45% of Chinese consumers reduced spending in February, an increase of 7% over January. Over 85% of consumers are now concerned about the outlook for the economy, while 26% of consumers are concerned about their own job security.

The DDMA Chinese Consumer Sentiment Index™ is based on a representative sample of 9,600 urban Chinese consumers aged 25 years to 45 years. The monthly survey is conducted across five cities.

Says Sam Mulligan, Director of DDMA “The Chinese consumer remains very cautious in February. On one hand the decisive action by the government has calmed consumers and the longer term outlook for the economy has improved, however, 52% of consumers work in companies that are cutting costs, 27% work in companies that have recently laid off people and over 20% of consumers are working reduced schedules. These direct experiences undermine sentiment, create uncertainty and lead to a reduction in consumer spending. If consumers receive solid assurances they will resume spending, if economic uncertainty continues they will become more cautious and consumer spending will continue to decline”

Recently unemployed jumped 9% in this sample in February. Consumers are pessimistic about the outlook for the labor market over the next six months and are highly concerned about business conditions in their cities. However, the longer term outlook for the national and local economy improved considerably with 47% of consumers expecting the economy after 12 months to be good, an increase of 12% over January.

Consumers continue to reduce spending on non essential items such as social entertainment (38%), branded clothing (34%) and branded cosmetics (26%). A high % will also defer purchases of housing, cars, laptop computers, mobile phones, TVs and household white goods. 13% have reduced expenditure on daily groceries.

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Click here to learn more about the Chinese Consumer Sentiment Study and Purchase Options

The DDMA Chinese Consumer Sentiment Study monthly reports and the updated DDMA Chinese Consumer Sentiment Index are released on the tenth of every month. This study provides an in-depth understanding into changes in Chinese consumer sentiment over time and the impact these changes have on the willingness or reluctance of consumers to spend their discretionary income in general and on specific categories of focus. Given recent economic events, these measures are now essential for business planning in China.

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