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The rise of quiet luxury in China

Unlike traditional luxury, which is charactered by big logos and status symbol pieces, quiet luxury focuses on discreet refinement through higher-quality material and minimalistic colors and style. Brands like The Row, Bottega Veneta, and Loewe ranked high on the Lyst Index of hottest brands in Q3 of 2024.

A trend started by the uber-wealthy that prioritize quality and control

In China, the pandemic-induced economic slowdown is at the origin of the quiet luxury trend, where consumers gravitate towards classic and timeless styles, as well as traditional Chinese aesthetics. For them, buying luxury products is not about flaunting their wealth but about personal satisfaction and appreciation for craftsmanship. At its core, quiet luxury is about restraint and exclusivity, as well as a kind of minimalism that is difficult to attain economically.

As the pandemic gradually receded, the trend of purchasing high-quality, timeless, and logo-free luxury goods began to seduce a broader audience beyond the ultra-wealthy. Luxury consumption is being redefined, especially by young consumers who are influenced by social media trends, seeking exclusive events and immersive brand interactions that have a strong emotional component. Luxury consumers are shopping from brands based on craftsmanship, and products that fall into the minimalistic yet refined category is often selected for their quality and design for daily wear. The most popular “quiet luxury” handbag brands on Xiaohongshu include Hermes, Loro Piana, and Toteme.

Leaders of the quiet luxury aesthetic

Many Asian Key Opinion Leaders (KOLs) and celebrities have embraced the quiet luxury style, such as Malaysian actress Michelle Yeoh, BTS’s Suga, South Korean actress Song Hye-kyo, and Thai actor Bright. Noteworthy examples from China include actress Angela Baby, socialite Teresa Cheung, and influencer Isabella Ye, with 4.2 million, 2.3 million, and 1.9 million followers on Xiaohongshu, respectively, as of July 3rd, 2025. On the platform, they flaunt their understated yet elegant style, redefining luxury and inspiring a broader audience of luxury consumers to adopt the style. For these celebrities, quiet luxury is not just about fashion; it’s a way to align their public image with values of authenticity and exclusivity, signalling a shift in what luxury means to consumers in China.

Source: Teresa Cheung (left), Isabella Ye (middle) and Angela Baby (right) adopted the quiet luxury aesthetic

The timeless allure of the Old-money style

The Old-money style, part of quiet luxury, focuses on high-quality and classic pieces rather than flashy logos. It exudes timeless elegance and sophistication, hinting at the wearer’s refined taste. This look signals status and heritage, appreciated by those familiar with this style.

The color palettes favored in the Old-money style are predominantly neutral, ranging from whites to soft beiges, greys, navy blues, and blacks.

Old-money style on social media

On Xiaohongshu, the hashtag #老钱风 (old-money style) has 2.7 million notes and over 1.1 billion views as of July 3^rd, 2025. On the platform, old-money style enthusiasts buy from brands like Loro Piana, Ralph Lauren, and The Row. Old-money-inspired posts frequently feature Western public personalities like Kelly Rutherford, known for her role in Gossip Girl, Princess Diana, and the Princess of Wales.

Source: Xiaohongshu @42898441214, Old-money style inspired outifts

In addition to elegant and well-tailored clothing, the old-money look incorporates clean and simple makeup. Jewelry pieces are typically made of diamonds, gold, or pearls. Finally, the hairstyle complements the overall aesthetic for a classic and polished appearance.

Clean-fit: Promoting simplicity in fashion on social media

Clean-fit, another facet of the quiet luxury aesthetic, prioritizes minimalist design and simplicity. It favors uncluttered clothing styles, clean silhouettes, and a color palette spanning from white to light grey, dark grey, and black. Much like the Old-money style, the clean-fit style is characterized by precision and quality craftsmanship.

Clean-fit on social media: the importance of having a good physique

On Xiaohongshu, #cleanfit boasts 1 million posts as of July 3^rd, 2025. The brands best known for the clean-fit style enthusiasts are Jil Sander, Theory, and Lemair, appreciated for their minimalist aesthetic and clean silhouettes. Gen Z is seen as the main follower of this trend, gravitating towards clean lines, high-quality fabrics, and simple designs.

Source: Xiaohongshu @42945994266, Clean-fit inspired 2025 summer outfits

Brown-hued chic: the Maillard style 

Maillard-inspired outfits revolve around layering different shades of brown, including tan, reddish brown, and warm yellow-browns, and pairing them with khaki or off-white hues.

The Maillard style initially gained popularity on Douyin, quickly gaining traction with over 6 billion views. Embraced by celebrities like Zhang Xiaofei and Yang Mi, the maillard style transcends clothing to encompass makeup as well. On Xiaohongshu, the hashtag #美拉德 (Maillard style) has amassed 3.7 million notes with over 1.5 billion views as of July 3^rd, 2025, underscoring the significant popularity of this style.

Source: Xiaohongshu @9777622938, Maillard styled outfits from 2024 and 2025

Navigating quiet luxury in China: adaptation and challenges

As quiet luxury purchases seduce Chinese consumers, both foreign and local brands confront the challenge of preserving their identity while embracing subtlety. A main challenge of selling quiet luxury lies in storytelling. It is not merely about selling simple and high-quality products; it is about creating narratives that resonate with consumers. Brands must go beyond product features and try to evoke emotions to foster connections with their audience. For instance, The Row, a fashion brand known for its understated elegance, crafts narratives that highlight their dedication to craftsmanship, cultural heritage, and quality materials, resonating with discerning consumers. They emphasize high quality fabrics and attention to detail both in-store and online, conveying the elegance of their brand across all fronts.

Source: Xiaohongshu, Some of the favorite brands of Maillard-style enthusiasts

Other luxury brands are adapting their strategy to stay relevant in the market by improving customer experiences, emphasizing craftsmanship, and sustainability due to consumers’ growing appreciation for high-quality, timeless products. Brands such as Louis Vuitton, Gucci, and Balenciaga are expanding their “logo-free” collection to cater to demand for subtlety. Consumers in China are also becoming more aware of sustainability and ethical sourcing of materials, paying more attention to slow fashion. Luxury brands that emphasize their commitment to environmentally friendly production, such as Klee Klee and Everlane, are gaining favor among Chinese consumers.

Quiet luxury in China: Redefining elegance and shaping the future of luxury

• Inspired by Western fashion and now thriving in China, the quiet luxury movement prioritizes timeless elegance over fleeting trends, reshaping luxury consumption.
• Unlike traditional luxury with bold logos, quiet luxury emphasizes refinement through quality material and minimalist designs.
• Characterized by high-quality, classic pieces and neutral color palettes, the old-money style signals refined taste and heritage.
• Clean-fit style, characterized by minimalist designs, garnered 1 million posts on Xiaohongshu.
• The Maillard style, embraced by celebrities like Zhang Xiaofei and Yang Mi, centers around layering different shades of brown. This style is exemplified by brands like Maxmara and Brunello Cucinelli.
• As brands navigate the changing luxury landscape, they face the challenge of balancing brand identity while embracing subtlety and crafting compelling narratives to resonate with consumers beyond conspicuous logos.
• Luxury brands adapt by expanding logo-free collections and highlighting craftsmanship and sustainability to meet the growing demand.

Gain a better consumer and trend understanding with our expertise

In China’s evolving luxury sector, where quiet luxury is gaining momentum, Daxue Consulting provides unparalleled expertise. Our in-depth market research and consumer insights enable the development of bespoke strategies, ensuring your brand aligns with the refined tastes of China’s affluent consumers. Collaborate with us to master the subtleties of China’s quiet luxury market and ensure your brand thrives in this sophisticated landscape.

This article Quiet luxury in China: a tale of classical aesthetics and enduring quality is the first one to appear on Daxue Consulting - Market Research and Consulting China.

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Innovative products that are not limited to blind boxes

The company’s offerings can be categorized into two distinct product lines: relatively low-end and high-end. When it comes to products, POP MART’s revenue surge was mainly fueled by innovation in product categories and co-branding strategy with top brands.

The low-end product line primarily features blind box dolls, figures, Ball-jointed Dolls (BJD), and various derivatives.

POP MART in China pioneered blind boxes and has established a strong reputation in this niche. However, the company is gradually moving away from its reliance on them. In POP MART’s 2024 semi-annual results meeting, the leadership team said that the current sales of blind boxes and figures have been reduced to 60%. In contrast, “new plush toys, blocks and other categories have shown very good sales results”. Additionally, the company plans to launch accessory shops to sell necklaces, rings, bracelets, among others, as merchandise extensions.

Source: Founder Securities, designed by Daxue Consulting, major categories of relatively low-end product lines in POP MART

The high-end product line, known as the “MEGA collection”, is strategically positioned as “the premier collector’s item for the youth”. It is further segmented into “MEGA100%”, “MEGA400%”, and “MEGA1000%”, reflecting a tiered pricing strategy from low to high. POP MART embraces both traditional Chinese culture and western trend culture to give consumers a refreshing feeling. For example, the Grand series launched the first ceramic material pop toy.

Moreover, the company also carried out cooperation with CLOT, Lamborghini, and other top brands in different industries. These initiatives have attracted the attention and resonance of consumers from different circles and achieved great success. The collection achieved remarkable revenues of RMB 681.5 million in 2023, representing 10.8% of the company’s total revenue.

Despite falling behind foreign brands, POP MART focuses on IP development

In the domestic pop toys market, international IPs are still far ahead of domestic IPs. In Double 11 in 2022 and 2023, the top IP series by sales were American or Japanese.

Besides the production of the pop toys like many other competitors, POP MART in China engages in all stages in the supply chain. It is especially involved in IP creation and operation, which is considered to be its greatest competitive advantage.

POP MART established a long-term co-operation with artists, so that they can take ownership of the original IP. So far, the number of its own IP is up to 40. There is a wide disparity in revenue generated by different IPs, with ten IPs generating more than RMB 100 million in revenue. The combined revenue from Molly and Skullpanda accounted for 42% of the total operational income generated by its own intellectual property. The brand also leverages co-branding in China with brands from various industries.

Labubu: POP Mart’s latest IP that conquered the world

Labubu is an elf character under “The Monsters” toy series, designed by Hong Kong-Belgian artist Kasing Lung. It debuted in 2019, but did not achieve commercial success in the early days. The “ugly-cute” (丑萌) character gained traction in late 2022, but its fame was bound in China. Its popularity skyrocketed in April 2024, when a K-Pop band, Blackpink’s member, Lisa, posted photos on Instagram with Labubu dolls. Other global celebrities such as Dua Lipa, Rihanna and Kim Kardashian were also seen dotting the toy, which made the IP viral worldwide.

Viral celebrity endorsement and social media hype had fueled a global frenzy over the IP. The success of Labubu shows that POP MART is working towards becoming an IP-centric toy manufacturer and trend setter. This drove a lucrative resale market for Labubu, where human-sized rare editions are sold for over USD 150,000. However, counterfeiting threatens Labubu’s value. As such, POP MART has created anti-piracy measures such as holographic seals and AI monitoring alongside trademarks and copyrights to protect the value of its IPs.

POP MART expands: More focus on the experiences around the products

In 2024, the company reorganized its business into four segments: IP incubation and operations, trendy toys and retail, theme parks and experiences, and digital entertainment. This showed the company’s shift to a conglomerate operation. Based on its own IP character, POP MART in China launched its first self-developed handheld game “Dream Home” to attract players of different ages. Moreover, the company also opened the first theme park in pop toy industry in China to provide consumers with an immersive experience. They also invest in the cultural entertainment sector like the animation film “Green Snake”. The diverse range of business activities has facilitated the creation of a robust revenue framework, resulting in an operating profit of RMB 1.23 billion in 2023. This is a remarkable 111% increase compared to the same period last year.

POP MART’s primary consumers and revenue by channel breakdown

Although the company may be perceived as catering for children, its primary target audience is young women, typically students or white-collar workers. Known as the Generation Z, they are aged between 16 and 28 years old.

Compared to indirect channels, brand-owned channels offer greater control and enable real-time access to market trends and consumer feedback. They contribute to 90% of the total revenue of POP MART in China. The brand’s offline channels have seen significant growth as people value more immersive shopping experiences. In the first half year of 2024, retail shops accounted for 46% of the total revenues generated by offline channels. Roboshops, specializing in blind box products, contributed to 10% of the revenues. These shops are strategically located in shopping malls, office buildings, airports, and subways. Even though this channel is the most convenient, it generates the least amount of sales revenue. This is because there is very little interaction: consumers just pay and get the item.

Online channels, including Bubble Boxer’s WeChat Mini Program, Tmall flagship shop, and Douyin, were the main contributors to the revenue mix in the first half of 2024. They accounted for the rest revenue of brand-owned channels.

Controversies surrounding blind box marketing in China

Despite being popular among consumers, POP MART’s collaboration with KFC in 2022 sparked controversy. Some customers hired “eating agents” and paid exorbitant prices to obtain the figurines. Chinese authorities criticized this, describing it as an extreme form of hunger marketing that encouraged impulsive buying and food waste.

Moreover, the quality of blind box toys has become a serious concern in China. In a Blind Box Consumption Survey report released by the Sichuan Consumer Rights and Interests Commission in 2022, more than three-quarters of the 1,425 respondents reported quality problems in the products. Also, four out of five respondents claimed experiencing obstacles when trying to return or exchange them.

China’s state media, People’s Daily, insisted on stricter controls over the sales of blind-boxes and trading cards to schoolchildren under eight years old. The editorial, which was released on 20th June 2025, demanded measures such as age verification upon payment for these toys and explicit parental approval during online transactions. This is to prevent children from cultivating the habit of gambling and spending excessively on toys such as mystery boxes or cards.

Young people’s new obsession: POP MART

• As a pioneer in the Chinese pop toys market, POP MART has never settled for the status quo. For its lower-end product line, it maintains a high frequency of product innovation, expanding categories based on blind box concepts. In its higher-end product line, POP MART skillfully blends Eastern and Western cultures, allowing young consumers to appreciate the beauty of art.
• We often perceive companies in the cultural entertainment industry as easily imitable and surpassable. However, POP MART stands as an exception. By developing collectible figures, designing games, constructing theme parks, and launching a series of marketing initiatives, it has established an IP empire with significant competitive barriers.
• POP MART’s success serves as a reminder to other pop toy companies that offline channels still matter. Generation Z, as the primary consumer group, values the purchasing experience, particularly when it comes to retail stores owned by pop toy brands.

Learn about 10 mistakes Chinese brands make when going overseas

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Importantly, 2025’s 618 was the first big sale after China’s call to end the price competition among major platforms, prompting simpler discounts and more rational consumption rather than bargain-hunting. In past years, consumers dreaded complex “满减” thresholds, cross-store coupon stacking, pre-sale deposits, and other tricks. This year, Tmall led with an “官方立减” (official discount), and JD.com likewise advertised “simplified gameplay” that involved more direct subsidies. This simplicity lowered decision-making costs, and as a result, users spent less time strategizing and more time actually buying.

How 618’s GMV growth signals a shift toward content commerce

Tmall retained the largest market share, accounting for roughly half of 618’s GMV, and JD.com was second with roughly 19.3% share, both platforms’ GMV grew 9-10% compared to last year. Douyin, known as TikTok in China (Douyin vs TikTok), surged to No. 3 platform in 618 sales, tying Pinduoduo in transaction volume, driven by the rise of livestream and short-video commerce. Douyin’s 618 GMV grew by an estimated 15.2%, which is the fastest among major platforms.

Pinduoduo, ranked #4, stuck to deep “百亿补贴” discounts on essential goods. Kuaishou, another video-commerce platform, ranked #5 with a smaller share but still double-digit growth around 10.6% compared to last year. Notably, content-driven commerce (Douyin and Kuaishou) contributed over 22% of total 618 GMV, underscoring the rise of alternative e-commerce channels.

The above chart shows that 2025’s “618” evolved into a six-week-long campaign with major platforms each running 39-day promotions but taking different strategic approaches. JD.com broke the event into six tightly timed waves to sustain consumer excitement and drive repeated traffic spikes. Tmall followed a more structured format with a presale phase and two main sale rounds, aiming to optimize logistics and inventory planning. Pinduoduo, known for its price-sensitive user base, skipped formal phases in favor of continuous coupon drops to maintain a high-urgency and low-price appeal. Meanwhile, Douyin and Kuaishou, platforms that focus on livestreaming, ran shorter 37-day campaigns.

The rise of China’s domestic brands at 618

Home appliances were the standout category, with about RMB 1.101 trillion in sales during the event. This was supported by many discounts, government subsidies and “trade-in” options that prompted consumers to upgrade to smart, high-end appliances.

Beauty and skincare ranked next at RMB 432 billion, a 65% increase from the previous year, as Chinese domestic brands such as Proya and Hanshu gained popularity by offering quality at attractive prices. Household cleaning products also saw RMB 233 billion in sales.

Within top categories, there are many leading domestic brands. Appliance brands such as Midea, Haier, and Xiaomi dominated sales rankings on Tmall, JD, and even Douyin. In beauty, local skincare and cosmetics brands outperformed, and consumers showed growing preference for products with natural ingredients and proven efficacy. The emphasis on value and quality helped “国货” (domestic brands) expand market share in 618, a trend noted across appliances, beauty, and other sectors.

How consumers prioritize essentials and value

Unlike the 618 promotions of years past, 2025’s event felt “calmer” for many shoppers. Social media and news coverage of 618 were relatively less, and some consumers weren’t even aware the festival had started until well into the cycle. Analysts attribute this to promotion saturation: with over 100 e-commerce sale events a year in China, discounts are now “month by month, even daily,” making any single festival less of a novelty.

Consumers this year showed a clear preference for practical, high-value purchases. Core keywords were “cost-performance” and “essentials,” with staples and daily goods seeing robust growth. Indeed, some noted that 618’s savings on certain products “weren’t even as good as a few food delivery coupons”, underscoring how deal-savvy and selective buyers have become. Overall, this more rational mindset led to a better consumer experience that fewer felt tricked or exhausted by the process compared to earlier years of complex promotions.

618 taps new demographics in 2025

Interest in 618 grew at the margins of age groups. Young adults (18–30) increased their engagement, with their 618-related online activity share rising 2.5% to 29.5%. Even more notably, senior shoppers (51 and above) showed a 3.3 point jump in interest, reaching 19.5% for 618. This indicates that marketing efforts and subsidy programs successfully drew in more Gen-Z and older consumers in 2025.

In terms of geography, platforms had many buyers from lower-tier cities after giving promotions and subsidies, expanding the user base beyond saturated megacities.

What drove 618’s record growth in 2025

• China’s 2025 618 festival generated RMB 8.556 trillion in GMV, up 15.2% YoY. The campaign stretched over six weeks, the longest in history, and incorporated other holidays to maintain consumer attention.
• Simpler discount structures like Tmall’s “official markdowns” and JD’s “easy gameplay” replaced layered promotions, reducing buyer fatigue and decision-making time.
• Tmall retained its lead with ~50% GMV share, followed by JD.com at ~19.3%. Content-driven platforms (Douyin and Kuaishou) accounted for over 22% of total GMV. Moreover, these platforms took different strategic approaches to their 39-day (or 37-day) campaigns
• Home appliances led all categories with RMB 1.101 trillion in sales, driven by trade-in programs and government subsidies. Beauty and skincare followed at RMB 432 billion (+65% YoY), powered by rising trust in local brands like Proya and Hanshu.
• Domestic brands ranked top across categories, with consumers favoring value, quality, and natural ingredients, helping “国货” (Guohuo) expand their 618 market share.
• 618 felt “calmer” to many shoppers in 2025, with lower social media buzz and a growing sentiment that discounts were less novel. Saturation from year-round promotions led consumers to shop more rationally and selectively, prioritizing everyday essentials and cost-performance.

This article Overview of China’s 618 2025 results: the longest 618 ever is the first one to appear on Daxue Consulting - Market Research and Consulting China.

With the rapid adoption of GenAI technology, the accelerated development of IoT devices, and government subsidies, China’s consumer electronics market is poised for continued growth in 2025.

China’s smartphone market in 2025

Government subsidies stimulate consumer demand

Government subsidies for electronics have been a key driver of growth in China’s smartphone market. The most recent subsidy program was launched on January 8, 2025, offering discounts of up to 15% for specific tech products. The maximum discount per item is RMB 500 (approximately USD 68). The program covers smartphones, tablets, smartwatches, and smart bands priced under RMB 6,000 (USD 820). However, high-end models such as foldable and flagship phones are excluded.

As a result, Xiaomi, which has a large number of low-end models, became the biggest beneficiary of the subsidy program. In contrast, Apple was not able to benefit from this initiative, as most of its phones (including the best-selling Pro models) are priced above the subsidy threshold. A small number of mobile phones that meet the subsidy restrictions, such as some models of iPhone 15/16. However, these subsidies are only available through certain channels, further limiting the effectiveness of the subsidy policy on Apple products.

China’s smartphone market performance in 2025

In the first quarter of 2025, the Chinese smartphone market continued the growth momentum seen since 2024. The segment achieved a total shipment volume of 70.9 million units, marking a year-on-year increase of 5%. Overall, the market showed a fragmented landscape, with no single brand holding more than 20% market share.

Among these, Xiaomi and Huawei were the biggest winners, with their shipments increasing by 18% and 40% year-on-year, respectively. On the other hand, Apple’s smartphone shipments in China declined by 9% compared to the previous year, making it the only major smartphone manufacturer to experience a drop in shipments.

GenAI and foldable smartphones: Long-term growth drivers

However, while the national subsidy program for consumer electronics introduced by the Chinese government has led to some demand for device upgrades in the short term, its effect is more of a temporary boost rather than a structural driver of growth. For the Chinese smartphone market, the long-term growth drivers remain technological advancements, particularly the application of GenAI in smartphones and the development of foldable phones.

With the rapid development of large-scale AI models, smartphones equipped with GenAI have gradually become a new growth point in the Chinese smartphone market. According to IDC’s research, by 2024, shipments of AI smartphones with on-device GenAI under the USD 1,000 price range will reach 35 million units, marking a year-on-year increase of 250%. GenAI will drive the transformation of smartphones into AI-powered devices, enhancing experiences across multiple scenarios such as entertainment and mobile office. By 2027, AI smartphones will account for over 50% of the Chinese market.

In fact, starting from 2024, many smartphone manufacturers have already begun exploring related technologies. On October 29, 2024, the “AI reshaping system applications” were announced by Xiaomi 15, including AI writing, speech recognition, and subtitle features. The following day, Honor launched the Magic7 series, which features the Honor AI assistant YOYO, capable of learning and recognizing user behaviors, analyzing and understanding user intentions, and automatically executing relevant tasks. OPPO, on the other hand, has partnered with Microsoft and Google, and its Reno12 series and the next-generation Find X series will integrate the Gemini AI large model, offering an AI toolbox with features such as copywriting generation and recording summaries.

Huawei dominates China’s foldable smartphone market

Foldable smartphones are another growth hotspot. In 2024, the revenue of China’s foldable smartphone market is expected to reach RMB 39.181 billion (USD 5.4 billion), with projections indicating it will reach RMB 83.557 billion (USD 11.5 billion) by 2030, with a compound annual growth rate (CAGR) of over 12% during this period. Huawei has already gained a leading position in this field. In 2024, Huawei’s two products, the Mate X5 and Pocket 2, received widespread acclaim in the market. In the first quarter of 2025, Huawei continued its strong momentum, capturing 76.6% of the Chinese foldable smartphone market, the highest market share in the sector.

Although the foldable smartphone market is still considered a niche market, accounting for only about 3% of China’s smartphone market, significant improvements in technology are enhancing foldable smartphones in terms of thickness, hinges, weight, battery life, and camera quality. Notably, the weight and thickness of book-style foldable phones are now approaching those of traditional bar phones. This makes them more convenient for most consumers to use. With the improvement in software and hardware integration and the expansion of use cases, the foldable smartphone market is expected to achieve sustainable growth. Thus, the competition among related manufacturers will become more intense.

Smart home appliances: Policy and tech drive growth

Another industry benefiting from the Chinese government’s subsidies for consumer electronics is the smart home appliance sector. In recent years, China has implemented a series of policies to promote the development of the smart home appliance industry, such as the “Rural Revitalization Plan (2024-2027)”, the “Action Plan to Promote the Trade-in of Consumer Goods”, the “County-Level Commercial Three-Year Action Plan (2023-2025)”, and the “Several Measures to Promote the Consumption of Electronic Products”. The implementation of these policies has greatly stimulated the prosperity and consumption upgrade of the smart home appliance market.

In China, smart home appliances refer to household appliances that are equipped with technologies such as the Internet of Things (IoT), artificial intelligence (AI), and big data, enabling smart control, autonomous learning, and interconnectivity. Currently, with the arrival of the home appliance replacement cycle and the growing focus of Chinese home appliance manufacturers on the ecological chain, smart home appliances are evolving from “single-product intelligence” to “whole-house intelligence.”

The common smart home appliance types and functions

Source: AskCI Consulting Co., Ltd., designed by Daxue Consulting, Common smart home appliance types and functions

Subsidies have proven to be effective in fueling growth in China’s consumer electronics market

Subsidy policies for consumer electronics have long been considered one of the effective measures to promote China’s economic development. In fact, as early as the end of 2007, following the global financial crisis, the Chinese government used fiscal measures to subsidize the purchase of home appliances for rural residents in order to expand domestic demand. This policy continued until January 2013 and yielded good results for China’s consumer electronics market.

The new round of subsidy policies, which began in the second half of 2024, has similarly had a significant growth effect on the home appliance market. Data from the China National Research Institute of Industry shows that in 2024, the shipment of smart robotic vacuum cleaners in China reached 5.4 million units, a year-on-year increase of 6.7%. In the fourth quarter, stimulated by the “national subsidy” policy, shipments reached 1.75 million units, marking a year-on-year growth of 28.2%. Analysts from the same source forecast that in 2025, the shipment of smart robotic vacuum cleaners in China will reach 5.658 million units, and China’s smart home appliance market will reach a scale of RMB 790 billion (USD 110.7 billion) by 2025.

From single products to whole-home smart appliances: Intensifying competition among domestic appliance brands in China

Domestic brands are the preferred choice in China’s home appliance market. Taking the highly competitive air conditioning market as an example, in 2024, China’s air conditioner shipments are expected to reach approximately 102 million units, a year-on-year increase of 5.86%. The total shipment value for the year is estimated to be around RMB 271.5 billion (USD 37.55 billion), with the top five brands in the market all being domestic brands.

With the development of smart home appliance technologies, competition among Chinese home appliance companies is shifting from individual products to competition within the product ecosystem. For instance, Gree Electric plans to open a new chain of stores named “Dong Mingzhu Health Home” nationwide starting from March 2025, with plans to eventually open 10,000 such stores across the country. As pointed out by Gree Electric, these “Dong Mingzhu Health Home” stores aim to showcase the company’s “healthy living” concept and represent a strategic shift from product manufacturing to comprehensive health services.

In contrast to Gree, China’s other two major appliance giants, Midea and Haier, have chosen to leverage AI technology to build an ecosystem of their home appliance products. In 2023, Midea launched its human-centered intelligent system, which integrates a central intelligent hub, three major super terminals, four appliance systems, and numerous intelligent scenarios to achieve synergy between home appliances through human-centered AI cloud computing. Haier, on the other hand, introduced HomeGPT, a self-developed domain-specific model, enabling deep interaction between the brand’s home appliances and consumers. Moreover, during Haier’s 2025 ecosystem conference, the company announced its initiative to develop household service robots to replace approximately 80% of domestic chores.

Emerging brands exploring the smart home appliance market: Xiaomi’s ambitious goals

In addition to the well-established major brands that have already secured a foothold in China’s consumer electronics market, younger, emerging brands are also actively exploring this market. A representative of this trend is Xiaomi, a Chinese tech company. In November 2024, Xiaomi began construction of its smart home appliance factory in the Wuhan East Lake High-Tech Development Zone, completing the structural topping within just 80 days. Xiaomi claims that the first phase of this factory, which includes six sub-factories and over 100 laboratories, will begin mass production of the company’s self-developed air conditioners by the end of 2025.

Xiaomi has ambitious plans for the smart home appliance market. In March 2025, Xiaomi co-founder Lu Weibing stated on the Chinese social platform Weibo that Xiaomi’s air conditioner sales target for this year is to rank third in the domestic market, with plans to become a leading air conditioner brand within the next five years.

Foreign competitors turn to cooperation to stay competitive in China’s consumer electronics market

To counter the competition from Chinese home appliance companies, Samsung and LG, two Korean companies that have long been competing with each other, have started cooperation in the field of smart home appliances. The two companies plan to allow each other’s products to be added to their respective home appliance remote control applications to improve consumer convenience. Samsung and LG respectively operate smart home remote control applications “SmartThings” and “ThinQ”, which originally only allowed the addition of their own products, but will be able to add each other’s products in the future.

KBS analysis pointed out that through cooperation, both parties will be able to achieve a win-win situation. Samsung Electronics can transform its advantages in the field of smartphones into a driving force for the increase in home appliance sales. At the same time, LG, which has withdrawn from the smartphone market, will be able to win over Samsung smartphone users and expand the user base of home appliance products.

Subsidies and AI trends that are driving China’s consumer electronics market:

• Affected by policy subsidies, China’s smartphone market continues to prosper. Local brands like Xiaomi and Huawei have become the biggest beneficiaries of the subsidies.
• Smartphones and foldable phones equipped with GenAI have become the growth hotspots in China’s mobile phone market.
• China’s home appliance market is continuing to expand, and competition is gradually becoming systematized.
• Chinese traditional home appliance giants such as Gree, Midea, and Haier are competing in health products and smart home appliances.
• Xiaomi is showing great ambition in the smart home appliance market.

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The festival coincided with peak summer demand for sporting goods, and Tmall saw sports and outdoor apparel sales grow over 50% year-on-year. Notably, within Tmall’s sports and outdoor segment, 36 sportswear brands surpassed RMB 100 million in sales during 618. Some notable brands included foreign brands Nike, Adidas, and Fila.

Several premium and niche athletic brands such as Salomon and HOKA also achieved triple- to quadruple-digit sales increases. Moreover, the rise of racket sports, known as “small-ball sports” (小球运动) in China, was a notable trend. The sales of tennis gear jumped 75%, badminton 50%, and even pickleball equipment surged over 1,100%, reflecting Chinese consumers’ diversifying sports interests.

High-performing sportswear brands in China’s 618 shopping festival in 2025

Foreign sportswear brands like Nike and Adidas, which are facing strong pressure from local competitors, showed strong performance in China’s 618 shopping festival in 2025.

Nike hits RMB 100 million sales in just 8 minutes

In 2025’s 618 shopping festival, Nike was the number one sportswear brand on Tmall, with its GMV exceeding RMB 1 billion. It hit the RMB 100 million sales mark in only 8 minutes after the sale opened, reflecting its popularity among Chinese consumers. Nike offered many discounts such as selected sale items up to 50% off and extra RMB 30 off when shoppers spend RMB 500.

Nike also featured an “under-RMB 199” add-on section, which allowed shoppers with, say, RMB 400 in their cart to select another low-priced item to reach the RMB 500 threshold for the extra discount.

FILA outruns Nike in pre-sales

FILA, whose China operations are owned by Anta, was the top two sports brand on Tmall 618. It reached RMB 100 million within the first minute of 618. It also recorded over RMB 1 billion in sales, just as Nike and Adidas did, with over 50% YoY growth.

Surprisingly, FILA briefly surpassed Nike in the early phase of 618 to rank number one during pre-sales. This is partly due to how FILA leveraged Tmall’s pre-sale features: buyers can secure a product without the need to pay a deposit and can obtain many cashback opportunities. These features largely increased its sales during pre-sale. Moreover, FILA also released new products such as limited-edition “Rouyun 3” sneakers during 618.

Some shoppers even shared detailed 618 guides to help others maximize discounts on FILA sneakers on RedNote (known as Little Red Book in China). The post breaks down specific models, shows how to stack platform coupons and store promotions, and calculates the final “到手价” (price after all discounts). This altogether helped buyers secure popular styles for as little as RMB 274 to RMB 335.

Adidas’ dad shoes bring retro back to China

Adidas also exceeded RMB 1 billion in GMV, and it ranked number three in Tmall’s sports category in 2025. It saw retro footwear hits drive its sales. Notably, its Temper Run 2 “dad shoes” (chunky retro sneakers) grossed over RMB 50 million and an “Ice Cream” colorway sneaker topped RMB 40 million in sales within the first hour of 618.

How did sportswear brands in China’s 618 shopping festival perform in 2025?

• The 618 festival reached RMB 855.6 billion in GMV in 2025. This was a 15.2% YoY increase across major e-commerce platforms in China. The event has become a vital mid-year sales driver, with platforms like Tmall, JD.com, Douyin, and Pinduoduo all competing through discounting, livestreaming, and more.
• Sportswear was a breakout category, with Tmall sports and outdoor sales rising over 50%. 36 brands surpassed RMB 100 million in sales, driven by China’s summer sports market demand and growing health-conscious consumer base.
• Nike topped Tmall’s sportswear rankings, surpassing RMB 1 billion in sales. Its smart use of layered discounts and a “below RMB 199” add-on section encouraged higher order values, hitting RMB 100 million within 8 minutes of launch.
• Adidas followed closely, propelled by retro sneaker trends.
• FILA recorded over 50% YoY growth and briefly surpassed Nike in China during pre-sales. It leveraged Tmall’s deposit-free pre-sale features and cashback incentives to gain early momentum. User-generated discount guides on Xiaohongshu helped shoppers stack coupons and buy sneakers at very low prices.

This article Sportswear brands in China’s 618 shopping festival: How did they perform in 2025? is the first one to appear on Daxue Consulting - Market Research and Consulting China.

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Although Alo has no official presence yet, it’s already generating buzz on platforms like Xiaohongshu. The entry has generated both curiosity and criticism among local consumers. While some are drawn to Alo’s trendy image, others are skeptical about its quality and cultural fit. But while Chinese Gen Z love the style, questions remain: Is the market ready? And can Alo deliver beyond the hype?

“Alo Yoga” is available in the Chinese market even before its entry

Despite no stores, Alo Yoga has already gained some awareness among consumers interested in the athleisure market in China. Its image is increasingly visible on social media, particularly Xiaohongshu, where trend-driven users have been sharing content featuring the brand. Moreover, many counterfeits are even accessible through third-party retailers on platforms like Taobao and JD.com. and its

However, compared to market leader Lululemon, Alo Yoga’s reach remains limited. In June 2025, posts under #Alo accumulated approximately 100 million views, significantly trailing behind the 3.7 billion views under #Lululemon. Alo Yoga also lacks official accounts on major Chinese platforms such as Xiaohongshu, Weibo, and Douyin, which restricts its ability to engage directly with local audiences or shape its brand narrative. This fragmented presence highlights both the organic interest in Alo and the untapped potential of a more strategic market entry.

Alo Yoga is not strongly associated with fitness

On Xiaohongshu, Alo Yoga is primarily associated with lifestyle and aesthetic-driven hashtags rather than fitness only. Tags like #TennisCore, #WhiteGirlEssentials, and #SpoiledWifeAesthetics suggest that Alo is perceived as part of a Westernized, aspirational image tied to fashion and femininity. While fitness tags do appear (#FitnessOutfit, #HighFashionSportsBra), they are often blended with street-style or social lifestyle contexts. This underscores the brand’s positioning as “wearable wellness” more than technical sportswear.

A trendy and affordable alternative to Lululemon

Alo Yoga in China has carved out appeal among younger consumers by aligning with fast fashion and online aesthetics. Its association with global influencers like BTS’ Jin as well as Kendall and Kylie Jenner, positions the brand as aspirational and digitally relevant. Compared to Lululemon and other brands like local leader Maia Active, Alo Yoga is often perceived as the most affordable and fashionable option.

Chinese netizens on Xiaohongshu praise its modern silhouettes and streetwear-inspired looks, often suggesting it’s better suited for daily wear. In many posts, consumers express optimism that Alo Yoga could eventually rival or even surpass Lululemon in popularity.

Challenges and criticisms exist even before entry

While Alo is admired for its style, many consumers express disappointment with product performance. Reviews frequently mention that the fabric feels rough or overly warm for China’s climate, and that sizing, based on U.S. standards, is too large or unflattering for Asian body types. The infamous “magic pants” have been called out for poor fit and discomfort during workouts. As one netizen put it, “Alo looks great but isn’t built for movement.” According to a 2025 RedNote survey, only 44% of the 7,295 respondents preferred Alo Yoga, compared to 56% for Lululemon in August 2024.

Weak market presence fuels counterfeit proliferation

Alo Yoga’s limited official footprint in the country has created space for a thriving counterfeit market. Imitation products are widely available on major e-commerce platforms in China like Taobao and Pinduoduo, despite efforts by platforms to curb illicit sales.

Easy access to fakes highlights demand for Alo Yoga in Chinese market

On one hand, the visibility of counterfeit goods has inadvertently boosted brand awareness among Chinese consumers. Many discover Alo Yoga through cheaper replicas, which circulate widely across social media and shopping apps.

But the risks outweigh the reach

On the downside, this exposure comes at the cost of brand perception. Widespread access to low-quality knockoffs reinforces the notion that Alo Yoga is a fashion-first, low-performance brand. Worse, the brand ends up competing with its own counterfeits, losing control over pricing, quality, and reputation just as it prepares to enter the market officially.

Alo Yoga raises hopes—can it deliver?

• Alo Yoga is preparing to open its first offline store in China in 2025, with growing visibility but no official local presence yet.
• The brand has attracted attention on Xiaohongshu, where Chinese Gen Z consumers associate it with streetwear aesthetics and aspirational lifestyles rather than technical sportswear.
• While it’s seen as a more fashionable and affordable alternative to Lululemon, Alo Yoga in China faces criticism for poor sizing and product quality.
• Its absence from official Chinese platforms has also led to widespread counterfeiting, which boosts awareness but damages brand credibility.
• To succeed, Alo will need to shift from global hype to a locally grounded strategy that meets Chinese consumers’ expectations.

This article Alo Yoga in China: Can the brand turn trendy buzz into real market share? is the first one to appear on Daxue Consulting - Market Research and Consulting China.

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From pop stars to “refined boys”: the icons shaping the male cosmetics culture among youth

In the rapidly rising appearance economy (颜值经济) in China, young male consumers are increasingly adopting beauty products. Beauty is a form of physical attractiveness, linked to both social and professional success.

This trend gained momentum through the influence of “little fresh meat” (小鲜肉). This term is used to describe young, attractive, and delicate-looking male celebrities, including Korean idols and Chinese celebrities such as Cai Xukun, Lu Han, and Zhang Yixing. As these celebrities endorse skincare products, they help normalize male beauty routines and reshape public perception of masculinity.

Moreover, the “refined boy” archetype (精致男孩” has been widely embraced by male KOLs on social media. KOLs use it to promote a lifestyle centered on self-care, self-expression, and personal empowerment through beauty regardless of gender. One of the most well-known figures in this movement is influencer Li Jiaqi (李佳琦), famously known as China’s “Lipstick King.” While he is more popular among women, his fame and expertise show how men are embracing more beauty products.

Men seek more functional products

Although older generations in China tend to resist the use of male cosmetics, often associating them with effeminacy (娘) and viewing them as feminine tools for enhancing attractiveness, they still show strong interest in skincare, much like younger generations.

Younger men often focus on oil-control products and basic grooming. Older men, on the other hand, are more likely to seek out anti-aging solutions. However, 2024 data from iiMedia, show that nearly 60% of 1,526 Chinese respondents expressed anti-aging concerns between the ages of 26 and 35. Since 2018, the anti-aging market in China has expanded significantly. It grew from RMB 472 billion in 2018 to RMB 739.8 billion in 2023, and it is projected to reach RMB 887 billion in 2025.

Minimalistic skincare routines drive demand for all-in-one products

Minimalist skincare routines (精简护肤) are gaining popularity on social media. Their appeal lies in simplicity and effectiveness, which are especially important for beginners looking to avoid common skincare mistakes such as over-cleansing or using products with alcohol and harsh fragrances. These routines focus on essential steps like moisturizing and sun protection, helping men build consistent skincare habits that enhance skin health without unnecessary complexity or irritation.

As a result, demand for multifunctional skincare products is on the rise. All-in-one facial creams that offer soothing, repairing, and moisturizing benefits in a single step are particularly favored. With earlier awareness of aging and a growing desire for convenience, multifunctional solutions are becoming the preferred choice for modern Chinese men seeking effective yet streamlined skincare.

Digital platforms are still the dominant channels for discovering and purchasing male beauty products in China

While female consumers remain significant in introducing men to beauty products through gifting, independent purchases among men are sharply increasing, particularly among Gen Z. Data collected by FeiGua highlights that men in 2023 accounted for approximately 78% of male skincare product consumption in China. Women contributed about 22%, reflecting the ongoing role of women in influencing initial purchases. Social media platforms such as Douyin, RedNote, and BiliBili have also become powerful tools in driving awareness and interest. Tutorials and targeted content focused on male beauty educate men on how to take care of their skin, such as before and after shaving, when preparing for a study party, or when deciding which brands to use.

According to an online survey conducted by Rakuten Insight, based on responses from 3,752 Chinese individuals aged 16 and older, online marketplaces remain the most popular channels for purchasing beauty products in China as of 2024. This strong preference is largely driven by features such as certified authenticity guarantees, and transparent customer reviews. E-commerce platforms like Tmall, Dewu, and Taobao have emerged as key channels targeting male consumers. In 2023, Douyin recorded particularly strong sales in men’s grooming categories. Cleansers accounted for 47.12% of sales, care sets for 31.57%, and facial creams for 10.98%.

The growth of high-end skincare and spa services for Chinese men in urban areas

High-income male consumers, primarily from tier 1 and tier 2 cities in China, dominate the male skincare market. They tend to favor premium global brands, such as L’Oréal, Kiehl’s, and Shiseido, which are known for offering specialized products tailored to men’s skincare needs. For example, Shiseido redesigned the packaging of its top-selling product, the Ultimune Power Infusing Concentrate, changing it from red to black in order to appeal more directly to male consumers.

Men in major cities are increasingly turning to professional skincare centers to better understand their skin types and build personalized routines with expert guidance. These centers are becoming more common in tier 1 and tier 2 cities and are viewed as an accessible, private form of self-care that offers both relaxation and support for maintaining healthy skin. Many of them offer discounted first-time treatments and often collaborate with premium skincare brands. Services typically include deep cleansing, targeted serums, facial masks, and massage.

Centers like JSquared are part of a broader trend emerging in tier 1 and 2 cities. Modern male consumers are becoming more proactive about skincare. By offering first-time discounts and partnering with luxury brands, these skincare centers make premium grooming more accessible and appealing to the growing male beauty market in China.

Face value: why Chinese men are investing in beauty like never before

• Young Chinese men embrace skincare and cosmetics, inspired by polished male idols like “little fresh meat” and “refined boy,” who normalize grooming. Beauty is now seen as confidence, status, and professionalism, reshaping norms of modern masculinity in urban China.
• Minimalist and multifunctional skincare appeals to men with fast-paced schedules. Simple routines focusing on cleansing, moisturizing, and protection help avoid over-complication. It also addresses essential needs like oil control and anti-aging—ideal for young professionals with limited time for self-care.
• Affluent men in cities like Shanghai and Chengdu now visit premium men’s skincare centers. Places like JSquared offer expert care, privacy, and high-end brand collaborations. They elevate grooming into a form of leisure, health, and personal refinement.
• Platforms like BiliBili and RedNote (also known as Little Red Book in China) build trust through influencer-led tutorials and certified product listings. Men discover, learn, and shop skincare online, making beauty both accessible and socially accepted through social media reviews and posts.

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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Quality is crucial for Chinese consumers, and it is becoming the norm for brands to deliver. In response, brands have been investing in R&D and new technologies. Moreover, they are strengthening consumer engagement by creating spaces where people can exercise and connect with the brand. Nike and Adidas, which were once known for their superior quality. However, domestic brands such as Anta, Li-Ning, Xtep, and 361° have been investing more in quality, steadily increasing their market share in the first half of 2024. High-end and niche sportswear brands are also gaining traction. Lululemon’s revenue in China grew by 36% in the third quarter of 2024, while international niche brands like Hoka and On are becoming increasingly popular.

A nationwide surge in sports participation China

According to the National Bureau of Statistics, China’s sports participation rate has surged from 30.9% in 2018 to 49.6% in 2024. Not only did Covid-19 drive people to prioritize their health more, but the strong government push has further increased its reach and impact. In July 2021, the government launched the 2021-2025 National Fitness Plan (全民健身运动) to tackle barriers such as inadequate sports facilities and limited access to venues. Through initiatives like building sports parks and expanding fitness trails, the plan ensures that residents can reach a sports facility within a 15-minute walk. As a result, in 2023, China had a total of 4.6 million sports venues.

It also promotes youth-oriented sports education. Under the 2022 national curriculum, schools have introduced new sports like skateboarding, climbing, and roller skating to diversify physical education and spark student interest. Additionally, cities such as Shanghai have rolled out inclusive fitness programs for the elderly and disabled populations, including wheelchair basketball and adaptive equipment zones in public parks.

Running as a sport and a way to connect with community

Running is the top sport in China, with 51.9% participation, according to the National Bureau of Statistics. The continued popularity of marathons and trail running events has driven the sales of running-related products. JD.com data reveals that running shoes accounted for over 40% of total sports footwear sales in 2024. In particular, specialized running shoes and trail running shoes have seen year-on-year sales growth of 162% and 100%, respectively. Consumers increasingly value advanced features, such as breathability, anti-slip soles, and shock absorption, with demand for these attributes rising by over 100% year-on-year.

Running in China is more than just a fitness trend—it’s a socially driven lifestyle. City marathons often double as tourism campaigns, with scenic routes passing landmarks like the Great Wall or West Lake, while trail races in rural areas attract white-collar workers seeking a weekend escape. Platforms like Xiaohongshu play a key role in this trend, as users actively share gear reviews, routes, and race experiences, forming a vibrant running community.

Outdoor sports surge driving technical sportswear sales

Young consumers are increasingly engaging in outdoor activities. In China’s summer sports market, everyday pursuits such as running, cycling, and hiking or mountaineering are particularly popular, driving demand for technical sportswear. In winter, skiing and snowboarding are also gaining traction, further fueling interest in specialized gear. For example, JD.com reported a 50% year-over-year increase in ski apparel sales and a 75% rise in cycling apparel sales in 2024. Overall, this highlights that Chinese consumers expect advanced performance, durability, and style as they embrace a more active lifestyle.

Athleisure for work and other everyday activities

Social media platforms like Xiaohongshu (also known as Little Red Book in China) and Douyin have reshaped consumer preferences, popularizing “athleisure” – a fusion of fashion and athletic apparel that become a dominant trend. Young consumers incorporate sportswear into everyday wear. According to 2024 data from Topsports, a leading sports goods distributor in China, 83.7% of Gen Z and Millennials wear hoodies and sweatpants, and 63.3% wear sports shoes.

The athleisure trend is particularly favored in settings, such as work commutes, casual shopping, and fitness activities, where comfort and versatility are key. For example, on Xiaohongshu, office wear tutorials often show how to pair joggers with shirts or hoodies with structured blazers to create “formal-enough” looks that fit both the workplace and daily errands.

Tennis apparel booms in and off the court

Driven by Zheng Qinwen’s Olympic victory, tennis has seen explosive growth in China. The ITF Global Tennis Report 2024 shows China ranks second globally, with 19.8% of global tennis participation and 7.2% of total tennis courts. The country has 21 million active tennis players (around 1.5% of the population) as of 2024, presenting a significant growth opportunity in 2025.

Tennis apparel, which accounts for 56.2% of the overall tennis product market, is one of the few sportswear categories that seamlessly blends performance and fashion. This creates two key segments: on-court performance gear and off-court tennis-inspired lifestyle apparel. Tennis skirts, in particular, have become a trendy everyday item on Xiaohongshu, where users post outfit photos that often feature tenniswear styled for daily commuting, social events, or photo shoots—sometimes without any connection to the sport itself.

While the “Tenniscore” aesthetic is part of a global trend, its adoption in China has a distinctive twist: the look is often embraced more for its “clean girl” or “old money” visual appeal than for athletic function. This fashion-forward interpretation, paired with the popularity of affordable domestic brands, has made tennis skirts a go-to piece among young women. Tmall data reveals a 256% year-on-year increase in searches for “tennis skirt” and a 160% year-on-year rise in transactions during the 618 festival in 2024.

Technology as a key differentiator

As consumers become more knowledgeable about performance materials, brands are racing to develop proprietary innovations. Chinese brands are heavily investing in research and development (R&D), with Li-Ning, Anta, and Xtep increasing their technology budgets by 15.73%, 26.2%, and 33.3%, respectively, in 2023. By launching high-performance flagship products, these brands establish technological credibility in the sports innovation landscape. Following this, they gradually introduce advanced technologies into mass-market products, allowing premium innovations to drive broader consumer adoption. For instance, Xtep has successfully leveraged marathon sponsorships to enhance the market influence of its 160X racing shoes, positioning itself as a serious contender in the high-performance running footwear segment.

Sportswear brands in China focus on both technology and fashion

• China, the world’s second-largest sportswear market, demands quality products and experiences. Local and foreign brands are growing their share through strong local understanding and consumer-focused strategies.
• Running is the most popular sport in China, with consumers now prioritizing advanced features such as breathability, anti-slip soles, and shock absorption in their sportswear.
• Sports brands in China are increasingly focusing on enhancing the in-store experience, fostering brand loyalty, and deepening consumer engagement.
• Sports fashion continues to dominate the market, as athleisure blurs the lines between fitness and casual wear.
• Tennis apparel is gaining traction due to the sport’s rising popularity and its seamless blend of performance and fashion.
• Chinese sportswear brands are investing heavily in R&D, with Li-Ning, Anta, and Xtep increasing their technology budgets.

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While the post-2022 Beijing Winter Olympics boom is widely recognized, deeper analysis reveals underappreciated dynamics including the rise of indoor skiing in Southern China, the dominance of aesthetic-driven participation over athletic rigor, and the silent struggle of equipment shortages. Although government policies have successfully boosted student participation in winter sports, they have also contributed to an unexpected strain on resources, with an equipment shortage and very high utilization rates during peak seasons.

The government’s strategic expansion of Chinese winter sports industry

The Chinese government’s 2015 pledge to engage 300 million people in winter sports created an institutional framework that accelerated industry growth through three primary mechanisms: infrastructure expansion, event economy engineering, and education system integration.

Infrastructure expansion

The number of ice and snow sports facilities grew from 2,452 in 2022 to 2,847 in 2023. As shown in the accompanying map of ski resort distribution by province, this growth has reached beyond traditionally snowy regions into southern provinces like Guangdong and Zhejiang, despite their lack of natural snowfall.

Zhejiang has 23 ski resorts, including 7 indoor venues and 3 newly opened since the 2021–22 season. Notably, as of May 2025, the Guangzhou Sunac Snow World ranks as the world’s second largest indoor ski resort, attracting 2.3 million visitors annually despite being 1,800 kilometers south of the nearest natural snowfield.

Event economy engineering

The General Administration of Sport of China (国家体育总局) and related ministries have issued several policy documents since 2015 encouraging provinces to regularly organize winter sports events to popularize participation and develop local economies. For instance, the “Ice and Snow Sports Development Plan (2016–2025)” and subsequent updates urge local governments to host more competitions and festivals.

Many provinces, responding to central government encouragement, have set their own targets and organized multiple winter sports events annually. For example, Hebei, Jilin, Heilongjiang, and Inner Mongolia have each hosted several large-scale winter sports events every year since the 2022 Olympics.

Educational system integration

Primary and middle schools in northern provinces are required to incorporate winter sports into their physical education curriculum, while southern schools are encouraged to cooperate with professional clubs to set up winter sports classes. By the end of 2021, 2,897 primary and secondary schools across China had incorporated winter sports and Olympic and Paralympic education into their curriculum. Looking ahead, about 5,000 schools are expected to include winter sports modules by the end of 2025.

The paradox of success: infrastructure versus accessibility

Skiing and snowboarding have grown thanks to the government’s development plan. While government investment achieved the goal of creating more winter sports venues, the challenge of a lack of rental equipment, such as gear and snowboards, persists. China’s winter sports market is still in its infancy, as evidenced by problems like airlines often damaging personal equipment. As a result, nearly two in five participants (38%) rely on rentals instead of purchasing their own equipment. While 61.5% do own personal gear, a significant share of consumers depend on rental services, especially among casual or price-sensitive participants.

Platforms like RedNote (also known as Little Red Book in China) reveal the gap between the perception of skiing as an accessible sport and the financial barrier for beginners. A post, self-deprecatingly titled “穷鬼装备” (“budget-saving equipment”), still totaled over RMB 12,000. While the user opted for cost-saving measures (e.g., secondhand snow pants for RMB 418, discounted brands like Nitro and Union), the final price is still relatively high for entry costs.

The strong driving force of social media on participation

Social media platforms such as the RedNote have played an important role in promoting winter sports in China beyond the athletic aspect. Searches for “dopamine-colored ski suits” (多巴胺色系雪服) increased 430% year-over-year in 2024, with resorts like Chongqing Wanda Snow Park offering color-coordinated rental outfits. Moreover, many tourists go to ski resorts just to take pictures. Jilin’s Changbaishan resorts report 41% of visitors never ski; instead, they pay RMB 300 to 500 per hour for professional slope-side photography sessions. Moreover, Chinese people also use Huabei (滑呗) and Goski (去滑雪), popular skiing and snowboarding community platforms, where they can hire professional photographers to take pictures of them.

Luxury brands have increasingly recognized the potential of winter sports venues as platforms to craft exclusive, experiential marketing campaigns that blend sport, fashion, and culture. In December 2024, Burberry launched a temporary outdoor ice rink in the heart of Beijing, transforming a public urban space into an immersive winter wonderland bathed in the brand’s signature “Knight Blue” hue. While children primarily visited the rink to skate, many adults treated the venue as a “check-in” (打卡) hotspot, capturing photos to share on social media.

The rise of “experience brokers”

A new service category has emerged to cater to aesthetic consumers. Didi Skiers (滴滴代滑帅哥), sometimes even shirtless, are male ski instructors who offer RMB 800 per day “experience packages” that include equipment carrying, photography, and social media content creation.

Five forces behind China’s snow economy

• Backed by long-term government planning, China’s winter sports industry aims to reach RMB 1.5 trillion by 2030, with rapid growth in participation and infrastructure since the 2022 Beijing Olympics.
• Although infrastructure has expanded rapidly, long-term commitment remains low. Many participants still opt for rentals not just due to cost (gear typically ranges from RMB 1,200 to 2,000) but because of uncertainty around skill progression and infrequent participation. This preference has led to rental shortages during peak seasons, suggesting that the barrier lies less in affordability and more in lifestyle mismatch.
• However, the rise of indoor ski and snowboard resorts is reshaping access across the country. These facilities in major urban centers in southern provinces like Guangdong and Zhejiang allow consumers to experience winter sports without traveling to northern China.
• A major shift is underway in the purpose and appeal of the Chinese winter sports industry: aesthetic and social motivations now dominate athletic ones. With 68% of winter sports social media content focused on fashion and photography, tourists increasingly visit resorts not to ski but to take pictures in colorful ski suits and curated settings.
• The consumer demand for aesthetic winter photos has opened new business opportunities. From luxury brand activations like Burberry’s pop-up rink to the rise of “experience brokers” like Didi Skiers who help users craft content for social media, Chinese winter sports industry are as much about the image as the sport itself.

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Treating pets like family is transforming China’s pet food market

Once seen primarily as utilitarian, pets are now embraced as family members, companions, and even child substitutes. This shift has led pet owners to invest more in their care, with pet food receiving the same level of attention as their own meals.

Pet food is the dominant segment in the pet market, occupying approximately 52.8% of total pet-related spending. The pet food market alone reached RMB 159.5 billion in 2024, showing a 9.2% year-over-year increase. From 2013 to 2024, China’s pet food market demonstrated a compound annual growth rate of 22.4%. As families get smaller and people seek emotional connection, pets increasingly take on central roles in households. With that, the demand for high-quality, nutritious pet food continues to rise, reflecting a deeper cultural investment in animal well-being.

Cats take the lead: Shifting pet food demand

With dogs and cats representing the two largest consumer groups in 2023, the combined market size for dog and cat food reached RMB 144 billion. While dog food once dominated the segment, recent years have seen a notable shift: cat food consumption has now surpassed dog food.

This change mirrors broader pet ownership trends. In 2021, the number of domestic cats in China exceeded that of dogs for the first time, a turning point driven by urban lifestyles that favor lower-maintenance pets suited to smaller living spaces. By 2023, the cat food market reached RMB 74.8 billion with a year-over-year growth rate of 7.6%, outpacing dog food at RMB 71 billion and a 3.9% growth rate.

Notably, the annual spending per cat growth also exceeded that per dog for the first time: 2,020 RMB per cat, a 4.9% increase from 2023, compared to 2,961 RMB per dog, a 3% increase. This higher per-animal spending reflects greater attention to premium products, personalized nutrition, and functional foods that enhance feline health.

Foreign brands standing out for their high-quality pet food

China boasts a significant pet food manufacturing base, with 200 certified producers across 23 provinces capable of generating 1.12 million tons annually. Hebei Province leads production at over 429,000 tons, followed closely by Shandong at 268,000 tons, providing a robust and competitive supply chain for both domestic and international brands.

Despite this scale, China’s pet food market remains relatively infant compared to developed nations. The industry emerged in the 1990s with the entry of multinational players like Mars Inc., Nestlé, and Purina. These foreign brands have long dominated the premium segment, building consumer trust through transparency, consistent quality, and stringent production standards. Established names such as Orijen, Royal Canin, Wellness, and Pedigree continue to enjoy strong reputations.

Closing the gap: how Chinese pet food brands are catching up

However, domestic brands are rapidly closing the gap. Bolstered by advancements in manufacturing and growing consumer confidence, Chinese companies like Navarch, Legend Sandy, and Myfoodie are gaining significant traction. Local brands secured four spots among 2024’s top-growing pet food brands. Moreover, in our social listening analysis on Weibo, Douyin, and RedNote (known as Xiahongshu in China) from April 2024 to April 2025, local brands held three positions in the top six most-mentioned brands.

Notably, domestic brands like Navarch and Honestbite have experienced impressive growth: Navarch with a 150% year-over-year increase and Honestbite with 140%. Navarch’s success is largely credited to its “55° Core Stuffing Technology,” a low-temperature injection process that helps preserve flavor and freshness. This innovation has won over even the pickiest pets, with netizens remarking that “even picky cats love this brand.” Honestbite’s rise, on the other hand, stems from its low-temperature baking technique and inclusion of gut-friendly nutrients like prebiotics, which support digestive health. By adding fresh meat directly into their formulas, the brand retains more nutrients and flavor, reinforcing its appeal among health-conscious pet owners. Together, these examples underscore the growing strength and rising reputation of Chinese pet food manufacturers.

A taste for change among China’s pet owners

Chinese brands are making notable gains in pet food. Brand loyalty is increasingly fluid: in 2024, nearly half of Chinese pet owners (47% dog owners, 48% cat owners) report no strong brand preference. Crucially, a growing segment now exclusively chooses domestic brands (27% dog owners, 28% cat owners), surpassing those who exclusively buy foreign products (18% and 19%, respectively). Domestic brands are catching up with the quality of foreign brands and even more, they’re more affordable. Not only are domestic brands matching foreign quality—they also offer more competitive prices.

Consumer product preferences reflect a growing appetite for premium quality and specialization. Among cat owners in 2024, freeze-dried food was the most popular staple choice (49.7%), followed by baked dry food (43.7%) and extruded food (40.5%). Dog owners showed similar trends, with 43.8% preferring extruded food and 42.3% choosing freeze-dried options. These preferences underscore rising demand for high-quality, premium, and functional pet foods.

Beyond premium quality, consumers are also in search of innovative products that enhance their pets’ quality of life. For brands, this presents an opportunity to stand out in a saturated market. In 2023, several major players introduced cutting-edge offerings, Clearlake Capital Group launched a new line of supplements aimed at supporting dogs’ daily health, while ADM opened a new probiotics facility to boost the nutritional value of pet food.

The digital shift with e-commerce dominates sales channels

The way Chinese consumers shop for pet food is also shifting rapidly. E-commerce has emerged as the dominant channel. A 2022 survey by iiMedia found that more than 60% of 1,390 respondents preferred buying pet products through e-commerce platforms, a number that has only grown in the years since, boosted by COVID-19’s influence and the growth of e-commerce in China. Pet owners now increasingly favor online shopping for its speed, convenience, and reduced physical effort.

Major platforms like JD.com and Tmall lead in online sales, while social commerce giants like Douyin are reshaping consumer engagement. The shift was especially evident during Tmall’s 618 shopping festival in 2023, when transaction volumes in pet food livestream rooms surged over 50% year-on-year. More than 50 livestreams recorded sales exceeding one million yuan, and over 200 saw year-on-year growth rates above 100%. A prime example of the “rush” to e-commerce is the leader of the chart above: Mars Inc. Indeed, in 2016 Mars announced a business partnership with Alibaba. For the first time in the pet food economy, customers could finally experience a “one stop shopping center”: people could purchase everything they needed through a single e-commerce app, including pet food, and the products would have been delivered to their houses as quickly as possible, even if the consumers were situated in rural China, by using “Rural Taobao”.

Insights that define China’s pet food momentum

• China’s pet food market is the largest and fastest-growing segment, accounting for over half of total pet-related spending in 2024. It’s no longer just about feeding pets, it’s about wellness, functionality, and lifestyle alignment.
• For the first time, cat food has overtaken dog food in both sales and growth. Urban living, smaller homes, and lifestyle preferences are pushing more consumers toward cat ownership and with that, feline-focused nutrition.
• Owners are seeking premium, functional, and health-enhancing pet food, especially freeze-dried, probiotic-rich, grain-free, and customized formulas. Innovation is key to capturing consumer attention.
• Nearly half of pet owners show no strong brand loyalty, signaling a more experimental market where product quality, ingredients, and innovation drive decisions more than legacy branding.
• Despite its growth, China’s pet food industry is still young compared to developed countries. This leaves room for rapid development, brand building, and long-term transformation.

This article China’s pet food market: The engine behind China’s pet economy is the first one to appear on Daxue Consulting - Market Research and Consulting China.