Report: Chinese households see rising expenditures in Q3

Paying for interest, rational consumption and cost-effectiveness became mainstream attitudes. 36 percent of consumers are willing to pay a premium for interest. For example, the middle class spends 600 yuan ($86) per year on average at the cinema, and female in middle class spends 40,000 yuan per year traveling abroad.

Though consumers are willing to pay premium for interest, they are still rational. When making purchase decisions, consumers also consider product quality rather than relying solely on brands. New brands gradually gain ground due to an increasingly segmented market.

Meanwhile, imported brands met consumers' diversifying demands by selling products with exotic features in online channels.

The e-commerce sector has been continuously innovating its models. Social e-commerce, a concept recognized by consumers, witnessed rapid growth. According to Nielsen's data, social e-commerce saw an explosive growth, an increase of 439.2 percent year-on-year.