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 […]
Shein’s marketing strategy: From a U.S.-China focus to global expansion
Shein is the largest Chinese cross-border fast fashion e-commerce company, with presence in over 150 countries and 235 million downloads across in the world. Its largest markets are the United States and some European countries, including Germany, the United Kingdom, and France. In the United States, the Trump administration announced on February 1st, 2025, that […]
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 […]
Gucci in China: a tale of elegance and cultural connection
The luxury goods sector has experienced significant growth in China over recent decades, triggered by a remarkable surge in disposable income. Consequently, renowned international luxury brands such as Coach, Hermès, and Prada have all strategically penetrated the Chinese market, seeking to capitalize on the burgeoning demand. However, among the abundance of luxury brands vying for […]
China’s luxury market in 2024: VICs, omnichannel & CRM strategies
Despite economic challenges prompting increased savings among over half of Chinese consumers in 2023, China’s luxury market experienced a rebound, fueled by financially resilient core luxury consumers. In this landscape, Very Important Customers (VICs) have emerged as pivotal drivers of consumption, inducing luxury brands to pivot their focus from entry-level consumers. In tandem with this […]
Ralph Lauren’s resonance with China’s 2023 online trends
Ralph Lauren Corporation, the American accessible luxury brand renowned for its polo shirts, entered the Chinese market in 2011, making it a relatively late entrant compared to brands like Louis Vuitton and Chanel. The company achieve a remarkable success among local consumers and, in 2023 Q3, its sales experienced a remarkable surge of over 30% […]