Flexible approach

According to data released by Zhima Rental, the rental platform operated under Ant Group's Zhima Credit, the total transaction volume on the platform grew by 71.6 percent year-on-year in the first half of 2025.

Zhima Rental collaborates with over 15,000 merchants and brands, covering more than 200 product categories, from consumer electronics and home appliances to travel and entertainment.

More than 60 percent of the platform's users are under the age of 30, reflecting the growing influence of younger consumers in driving China's rental economy. Zhima Rental reported digital electronics, photographic equipment, and outdoor gear have seen the fastest growth.

"The rise of the rental economy marks a profound shift in the consumption logic of the younger generation — from ownership-oriented to access-oriented. Young people no longer see material possession as the core of status or happiness; instead, they focus on rich experiences, flexible resource allocation, and a fluid way of living," said Shen Liang, an assistant professor at Shanghai Jiao Tong University's Antai College of Economics and Management.

"This shift also reflects a more socially responsible consumption orientation. With the rise of sustainable development awareness, more young consumers reduce waste and extend product life cycles through renting, aligning with the principles of the circular and sharing economy," said Shen.

In its 2025 mid-year update, Ant Group highlighted that "post-95 consumers are reshaping the concept of ownership — prioritizing use, flexibility, and sustainability over long-term possession".

Shen said future challenges include gaps in credit assessment, trust, and underdeveloped risk-sharing mechanisms. "Flexible constraints through insurance, tiered credit protection, or algorithmic risk control are crucial," she said, predicting that in the future the rental sector will integrate AI-driven personalization.

Goods rented in China are also becoming more diverse, data from e-commerce platform Meituan shows.