This is what happens when you go all in on consumption as economic policy over time (over-consume above your true productive capacity, you must go into high HH debt to finance that, and you get inflation as more and more money chases the same amount of goods).
And, at the end of the day, I bet that Chinese people feel way more comfortable and financially secure avoiding those pitfalls, and maybe this is why satisfaction and optimism-related polls are so good there. Also way less potential for financial contagion that way as well.
So, these data shouldn't signal anything "bad" and shouldn't signal "weakness", it is just an individual, deliberate, smart, responsible spending culture that is very stress-free. Production capacity and real wage increases are what matters in the end, not high consumerism.
I agree that real wages and overall production are better indicators.
But that said, consumption level in China is very high despite the Western narrative of low % of consumption (to go with accusations of overcapacity.)
Chinese bought 25M cars last year. They bought more European luxury cars (Benzes, BMWs, Audis, etc.) than any other country in the world, including the US. In fact, they are multiples of American sales for many of those foreign companies -- not just for cars.
Sales in China of TVs, refrigerators, air conditioners and every other major household appliances are multiples of the US figures.