As Lunar New Year celebrations get underway and the Year of the Horse begins, China’s deer industry continues to evolve. Speaking from Shanghai, DINZ’s in-market representative Felix Shen says recent developments point to directional momentum, while also warranting careful interpretation.

PwC’s recently released Voice of the Consumer 2025 – China Report makes clear that China’s consumer story is no longer one of simple expansion or contraction. Instead, it is one of reallocation. While discretionary categories face pressure, spending on health illness prevention, and personal wellbeing remains resilient — and in many cases structurally protected — despite broader macroeconomic uncertainty.

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