Aeon China President Toshiya Goto on Chinese consumer trends 2026
Aeon China President Toshiya Goto discusses Chinese consumer trends 2026, highlighting the shift toward quality, inland growth in Changsha, and retail evolution.
Is the Chinese consumer really pulling back? It's not that simple. According to Nikkei, Toshiya Goto, president of Aeon China, says that while shoppers are cautious, their appetite for necessity and quality remains robust. They aren't just looking for cheap deals; they're looking for value that lasts.
Chinese consumer trends 2026: Quality Over Quantity
Despite the tough macro environment, specific categories are flourishing. In 2025, we saw trends like Labubu and K-pop merchandise dominate, showing that emotional satisfaction is a key driver. Goto noted that consumers are becoming more discerning, opting for products that offer a genuine upgrade to their lifestyle.
| Region Type | Market Characteristic | Aeon's Focus |
|---|---|---|
| Coastal Cities | Saturated, Mature | Efficiency & Loyalty |
| Inland Provinces | High Growth Potential | Aggressive Expansion |
The Inland Opportunity in Changsha
Inland areas like Hunan province and its capital Changsha are proving to be the new frontiers. These regions haven't hit the ceiling yet. Aeon is pivoting its strategy to capture this inland momentum, where the middle class is still expanding and looking for reliable retail experiences.
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