Abstract

Fear of a slowdown in China has raised concerns about consumer behavior and about the possibility that the retail boom is over. McKinsey’s Ecommerce Sentiment Survey, conducted in September 2015, explored the attitudes of Chinese consumers in the aftermath of the summer stock market correction that saw many Chinese stocks lose a third of their value.

We surveyed 1,200 consumers to learn more about how they are feeling about the economy and how their purchasing decisions might be affected by recent events. The results indicate a more upbeat picture than most have expected. Chinese consumers are largely optimistic about the economy and its future direction. Some groups remain as enthusiastic as ever, while others plan to make adjustments in their spending habits, with a decided turn toward shopping more online.