Digital technology is increasingly clearly impacting service consumption in China. Technologies such as AI, virtual reality (VR) and augmented reality (AR) are being applied in tourism, culture, entertainment and e-commerce, helping users access services more conveniently and personally.
In the first half of 2026, retail service revenue in China increased by 5.3% compared to the same period last year, 4.2 percentage points higher than sales revenue. Tourism, consulting, rental, culture, sports and entertainment services all recorded double-digit growth.
AI is becoming an important part of this process. In June 2026, the Chinese Ministry of Commerce and 7 other agencies implemented a plan to promote "AI plus consumption", focusing on expanding smart product consumption, improving service delivery capacity and developing new forms of consumption.
In the field of tourism, AI can help users build a schedule based on information such as performance type, departure city and length of stay. The system can simultaneously give suggestions on tickets, hotels, flights, means of transportation and attractions.
According to Luo Zhao - General Director of Rhythm Beat Technology Co., Ltd., as the number of services increases, consumers need tools to help choose according to their personal needs instead of having to search for each service themselves.
Digital technology also helps businesses better understand consumer needs. Data from online platforms allows businesses to track trends and shopping behaviors that were previously difficult to identify.
Local retail technology company and service provider platform Meituan, recorded that online consumption of customers over 50 years old is increasing rapidly. According to Zhang Lin - Chairman of Meituan Research Institute (a unit of Meituan Company), this customer group also has a significantly higher rate of booking 4-star hotels than the average.
These data show that middle-aged and older consumers have significant purchasing power, and are also becoming a customer group that businesses are paying more attention to.
Data from the Chinese Ministry of Commerce shows that online service consumption increased by 22% in 2025. Online sports event ticket sales, tourism products and food services increased by 63.3%, 40.6% and 23.7% respectively.
The above figures show that digital technology not only changes the way consumers access services but also helps businesses shift from providing services according to standard models to personalization according to needs, thereby creating new forms of consumption.
