driven by the internet and artificial intelligence, are bridging urban-rural gaps and fostering a more equitable consumer landscape.
Consumer behavior trends are not limited to academic supplies but extend to summer tourism, where Chinese travel platforms report a surge in demand for high-quality travel experiences. Fliggy noted a significant increase in the average order value during the summer vacation, with a growing preference for cultural and entertainment-oriented trips.
Chinese society’s transition towards a digitally unified era is evident in the evolving consumer patterns, reflecting a quest for efficiency, health, and individuality. The demand for well-designed stationery and practical electronic devices mirrors a broader shift towards quality and functionality in consumer goods.
The “back-to-school economy” is not just about shopping for supplies but signifies a societal shift towards a more equalized and digitally interconnected consumer landscape. Students and families are increasingly investing in enriching experiences, both in academia and leisure, underscoring a growing emphasis on quality and immersive engagements.
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