China's e-commerce giant Alibaba says that consumption behaviors in China have become healthier and smarter.
A report was drawn based on transactions made on Alibaba's online shopping platform Taobao.com over the past five years.
Xia Ji, marketing director of Taobao.com, said the study found five major consumption trends in China: healthy, intelligent, personalized, traditional, and young.
"Consumers eat healthier, such as non-genetically modified food and organic food. The consumption of these products has seen fast increases. The other is exercise. Running at night has been popular in China in recent two years, which has boosted the consumption of running equipment."
The report also revealed that young people who were born in the 1980s and 90s have been the main force for online shopping in China.
Most of people under the age of 25 use mobile phones to shop online, especially in China's second- and third-tier cities.
Spending on traditional festivals has also surprisingly overtaken Western festivals, bolstered by young consumers.
