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They are at time.com/newsletters and are separate from a paid subscription.  _This content was paid for and prepared by China Daily, an official publication of the People's Republic of China. The TIME editorial and advertising departments were not involved in the creation of this content._ Children’s cars for rental are displayed at a shopping mall in Chongqing. LIU XIN / CHINA NEWS SERVICE By YU RAN For Cheng Shuo, 27, an accountant, the most pleasurable thing in life is attending live music performances. Almost every month, Cheng, of Suzhou, Jiangsu province, travels to various cities for concerts, music festivals and fan events. Before each show she often rents a video camera to record her trip. Online rental platforms offer easy credit-based services, with professional cameras costing between 200 yuan ($28) and 400 yuan a day to rent. “These things cost tens of thousands of yuan, but renting one for a couple of days costs no more than 800 yuan,” Cheng says. “The process is simple: order online, verify your identity, and the camera arrives the next day.” She also rents clothing and accessories to match concert themes. “I sometimes rent an outfit in a particular shade, or jewelry that matches the light sticks and banners.” In recent years she has also started renting items for short trips with friends. For instance, she has rented a compact camera for a weekend getaway and a drone to capture images of landscapes. “It only takes a few minutes to book what I need, then it’s delivered to my door, ready to use. Later I just pack it up and send it back.” From renting high-end video equipment to trying household goods before buying, Chinese consumers, especially young people, are increasingly adopting a lifestyle based on renting rather than ownership. The country’s rentals market is expected to be worth 71.6 billion yuan ($10.1 billion) this year and nearly 1 trillion yuan by 2030, the internet consultancy Analysys of Beijing says. The items rented out range from electronics and outdoor gear to fashion and luxury items, with smartphones, laptops, cameras and drones among the most popular items. More than 30,000 businesses are offering rental services, the report said. The rentals website rrzu.com said that during the National Day holiday from Oct. 1 to Oct. 8 the value of its orders for photography and drone equipment was nearly 350% higher than in the corresponding period last year. Short-term rentals under 90 days now account for more than 70% of bookings, it said, the vast majority of customers being young people. “This increase reflects how short-term rental services have become the mainstream choice for young users seeking convenience and flexibility,” said Chen Weijun, brand and channel manager for rrzu.com, which has expanded from renting office equipment to now covering more than 200 fields. Chen said he and his team have observed three clear trends shaping young people’s rental behavior. “They increasingly prioritize short-term utility over ownership, seek rentals that enhance social and experiential activities, and make decisions based on convenience and efficiency, valuing quick ordering, flexible extensions and easy returns.” Growth is strong in lifestyle categories. In-demand items include photographic equipment and drones, gaming consoles, trend-driven products, and tools for livestreaming. Renting enables low-cost experimentation without the burden of equipment depreciation, Chen said. The website has also introduced innovative services to meet evolving demand. A “consignment rental” model, for example, unlocks income from previously idle equipment. Owners can consign their unused equipment to the platform to rent out, and share profits with the company. “Generation Z and consumers under 30 are fundamentally changing the way rental services are used,” Chen said. “They value utility and experience over ownership, creating diverse and fragmented demand that will drive industry expansion in the next two to three years.” Li Shuwei, 35, of Tianjin, said she has increasingly relied on rental services to make her daily life more convenient. “Renting allows me to try out different household appliances and children’s items without having to commit to a purchase,” Li, who has a 9-year-old daughter, said. After giving birth, she began renting not only cars and other items short-term, but also a wide range of products that suited the family’s changing needs, she said. Over the years she has rented food blenders, air purifiers, and robot vacuum cleaners she was considering buying, as well as children’s items used for limited periods, including strollers, child car seats and educational toys that her daughter quickly outgrew. ```json [{"@context":"https://schema.org","@type":"NewsArticle","@id":"https://time.com/branded-content/china-daily/renting-rather-than-buying-becomes-new-consumer-trend/","mainEntityOfPage":{"@type":"WebPage","@id":"https://time.com/branded-content/china-daily/renting-rather-than-buying-becomes-new-consumer-trend/"},"headline":"Renting rather than buying becomes new consumer trend","datePublished":"2026-06-18T14:27:53.190Z","dateModified":"2026-06-09T07:28:04.138Z","description":"","url":"https://time.com/branded-content/china-daily/renting-rather-than-buying-becomes-new-consumer-trend/","keywords":[],"thumbnailUrl":"","author":[],"articleSection":"Paid Content","image":[],"publisher":{"@type":"Organization","name":"Time","url":"https://time.com/","logo":{"@type":"ImageObject","url":"https://time.com/images/logo.png","width":528,"height":156},"foundingDate":"March 3, 1923","sameAs":["https://www.facebook.com/time","https://www.instagram.com/time/?hl=en","https://twitter.com/time","https://www.pinterest.com/timemagazine"]}},{"@context":"https://schema.org","@type":"BreadcrumbList","itemListElement":[{"@type":"ListItem","position":1,"item":{"@id":"https://time.com/branded-content/china-daily/renting-rather-than-buying-becomes-new-consumer-trend/","name":"Renting rather than buying becomes new consumer trend"}}]}] ```