The coastal region of China is a typical area characterized by a developed economy, yet it faces prominent resource and environmental issues, and it is of great significance to quantitatively assess the ecological effects resulting from rapid urbanization and industrialization. Based on the land use data from 1985 to 2020, and the InVEST modeling and relevant spatial data sources, the paper analyzed the spatial and temporal changes in land use cover and habitat quality in the coastal China over the past 30 years. The results show that: 1) land use cover in the coastal China has changed significantly during the study period, with the area of cultivated land continuing to decrease and construction land expanding; 2) the trend of habitat quality degradation in was obvious, with the area of low-value habitat quality continuing to increase. Spatially, they were mainly located in the three major urban agglomerations undergoing rapid industrialization and urbanization; 3) The average degradation of habitats increased significantly between 1990 and 2000 and 2010-2020. The rate of change in areas with different degradation levels from 1990 to 2000 was higher than in other periods. The low-value areas of habitat degradation are mainly located in hilly and mountainous regions. 4) The transfer of habitat grades was generally characterized by a shift from high grade to low grade. This trend of conversion was due to the large-scale occupation of cultivated land by construction land and the long-term encroachment of ecological land by cultivated land. For future development, it is recommended to improve the land use regulation system based on the principles of sustainable development, with a particular focus on habitat protection. Additionally, efforts should be made to strengthen the development of ecological agriculture, carry out ecological protection and restoration, and improve the mechanisms for coordinating land and sea management.