Consumption continues to be one of the bright spots in China's economy. According to a report released by e-commerce company JD.com and Unionpay, the post-70s generation is still a critical driving force, contributing to almost half of the total consumption.

However, those from the 90s are much more active shoppers, and demand different products and services as they pursue diverse lifestyles. Over half of them do their shopping online, quite unlike the other groups. Meanwhile, first-tier cities are witnessing some of the largest consumption levels, and provinces like Anhui and Henan are catching up.  More people are also choosing to pay by credit card, choosing to pay it off only later.