You searched for tv series - Daxue Consulting - Market Research and Consulting China https://daxueconsulting.com/ Daxue Consulting, your partner for strategic China research Tue, 24 Jun 2025 07:47:42 +0000 en-US hourly 1 https://daxueconsulting.com/wp-content/uploads/2012/06/favicon.png You searched for tv series - Daxue Consulting - Market Research and Consulting China https://daxueconsulting.com/ 32 32 Scent of a nation: how Chinese perfume brands are reclaiming identity https://daxueconsulting.com/chinese-perfume-brands/ Tue, 24 Jun 2025 07:47:40 +0000 https://daxueconsulting.com/?p=57922 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 […]

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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 Cultural Revolution. Many Chinese consumers preferred a “no-scent” approach, considering strong or artificial fragrances potentially intrusive or even disrespectful in shared spaces.

Read our white paper on China’s beauty industry

Yet China once had a rich history of scent. Any account of the Imperial Court reveals the integral role of fragrant oils, sandalwood, blossoms, and spices, some brought from the ancient Silk Road. Empress Cixi, the infamous “Dragon Empress”, was known for her love of scented products. Today, as fragrance slowly reclaims its place in domestic culture, Chinese perfume brands are beginning to reinterpret scent through a distinctly Chinese lens, drawing from traditional aesthetics and olfactory heritage. As perfume gradually gains popularity, especially among younger urban consumers, there is a clear preference for soft, natural, and clean scents that reflect restraint and harmony, values deeply embedded in Chinese aesthetics.

How Chinese perfume brands tap into cultural heritage to claim a foreign brand dominated market

Historically, the fragrance and perfume market in China was dominated by foreign luxury houses such as Chanel, Dior, and Jo Malone. These brands benefited from their long-standing prestige and the aspirational value associated with Western luxury. For many Chinese consumers, wearing these international fragrances was a symbol of sophistication and status. The dominance of imported brands shaped the market and delayed the emergence of local innovation for years.

Premium segments are leveraging Chinese identity and heritage, leaving imitation behind

In recent years, a significant transition has taken place. Chinese luxury brands are moving from imitating Western luxury to building a distinctly local identity. Top-tier brands like To Summer (观夏), Uttori (五朵里), and Barrio (巴莉奥) embrace strong cultural uniqueness, following the Guochao (国潮) trend. These brands use Chinese symbols and storytelling as core brand assets. To Summer, for example, incorporates ingredients like osmanthus, lotus and bamboo, and offers an immersive flagship experience that blurs art and retail. Uttori and Barrio similarly build on minimalism and nature to project refined, culturally grounded luxury. Their strategy targets affluent, culturally confident consumers looking for sophistication with a Chinese soul.

New affordable brands follow the same trend, as the mass market’s interest in Chinese culture is rising

At the same time, culturally inspired affordable brands are rising. Chunfengshili (春风十里), positioned as both deeply Chinese and low in price, adopts a poetic and artistic approach. Fragrance names reference ancient poetry, and marketing mimics classical literati culture. Scent Library (气味图书馆), while more international in tone with scents not specific to China—like marshmallow, blueberries, and even cannabis—taps into everything. The brand also uses nostalgic cues like White Rabbit candy to connect emotionally with younger consumers. Their lower price points make them collectible and social-media friendly, fueling online buzz and experimentation. These brands democratize Chinese identity in perfumery, making it accessible while still emotionally rich.

Chinese perfume brands
Source: Brands websites and Xiaohongshu, designed by Daxue Consulting, Chinese perfume brands positioning in China in 2025

Chinese perfume brands marketing strategies

To Summer: Shopping as an immersive experience

To Summer’s flagship store in Shanghai redefines the perfume retail experience. More than just a boutique, the space feels like a scent museum, with carefully curated interiors and an art gallery on the second floor. The brand offers perfumes, diffusers, candles, and hand creams, inviting visitors to spend up to an hour exploring and testing the collection at their own pace. Products often sell out quickly, adding an aura of exclusivity.

Flagship stores in China are powerful branding tools, acting as experiential destinations rather than transactional spaces. To Summer’s store has become a “must-visit” location in Shanghai, not only for perfume lovers but also for cultural consumers seeking aesthetic and sensory experiences. In a market where social media and word-of-mouth are crucial, creating such immersive spaces allows brands to become part of lifestyle narratives.

Chinese perfume brands
Source: Xiaohongshu, To Summer flagship store in Shanghai

Scent Library: Nostalgia and diversity to create online hype

Scent Library taps into collective memory and online buzz through a mix of nostalgia and sensory experimentation. Its famous White Rabbit candy perfume revives a beloved childhood treat, sparking emotional connections with Chinese consumers. The brand continues to release playful, candy-inspired fragrances that resonate with younger audiences.

Beyond nostalgia, Scent Library’s appeal lies in its wide range of unconventional scents and low prices. This encourages customers to buy, compare, and share their opinions online. The result is a self-sustaining “hype loop”, where social media users generate buzz through scent reviews, favorites, and collection posts, making the brand a mainstay in fragrance discussions on platforms like Xiaohongshu and Douyin.

Chinese perfume brands
Source: Xiaohongshu, Users sharing Scent Library product reviews, putting them in three categories: “Recommended”, “Can Buy”, and “Not Recommended” (left) and White rabbit perfume (right)

Documents targets young generation seeking a “niche identity”

Documents (闻献) stands out for its “anti-mainstream” marketing and commitment to cultivating a niche, “Zen and cool” identity. The brand avoids typical e-commerce channels and livestream sales, focusing instead on offline “ritual spaces” like its Night Temple concept store on Huaihai Road, Shanghai. Indeed, more than half of all perfume products are being sold outside of e-commerce platforms. These all-black minimalist environments are designed to evoke spiritual calm and exclusivity.

This aligns perfectly with the preferences of China’s Gen Z consumers, who seek individuality and differentiation in their brand choices. By merging immersive physical experiences with symbolic storytelling, DOCUMENTS builds a loyal, culturally curious fanbase and encourages organic user-generated content online. The brand recently gained traction after L’Oréal took a minority stake in the brand, investing more than USD 1.4 billion.

Chinese perfume brands
Source: Xiaohongshu, Documents perfumes and store advertisement

Melt Season is building its brand’s identity through collaboration

Melt Season’s perfumes aim for a natural, wild-life and nomadic aesthetic. One key example is its partnership with the popular Chinese TV series “To the Wonder” (我的阿勒泰), which coincided with the launch of the prairie-inspired perfume “Roaming Wind”. This collaboration was driven by founder Ni Lishi’s intuitive response to the series’ visuals, which matched the brand’s creative direction. The campaign generated significant buzz and visibility on Chinese social media, highlighting Melt Season’s ability to capitalize on cultural relevance and emotional resonance.

Chinese perfume brands
Source: Collaboration advertisement (left), “To the wonder” extract and visuals (center), Roaming Wind advertisement (right)

The rise of Chinese perfume brands

  • Perfume is a relatively recent lifestyle category in China, shaped by traditional values that favored subtlety and natural scents over bold or artificial fragrances.
  • The market was long dominated by Western luxury brands, which symbolized status but left little room for domestic innovation.
  • Today, Chinese premium perfume brands like To Summer, Uttori, and Barrio are defining a new, culturally rich luxury by integrating heritage symbols and immersive retail experiences.
  • Affordable brands such as Chunfengshili and Scent Library are also embracing local identity through poetic narratives and nostalgia-driven products.
  • With experiential flagship stores, unique scent profiles, and storytelling that resonates with younger generations, Chinese perfume brands are transforming fragrance into an expression of modern cultural confidence.

Contact us for in-depth beauty market research in China

The cosmetics market in China is a rapidly evolving landscape, driven by the rising demand for high-quality products, innovative ingredients, and sustainable practices. Daxue Consulting offers specialized market research in China, providing a comprehensive understanding of the preferences, behaviors, and emerging trends shaping the cosmetics market.

Our Chinese consumer insights empower businesses to tailor their products and marketing strategies to resonate with local tastes and expectations. We offer consulting services that help you stay ahead of industry developments and achieve sustainable growth. Connect with us today to discover how our expertise can support your brand’s success in China’s thriving cosmetics market.

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How the rise of the pet economy in China is disrupting industries https://daxueconsulting.com/pet-economy-china/ Thu, 12 Jun 2025 06:11:34 +0000 https://daxueconsulting.com/?p=51886 In China, pets have transcended their traditional roles as guard dogs or pest catchers and become full-fledged family members, emotional confidants, and even status symbols. Once constrained to the outdoors, they now dine in restaurants, star in social media vlogs, and enjoy spa treatments complete with ocean-themed sound therapy. This transformation is not merely sentimental; […]

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In China, pets have transcended their traditional roles as guard dogs or pest catchers and become full-fledged family members, emotional confidants, and even status symbols. Once constrained to the outdoors, they now dine in restaurants, star in social media vlogs, and enjoy spa treatments complete with ocean-themed sound therapy. This transformation is not merely sentimental; it’s a commercial revolution, reshaping industries from food and fashion to tourism and tech.

pet economy in China
Source: RedNote @克里斯与 Coffee日常 (left), @愈合宠物医疗康复中心 (center), and @xiangqiankan_ (right), Pet/owner special menu at restaurant OverEasy, holistic relaxation therapy for pets advertisement, and fashionable dog outfit-of-the-day

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China's pet economy

Pet owners in China value emotional connections with their pets

The surge in pet economy in China is largely driven by the post-1990s and post-2000s generations, who account for over two-thirds of China’s pet owners in 2024. These younger consumers often view pets as emotional partners or even child substitutes in a society increasingly marked by delayed marriages and shrinking birth rates. Ownership among those born after 2000 alone jumped 39.5% in 2024. This generational shift reflects a growing desire for companionship amid rising urban loneliness, career pressures, and unaffordable housing, all of which make traditional family-building less accessible or appealing.

Chinese pet owners not only keep their pets indoors but also involves them into every aspect of their daily routines, whether it’s cooking together, sharing TV time, or celebrating birthdays with cakes, gifts, and parties. The bond between pet and owner is no longer functional; it’s familial and deeply emotional.

pet economy in China
Data source: Paidu Pet Industry Big Data, 2025 China Pet Industry White Paper, designed by Daxue Consulting, Age distribution of Chinese pet owners

Cats surpass dogs as the most popular pet in China

Cats have overtaken dogs in popularity, a significant cultural shift. In 2017, dogs still led in numbers, but by 2024, China was home to 72 million cats compared to 52 million dogs. Urban living conditions have played a crucial role in this change. Cats are quieter, cleaner, more independent, and require less space, making them ideal companions for apartment dwellers. The post-pandemic shift to remote work also accelerated this trend, with many people turning to cats for low-maintenance comfort and emotional companionship during lockdowns.

pet economy in China
Data source: Paidu Pet Industry Big Data, 2025 China Pet Industry White Paper, Designed by Daxue Consulting, Number of domestic dogs and cats in China from 2017 to 2024

While dogs remain popular for their social and active natures, engaging in hiking, swimming, and even watching television, cats are increasingly taking part in such routines too. The number of mentions on cat training on social media (RedNote, Weibo and Douyin) surged by nearly 50% year-over-year in April 2025, reaching 8.4 million, suggesting a subtle yet notable transformation in the way people engage with their feline friends.

Exotic pets in China reflect a desire for identity, self-expression, and the unconventional

A growing number of Chinese consumers are gravitating toward exotic pets to express personal identity and stand out from the crowd. According to our social listening analysis on China’s pet economy, in April 2025, mentions of pet snakes on social media exploded by 482% year-over-year, partly influenced by the Year of the Snake in the Chinese zodiac, as they represent symbolic luck. The growing interest in snakes in recent years points to a lasting shift rather than a passing fad as reptiles and exotic pets have become a popular way to express a unique and unconventional personal image in China.

Similarly, birds like parrots and pigeons are becoming urban fashion statements, favored not only for their aesthetics but also their intelligence and expressive behaviors. Online videos of colorful, talkative birds have further cemented their role as stylish, unconventional companions. Even rodents and fish are joining the trend: angelfish saw a 441% growth in popularity thanks to their diverse appearances and collectors’ interest, while hamsters are now often featured in elaborately staged photo shoots with miniature props and accessories. These are becoming lifestyle hobbies for collectors and creators.

pet economy in China
Source: RedNote @620167152 (left), @3819852832 (center), and @549482384 (right), Angelfish colors display, DIY bathtube for hamsters, tutorials on how to make your hamster sit in a chair

Digital platforms are refining how people adopt pets in China

Pet ownership in China has historically been informal. Many people adopted strays from the streets or fed animals casually without treating them as full-time companions. However, online channels have been facilitating pet adoption and introduced a wider variety of pets. Marketplaces like MaiZhiChongWu (买只宠物) and JD.com allow consumers to browse, compare, and purchase pets easily, enjoying discounts and delivery the same way they would with consumer goods.

pet economy in China
Source: MaiZhiChongWu, Dogs page with many diverse breeds (left), Golden British shorthair page (center), Exotic pets shopping page (right)

Social media positively impact the number of adoptions as well as increase the spending per pet

Social media like Douyin and Xiaohongshu introduce potential owners to cute, viral pet content. Pets visibility on Chinese social media increases the interest in pet adoption. One striking example is the rise of huskies. In 2025, huskies became the most mentioned dog breed on Chinese social media, accounting for 37.9% of all breed-related mentions. Their viral appeal, due to videos highlighting their expressive, mischievous personalities, drove a wave of purchases despite their large size and demanding care needs.

Their online presence not only encourages more people to adopt pets but also increases how much they’re willing to spend on them. The pet market is growing faster than the number of pets in China, meaning the spending per pet is increasing. From 2023 to 2024, the number of cats owned went up by 1.6% and dogs by 2.5%, while the overall market grew by 7.5%.

Digital platforms now shape every stage of the pet owner’s journey

Driven by a growing interest in pets’ physical and mental health, Petkit’s smart devices monitor hydration, sleep, and diet, syncing seamlessly with health-tracking apps. Owners can now book vet appointments through WeChat mini-programs, manage vaccinations, and even receive grooming reminders. This level of integration reflects the modernization of pet care and the convenience expected by China’s urban, tech-savvy consumers.

Pets are disrupting many other industries beyond their scope

As relationships with pets evolve in China, the ripple effects are reshaping multiple sectors in the pet economy, highlighting the need to understand shifting consumer behaviors and engage them more effectively.

Traveling with tails

The travel industry in China is one of the most dynamic beneficiaries, with hotels, transportation and activities becoming more pet-friendly. Airlines like Hainan now offer in-cabin pet transport, and even high-speed trains between Beijing and Shanghai provide pet consignment services for small animals. By November 2024, Hainan Airlines transported over 10,000 pets in-cabin across 27 major cities. Meanwhile, Shenzhen Bao’an International Airport opened China’s first dedicated pet lounge in 2024, a spacious facility equipped with air quality monitors, species-specific zones and play areas.

pet economy in China
Source: RedNote @daisyding0806, Shenzhen Bao’an International Airport opened China’s first dedicated pet lounge

Beauty brands offer special products for pets

In the fragrance and perfume market in China, the rise of pet-centric products has blurred the line between animal care and human luxury. Big names like Kiehl’s have launched pet grooming lines, while Dolce & Gabbana has ventured into pet fragrances. Seasonal outfits, ranging from rain boots and cooling vests to traditional Hanfu costumes, are now common on Chinese social media feeds. Celebrating holidays with themed pet outfits is increasingly popular, and matching human-pet fashion sets have become both a style choice and a bonding ritual.

pet economy in China
Source: RedNote @180258513 and @105458400, Kiehl’s “Cuddly-Coat” Pet Series (left) and Dolce & Gabbana pet-designed fragrance (right)

Pet wellness experiences grow more diverse and sophisticated

China’s first pet gym, GOGOGYM, located in Shanghai, offers treadmill workouts and hydrotherapy for dogs, signaling that pet wellness is no longer limited to traditional grooming. Pet spas now offer services such as stress-relieving massage therapy, cryo-recovery, and even holistic treatments like sound baths.

pet economy in China
Source: GOGOGYM, China’s first dedicated pet gym, GOGOGYM in Shanghai

Food and beverage companies also offer food for pets

Businesses from China’s food and beverage industry are also evolving to accommodate this trend. In Chengdu, restaurants entice patrons with free treats for their pets or offer discounts to those who show pet photos. Malls in cities like Shanghai now feature pet-friendly cafes and burger joints with dedicated pet menus, allowing pets to dine alongside their owners. Meanwhile, the popularity of dog and cat birthday celebrations has created new opportunities for pet bakeries, event planners, and specialty retailers focused on gifts, accessories, and decorations.

How the pet economy in China is disrupting many industries

  • China’s booming pet economy is more than a trend, it’s a lifestyle transformation.
  • Younger generations are embracing pets as family, fueled by emotional connection, social media influence, and rising disposable income.
  • Viral breeds like huskies and shareable content are driving both adoption rates and premium spending.
  • Digital platforms now guide every step of the pet journey, from discovery to daily care.
  • As pets reshape how Chinese consumers live, shop, and express themselves, they’re also redefining entire industries.

This article How the rise of the pet economy in China is disrupting industries is the first one to appear on Daxue Consulting - Market Research and Consulting China.

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Ganbei! An in-depth guide to Chinese drinking culture and its cultural shift https://daxueconsulting.com/understand-drinking-culture-china/ https://daxueconsulting.com/understand-drinking-culture-china/#comments Wed, 28 May 2025 08:40:32 +0000 https://daxueconsulting.com/?p=35377 Modern-day China has a rapidly growing wine and spirits market, with even some of the world’s most prestigious names like Château Lafite Rothschild taking root in China. But this market didn’t arise from China embracing Western drink products and consumerism, nor does it come from China’s rapid globalization and economic development over recent years.  In […]

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Modern-day China has a rapidly growing wine and spirits market, with even some of the world’s most prestigious names like Château Lafite Rothschild taking root in China. But this market didn’t arise from China embracing Western drink products and consumerism, nor does it come from China’s rapid globalization and economic development over recent years. 

In fact, China has a rich and complex history with alcohol, with long-established traditions and etiquette when it comes to alcohol consumption. This form of consumption is usually social or celebratory and has historically been an integral part of Chinese culture. The implication and way of drinking have also changed with the newer generation and a cultural shift in social norms.


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China F&B white paper 2024

The famous Chinese proverb, “酒逢知己千杯少” (Jiǔ féng zhījǐ qiān bēi shǎo), translates to “with a close friend, a thousand cups of wine is far too little”, accurately depicts traditional Chinese drinking culture and the role that alcohol has in forming and maintaining social relationships. Drinking has always been the way to actively build relationships in Chinese society and culture, whether this is with friends, family, partners, or even professional relationships in the workplace.

Source: Baike, painting expressing “酒逢知己千杯少” / drinking with a close companion

This means that drinking in China is appropriate during group meals and other social group events, such as KTV, business functions, weddings, birthdays, etc.  Alcohol is also used to celebrate special occasions, like the Chinese New Year/Spring Festival, the Mid-Autumn Moon Festival, or even weddings and birthday banquets. People gather around tables with family and friends and enjoy good food while drinking alcohol together.

Chinese drinking etiquette: How to properly “Ganbei”

Chinese drinkers will convey cheers by saying “Ganbei” (干杯) to their friends. The literal translation is “empty cup,” which is used to encourage guests to finish their entire glass. It’s considered rude not to at least take a sip when someone is offered a toast, but it is not necessary to finish the entire beverage (though it would be much appreciated).

Basic rules when making a toast in China

Most meals with alcohol in China usually start with a toast, and it can be considered rude to start eating or drinking before the entire group has had their beverages and food prepared. Moreover, while this can vary between social settings, it’s generally impolite to drink before the host makes a toast. Usually, the first toast should be an “empty cup” as a sign of respect and as a way to start the meal or event. However, this applies more so to drinks served in shot glasses (generally spirits such as baijiu, sake, etc.).

When making a toast, people usually use the right hand as a sign of respect, and to keep their glasses at a lower position than others (especially the host). For extra formality, the left hand can also be placed underneath the cup while it is being held by the right hand. The proper way to receive or offer a glass of alcohol is always with both hands.

Drinking etiquette and hospitality in China also mean that a guest’s glass will probably never be empty. It’s a custom for the host or friends to automatically refill each other’s glasses to the brim whenever it’s empty or a toast has been made, even when it is not requested. In general, younger drinkers should be refilling the glass of those who are older or outrank them (boss, more senior friend, an older family member, etc.), but this isn’t a very strict rule when going out with a group of friends.

Source: people.cn, a group dinner starting with a toast

How can one remain relatively sober despite all these drinking pressures and rules?

Refusing to drink more will be easier if a guest establishes their limitations at the beginning of the meal rather than midway. One can politely say “我酒量不好” (wǒ jiǔliàng bùhǎo) to express a low capacity for alcohol intake, or give some sort of excuse in advance (not feeling well, having an early morning the next day, health problems, etc.). Some people will also physically cover their cup with a hand to stop an over-hospitable host who wants to keep the liquor flowing.

A key feature of Chinese drinking culture: Alcohol in the workplace and modern pushback

Surprisingly to some foreigners, alcohol also has a very prominent role in Chinese professional culture. This refers to work banquets, networking events, client dinners, and anything with a social element.

Drinking at work can also be great for networking, with respectful toasts to important clients and executives allowing employees to interact with those higher up on the corporate ladder. However, the Chinese workplace drinking culture has seen its fair share of problems in recent years. In August 2020, an employee of Xiamen International Bank refused to drink and was slapped by his supervisor for it. Women are even more vulnerable in these scenarios, as two female employees of Didi Global Inc. and Alibaba, respectively, reported cases of sexual assault by clients and superiors after heavy professional drinking.

What alcohols are popular in China?

Baijiu is the most popular alcohol in China, made from sorghum, rice, or wheat, and contains very high alcohol content. The most famous premium baijiu is Kweichow Moutai, which was sold at Sotheby’s for USD 1.4 million for 24 bottles in 2021.

Source: Morningstar, Baijiu from Kweichow Moutai

Red wine, brandy, whisky, and spirits such as tequila and vodka have also been gaining popularity, with demand for spirits generally growing amongst younger consumers.

Some other popular drinks in China are beer and cocktails, which are gaining popularity amongst the younger generation. Due to Western influence, there isn’t a shortage of bars with modern and innovative drink recipes in China.

Wine culture in China

The people of China have been drinking wine for over 3,000 years because of the country’s rich history with grapes and other produce like plums and peaches (which also lend themselves well to becoming alcohol). As such, there are currently over 50 types of grapes used in Chinese winemaking—some blended together while others remain singularly varietal—and this number continues to grow each year as more varieties become available thanks to technological advances in winemaking.

Historically, wine has been tied to art and culture. The famous calligrapher Wang Xizhi of the Eastern Jin dynasty created his greatest work while drunk off of wine, and failed to surpass it while sober. A number of ancient poets like Li Bai and Han Yu have all written about wine and the act of creating art with wine.

Red wine’s popularity in China might also be due to its auspicious red color, a predominant lucky color in Chinese culture. Traditional Chinese Medicine also believes that red wine provides some health benefits, making it a healthier alternative to baijiu.

Food pairings are often found in China’s bars and pubs

Along with alcohol, food pairings have also evolved with time and cultural shifts. For many, the go-to pairing with Chinese food is tea. The challenge of pairing Chinese food with a certain type of alcohol is difficult because of how many different categories of Chinese food there are.

For many of the bars in China, consumers can find both Western and Chinese food, depending on the bar. Some menus will have traditional Chinese side dishes like dim sum, dumplings, and crispy duck, while other, more Westernized pubs will have sliders, fries, and other appetizers. This has to do with the evolving night scene in China, as bars are incorporating some traditional street food elements into their stores in the menu and decoration. Other bars lean more into the Western style to appeal to both local and global consumers.

Source: The Wine Club, redesigned by Daxue Consulting

Bars in China

With more and more Gen Z customers going to bars, the drinking scene in China has transformed into a space for activities like card game playing and studying.

There is also this concept of themed bars in China that often revolves around a popular social media trend or is based on a movie/TV series. The interior of these bars is built to transform consumers into a different world, alongside themed drinks that often require creative ingredients that draw a lot of attention on social media.

For example, there is an MBTI bar based in Shanghai, China, that matches consumers’ cocktail flavor to their personality based on a test. The purpose behind these bars is to gather a community of people together and to drink to create a good experience, rather than drinking to get drunk.

Source: Xiaohongshu, @943938587

Drinking etiquette cheat sheet

Chinese drinking culture is complex and one of the most important aspects of Chinese social life, as it has been for centuries. It’s important to recall that alcohol is used as a way of building relationships, which is why the Chinese drink so much. Alcohol is also used to shape business relations, and one’s drinking ability has a very real impact on outcomes in the corporate and professional world.

  • It’s rude not to drink if someone offers you a toast.  
  • Both hands should always be used when giving or receiving a cup.
  • “Ganbei” is used as “cheers,” but literally translates to “empty cup” and is used to encourage friends to completely finish the cup.
  • Alcohol consumption can be used as a measure of hospitality and friendship. So, it’s important to be tactful with one’s words when refusing a drink.
  • Drinking has shifted from getting drunk to an experience with the rise of themed bars.
  • There are many different food pairings that go with alcohol in China, where you can find both Chinese and Western side dishes.

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China’s winter apparel market: What Chinese wore for their “New Year Battle Outfits” (新年战袍) https://daxueconsulting.com/winter-apparel-market-in-china/ Fri, 07 Feb 2025 02:36:32 +0000 https://daxueconsulting.com/?p=46137 In 2024, China’s winter apparel market held the largest share in the Asia Pacific region, which accounted for 35.4% of the global market revenue. Drivers for winter apparel purchases include the growing popularity of winter tourism and winter sports. Around 313 million people have participated in ice and snow sports or other winter-related leisure activities […]

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In 2024, China’s winter apparel market held the largest share in the Asia Pacific region, which accounted for 35.4% of the global market revenue. Drivers for winter apparel purchases include the growing popularity of winter tourism and winter sports. Around 313 million people have participated in ice and snow sports or other winter-related leisure activities since the 2022 Beijing Winter Olympics. Another factor is that in the wet-cold southern China, where there is no centralized heating and people rely on electric heaters, people wear their winter clothes for daily wear, even wearing down jackets inside.

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China summer sports market

What’s driving the demand for winter apparel in China

The winter sports market in China, a relatively immature market, is gaining momentum, especially after the 2022 Beijing Winter Olympics. To illustrate, from November 1st to December 20th, 2024, ski resort bookings in Heilongjiang, Jilin, Liaoning, and Xinjiang, increased by 50.49% year-over-year. Moreover, JD.com data shows that the sales of ski jackets saw a year-over-year growth exceeding 50%.

Meanwhile, enthusiasm for winter tourism continues to rise. Harbin, a top winter destination, recorded a 50% year-over-year surge in hotel bookings in November 2024. The average winter temperature in Harbin, around -15°C to -20°C, makes it necessary for these tourists to invest in winter apparel, even if only worn once. Nearly 80% of travelers planning ice and snow trips to Northeast China this winter are from southern China.

Growing demand for a blizzard of winter apparel choices

Chinese consumers are showing interest in a wider range of product categories and higher levels of sophistication. In addition to down jackets, thermal underwear and thick pajamas have become staples. They are not only prioritizing functionality, such as comfort and warmth, but also seeking more fashionable designs. Unlike the northwest locals, southern tourists buy warm apparel with distinct styles. Xiaohongshu travel posts reveal that while locals prefer practical black jackets and durable shoes, tourists favor light-colored down jackets, stylish boots, and fluffy hats that look cute in pictures.

China's winter apparel market
Source: Xiahongshu @大美李的日常, North-South differences in China’s winter apparel market

Thermal underwear is no longer old-fashioned

Once regarded as an essential yet outdated household item for staying warm, thermal underwear—form-fitting, long-sleeved—was dismissed as old-fashioned by Chinese young people for years. However, as thermal sets have undergone significant innovation in both functionality and design, younger generations are now embracing them. During the 2024 Double 11 shopping festival, thermal underwear sets sales saw a robust increase by over 100% year-over-year.

Even though many are new to winter sports, renting apparel and equipment is not a popular choice

Even though many are still new to winter sports, Chinese consumers choose to purchase their own clothing and equipment instead of renting them. Rental gear at many ski resorts, for example, tends to be outdated and poorly maintained. Also, as people do winter sports more often, owning personal gear has become a more practical choice.

China's winter apparel market
Source: Xiahongshu @浣衣局专洗冲锋衣女工, Tips for beginner skiers

“New Year Battle Outfits”: Winning with new clothes in the new year

Wearing new clothes during the Chinese New Year, a tradition dating back to the Han Dynasty, symbolizes a fresh start. The term “New Year Battle Outfits” (新年战袍), coined on social media, describes the clothes people wear for New Year social occasions, such as family reunions and reunions with old classmates.

Compared to their everyday attire, Chinese people pay more attention to high-quality and luxury clothing in their New Years attire. Some seek clothes that look more expensive (显贵), while others prefer well-known brands. At the end of the day, it’s about showing “face” (面子). They want outfits that are not only stylish but also representative of their achievements. Designer brands, premium materials, and custom-made pieces, as well down jackets, cashmere coats, and fur, are sought. Also, when it comes to the color, red is an extra touch for good luck, but it’s not a must-have.

The MaMian skirt (马面裙) , one of most popular items of new Chinese style, has become a top choice for “New Year battle outfits.” Rising Guochao (国潮) has reignited interest in the “new Chinese style” (新中式), which combines traditional Chinese aesthetics with modern fashion, among the Gen Z in China. In January 2024, sales of MaMian skirts on JD.com increased by 300% year-over-year.

China's winter apparel market
Source: Xiahongshu @拉面拉面酱, New Year Battle Outfit with MaMian skirt

“Dopamine ski wear” (多巴胺色系雪服): bright colors for a bright winter sports experience

The dopamine dressing trend, which involves using bright and bold colors, extends to ski apparel. To add more emotional value to their winter sports experiences, people are wearing clothes that make them feel positive emotions, such as joy and relaxation. They also coordinate their outfits with their friends, wearing matching or complementary colors for a shared exciting experience. During the year-end shopping season (“双旦”礼遇季), from December 15th to December 25th, 2024, dopamine-colored ski wear brand ISEE MIGGA’s sales increased by over 500%.

China's winter apparel market
Source: Xiahongshu @穆米亚雪服租售滑雪教学, Dopamine ski outfits

Wearing pajamas outdoors and outdoor clothes indoors

China’s Qinling-Huaihe line divides regions with and without centralized heating, leaving southern areas to face bone-chilling winters without it. To stay warm, people wear thick coats indoors. In the southern province of Hunan, many locals are often seen wearing cotton pajamas both at home and even outside. This widespread practice has even earned them the nickname “Hunan Provincial Uniform (湖南省服)” on social media.

China's winter apparel market
Source: Xiahongshu, Hunan Province’s Uniform

During COVID-19, as people spent more time at home and ran quick errands they sought more versatile clothing. Bananain, originally known for basic underwear, started in 2022 to introduce winter loungewear suitable for outdoor wear, focusing on both warmth and fashion.

China's winter apparel market
Source: Bananain, Thick pajamas

China’s millennial retro fur-fashion based on Hong Kong’s pop culture

China’s millennial retro fashion incorporates classic symbols of Hong Kong pop culture, reflecting a longing for the “golden era” of economic prosperity and cultural confidence. Drawing from the urban aesthetics of the 1980s and 1990s, this style highlights items like fur, fur-collared coats, plaid wool suits, gloves, berets, and scarves.

China's winter apparel market
Source: Xiahongshu, Retro fur with Hong Kong style

“Colorful mountain” style: meeting the demand for versatile outdoor apparel

Consumers are incorporating outdoor clothing into their daily wear, with lightweight outdoor apparel appearing in scenarios such as commuting, going to school, and social gatherings. The sales of lightweight outdoor clothing on JD.com during the 23/24 autumn/winter season increased by 42% year-over-year.

The “colorful mountain” (多彩山系) style blends the functionality of outdoor gear and the sophisticated aesthetics of urban fashion. It features nature-inspired neutral tones, such as as khaki and brown, allowing the clothes to “blend” with the natural surrounding. It can also be combined with vibrant tones, like orange and pink, to make it stand out. Made from technical materials, it offers breathability, water resistance, and durability, making it suitable for urban and outdoor wear.

China's winter apparel market
Source: Xiaohongshu @卷卷积木, @JAAA, @刘小怡, Colorful mountain style in daily wear

The winning winterwear branding strategies in China

Bosideng: The fashionable “down jacket expert”

Bosideng, recognizing the serious issue of brand aging, is committed to becoming a “down jacket expert.” Targeting the mid-to-high-end market, the brand creates unique, hard-to-copy products with its expertise in premium down jackets and strives overturn the notion of not being “fashionable”.

Whether partnering with the former creative director of Hermès, Jean-Paul Gaultier, to introduce an exclusive limited-edition series, or collaborating with the Chinese Antarctic Expedition Team to highlight the exceptional cold-resistant features of its products, Bosideng’s ultimate goal is to become the preferred choice for young local shoppers in the luxury segment.

China's winter apparel market
Source: Bosideng, The “Polar Series” campaign

Arc’teryx: A sports luxury leader redefining retail spaces

In early 2024, Arc’teryx unveiled a 2,400-square-meter eco-experience space—the Arc’teryx Museum in Shanghai–marking a pioneering step in immersive retail models. In December 2024, it launched an exhibition titled “Arc’teryx Genesis and Evolution Exhibition” at this museum. Co-curated with the Chinese Academy of Sciences, the exhibition recreates the excavation process of the “Berlin Specimen,” the most complete Archaeopteryx fossil. By merging the narrative of natural evolution with its own brand evolution, Arc’teryx gives consumers a deeper appreciation of its heritage and innovation.

China's winter apparel market
Source: Arc’teryx, Genesis and Evolution Exhibition

Outdoor down jackets go sexy: The North Face x SKIMS collaboration

Once having wide presence in China’s down jacket market, The North Face has experienced limited growth in recent years. In China, its 1996 edition down jacket, popular among male college students, earned the nickname “male college student uniform” (男大校服) due to its ubiquity. To counter this stereotype, the brand is now expanding into the female consumer market. In December 2024, The North Face and SKIMS collaboration, was launched and became an internet sensation. The collaboration series includes 56 items, such as down jackets, bodysuits, and gloves, which cater to both the fashion needs of snow sports gear and SKIMS’ signature high-end, sexy style.

The partnership represents a reshuffling of target demographics: SKIMS aims to tap into the outdoor market, while The North Face appeals to SKIMS’ female consumer base. It also serves as a trial run for SKIMS in the Chinese market, where the brand has yet to establish official stores. This co-branding effort was a success. The collection sold out on launch day despite being available in only two offline stores with limited quantities.

China's winter apparel market
Source: The North Face, The North Face x SKIMS collaboration

China’s winter apparel market is becoming more mature as winter sports and travel continue to develop

  • The growing popularity of winter tourism and sports is injecting new momentum into China’s winter apparel market. People in the wet and cold south are traveling to the snowy and cold north for snow and ice experiences, increasing the demand for winter clothing.
  • Winter apparel is diversifying, with rising demand for down jackets, thermal underwear, and thick pajamas, among other items. China’s millennial retro fashion style, incorporating Hong Kong’s cultural influences and featuring fur, is making a comeback.
  • Chinese consumers are also seeking more versatile clothing, such as pajamas that can be worn outdoors for quick errands and the “colorful mountain” style, which blends outdoor functionality with aesthetics.
  • The Chinese New Year is a time to showcase winter fashion. In 2025, the MaMian skirt was a top choice, reflecting the growing desire to incorporate traditional elements into modern styles.

Download the full report on China’s summer sports market by daxue consulting here: https://daxueconsulting.com/china-summer-sports-market-report/

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Men’s rising influence in the lipstick market in China https://daxueconsulting.com/lipstick-market-china/ Wed, 08 Jan 2025 15:14:22 +0000 https://daxueconsulting.com/?p=15346 Under the influence of the “beauty value economy”, the lipstick market in China continues to captivate beauty enthusiasts. China’s lip makeup market witnessed substantial growth in 2023, reaching RMB 26.28 billion, up by 13% year-over-year. This trend is expected to continue, with the market anticipated to expand to RMB 37.95 billion by 2028. Lipsticks remain […]

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Under the influence of the “beauty value economy”, the lipstick market in China continues to captivate beauty enthusiasts. China’s lip makeup market witnessed substantial growth in 2023, reaching RMB 26.28 billion, up by 13% year-over-year. This trend is expected to continue, with the market anticipated to expand to RMB 37.95 billion by 2028. Lipsticks remain a significant segment of the Chinese cosmetics market. It was driven by innovative marketing strategies, evolving consumer preferences, and the rise of digital sales channels. So, what is the current state of the lipstick market in China?


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Key consumers of the lipstick market in China

People aged from 25 to 34 have become the main consumer groups in the lipstick market in China. They account for about 58.8% of the total population, of which females are the main consumers. On average, a middle-class female consumer in China buys at least 5 lipsticks every year. 

However, women are no longer the only important consumer group for the lipstick market in China. The men’s beauty market in China has shown remarkable growth, contributing to an overall value of RMB 18.9 billion in 2023. The local skincare market continues its upward trajectory, with projections to reach RMB 21.3 billion by 2025. Recent data indicates a surge in lipstick consumption by men, with a remarkable growth rate of 278%. Notable influencers like Li Jiaqi, famously dubbed the “Lipstick King,” play a significant role. Li Jiaqi’s social media presence, featuring videos of him testing and recommending different lipsticks, has not only popularized male cosmetics but also normalized their use.

Li Jiaqi applying lipstick
Source: pingwest, Blogger Lee trying lipsticks

Many cosmetics companies have specially developed men’s facial skincare kits, cleansers, lotion creams, special masks, BB creams, CC creams, and lipsticks for male consumers. 

New trends in the lipstick market in China

Lip glosses lead the lipstick market in China

Lip makeup has several sectors: lipsticks, lip glosses, and lip glazes. From the perspective of market distribution, lip gloss, and lip glaze are the largest segment of the lipstick industry in China, accounting for about 53% of the lipstick market, followed by lipsticks, accounting for about 46%, and lip liners taking third place. 

lip products
Data Source: 163data, designed by Daxue Consulting, Market distribution of lip products in China

The domestic lipstick market in China is booming

Driven by the rise of the beauty economy, increasing consumer demand for innovative and affordable makeup, and the growing influence of local brands, the Chinese lipstick market is experiencing remarkable growth. According to iiMedia Research, the size of China’s lip cosmetics market reached RMB 26.28 billion in 2023, representing a year-on-year growth of 13.0%, and is projected to grow further to 379.5 billion RMB by 2028. E-commerce platforms like Xiaohongshu (Little Red Book) and Douyin (China’s TikTok) account for a significant share of sales across the entire lipstick market in China.

Livestreaming and social interaction: Drivers of lip makeup growth in China

E-commerce platforms like Xiaohongshu (Little Red Book) and Douyin (China’s TikTok) play a pivotal role in driving this growth. These platforms go beyond being mere sales channels—they shape consumer preferences through personalized recommendations and livestreaming. For example, Xiaohongshu fosters a sense of community by enabling users to post shopping hauls and makeup tutorials and share honest reviews via comments. This creates a consumer-driven content economy that builds trust and drives sales.

What’s particularly unique to China is the seamless integration of social interaction and commerce on these platforms. Livestreaming sessions on Douyin are not just about selling products but also immersive events where brands engage consumers in real-time with limited-time discounts and interactive Q&A sessions. This real-time interactivity, combined with gamified shopping experiences and cultural nuances like “gift-giving culture” during festivals, creates a highly dynamic market environment. In the first half of 2024, Chinese brands such as INTO YOU, Perfect Diary, and Judydoll ranked among the top sellers on Douyin, collectively achieving over RMB 44.84 billion in sales.

Data Source: iiMedia, designed by Daxue Consulting, Regional Brand Preference Distribution Map for Lip Makeup in China

In addition, the trend towards  “妆养合一”(makeup and care integration) has also contributed to the diversification and refinement of the lipstick market. Products such as hybrid lipsticks with skincare benefits, lip serums, and multifunctional lip tints are becoming increasingly popular. For example, Perfect Diary’s Biolip™ technology combines the effects of lipstick, lip balm, and lip masks, aligning with the growing consumer preference for health-focused, multi-purpose beauty products.

Foreign lipstick brands’ influence in China

Foreign brands, while still significant players in China’s lipstick market, are facing challenges as they adapt to shifting consumer preferences and increased competition from domestic brands. Historically, luxury brands like Yves Saint Laurent, Dior, Givenchy, Chanel, Estee Lauder, and Giorgio Armani dominated the market, leveraging their prestigious reputations and strong brand images. These brands have long been associated with reputation, quality, and marketing strategies that appeal to Chinese consumers seeking premium products.

For years, owning a foreign luxury lipstick symbolized social status and international cosmopolitanism. The appeal was further amplified by their ability to market themselves as purveyors of “true luxury,” emphasizing craftsmanship and exclusivity. The perception of quality played a crucial role. Foreign brands were widely regarded as offering superior products, especially when compared to the emerging local brands of the time, which were still developing their formulas. The association of “Made in France” or “Made in Italy” with luxury and trustworthiness allows foreign brands to gain popularity.

Foreign brands also excelled in marketing, creating emotional connections through collaborations with Chinese celebrities and global stars. For instance, Guerlain partnered with famous celebrities like Fan Bingbing to appeal to Chinese consumers who are fans of these celebrities.

However, the influence of these foreign brands has started to wane. French brands, in particular, remain prominent exporters of lipsticks to China, with France accounting for a significant share of the imported beauty market. Even so, their dominance is no longer unchallenged.

Domestic brands use traditional Chinese elements to attract customers

Considering the rise of cultural confidence in China, cosmetics using traditional Chinese aesthetics to risen in popularity. Some cosmetics brands that focus on Chinese designs cater to the consumption trend of modern young consumers. For example, Run Baiyan’s Forbidden City lipstick which is part of a Forbidden City cosmetic range includes lipsticks, eye shadows, blushes, nail polishes, and other makeup products. The most prominent are the six Forbidden City lipsticks, namely Langyao Red, Bean Paste Red, Rose Purple, Maple Leaf Red, Tourmaline, and Mermaid Ji. 

The color of the Forbidden City lipstick paste comes from the red national treasures in the Palace Museum. The appearance design of the lipstick tube is inspired by the costumes of the imperial concubine of the Qing Dynasty. The Forbidden City lipstick also uses 3D multilayer printing technology to print traditional patterns on the lipstick tube, highlighting the texture of the fabric and the three-dimensional sense of embroidery.

lipstick in China
Source: Shopee, Run Baiyan’s Forbidden City lipstick

As a creative product developer, the Forbidden City has always developed many popular cosmetic products. With the support of fans, the Forbidden City lipstick marketing has received a lot of attention with its eye-catching design and colors.

Foreign lipstick brands also ride the wave of Chinese culture-themed designs

lipstick foreign bands in China
Source: Marie Claire Australia, Guerlain Chinese New Year limited edition lipstick

At the same time, many international brands also include Chinese cultural elements or regularly launch festival-limited products. However, some foreign brands have a relatively superficial understanding of Chinese culture. Most of the festive and New Year limited editions just add the Chinese zodiac of the year to the packaging.

Pharmaceutical companies enter the lipstick market in China

Currently, not only ordinary cosmetics companies but also pharmaceutical companies have entered the lipstick market one after another. Drug makers suffering from deteriorating earnings have chosen the lipstick market as a new growth driver.

For example, Ma Yinglong, which was focusing on hemorrhoid ointment, launched lipstick products recently. According to the Ma Yinglong Babao flagship store news, the lipsticks launched this time are Ma Yinglong’s brand Ma Yinglong Babao, which are magenta matte velvet cream, Champs Elysées matte velvet cream and first love color blemish water lip balm. The three lipsticks cost RMB 138, and the three-color set costs RMB 399.

Key takeaways about the lipstick market in China

  • Lipstick is one of the most promising industries in the Chinese cosmetic market: it has a wide range of products both in luxury and low-end categories
  • Men’s cosmetics are contributing significantly to the lipstick market, driven by increased demand and the influence of male beauty influencers.
  • Lip glazes lead the market in popularity, followed by lipsticks and lip glosses, while hybrid lip products combining makeup and skincare are rising in demand.
  • Domestic brands like INTO YOU, Perfect Diary, and Judydoll are gaining prominence due to affordability and innovation, challenging the dominance of foreign luxury brands.
  • The integration of e-commerce platforms like Xiaohongshu and Douyin has revolutionized consumer engagement, blending social interaction with commerce through personalized recommendations, livestreaming, and gamified shopping experiences.
  • Both domestic and foreign brands are leveraging Chinese cultural elements in their designs that appeal to many consumers.
  • Pharmaceutical companies are entering the lipstick market, introducing health-focused products as a new growth strategy.

This article Men’s rising influence in the lipstick market in China is the first one to appear on Daxue Consulting - Market Research and Consulting China.

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The hidden gem of the luxury perfume market: the case of Reclassified in China https://daxueconsulting.com/reclassified-in-china/ Wed, 15 May 2024 13:16:23 +0000 https://daxueconsulting.com/?p=62021 The perfume market in China is a sector that is constantly growing in popularity. In 2022, it had a market revenue of around RMB 16.9 billion (USD 2.3 billion) with a year-on-year increase of 24.3%. The fast-growing market has attracted both domestic and foreign players. Indeed, since 2017, more than 2,000 perfume brands entered the […]

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The perfume market in China is a sector that is constantly growing in popularity. In 2022, it had a market revenue of around RMB 16.9 billion (USD 2.3 billion) with a year-on-year increase of 24.3%. The fast-growing market has attracted both domestic and foreign players. Indeed, since 2017, more than 2,000 perfume brands entered the Chinese economy. In recent years, inland players have become more popular among young consumers, Gen Z in particular, which prefers buying domestic-produced perfumes rather than imported ones. Therefore, Chinese luxury perfumes such as RECLASSIFIED are thriving.


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Reclassified and the innovation of the “light salon”

Reclassified (RE调香室) is a luxury perfume brand born in 2013 in Shanghai. The brand started as a “salon perfume” seller and continues this philosophy to this day. Indeed, since its creation, Reclassified in China introduced the concept of “light salon” (轻沙龙), meaning that the perfume shall not be only something that an individual uses exclusively for himself, but needs to open up, so that as many people as possible can experience the fragrance. Furthermore, the brand refers to “salon perfume” to underline that they are a niche luxury brand that is not concentrated on appearance, but on the actual scent. Therefore, the refinement of bottles and packaging is left behind to give more space to the quality of their ingredients.

As of 2022, the brand counts more than 100 stores across almost 60 Chinese cities. In the same year, Reclassified was in the top 15 most appreciated perfumes in the country along with other famous brands such as Scent Library (气味图书馆) and the men’s perfume brand “SOLEHE” (和风雨). Another strength of the brand lies in its wide variety of products. Indeed, apart from selling perfumes, Reclassified also specializes in body lotions, creams, and candles.

Reclassified in China: products selection

Source: Reclassified.com, other products shown on the Reclassified shop

Consumer experience is the basis of Reclassified success

The company behind the success of Reclassified in China is the Shanghai Xiangmao Trading Co. (上海翔贸机电), a trading and investment company that founded the brand in 2013.  Although it was an already affirmed brand in the Chinese perfume market, in January 2021, the investment company CITIC holding (中信资本) stipulated an investment agreement with Shanghai Xiangmao, with the objective of further developing the beauty and perfume industry in China and giving the possibility to a wider range of people to get in touch with the Reclassified brand.

Apart from the external investments, one of the main features of the perfume company lies in prioritizing the consumer experience. Since 2016, Re Classified in China has allowed personalizing their own perfumes to its consumers. Consumers can find a section in their website which is completely dedicated to creating their own perfumes by mixing the fragrances.

Daxue Consulting, Reclassified process of a DIY perfume, from choosing the fragrances to its bottling

Source: reclassified.com, process of a DIY perfume, from choosing the fragrances to its bottling 

Reclassified on social media: immense share compensates the few followers

Despite the scarce popularity of Reclassified on Chinese social media, with its Douyin official account (RE调香室) counting roughly 2200 followers and its Weibo account (RECLASSIFIED调香室) only 91,000, the brand relies a lot on users’ threads. Indeed, Reclassified can boast a high number of shares in its official Weibo hashtag (#RE调香室#), which has more than 11.2 million views. This is partially due to the fact that, in recent years, Gen Z has gained progressive interest in niche luxury products, such as Reclassified perfumes.

The hashtag is also used by many influencers and key opinion leaders to share their reviews about their products. As an example, on April 22nd, 2024, the Weibo beauty influencer 变美你冲不冲 (The beauty you can’t rush), whose profile has more than 420,000 followers, positively reviewed Reclassified freshly launched bergamot fragrance. Furthermore, car fresheners are another product that is vastly appreciated by social media users both for the quality of fragrances and for the elegance of the product itself.

The continuous search for refined ingredients: Reclassified x Dominique Ropion collaboration

Apart from classical products, Reclassified in China recently launched an important collaboration to create new fragrances. In March 2024, the Chinese perfume brand partnered with Dominique Ropion, a world’s famous French master perfumer, and launched a series called “Masters of light” (逐光大师系列). The collaboration explores the combination of different fragrances of natural and refined ingredients such as pine needles, cashmere, and black tea. The collaboration was announced through a video posted on Weibo which, as of May 2024, has more than 15,000 views. The bottles are sold in two different measures: 50ml and 15ml, and have a price ranging from RMB 346 (USD 84) to RMB 614 (USD 85).

Reclassified x Dominique Ropion official collaboration banner

Source: reclassified.cn, Reclassified x Dominique Ropion official collaboration banner

Reclassified in China: from niche luxury perfume to an internationally famous brand

  • With the increasing popularity of the Chinese perfume market and the constant growth of inland players, Reclassified is seen as one of the most famous luxury fragrance brands in China.
  • Founded in Shanghai in 2013, Reclassified immediately revolutionized the perfume market introducing the concept of “light salon”. According to the brand’s philosophy, a perfume is not about visual appearance, but its ingredients. Therefore, the brand constantly searches for more refined and natural fragrances to add to their products, including perfumes, body lotions and candles.
  • After the investments of CITIC holding, reclassified has the possibility to get known to more consumers. However, the brand was already famous for its DIY formula which, since 2016, allows consumers to create their own fragrance.
  • Social media are another important factor for Reclassified success in China, having many trending hashtags and letting KOLs give their opinions about the brand’s products.
  • Recently, Reclassified further developed its search for refined ingredients. In March 2024, the Chinese brand collaborated with Dominique Ropion, an important French master perfumer, and launched the series “Masters of light”, whose promotional video reached 15,000 views on Weibo.

Strategic insights for the Chinese perfume market: collaborate with Daxue Consulting

As Reclassified continues to shape the luxury fragrance market in China with its innovative “light salon” approach and dedication to natural, refined ingredients, staying ahead in this dynamic sector is crucial. Daxue Consulting offers deep consumer insights and market research tailored to the unique characteristics of China’s perfume industry. Our expertise can help you understand the evolving preferences and trends that influence consumer behavior, enhancing your strategy and positioning. Whether you’re looking to explore new market segments or optimize your product offerings, our consulting services provide the necessary tools to thrive. Contact us today to learn how we can assist in elevating your presence in the competitive Chinese perfume market.

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Decoding new initiatives and innovation scouting in China  https://daxueconsulting.com/innovation-scouting-in-china/ Tue, 30 Apr 2024 16:40:37 +0000 https://daxueconsulting.com/?p=61879 In the dynamic landscape of global technological innovation, China is a frontrunner in innovation, with strengths in creative goods exports, domestic market scale, and labor productivity growth. Even though the consequences of slow economic recovery, rising interest rates, and geopolitical conflicts are revealed in the 2023 Global Innovation Index (GII) released by the World Intellectual […]

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In the dynamic landscape of global technological innovation, China is a frontrunner in innovation, with strengths in creative goods exports, domestic market scale, and labor productivity growth. Even though the consequences of slow economic recovery, rising interest rates, and geopolitical conflicts are revealed in the 2023 Global Innovation Index (GII) released by the World Intellectual Property Organization (WIPO), China still performs well compared to other countries. China ranks 12th among the 132 economies featured in the GII 2023 and 1st among the 33 upper-middle-income group economies.  From cutting-edge advancements in artificial intelligence to pioneering approaches in the solar industry, initiatives, and innovation scouting in China resonate across industries and reverberate on the global stage.

What are the drivers behind China’s global leadership in innovation?

What keeps China at the forefront of the global stage? Delving into the factors driving China’s leadership in innovation, it can be divided into two key factors. Firstly, China’s robust policies actively foster advancements in innovation and economic efficiency. Secondly, the intense competition drives an accelerated pace of innovation.

Government policies supporting innovation

‘’Made in China 2025’’ Initiative

The Chinese government has set out a “Made in China” growth program and aims to have 10,000 startups in key sectors of the economy by 2025. As of 2022, China had reportedly identified a total of 8,997 such companies. Transitioning from supporting industrial giants to fostering innovative solutions, the government’s policies have paved the way for small and medium-sized high-tech enterprises to flourish not only domestically but also in international markets. One successful example is Gan & Lee Pharmaceutical Co. Ltd., which developed a domestically produced insulin analog and penetrated 14 major foreign markets with its product.

Innovation scouting in China: core industries in Made in China 2025

Source: State Council of China and MERICS, designed by Daxue Consulting, core industries in Made in China 2025

Mass entrepreneurship and innovation demonstration base

In 2015, the Chinese government started promoting the building of mass entrepreneurship and innovation demonstration bases. This initiative aims to cultivate an environment conducive to innovation, akin to an incubator model, where entrepreneurs and innovators explore the needs of their target audience for products and solutions. These inventors receive comprehensive support services, including access to angel and venture capital, to fuel their ventures. At the end of 2022, there were 212 such platforms nationwide.

Despite the challenging economic environment and the fall in investment globally, China continued to attract significant investment in 2022. Approximately RMB 54 billion was injected into China’s biotechnology and pharmaceutical sectors. Moreover, in April 2022, the Chinese fast-fashion company Shein raised USD 1.5 billion in a new financing round, boosting its valuation to USD 100 billion. Similarly, in October 2023, the China-based electric vehicle company GAC Aion New Energy raised approximately USD 2.5 billion in Series A funding.

Innovation scouting in China: the volume of VC investments in China, 2022

Source: Statistia, designed by Daxue Consulting, the volume of VC investments in China, 2022

High market competition

Moreover, the intense competition must drive the rapid pace of innovation in China. Many Western companies are at the forefront of technology, but Chinese companies are also catching up. A manager of a foreign company in China once lamented that Chinese products have twice the number of functions as Western products, but the price is only half. These multi-functional products are a typical result of Chinese innovation. Although there are no radical innovations, they bring important value to consumers at a lower price.

For example, Huawei has developed many world-class new technologies (such as LTE technology); BYD relied on reverse research and development to successfully transform from a battery manufacturing company to a leading electric vehicle company. Some domestic companies have extended their product innovation to business models innovation to penetrate all aspects of people’s lives.

BYD: World's Biggest Iron-Phosphate Battery Factory

Source: BYD official website, World’s Biggest Iron-Phosphate Battery Factory

Moreover, with its vast population, businesses face significant competition and receive critical feedback from users, which is a good way for them to keep improving. This environment compels companies to adopt a lean startup approach, emphasizing quick iteration and learning from real-world experiments. Many Chinese companies will test the market through repeated rapid experiments, error corrections, and adjustments. For example, through rapid trial and error, Alibaba successfully launched new products such as Internet finance and digital health, and also decisively eliminated some failed products, including “Laiwang(来往)”, a chat tool that competed with WeChat.

A closer look at China’s industries 

China is the world’s fastest-growing and most vibrant market for emerging digital technologies. With over 1.05 billion internet users and a dynamic consumer economy, China is undergoing rapid and large-scale deployment of emerging technologies, including 5G, advanced artificial intelligence, and blockchain-based technologies. The added value of the digital economy in Beijing reached RMB 1.406 trillion in the first three quarters of 2023, accounting for 44.3% of the GDP.

China’s dominance in the solar industry

China dominates the global market as the primary exporter of solar panels and related solar products. This leadership position is attributed to its efficient manufacturing processes, the establishment of specialized industrial clusters, and substantial governmental support for the solar industry. As a result, China, which possesses 29% of the world’s renewable energy patents, stands as the unrivaled powerhouse in the photovoltaic sector on a global scale.

A photothermal power plant with 12,000 heliostats surrounding a 260-meter-high heat-absorbing tower is in construction in Jiuquan City

Source: CGTN, A photothermal power plant with 12,000 heliostats surrounding a 260-meter-high heat-absorbing tower is in construction in Jiuquan City, northwest China’s Gansu Province

China’s role in unicorn companies and the formation of industry clusters

Furthermore, China contributes to half of the global e-commerce transaction volume and hosts 9 out of the 23 private financial technology unicorn companies worldwide. Besides this industry, unicorn companies are also concentrated in e-commerce, medicine, and high-precision equipment. The top unicorn companies in China are Bytedance, Shein, and Xiaohongshu. China shows an outstanding performance in artificial intelligence, e-commerce, and direct-to-consumer sales.

Due to the development of unicorn enterprises, China has formed multiple industry clusters. For instance, the Yangtze River Delta region is the hub for semiconductor and new energy industries. In the southeastern region, unicorn enterprises show a preference for new consumption, retail, and e-commerce. As for the Greater Bay Area (Guangzhou, Shenzhen, and Hong Kong), it excels in financial technology, e-commerce, high-tech manufacturing, and pharmaceuticals.

China completes turboshaft engine icing airworthiness test

According to news released by China Aviation Engine Group on January 29, 2024, China successfully completed the icing airworthiness test of the entire turboshaft engine. This marks an important breakthrough in China, which independently developed the AES100 advanced civilian turboshaft engine, filling the gap in domestic turboshaft engine airworthiness technology. The AES100 engine is the first civilian turboshaft engine in China that is completely independently developed and has reached a contemporary, internationally advanced level. After this success, the AES100 engine will continue to undergo multiple airworthiness tests and will provide power for various types of aircraft, such as civil helicopters and drones.

Innovation scouting in China: cctv.com, AES100

Source: cctv.com, AES100

Case study: Xiaomi’s game-changing electric vehicle, the SU7

A significant recent development in China is the introduction of Xiaomi’s latest product: the Xiaomi SU7. This marks a bold step forward in the electric vehicle sector, demonstrating the innovative prowess of Chinese manufacturing.

Lei Jun, the visionary founder of Xiaomi, has made a bold foray into the electric vehicle industry, embodying his innovative spirit across sectors. The introduction of the SU7 has sent shockwaves through the automotive industry. With specifications and pricing that defy conventional norms, the Xiaomi SU7, starting at RMB 215,900, disrupts the status quo by offering a premium electric vehicle at a competitive price point.

Innovation scouting in China: Xiaomi SU7 at experience store in Beijing

Source: carnewschina.com, Xiaomi SU7 at experience store in Beijing

Leveraging its expertise in smart home technology, Xiaomi has seamlessly integrated the SU7 with over 1,000 Xiaomi smart home devices. The SU7 boasts a spacious 16-inch infotainment screen and a 56-inch head-up display, ensuring that vital information is prominently displayed, underscoring its technological superiority.

Embracing endless opportunities

The landscape is teeming with prospects, from strides in artificial intelligence to eco-friendly technologies. As Hong Kong tech luminary David Lin aptly puts it, “The next chapter in China’s tech narrative is about co-creating a story of growth, innovation, and mutual respect.” With the dawn of a new era upon us, the journey ahead promises a blend of trials and triumphs. Leveraging the wisdom of thought leaders, there will be a future that not only shines brightly but collaboratively illuminates, demonstrating that through diverse collaboration and collective pursuit of excellence, the realm of possibilities knows no bounds.

Innovation horizons in mainland China

  • China’s stellar performance in the 2023 Global Innovation Index (GII), ranking 12th globally and 1st among upper-middle-income group economies, underscores its unwavering commitment to innovation.
  • Two primary factors driving China’s innovation leadership include robust government policies that foster economic efficiency and innovation, and the intense competition that accelerates the pace of innovation.
  • Government initiatives like the ‘Made in China 2025’ program and the promotion of mass entrepreneurship and innovation demonstration bases provide a conducive environment for startups and innovators to thrive.
  • China’s high market competition, fueled by its vast population and user feedback mechanisms, encourages companies to adopt lean startup methodologies and prioritize innovation, contributing to its global innovation prowess.
  • Xiaomi’s entry into the electric vehicle sector with the SU7 represents a significant milestone in China’s automotive industry, showcasing the country’s innovative capabilities and disruptive potential in the global electric vehicle market.
  • Industry giants like Huawei, Alibaba, Baidu, Tencent, and others have not only attracted numerous talented local experts but also are helping the Chinese economy grow at an unprecedented rate and influencing the global economy.

    Strategic insights into innovation scouting in China

    China’s rapidly evolving innovation landscape offers significant opportunities for businesses aiming to stay ahead. At Daxue Consulting, we provide expert analysis and strategic consulting for innovation scouting in China. Our insights help companies identify emerging technologies, and trends, and connect with innovative startups. Gain a competitive edge with our in-depth understanding of China’s dynamic innovation ecosystem. Let us support your business as you navigate and capitalize on this market.

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    Gen Z emerges as a new advocate for Traditional Chinese Medicine https://daxueconsulting.com/gen-z-and-traditional-chinese-medicine/ Mon, 29 Apr 2024 03:17:00 +0000 https://daxueconsulting.com/?p=61850 The emergence of Generation Z as vocal proponents of traditional Chinese medicine (TCM) is unmistakably evident across various digital platforms. Short videos featuring demonstrations of the “Eight Brocades” exercise have amassed over 30 million views, accompanied by an impressive 33,000 barrage comments. Moreover, the phenomenon of crowded massage departments in hospitals, predominantly filled with young […]

    This article Gen Z emerges as a new advocate for Traditional Chinese Medicine is the first one to appear on Daxue Consulting - Market Research and Consulting China.

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    The emergence of Generation Z as vocal proponents of traditional Chinese medicine (TCM) is unmistakably evident across various digital platforms. Short videos featuring demonstrations of the “Eight Brocades” exercise have amassed over 30 million views, accompanied by an impressive 33,000 barrage comments. Moreover, the phenomenon of crowded massage departments in hospitals, predominantly filled with young individuals, has repeatedly surged to the top of trending topics.

    Recognizing this burgeoning interest, many TCM clinics have introduced evening outpatient services, catering to the scheduling constraints of young professionals who can only seek medical attention after work hours. These trends, reflected in a multitude of news stories, underscore the undeniable emergence of Generation Z as ardent advocates for TCM.


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    A short introduction to Traditional Chinese Medicine (TCM)

    Traditional Chinese medicine, also known as oriental medicine, is a treasure of Chinese culture. A medical system has been used for thousands of years to prevent, diagnose, and treat disease. It is based on the belief that Qi (气) (the body’s life energy) flows along the meridians (channels) in the body, keeping a person’s mental, emotional, spiritual, and physical health in balance.

    The purpose of TCM is to restore balance and harmony between the body’s natural opposing forces of yin and yang, which can block qi and cause disease. Traditional Chinese medicine shines in a wide range of fields, radiating into all aspects of people’s lives, including acupuncture, diet, herbal therapy, meditation, physical exercise, and massage.

    Growing interest in TCM therapies among Gen Z

    Compared to Western medicine, which primarily focuses on symptom relief, traditional Chinese medicine (TCM) emphasizes treating the root cause of illnesses, aiming to address the underlying issues comprehensively. Due to its minimal side effects and consistent efficacy, an increasing number of young individuals are opting to explore TCM clinics for body regulation. For instance, TCM can effectively address issues such as insufficient qi and blood, decreased immunity, and gastrointestinal problems, thereby facilitating daily health maintenance, disease prevention, and beauty care.

    Gen Z’s enthusiasm for traditional Chinese medicine massage soars

    Currently, numerous members of China’s Gen Z are showing interest in traditional Chinese medicine’s diagnostic and treatment techniques. Across various social platforms, massage departments within traditional Chinese medicine hospitals are quietly gaining popularity among young individuals. Shared content praising the comfort of TCM massage and highlighting the immediate relaxation experienced during treatments has garnered significant likes and comments.

    Growing interest in Traditional Chinese Medicine among Gen Z: queues for traditional massages
    Souce: Xiaohongshu, Young people queuing up for traditional Chinese massage

    Qu Qing, an attending TCM physician at the Massage Department of Hangzhou Traditional Chinese Medicine Hospital, noted that during weekends, the department sees a surge in young visitors in their twenties and thirties, with the corridors bustling with activity. Advanced bookings are necessary to secure a massage appointment.

    The fast-paced nature of contemporary social life, coupled with poor posture and lifestyle habits, has led to a demographic shift in ailments such as cervical spondylosis, originally associated with middle-aged and elderly individuals, now affecting younger populations, including adolescents. The increasing number of young patients born after 1995 seeking timely medical attention upon experiencing discomfort indicates a heightened awareness of health issues and a growing appreciation for traditional Chinese medicine culture.

    Impact of entertainment media on shaping Gen Z’s interest in TCM

    In addition to physical therapy, the release of popular internet dramas has also reflected Gen Z’s interest in traditional Chinese medicine culture, resulting in more Gen Z individuals becoming advocates for TCM. According to the latest data from the “China Better Life Survey,” in 2023, the top three consumption categories among young people aged 18-35 were travel (32.77%), digital products (31.67%), and healthcare (31.04%). On May 14, 2023, the drama ” Hòu Làng [后浪],” which focuses on the inheritance of traditional Chinese medicine culture and shapes the growth of young Chinese medicine practitioners, premiered exclusively on Youku.

    Traditional Chinese Medicine in pop culture: popular TV series Hou Lang
    Source: sohu.com, the actors in the TV series” Hòu Làng [后浪]”

    Utilizing Generation Z’s enthusiasm for health and advocating for the public to adopt the correct lifestyle and attitude towards life were the original intentions behind ” Hòu Làng  [后浪].” The series depicts the serene professionalism of seasoned Chinese medicine practitioners juxtaposed with the youthful vigor of their successors, showcasing the cultural ethos of mentorship and succession. It narrates the journey of Sun Toutou (portrayed by Zhao Lusi), a young woman in her twenties, who, under the guidance of Ren Xinzheng (portrayed by Wu Gang), a professor at the University of Traditional Chinese Medicine, embarks on the path of learning traditional Chinese medicine and inheriting her family’s legacy. As a member of Gen Z, Sun Toutou opens her heart and proactively embraces the study of Chinese medicine. Featuring renowned actors and a compelling script, this television series has piqued the interest of more Gen Z individuals in TCM.

    The contradiction between belief in TCM and the actual purchasing behavior of Gen Z

    According to our recent survey, an overwhelming majority of respondents expressed belief in food-related TCM concepts, a sentiment that transcended age, gender, city level, and income level. For example, most people believe that maintaining a balance of “hot” and “cold” foods is crucial. Generation Z has emerged as particularly staunch advocates of these traditional beliefs.

    However, even though a staggering 67.6% of respondents believe in TCM principles and incorporate them into their daily lives, when scrutinizing the actual purchasing behavior regarding health foods, the presence of traditional Chinese medicine ingredients ranks as the least influential factor. This apparent contradiction can be elucidated through the lens of Guochao, which reflects the growing consumer preference for Chinese brands, traditions, and designs. For young Chinese consumers, embracing TCM beliefs may serve more as a means to express cultural confidence rather than dictating their dietary choices. Interestingly, skepticism about traditional Chinese medicine in food tends to increase with rising income levels.

    TCM: Daxue survey assessing customers' attitudes toward TCM concepts
    Source: Daxue Consulting, A survey assessing customers’ attitudes toward TCM concepts

    Consumption patterns in F&B of TCM-related products among Gen Z

    Health preservation has become an important part of lifestyle consumption, especially for Generation Z. Chinese health tea drinks and meals have become popular on the Internet. There have been comments with more than 8,000 likes on the Xiaohongshu – “Will the Chinese medicine clinic beat the milk tea shop?”.

    As the popularity increases, with the rise of traditional Chinese medicine, many traditional Chinese medicine clinics have opened tea shops, providing innovative formulas combined with pharmacology. Many people on the Internet say that milk tea shops opened by traditional Chinese medicine centers are safer to drink.

    Gen Z and TCM: Traditional Chinese medicine-infused milk tea on Xiaohongshu
    Source: Xiaohongshu, Traditional Chinese medicine-infused milk tea

    Not only that, but in daily life, people also choose to take some supplements for health care, and income has become a key factor affecting the choice of supplements. Vitamins A and C decrease as income increases. In contrast, collagen, lutein, omega-3, and royal jelly tend to be more expensive and consumption increases as income increases. 

    Products combined with traditional Chinese medicine are very popular. For example, launched in 2022, the TCM energy drink “一整根熬夜水” (Whole root all-night elixir) made waves with its transparent bottle showcasing a genuine ginseng root. This innovative product targets aspirational white-collar consumers in top-tier cities, offering affordable ginseng-infused water. As of February 2024, the keyword “whole root” has been viewed approximately 3.2 million times on Xiaohongshu, demonstrating its online influence.

    Souce: Xiaohongshu, different brands of “Whole Night Stay-Up Water”

    How does Gen Z embrace TCM?

    • The emergence of Generation Z as vocal proponents of traditional Chinese medicine (TCM) is clearly demonstrated by the significant engagement observed on various digital platforms.
    • On the internet, TCM culture is experiencing a “secondary spread” through word-of-mouth, enabling more young individuals to deepen their understanding of TCM massage and physiotherapy.
    • The surge in popularity of massage departments within TCM hospitals among young individuals further highlights Gen Z’s growing interest in TCM therapies.
    • While a significant majority of respondents express belief in food-related Traditional Chinese Medicine (TCM) concepts, such as maintaining a balance of “hot” and “cold” foods, actual purchasing behavior among Generation Z reveals a disparity.
    • These trends underscore the undeniable emergence of Generation Z as ardent advocates for TCM, shaping the landscape of healthcare consumption and cultural appreciation.

    We are experts on Chinese consumer insights and market trends

    Generation Z’s rising advocacy for Traditional Chinese Medicine (TCM) marks a notable shift in healthcare preferences, influencing various sectors, including the food and beverage industry. As these young consumers increasingly integrate TCM into their daily lives, from packed TCM hospital departments to high engagement on digital platforms, the landscape of healthcare and wellness is evolving.

    Daxue Consulting offers deep market insights and strategic expertise, capturing these trends through rigorous analysis and comprehensive reports, including our recent F&B industry white paper. Our services help businesses understand and adapt to the dynamic interplay between cultural heritage and modern consumer behavior, shaping strategies that resonate with China’s new generation of consumers. Contact us to talk about your project in China!

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    The burgeoning children’s economy: The rise of children’s activities in China https://daxueconsulting.com/childrens-activities-in-china/ Thu, 18 Apr 2024 07:45:54 +0000 https://daxueconsulting.com/?p=61728 China’s birth rate continues to plummet, dropping to a mere 1.15 in 2021 and currently nearing 1.0, despite the 2016 abolishment of the single-child policy. Combined with the booming economy, the trend has a significant impact on child-rearing practices. With fewer children to invest in, parents are now channeling their growing disposable income towards a […]

    This article The burgeoning children’s economy: The rise of children’s activities in China is the first one to appear on Daxue Consulting - Market Research and Consulting China.

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    China’s birth rate continues to plummet, dropping to a mere 1.15 in 2021 and currently nearing 1.0, despite the 2016 abolishment of the single-child policy. Combined with the booming economy, the trend has a significant impact on child-rearing practices. With fewer children to invest in, parents are now channeling their growing disposable income towards a new focus: their offspring’s holistic development. This shift in priorities has fueled a remarkable boom in the market for children’s activities in China, extending far beyond traditional academic pursuits.

    Influencing factors: The blossoming children’s activities in China

    The growth of these entertainment and education options reflects the rise of the “children’s economy” in China. The market for children’s arts training alone reached over RMB214.96 billion (USD31.13 billion) in 2019.

    One of the factors is due to the increased awareness of children’s holistic development caused by the “Double Reduction” policy. It was aimed at alleviating the academic burden on students in compulsory education. This has drawn sustained attention from various sectors of society. This education crackdown policy mandates a reduction in excessive and advanced off-campus tutoring. The policy prohibits non-academic training institutions from conducting academic training and bans the provision of overseas education courses. Furthermore, off-campus training organizations are not allowed to organize academic training during national holidays, rest days, or winter and summer vacations.

    Since the implementation of this policy, there has been a significant decrease in academic tutoring across various regions. At the same time, sports training has surged in popularity, with some popular programs being in high demand and hard to enroll in. Moreover, the inclusion of competitive sports as part of the criteria for Gaokao scores could be a contributing factor to their rising popularity. Additionally, the trend towards smaller family sizes has led parents to allocate more resources to the development of each child.

    Outside academics: Parents investment in music and sports as children’s activities in China

    Music: Enhancing cognitive and academic excellence

    Learning music is widely believed to boost children’s cognitive growth, promote academic success, and nurture creativity and discipline. Mastering a musical instrument is valued as an important extracurricular accomplishment, providing a competitive advantage in China’s school and college entry landscape. Consequently, many parents motivate their kids to pursue music to cultivate these advantageous qualities. According to investment firm data, online tutoring is expected to represent RMB10 billion (USD14.3 billion) of China’s estimated RMB 400 billion music education market in 2022.

    China’s Central Conservatory of Music’s website outlined a recommended roadmap for children’s musical education based on different age groups. Children age 1-4 are suggested to be exposed to music. Between 4-6 years, there should be a focus on basic music literacy such as singing lessons. For those 5-12 years old, different instruments are introduced as well as foundational music theory and one-on-one lessons for ages 5-18.

    Different musical instruments also suit different age groups. For example, children aged 3-7 can learn to play the piano while flutes would suit children aged 9-12 as the instrument needs a specific posture and breath control. During the second Guangdong Provincial Emerging Music Education Development Conference in May 2023, piano and guzheng were reported as the most popular musical instruments for children.

    Children in China learning piano and guzheng from a young age for extracurricular activities
    Picture source: 美片 (Meipian), Children in China learn piano and guzheng from a young age

    Swimming: A life skill and a healthy habit

    The Chinese government, recognizing the importance of water safety and swimming skills, mandated swimming lessons in some schools. This has led to a boom in both pool construction and children’s participation in swimming lessons. Beyond safety, swimming offers a healthy way to exercise, promoting physical fitness and overall well-being.

    In 2021, Yangpu District in Shanghai initiated the “Everyone Learns to Swim” program for nearly 53 elementary schools, targeting fourth-grade students. This program partners with seven community swimming venues to provide two weekly swimming lessons for almost 10,000 students.

    Children in Shanghai’s Yangpu District learning to swim
    Picture source: 新闻晨报 (Morning News), Children in Shanghai’s Yangpu District learning to swim

    Moreover, as reported by CCTV Finance, the swimming and diving training center in Shenzhen Sports Center has become extremely popular after the “Double Reduction” policy. 1,800 students, mostly from primary and secondary schools, enrolled in 2021. Swimming training, in particular, is one of the hottest sports training programs for school-aged children in Shenzhen. Due to limited venue space, new students can only enroll in swimming classes if there are available spots.

    The boom of tennis among youth: Inspiration from Chinese stars

    China’s tennis population is second in the world with a significant number of young players ranked in junior categories. This indicates a robust pipeline of talent and a growing interest in the sport among the youth. In Wenzhou, the interest in youth tennis is on the rise. As a result, children make up more than half of the nearly 20,000 tennis players in the city.

    This surge in popularity can be attributed to several factors such as the remarkable achievements of Chinese tennis players at major international tournaments, including Grand Slam events, which have garnered significant attention and inspired many young fans. Players like Zhang Zhizhen reaching the ATP 1000 Madrid Masters quarterfinals, Zheng Qinwen’s performance at the US Open, and the historic breakthroughs at Wimbledon have fueled national pride and interest in the sport.

    Parents view tennis not only for general fitness but also as offering clear pathways and prospects. Not just for potentially launching professional careers but also for benefiting educational and employment opportunities. Despite the slim chances of making it professionally, having tennis skills is seen as advantageous for admission into schools and for personal development.

    Tennis is increasingly becoming a popular sport for children's activities in China
    Picture source: 网球之家 (Tennis Home), Tennis is increasingly becoming a popular sport for children’s activities in China

    Ice skating: From leisure to competitive excellence

    Beijing’s Winter Olympics sparked a big jump in kids’ interest in ice sports. Indoor rinks became popular, making ice skating more accessible. Even young kids were having fun learning with special ice walkers. These rinks created a fun community for kids to share experiences. Online deals like group tickets on Douyin further boosted participation.

    By the end of 2019, the participation of Beijing’s school students in ice and snow sports nearly doubled from the previous year, reaching around 840,000. The Chinese Figure Skating Association reported a record-high 3,187 applicants for the initial phase of the national figure skating level test for 2021-2022. This marked the highest number of applications for a single event phase since its inception in June 2020. Across the 2020-2021 season, the association conducted two online level tests. It attracted 11,990 participants which highlighted the growing interest in figure skating among the youth.

    The influence of the Beijing Winter Olympics extends far beyond ice skating, catalyzing a broader interest in a range of winter sports. An increasing number of Chinese children are enrolling in skiing programs. This phenomenon signals a vibrant and growing market for winter sports and related industries. This newfound enthusiasm among China’s youth is not just a boon for the sports themselves but also presents a significant opportunity for winter sports brands and educational institutions.

    Experiential learning: The dual appeal of theme parks and museums as children’s activities in China

    China’s theme parks: Children meets fantasy land

    Despite a slight decline in visitors (0.33%) in 2022, China’s theme parks’ revenue grew 15.29% to RMB 15.35 billion (USD 2.13 billion) thanks to the opening of 10 new mega parks, including Universal Beijing Resort. As of 2023, China is home to 82 mega theme parks. The industry shows a trend towards branding and themed park chains. Over half of the mega parks belonged to established chains like Fantawild (方特) and Happy Valley (欢乐谷). This focus on branding is seen as a strategy to increase return visits. Shanghai Disney remains the most visited park, while Universal Beijing boasts the highest revenue.

    Based on the visitor’s demographic, Shanghai Disneyland attracts all age groups. However, according to a report in 2021, visitors aged 30-50 with children are the second largest group with a proportion exceeding 30%. According to a survey, 85% of parents in China have taken their children to amusement parks in 2023.

    Family with children enjoying their time in Shanghai Disneyland
    Picture source: Sheena Gonzales and Shanghai Disney Resort, Family with children enjoying their time in Shanghai Disneyland

    Cultivating curiosity: Educational innovations in Chinese museums, aquariums, and education centers

    Museums across China are increasingly focusing on creating engaging and interactive exhibits. It was held alongside hosting workshops and events designed to attract and educate younger audiences. For instance, in the summer of 2023, the Chengdu Museum introduced the “Weekend Children’s Museum” event which led to a long queue of families. This initiative aimed at captivating young minds through activities related to the natural world, history, and art.

    Similarly, the National Museum of China noted that children and teenagers (ages 1 to 18) comprised 19.24% of its visitors in 2022. They are ranked as the third largest demographic group of museum visitors. Despite challenges posed by the pandemic, the museum continued to offer public educational services, including guided tours, educational programs, and volunteer opportunities. It introduced special programs targeted at the youth. For instance, summer camps centered on Chinese traditional culture, camps for junior guides, and archaeology camps at the Xinglong (兴隆) Site. Additionally, the museum expanded its educational outreach through the Oracle Bone Inscription series and fostered partnerships with schools to form volunteer teams.

    Schools in China taking their students to museums for activities
    Picture source: 美片 (Meipian) and 小红书 (Xiaohongshu), Schools in China taking their students to museums

    Hands-on science: early education centers for kids in China

    Aquariums are another venue where children can be sparked by curiosity while learning. The place serves as a living classroom, offering children firsthand knowledge about marine life, ecosystems, and conservation. Many aquariums focus on conservation efforts and teach visitors about the impact of human activity on marine ecosystems. Shanghai Ocean Aquarium (上海海洋水族馆) is one of the most famous aquariums in China. It is known for its long underwater viewing tunnel, which is one of the longest in the world.

    In China, there has also been a rise in science education centers aimed at offering hands-on learning experiences for young children. The typical age is between 1 to 7 years. These centers utilize a variety of simulated environments, educational tools, and techniques inspired by neuroscience to facilitate learning. By incorporating games and situational learning methods, these centers allow children the freedom to explore on their own. From an early age, emphasis is placed on fostering children’s emotional well-being, skill development, and personality growth.

    Investing in the future through children’s activities in China: Embracing arts, sports, and play

    • China’s plummeting birth rate and economic boom have led parents to invest more in their children’s holistic development. This fueled a surge in the children’s economy, especially in children’s extracurricular activities and entertainment.
    • The children’s arts training market in China reached over RMB 214.96 billion in 2019. It was driven by increased disposable income, a focus on holistic development, and smaller family sizes.
    • The “Double Reduction” policy, aimed at reducing academic pressure, has boosted non-academic activities like sports training. It became so popular that some programs were hard to enroll in.
    • Music education is valued for enhancing cognitive growth and academic success. Online tutoring is expected to represent a significant portion of China’s music education market.
    • Swimming is promoted for its safety and health benefits, with initiatives like Shanghai’s “Everyone Learns to Swim” program.
    • Tennis is gaining traction among youth, inspired by Chinese stars’ international successes. It is seen as beneficial for physical fitness, educational opportunities, and personal development.
    • Interest in ice skating surged following the Beijing Winter Olympics, with significant participation in national-level tests and online platforms promoting group ticket sales.
    • Despite a slight visitor decline, China’s theme park industry grew in revenue, with new mega parks opening and a focus on branding to increase return visits. Families with children are a significant demographic.
    • Museums and aquariums in China are engaging younger audiences with interactive exhibits and educational programs. These were aimed to cultivate curiosity and education outside traditional classrooms.

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    Quality and innovation are shaping the children’s furniture market in China https://daxueconsulting.com/children-furniture-market-in-china/ Wed, 17 Apr 2024 08:01:00 +0000 https://daxueconsulting.com/?p=61716 According to the “2021 China Children’s Furniture Market Research Report”, the Chinese children’s furniture market size was valued at RMB 141.9 billion in 2020, with a compound annual growth rate (CAGR) of 8.5% over the past five years. The market is projected to maintain a steady CAGR of 6.8% in the forecast period, surpassing RMB […]

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    According to the “2021 China Children’s Furniture Market Research Report”, the Chinese children’s furniture market size was valued at RMB 141.9 billion in 2020, with a compound annual growth rate (CAGR) of 8.5% over the past five years. The market is projected to maintain a steady CAGR of 6.8% in the forecast period, surpassing RMB 180 billion by 2024. As a key player in global furniture production and consumption, China is leveraging its strengths in the kids’ furniture market. However, potential challenges and future trends warrant close observation.

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    Evolution of Chinese kids furniture market: From scarcity to abundance

    The development of the Chinese children’s furniture market has been a gradual journey. In the last century, compared to the global kids furniture market, the Chinese one was virtually nonexistent due to the underdeveloped economy. Many children made do with makeshift study spaces like coffee tables or regular tables and other wooden furniture at home. Even when families could afford desks, specialized children’s learning tables were rare.

    At the turn of the 21st century, children’s furniture slowly gained visibility. However, manufacturers initially focused on adapting adult furniture for children, merely altering shapes and colors to suit preferences. In recent years, societal shifts and increased parental focus on children have propelled the market growth of children’s furniture brands. This surge has led to a proliferation of diverse and innovative children’s furniture options in the market.

    Chinese consumer preferences in children’s furniture styles

    Beloved by children: the popularity of IP co-branding

    In recent years, children’s furniture brands have been keen on catering to both consumer and children’s psychology by introducing unique and appealing furniture lines. Starting in 2022, Quanyou Furniture(全友家居) collaborated with the popular cartoon IP “B.Duck” (小黄鸭) to introduce a series of products, and carried out pop-up stores in Chengdu’s popular business districts, attracting many consumers and obtaining widespread acclaim.

    In 2024, responding to the growing demand for personalized options, Quanyou launched the Strawberry Bear series, staying true to its brand strategy of being youthful, fashionable, and international while enhancing design and product quality. This series, developed in collaboration with Disney, features a range of items such as floating beds, treehouse beds for teenagers, children’s sofas, mattresses, lazy sofas, kids’ outdoor furniture and baby furniture.

    Beyond their charming aesthetics, these pieces prioritize comfort and safety. Constructed from solid wood and plush, high-elastic cotton, they are designed with children’s physiological needs in mind. A notable highlight is the bed screen, crafted from dirt-resistant and durable materials, ensuring easy maintenance and reducing parental hassle. This commitment to both design and functionality underscores Quanyou’s dedication to meeting the evolving needs of modern families.

    co branding in Children furniture market in China
    Source: Quanyou’s official website, IP co-branding

    Functional furniture: Safeguarding children’s health

    As parental education and consumption patterns evolve, and concerns over children’s spinal and vision health grow, the demand for functional children’s learning supplies is on the rise. These products not only meet children’s daily learning needs but also integrate ergonomic principles and functional designs to create a healthier learning environment.

    To address the issue of prolonged sitting and its negative effects on children’s spines, ergonomic chairs tailored to children’s physical characteristics have emerged. These chairs feature adjustable backrests, cushions, armrests, and footrests, allowing children to customize their seating position for optimal comfort and support. Scientifically designed to discourage poor sitting habits like slouching or lying on the table, these chairs contribute to the overall health and well-being of children in the learning environment. Due to their functionality, they are becoming more and more popular in the global market.

    In addition to ergonomic chairs, the study desks available in the market incorporate features such as tiltable tabletops. This design ensures that the child’s line of sight remains parallel to their books or learning materials, reducing eye strain and neck discomfort. By promoting proper posture and alignment, these desks help prevent vision problems like myopia. When used with ergonomic chairs, children can maintain correct posture, including an upright spine and extended neck, throughout their learning sessions.

    Functional designs in the furniture industry: Chinese parents want ergonomic pieces for their kids
    Source: Xiaohongshu, ergonomic table and chair for children

    Consumers are shifting towards high-end children’s products

    An increasing number of Chinese consumers are shifting away from haphazardly selecting kids furniture and are now leaning towards purchasing foreign brands or local brands with high quality and guarantees. This trend is propelled by several factors working in tandem.

    Elevated consumption uncertainty amid potential hazards

    For a significant duration, children’s furniture and regular furniture shared the same standards, leading to a prolonged absence of industry-specific regulations for children’s furniture. This resulted in a considerable safety risk, with substandard and poorly produced children’s furniture flooding emerging markets like China, largely originating from small factories without brand-backed quality assurance.

    The introduction of the new national standard GB28007-2011 “Children’s Furniture-General technical requirements” in August 2012 marked a pivotal improvement, providing a national benchmark for Chinese children’s furniture market. However, The emergence of legislation has not completely eradicated the problem of Children’s furniture quality.

    A CCTV survey last year showed that 30 percent of children’s furniture in random checks did not meet safety standards, with chairs and benches having the highest failure rate. Simultaneously, parents find it challenging to assess furniture quality independently, often relying solely on sales staff guidance during selection.

    In response to these concerns, an increasing number of consumers, especially in the growing middle-class population opt for high-end children’s furniture brands, both domestically and internationally, offering quality assurance for their children’s health and safety. While legislation has improved the safety of children’s furniture, creating a secure environment for children necessitates collaborative efforts among domestic producers, retail platforms, regulatory bodies, and consumers.

    Influence of female consumers on children’s furniture trends

    Today, the primary decision-makers for purchasing functional children’s school supplies are predominantly young, affluent, and highly educated mothers. Guided by progressive educational ideologies and the pursuit of top-tier educational standards, they exhibit a strong willingness to invest in quality products. These discerning consumers prioritize high-end materials and are inclined towards high-tech solutions that offer tangible benefits for their children. In addition to furniture that meets traditional education, furniture that can realize play-based learning has become their new consumption goal.

    Functional furniture serves as more than just tools for ensuring children’s health and safety; it also plays a subtle role in nurturing children’s development. Items like learning tables and chairs promote good study habits and proper posture, while themed furniture series spark children’s creativity and imagination.

    For these parents, only premium domestic and international brands can fulfil their diverse requirements, reflecting their preference for comprehensive solutions. This preference for high-end products stands as a driving force behind the expansion of the high-end children’s product market and online channels for such purchases.

    What is the future trend of children’s furniture

    As market demand expands and competition between brands intensifies, an array of new children’s furniture products continues to emerge. The concept of whole-house customization is gaining traction among the Chinese kids’ furniture industry, with themed children’s rooms emerging as a focal point. From themed tables and chairs to cabinets, carpets, and walls, these elements harmoniously add color and comfort to the room, creating cohesive and immersive environments.

    Changing consumer preferences in kids furniture market: themed rooms
    Source: Xiaohongshu, a popular theme room for children

    Moreover, educational toys designed for easy disassembly and cleaning not only stimulate children’s imagination and creativity but also alleviate concerns for parents. This shift from traditional desktop learning to dynamic room settings allows children to engage with furniture in playful and interactive ways, fostering valuable parent-child bonding experiences.

    Looking ahead, automated digital technology is poised to revolutionize children’s furniture. Features such as automatic lifting tables, adjustable lamps, and even self-adjusting beds are on the horizon. Given children’s limited autonomy, integrating smart technology into furniture can enhance safety and comfort by analyzing and responding to the surrounding environment. Despite this potential, the adoption of smart technology in children’s furniture remains relatively limited, presenting an opportunity for innovation in the market.

    Key characteristics aiding understanding of the Chinese children’s furniture market

    • After years of development, China’s children’s furniture market has matured significantly, boasting immense market value and potential
    • Furniture brands started collaborating with popular intellectual properties, combining aesthetics with a focus on children’s requirements
    • Parents prefer functional furniture due to its capacity to safeguard children’s health
    • Quality issues persist in Chinese children’s furniture, prompting consumers to opt for high-end alternatives
    • The primary consumers in the Chinese children’s furniture market are affluent and well-educated mothers, who prioritize the internal influence of furniture on their children
    • In the future, the trend is expected to shift towards supporting children’s furniture series and smart furniture, each boasting its own distinct advantages

    The surge in demand for children’s furniture in China: a gateway for international brands

    As Chinese parents become increasingly conscious of child safety and development, the demand for quality children’s furniture is rising sharply. At Daxue Consulting, we leverage our deep understanding of market trends and consumer behavior to help international brands successfully enter and expand in this growing sector.

    Our services encompass thorough market analysis and strategic consulting, tailored to navigate the complexities of the Chinese children’s furniture market and connect brands with their target audience effectively. Contact us to schedule a consultation.

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    This article Quality and innovation are shaping the children’s furniture market in China is the first one to appear on Daxue Consulting - Market Research and Consulting China.

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