China's big consumer market isn't rebounding to pre-pandemic levels just yet

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For the year ahead, Bain Partner Derek Deng said China's consumer spending likely wouldn't even return to 2021 levels due to macroeconomic developments.

Retail sales for the first three months of 2022 were up by about 3.3% from a year ago, but had slowed to a decline of 0.7% for the first half of the year, according to Wind Information.

"I think that has also impact on people's perceptions on their disposable income, or whether they need to save to weather all those uncertainties," he said.Analysts are closely watching the upcoming Lunar New Year holiday for indications on consumer sentiment. The travel season for China's big holiday runs this year from around Jan. 7 to Feb. 15. — with about 2.1 billion trips expected, according to official estimates.

This year, many more Chinese will finally be able to travel overseas. The country is restoring the ability of Chinese citizens to go abroad for leisure, after tightly controlling the mainland borders for almost three years. On Sunday, China also formally removed quarantine requirements for inbound travelers.

By that time, people will have been able to process their passport applications, while the number of international flights may have recovered to 50% or 60% of 2019 levels, Chen said. He added that measures such as pre-flight virus testing requirements to visit certain countries could be relaxed in a few months.

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