Scent of a nation: how Chinese perfume brands are reclaiming identity
In 2014, despite making up 20% of the world’s population, Chinese consumers accounted for only 1% of global fragrance value sales. This striking disparity is shaped by their relative unfamiliarity with perfume and its politically charged past. Indeed, in recent history, fragrance was seen as a symbol of elitism and was even prohibited during the […]
Viral success, ethical controversy: Dissecting Shein’s marketing strategy
While fashion powerhouses struggle to adapt to shifting trends and global trade tensions, Shein is thriving, selling USD 5 dresses at lightning speed to millions around the world. Founded in 2008, Shein has become the world’s largest fast fashion e-commerce platform, with operations in over 150 countries, but none in its home market of China. […]
Nike in China: A sportswear giant’s journey back to the top
Nike is in a battle to reclaim its leadership in China, a market fundamental to its global identity and future growth. For years, the Nike Swoosh ruled with its international star power and deep roots in Chinese sports. But the game has changed, a massive wave of homegrown pride, the “Guochao” movement, accelerated local rivals […]
Inside luxury’s gray market: The evolving role of China’s Daigou industry
The Daigou (代购) industry refers to individuals or agents who purchase and import goods from overseas for resale in the Chinese market. Tightened regulations and pandemic-related disruptions led to a significant reduction in the industry. While the industry is unlikely to recover to its pre-pandemic size, it experienced a rebound in 2024, with the daigou […]
How outdoor trends and national brands are redefining China’s sneaker market
In 2024, China’s sneaker market was shifted by the rise of both national and niche, premium outdoor brands. Sneakers have become a popular fashion trend and status symbol among Chinese consumers, particularly the younger generation. This market holds great potential due to the increasing influence of outdoor sportswear in fashion and the growing focus on footwear […]
How China’s footwear industry is coping with shifting consumer preferences
Due to the fast-evolving tastes of Chinese consumers, leather shoe brands are finding it challenging to stay relevant in the footwear industry in China. In the 2nd week of May 2024, Chinese netizens were having a heated discussion on Weibo regarding whether #leather shoes have been abandoned by today’s era# (皮鞋已经被这个时代抛弃了吗), garnering over 6 million […]
Consumer pain points in China’s beauty market
In the very competitive beauty market in China, many brands are fiercely and rapidly innovating to satisfy the needs of consumers. However, there are still remaining pain points that have not been addressed at all or have not been addressed effectively by brands. To identify some of these pain points, we conducted social media listening […]
“Chinese tourists queuing up to buy Louis Vuitton bags in Japan at 4 am”: Trending hashtag on Chinese social media
According to Umetrip (航旅纵横), as of April 22nd, bookings from Chinese tourists for both inbound and outbound international flights have exceeded 790,000, an increase of over 1.5 times from the previous year. Specifically, among the most popular outbound travel destinations, Japan emerged as the top choice. In the first quarter of this year, Chinese tourists spent RMB […]
The fashion industry in China: Chinese young consumers are becoming highly brand-conscious
China’s fashion industry is currently experiencing an era of unprecedented change and growth. In the “State of Fashion 2023” report, a joint effort by BoF and McKinsey, it was projected that the global fashion market will slow down in 2023 due to macroeconomic and geopolitical factors, including rising inflation, supply chain pressures, and political tensions. […]
Discovering China’s new luxury hot spots: Emerging luxury hubs beyond Shanghai and Beijing
Chinese major international hubs like Shanghai, Beijing, and Hong Kong have traditionally acted as China’s luxury hot spots. As of 2023, this trend continues to dominate with Shanghai boasting a luxury consumption volume of RMB 53.5 billion, placing it in the lead. Beijing closely follows with RMB 52.3 billion. However, according to the latest China […]
Reshaping the Chinese Luxury Market: Shifting Consumer Values and Transformative Retail Experiences
In 2019, McKinsey estimated China’s share of the global luxury market would grow to 41% by 2025. China’s luxury market has been mounting up for the past five years, doubling in size between 2019 and 2021. This growth was disrupted in 2022 due to the zero-Covid policy. In 2022, nearly every luxury category and most […]
From east to the runway: the irresistible ascent of Chinese designer brands
In recent years, at fashion shows and various events, many domestic and international celebrities have been seen wearing clothing from Chinese fashion brands, and an increasing number of Chinese designer brands are entering the international spotlight. At the 2023 Met Gala red carpet, Cardi B appeared in a specially tailored camellia dress designed by Chinese […]