At Gentlemen Marketing Agency, we help global brands succeed in China’s competitive market. Our team has years of experience in e-commerce, digital marketing, and brand localization, making us a trusted partner for fashion businesses entering China.

In this article, you’ll learn how to market and sell children’s clothing in China. We’ll cover key consumer trends, distribution channels, and digital marketing strategies to help your brand thrive. Whether you’re launching a new line or expanding your business, this guide will give you the insights you need.

China Kidswear Market Overview

Sales revenue of the kidswear market is expected to reach 329 billion yuan in 2022 and 473.8 in the next three years.

According to market research done by Statista, although women’s wear is the biggest segment of apparel in China, kidswear and sportswear are the segments that record the fastest growth, presenting huge opportunities for childrenswear and sportswear brands, especially when it comes to luxury brands.

The children’s apparel market is a promising industry, although it may not be as large as other consumer goods markets. In China, there has been a significant increase in per capita spending on childcare-related products, such as baby clothes, with a growth rate of 12% in 2021.

Baby and toddler clothes are particularly popular, as they need to be replaced frequently due to the children’s growth, leading to substantial sales numbers.

Sell Kids’ Clothes in China: Target the Chinese Mothers

Called “hot mamas”, in Chinese 辣 妈, they are the new generation of post-90s mothers. Hot mamas think, buy and raise their children very differently from previous generations. A 2018 research conducted by the China Business Network on the behavior of the latter during the purchase phase shows that:

• When they need advice, they turn to their peers rather than to their parents;
• They look more to the safety and quality of the product than to the price;
• They love to buy high-quality products through cross-border e-commerce.

Born during the digital boom of the country, hot mamas form their communities and consult each other through dedicated apps or through groups on WeChat.

Market research on social media allows us to understand that hot mamas love to dress in similar clothes to their children: “the mini-me trend”.

The huge growth in the Kids’ Clothing and Fashion segment

The children’s ready-to-wear market in China is one of the fastest-growing segments. Compared with the annual market growth of 6% of the clothing sector in general, the kidswear segment is growing by more than 9%, demonstrating that China’s childrenswear market is developing well.

Indeed, the renewal of children’s clothing is stronger than that of men or women. The purchase for children is repeated more often than for the other two segments.

The ready-to-wear market for children can be divided into three categories:

• Baby clothes: It remains the main subcategory, likely to achieve growth in the coming years. With the new 3-child policy, the 0 to 2 years old market is expected to grow in the next 5 years.
• Girls’ clothing: This is the growing segment in the market, especially for girls aging between 5 to 9 years old. This segment is mainly described by higher prices compared to boys’ segment and a higher purchase frequency.
• Boys’ clothing: With lower average growth, this segment was neglected by international brands, preferring to focus on girls. Chinese moms are likely to spend more on their boys, especially with limited edition collections and influencers’ endorsements.

Analysis of China Kids’ Clothing Market Trend and Demand

The more children grow, the greater the demand, and the need for clothing in childrenswear in China. In the baby segment, buyers are looking for safe and comfortable products for the benefit of their children. By the age of three, expectations are different. Parents will favor luxury childrenswear that will convey the good taste and individuality of their children.

This change in expectations and needs and mainly due to the social development of the child who will begin to engage in an outside life with his peers. The need for differentiation strongly influences their purchases.

Foreign brands have a real advantage over the target of 3 years and more since this need for differentiation plays a lot in the purchase of these brands. Indeed, many parents visit the websites of foreign brands to buy products across Asian borders and give a unique image to their children.

Chinese consumers are generally fond of foreign brands as they guarantee quality and originality with regard to fashion.

How to market your baby and kids’ clothing brand in China?

Here you have the opportunity to embark on a market which growth potential is not going to stop so early. In order to develop your business in the China market, many steps await you and do not think that transposing your model to China will be enough.

Here are some tips for setting up and promoting your brand in the market.

The most important steps in the childrenswear market are:

1. Build your e-reputation and a good brand image;
2. Communicate with your target audience;
3. Find a good distribution channel.

Develop your kids’ fashion brand’s e-reputation

You have to capitalize on the digital trend in the country. For this, your online marketing strategy is very important. Chinese consumers are always connected with their digital environment, up to 6 hours per day. Do not forget that this environment is completely different from the one we know in Europe. You must create your presence in this new universe… and know how to talk to Chinese moms.

Social media have a strong impact on the purchasing decisions of Chinese people. The country is known for having the largest network of Internet users in the world, representing more than 914 million people.

The social platforms will be relevant to your strategy since consumers, in our case parents, are influenced by the recommendations of friends or family in the purchase of products. In brief, word-of-mouth is the key.

In order to build a good e-reputation you have to:

• Create a Chinese website that is mobile responsive
• Implement an SEO campaign for Baidu, the most used search engine to show your credibility
• Implement SEM campaign to reach the first page on Baidu
• Build your notoriety with PR and press releases via magazines like Bébé or Milk Enfant
• Find your audience with the right KOLs and influencers with the “Fashion Mama” or the “Mom Next Door”
• Use forums and key opinion consumers to talk about you on Chinese blogs and forums

Use WeChat and Weibo to communicate with your clients

WeChat is the window to the social world of China. The application gathers more than 1.2 billion active users every month. WeChat has become an extension of the person in China.

The platform is used on average 4/5 hours per day and allows a diversified use. Individuals have the ability to communicate with instant messaging features, share content through “moment” similar to a Facebook wall, pay via WeChat Pay, and buy online via the social commerce features of the app.

The platform is crucial for brands entering the market. For this, you need to open an official account on the application that will allow you to broadcast content and interact with your customers and prospects.

It is a good way to improve your customer service since it allows a direct link with your consumers. Community Management on the platform is therefore crucial. For instance, the leader in kids’ fashion Balabala created a WeChat mini-program only dedicated to customer service and brand loyalty with special offers and nearby boutiques.

See a good case study here

Weibo offers many services: from traditional Chinese social media activities to creating micro-blog, sending messages, following brands, Kols and trends, live streaming, and gaming activities.

It is a one-to-many platform. On Weibo, you can have more followers faster but on WeChat you have more impact on calls to action, so you should learn to use them at the same time. One does not exclude the other.

Weibo helps to increase brand awareness, ensure great visibility for events and promotions through ad-hoc communication with user-friendly content, insert external links to the brand’s e-commerce, and to lead to word of mouth, which is very important in China.

Distribution Networks: Both Online and Offline Channels are Important

The strong attraction of consumers to physical stores is justified by the fact that many of them prefer to have a concrete image of the product.

Product testing is a concept that is still important in this marketplace. Some consumers may prefer to go to a store to view the product, and touch it before purchasing. The sensory dimension strongly influences the segment.

Nevertheless, the growth of online commerce opens new doors for the players since it is considered an extension of sales formats in multi-channel distribution strategies. The digital sphere also allows brands to expand their presence and increase their visibility in a market that is becoming increasingly saturated.

The online channel represents a real opportunity for the players since the sales represent 4 million of the turnover of the segment. In childrenswear, Tmall (50%) and JD.com (20%) hold 70% of the market. They are still the two major players in e-commerce in China.

The complementarity of these two distribution methods becomes a differentiating tool for brands and an opportunity to gain a competitive advantage to reach the consumer throughout his customer journey.

Opt for Physical Distribution and for the E-commerce Platform Xiaohongshu

The measures initiated by the government to develop the liberalization of domestic markets allow international brands to develop more quickly in China. Direct investment, franchise agreement, or sales intermediary are practices commonly used to improve the visibility and marketing of physical outlets in the territory.

Sell Baby & Kids’ Fashion in Physical Stores with Chinese Retailers

With this marketing strategy in mind, we recommend that you collaborate with a Chinese distributor to market your products. Thanks to a positive e-reputation and a good brand image, it will be easier for you to find a partner.

Despite the Covid-19 pandemic, many fair trades keep taking place in China for retailers and offline stores. For dedicated children’s fashion and kids’ clothing retailers, we would recommend exhibitions like I Love Playtime in Shanghai or the Children’s Baby Maternity Expo in Shanghai.

The key strategy is to combine strong marketing operations with the development of your physical network. Physical retailers are key to entertaining your audience and enabling them to enter your brand’s universe.

On the other hand, online distribution is very popular in the country to target Chinese moms in lower-tier cities. Developing a store and being present in one of the most used e-commerce platforms is a market imperative for any international brand’s visibility.

Promote your Baby/Kids’ Clothing Brand on Xiaohongshu

A Xiaohongshu store enables brands to practice cross-border e-commerce. With the right partner, you can have the capability to build a unique online store that would match Chinese preferences.

Especially on Xiahongshu, Chinese netizens are sensitive to high-quality pictures and users’ recommendations. On average, the maternal and children industry reaches 150K reactions per month. If you want to boost your product pages, you definitely need to focus on products’ presentations, benefits, and clients’ reviews.

The user experience is very different from traditional e-commerce. Any mom will start by browsing in their home while content will capture her attention. Then she decides to collect information within the platform: brand’s official account, influencers’ endorsement, users generated content and shopping notes.

Finally, she can directly purchase the product without even leaving the app. Meanwhile, in traditional e-commerce platforms, the user discovers a store while she is already interested in a product. In social commerce, the user enters also by diversion.

Today, Xiaohongshu counted more than 174 million monthly active users on its platform. Its community is mainly composed of urban women (88%), 70% of whom were born after 1990. In a word, this is exactly the target audience of kids’ clothing in China.

Do you need a Partner in China?

Selling baby and kids’ clothing in China can be a lucrative business opportunity. The Chinese market for children’s clothing is growing rapidly, and there is a high demand for quality and fashionable products.

However, it is important to conduct thorough market research, understand local preferences and regulations, and establish effective distribution channels to succeed in this competitive industry.

We are a China-based marketing agency offering cost-effective solutions to foreign brands interested in tapping into the Chinese eCommerce market. Our team of Chinese and foreign experts has the experience and know-how needed to succeed in this lucrative, yet complicated market.

Gentlemen Marketing Agency offers many digital marketing and e-commerce solutions, such as web design, e-commerce and social media marketing strategies, localization, market research, KOL marketing, and more.

Don’t hesitate to leave us a comment or contact us, so that we can schedule a free consultation with one of our experts, that will learn about your brand and present you the best solutions for your China market strategy.

This blog post will give you some tips on how to promote and sell your brand in China according to market trends. First, it’s important that you understand what makes this audience tick, what is trendy, and what are consumers looking for. Secondly, we will look at the strategy to start selling your underwear/lingerie brand in China and the best practices to improve your awareness using local social media and tools.

Quick Summary

• Market Growth and Value: The Chinese lingerie market is expected to reach an estimated value of $42.51 billion by 2026, with a compound annual growth rate (CAGR) of 6% from 2020 to 2026, and further growth to $73.8 billion by 2030.
• Consumer Spending: Chinese women now allocate approximately 10% of their clothing budget to lingerie, indicating a rapidly expanding market.
• Market Segmentation: The market is experiencing consolidation, with a clear divide between high-end international brands and domestic products dominating the lower-end market.
• Growth Drivers: The market has been growing by 20% annually since 2009, driven by increasing demand for lingerie, especially in the high-end segment.
• Local Brands: Notable local brands include Neiwai, Aimer, and Maniform, each catering to different segments of the market with unique value propositions.
• Consumer Profile: The primary buyers are women aged 24-35, accounting for nearly 79% of the market. There’s a noticeable shift towards comfort and personal satisfaction over traditional sexiness in lingerie preferences.
• Men’s Underwear Market: The men’s segment is also growing, with consumers spending an average of 500-1500 Yuan annually on underwear, seeking quality and innovative designs.
• Market Trends: Key trends include a shift towards comfort, sustainability, body diversity, and the increasing popularity of online purchases.
• Online Sales: E-commerce platforms like Tmall, JD.com, Pinduoduo, and RED are significant channels for lingerie sales, with many consumers preferring online shopping for its convenience and privacy.
• Foreign Brands: Foreign brands like Etam, Triumph, and Victoria’s Secret are performing well in China, leveraging their international appeal and quality products.
• Marketing Strategies: Successful marketing strategies include leveraging Chinese social media platforms, collaborating with KOLs, focusing on SEO for Baidu, and utilizing live streaming and video content to engage consumers.

Characteristics of the Chinese lingerie & underwear market

China lingerie market is in the midst of consolidation. Chinese women now spend around 10% of their clothing spending on lingerie, which illustrates a rapidly opening market. On one hand, the growing demand for lingerie, especially in the high-end market, has been drawing big international brands to the mainland. On the other hand, the lower-end market has been saturated with domestic products and brands, few of which stand out.

The resulting fierce competition has left domestic lingerie companies with falling profits, though some are finding ways to set themselves apart.

China’s underwear and lingerie market continues its growth

The market has increased each year by 20% since 2009, a big opportunity for foreign brands to respond to the needs of the Chinese people. China’s Lingerie Market is expected to experience rapid growth in the next 10 years.

The Chinese Lingerie market was valued at $26.36 billion in 2020 and is projected to reach $42.51 billion by 2026, growing at a CAGR of 6% in the forecast period and $73.8 billion by 2030 (source). In fact, in 2020, China women’s lingerie market represented over 60% of the overall market.

China underwear and lingerie market shares

Although the Chinese underwear and lingerie market is growing and full of opportunities, there are quite a bit of local brands that should not be ignored.

Neiwai

China’s top local seller of lingerie. The brand’s main sales channel is Tmall and JD. The brand is more high-end and was designed for women’s comfort as stated by its founder.

It would be a little exaggerated to call it feminist. But I wanted to create a brand that doesn’t twist, suppress, or objectify women’s bodies. Instead, it makes them comfortable and happy, which I think is a higher form of sexiness.

Liu Xiaolu to China Daily

爱慕 Aimer 

The brand liking would be more in line with competition from the Etam brand since the price ranges meet and the brand also makes ready-to-wear, capturing Chinese consumer tastes.

« 曼妮芬 » Maniform

The group maniform includes:

• Coyeee: simple range, fashion, quality
• Enweis: international, lifestyle
• Lingerie: young target

Other local brands

• « 爱伦娜 » Ai Luna: Range of bamboo fiber underwear, the brand plays on two variables: love and the environment

• «古今 » Gujin: We could find it in the big malls in China next to Zara etc.

China underwear & lingerie buyer’s profile

The main buyers are women between 24 and 35 years old, they represent 78,94% of the users compared to the men, with only 21,06%. Most girls in China run in between a size A or B cup. Youthful consumers in China are driving up the sales of wireless bras, according to Pascal Martin.

With their insatiable curiosity and strong consumption power, young women make attractive targets for lingerie brands. They also have rising disposable income, that allows them to spend more on themselves, changing consumer preferences and habits.

However, it’s not just comfort that is prized but also a change away from sexiness towards personal satisfaction as well which can be seen by younger shoppers who prize more than just aesthetic standards when purchasing such intimate apparel. Indeed, Chinese women care most about fashion style, comfort, and personalization needs.

Peggy Marlene Lim, a Hong Kong-based designer who spoke to the SCMP noted how both older and younger generations were placing greater emphasis on comfort than fabric. “They look more natural too,” said Peggy of wire bras which she believes are not as popular with Millennials or those in their 20s because they feel uncomfortable when worn during activities like yoga where it is hard to adjust one’s clothes between poses while wearing such an item. 

China men’s underwear segment

The Asia-Pacific region has recorded the fastest growth in the global men’s underwear segment, with China and India sharing 70% of the share.

According to a survey conducted on the spending habits of Chinese men, 43% spend an average of 500-800 Yuan per year on underwear. 22.7% budget around 800-1500 Yen, while 8.8% or about 1 out of every 12 people in China spend more than 1500 yuan annually on their lingerie. The reason behind this is that as living conditions improve and standards rise across the country’s male population it has been found they are beginning to demand better quality products with innovative designs no matter what price you have to pay.

According to the survey carried out by TNS-Worldpanel, it is revealed that the first three reasons why Chinese consumers are not satisfied with their purchases: are the lack of models, high prices of foreign brands, and old-fashioned colors. The perfect and comfortable fabric is what the Chinese are looking for. One consumer said he was looking for a garment that “hugs the body, the silhouette”.

The graphics on male lingerie also plays an important role in determining which product to buy among foreign products; elastic waistbands with brand labels printed were popular as well. Cotton is the most comfortable and popular, followed by lycra and elastane which have recently appeared on the market.

China Lingerie market & Underwear consumer preferences and market trends:

• High-end Lingerie
• Comfort over “sexy”: The push-up bra segment slowing down in China
• Sustainability is an untapped niche market
• As well as Body Diversity – except for a few brands, there is not much inclusivity in the Chinese lingerie market at the moment.

The rise in online purchases of lingerie & underwear in China

The Chinese lingerie market is segmented into two major channels: offline and online. The offline channel is further categorized into hypermarkets and supermarkets, independent retailers, etcetera. Meanwhile, the online section includes large e-commerce sites like Alibaba in addition to a variety of other small-medium enterprises (SMEs).

In recent years there has been an emerging trend where more women are preferring shopping for intimate apparel online over traditional retail stores because they can get better prices or discounts while also having access to products that may be unavailable at their local store.

Lingerie companies are also preferring to launch their new collection on their website and other e-commerce sites before launching them in retail stores. This trend also corresponds with the rise of brands that are better to women’s needs that are selling mainly online such as Ubras.

The number of men who order lingerie for their women on the internet is much larger than most would expect. They enjoy purchasing sexy items for their loved ones but do not enjoy the experience of going to the store to rumble through piles of intimates, so online stores give them complete privacy.

Surprisingly, the proportion of men who buy online from Groupon-type sites, these men, quite embarrassed, and prefer to shop from a distance rather than go to the underwear shops. 73,5% of online buyers are between 20 and 39 years old.

Distribution of lingerie brands across the country

Chinese consumers’ taste for high-end lingerie is often influenced by international fashion trends and big cities such as Hong Kong, Beijing, and Shanghai. In China’s high-end lingerie segment, these major three cities are prompting trends and the current trends favor international lingerie brands.

Of course, every Chinese region has its different expectations in terms of lingerie, while the cities mentioned above demand high-end, other regions prefer the mid-range at more accessible prices (Shan Dong, Jiang Su, Fu Jian) or still low prices.

Foreign Brands of Underwear in China

In the top 10 selling brands of lingerie, foreign brands are winning at the moment. Groups like Etam lingerie, Triumph and Victoria’s Secret is doing particularly well for instance. Let’s have a look.

Etam

Etam arrived in China in 1994 through an association with a Chinese family, a good way to come into the Chinese market. Now, the group ETAM offers 2500 shops in China and three brands;  Etam Lingerie, Etam Sport, and Etam Weekend. The shops are more luxurious than in France with store spaces exceeding 500 square meters in the luxury malls.

They made sure to present ETAM with a luxurious French image, even more so than in their own mother country in order to upmarket themselves in China.

Etam has good implantation in China with its online store on Tmall and JD as well as official accounts on China’s biggest social media. To truly preserve its foreign image Etam doesn’t have a translated Chinese name unlike other foreign brands with a strong presence in China.

Implicit

Implicit stores are located in the four most metropolitan cities in China: Beijing, Shanghai, Nanjing, and Hong Kong. There, people have a higher salary and more buying power. So we have two different marketing strategies: on one side ETAM, a mid-range brand with stores all across China. On another side, luxury brands are only located in large metropolitan cities.

Triumph

Triumph or « 黛安芬 » (« dai a fen ») means the same thing in Chinese and English. Triumph has shops in luxury malls, with a selective range of products. It is also present on Tmall and Chinese Social Media.

A lot of people make the mistake that Triumph is a Chinese brand due to its long presence on China lingerie market.

La Perla: Lingerie & Luxury

La Perla is an Italian Luxury brand of Lingerie founded in 1954. As of 2021, the brand already has 9 stores and 4 outlets in China and is planning to open 30 by the end of 2023. On top of brick and mortar stores, La Perla is also selling its products on Tmall and has an official account on WeChat, Weibo, and RED.

How to Promote Your Lingerie Brand in China?

Use Chinese social media to gain e-reputation

The international social media scene is a bit different in China than it is elsewhere. In fact, Facebook, Instagram, and Twitter have no presence here at all.

Rather, China has its own social media platforms including WeChat (a messaging service that’s popular with over 800 million users), Weibo (China’s answer to Twitter), Xiaohongshu, and Douyin. One study showed that 68% of young respondents said their buying choices were affected by social media influencers.

Following the heating up of digital channels and getting frequent contact with customers and interesting campaigns on WeChat can be easily widespread. Sharing a brand story, product information or some beauty trend can increase engagement significantly.

Sometimes, it generates different segmentation inside your community by a certain interest in a different section of underwear.

WeChat

WeChat is an application that has classic functions like sharing photos and videos, but it also allows online shopping and other types of payments. The great thing about WeChat is that it works like Instagram, Facebook, WhatsApp, and all the other retail apps put together to make a really big app. It has been designed to centralize user activities and provides an ideal online environment for brands that want to gain exposure in the Chinese market. 

Lingerie brands to gain visibility, use mini-programs in particular. Users can access these mini-programs either by direct search, by scanning a QR code, or through links on an official WeChat account. Users of the mini-program request it to search for information, read articles, watch streaming videos, play video games or make e-commerce purchases.

Weibo

Weibo has seamless integration with Taobao, stemming from Alibaba’s involvement in the platform. Brands can directly use KOLs to link Taobao stores and products in their publications. With many users already having Alipay linked to their Weibo accounts, they can purchase featured products with just one click. The Calvin Klein brand, for example, used KOL Yixing as a muse to promote them on Weibo. 

RED

It also has an e-Commerce feature as we will see later in this post. RED is used by many consumers and particularly female consumers. These users consult the application before making a purchase. The Little Red Book is the perfect meeting of social and e-commerce and is a serious avenue to study fashion brands, especially lingerie. It relies on user-generated content, where people share their opinions of products and services. Many successful brands in China rely on user-generated content on RED, which helps them build good e-reputation.

Lingerie brands in China need a Chinese Website + Baidu SEO

The website is today the administrative value of your business on the internet. It will firstly allow you to inform your customers, prospects, and suppliers about your contact information and about the services and services you offer.

Your website must therefore confirm the communication established and propel it on a larger scale. Having a good SEO will allow you to position yourself in your market and monitor the results obtained.

• Update your website regularly to improve Baidu referencing. This referencing will allow you to have maximum visibility and in particular to appear on the first pages of Baidu and to be highlighted by the algorithm.
• In order to have the best possible referencing, it is advisable to use keywords relating to the lexical field of the theme of your brand. Here, for a lingerie site, you will have to rank as much as possible on words like: “underwear”, “lace”, “Chinese market”, “bra”, “underpants” etc.
• These techniques for gaining visibility will also give you credibility for users. Indeed, well-referenced sites seem more legitimate in the eyes of potential customers. They will have more confidence and will not think it is spam.
• Press Release and Backlink are key for brand legitimacy and website authority which ultimately will result in your website ranking higher on Baidu’s SERP.

Collaborate with Kols to promote your lingerie brand in China

Key Opinion Leaders (KOLs) are people or organizations who have such a strong social standing that their recommendations and opinions are taken into account and listened to when making important decisions. In other words, they are the equivalent of so-called influencers. In the field of lingerie, influential people can be young women affiliated with the world of fashion as the iconic models of Victoria’s Secret who are very followed on social networks.

Victoria’s Secret worked with Yang Tianzhen, an entrepreneur who was previously a celebrity agent. She is a leading advocate for embracing female body shape and body confidence in China. Yang Tianzhen posted Victoria’s Secret’s campaign video on her Weibo account with the phrase: 

“Feeling sexy is not based on appearance and body shape, it comes from women’s confidence. The beauty of the world depends on how much we love ourselves.”

Yang Tianzhen

Adopt China’s Craze for Videos and Live Streaming

While some believed it was just a fad, it seems, on the contrary, that live streaming is becoming an essential tool for business digital communication. And what’s more, it’s an affordable strategy for everyone, from the general public to businesses of all sizes: all you need is a smartphone.

Live streaming allows a direct exchange with potential customers who can interact with the brand or the influencer who presents the lingerie.

Chinese Forums

When looking on the internet for ways to start your promotion without major investment, the usual answer is to use forums: simple, free, fast, and directly accessible to the public. However, what we usually forget to specify is that using a forum for promotional purposes must be strategically organized.

For example, the forum must correspond to the theme of lingerie, the forum must be popular and to gain the visibility it is necessary to constantly update its content, or the forum must be as interactive as possible with its community.

Distribute and Sell your Lingerie Brand in China

Offline Exhibitions

Offline exhibitions are the more traditional way to meet with resellers. However, with the democratization of the internet, it has become harder to get the attention of distributors during these events. However, any brands that have prepared the field well ahead of a salon should definitely be present at such an event. By preparing the field we mean: having a WeChat official account and brochure as well as a website in Chinese that ranks well on Baidu. Being ready will optimize your chances of converting and therefore justify the cost of a fair.

Traditionnal Distribution

• Direct distribution: Strategy adopted by Etam or Triumph that consists of opening the physical store and selling the lingerie products directly to the customers which can now be achieved more conveniently with eCommerce.
• Indirect distribution: local partners, partnerships, and international distributors. The brands which are not sure about the Chinese market could begin with an intermediate like an agent or international distributor to experience the market, get some information and find some channels to sell the products.

Online direct underwear sales on Chinese e-Commerce platforms

• Tmall:  In China, having a flagship store on Tmall is best – at least if you know how to optimize it for sales. For world-class companies looking for an increased presence in China without opening a store in every city, Tmall really is a stepping stone. Tmall, one of Alibaba’s platforms, leads online sales in China. Tmall is recognized as a prestigious platform that only offers its services to branded products. Clothing, household products, accessories, and lingerie are the best sellers on the platform.

• JD.com: Direct competitors to Tmall, the app is host to the same type of brand as Tmall and the merchant’s fees as well are registration process is similar. Just like Tmall, JD.com is a top option when considering eCommerce in China.

• Pinduoduo: The app, often used with Tencent’s WeChat messaging service, offers 20% discounts. Most importantly, it allows consumers to buy directly from manufacturers, eliminating the middleman, marketing, and acquisition costs. There are frequent items of fashion, clothing, accessories, and lingerie. We can consider the platform as a Chinese version of Groupon. Although the app has the most users (as of 2021), note that the average basket is a lot lower than on Tmall for instance.

• Taobao: Taobao also belongs to the Alibaba group. Entry requirements are nevertheless easier. The platform is suitable for young designers for example. There is a wide variety of products, secure payments, user participation, and secure and fast delivery. There is also an integrated live streaming application: the new trend used by brands to promote themselves.

• RED: The app targets working women between 18 and 35 years old. It is therefore a dynamic and connected clientele, exclusively female, mostly city-dwellers rather aware of new trends. These are foreign products: a great help for Chinese buyers who find it difficult to navigate the fake brands and attributes of each country. It sells skincare, beauty products, clothing, and underwear particularly well.

Underwear & Lingerie Market in China: Conclusion

Consumer preferences on China lingerie market are different when it comes to colors, padding, and overall style compared to Western countries. In China, you will find many bright colors like purple and pink while in Europe women prefer wearing sexy colors like black and white. Chinese women look for padding in bras while Western women look for lace details.

As far as communication is concerned, one common point between western and eastern brands: the model comes from western countries, with curvier busts and waistlines. Choosing a western model, it gives a western touch to the product to convey a sense of luxury Chinese people often associate western products with. And even Chinese brands use the western image to make people believe that it is a foreign brand.

The bottom line is that Chinese consumers are ready to shell out money to get lingerie with a fashionable design and quality. But in a relatively new market, the consumers are looking for a direction. So it is the perfect time for lingerie brands now to make their mark in the Chinese lingerie market. With the right marketing strategy, maybe you can be the next big brand in China.

Contact us to sell underwear on China lingerie market

We listed many ways to conquer China lingerie market and answer consumer preferences. The booming lingerie market presents amazing opportunities for foreign brands, but it’s not that easy to be successful in China. If you want to out-compete local brands, you need a good entry strategy.

We are a China marketing agency with more than 10 years of experience. We worked with over 600 brands from many different industries, offering them services tailored to their specific needs. We have a team of around 80 Chinese and foreign experts that have the know-how needed for this complicated task.

We help Fashion Brands to develop their business  in China, we provide;

• Distribution consulting
• Business Development
• Branding
• Social Media Marketing
• ECommerce (Tmall, Taobao, JD, Wechat)

And many more… Feel free to contact us for further information or to get a quote. We offer a free consultation with our expert, that will get to know your brand and check the possibilities on the market. Let’s keep in touch!

Here are some of our fashion case studies:

Now, fashion is one of China’s most lucrative industries, reaching $266 billion in 2022.

Understanding and taking interest in the Chinese market is key if you want to successfully attract Chinese consumers. In this article, we will give an overview of the Chinese fashion market, as well as some tips and advice in order to market the best way possible your fashion brand in China.

Quick Summary

• Market Size and Growth: China’s fashion industry reached $266 billion in 2022 and is growing at a rate of 25% per year. China surpassed the USA in the Fashion & Apparel Market at the end of 2020, growing almost 4 times bigger over the past decade.
• E-commerce Influence: E-commerce platforms have become essential in the democratization and popularity of fashion in China, allowing consumers to browse millions of items and receive them quickly.
• Consumer Trends:
  • Streetwear and sportswear have gained popularity, especially among Gen-Z consumers.
  • Fashion shoes market size reached around 90.4 billion in 2022, with 60% being male consumers.
  • Korean fashion is highly popular due to the K-phenomenon (K-dramas and K-pop).
  • There’s a growing trend towards sustainable fashion and second-hand shopping.
  • Luxury fashion remains popular, with the segment expected to grow annually by 4.81% (CAGR 2021-2025).
  • Traditional Chinese clothing is experiencing a resurgence, reflecting national pride and cultural confidence.
• Marketing Strategies:
  • Digital presence is crucial, including a website in Mandarin Chinese for credibility and professional accounts on popular Chinese social media platforms.
  • Collaborating with Chinese influencers (KOLs) is essential for brand promotion and credibility.
  • Entering the Chinese e-commerce world through platforms like Tmall, JD.com, and others is a key strategy for reaching consumers.
• Challenges and Considerations:
  • Brands must be cautious to avoid scandals that can significantly impact their reputation and sales.
  • Understanding the shopping behaviors and preferences of the target audience is critical.
  • The Chinese market is highly competitive, with domestic brands benefiting from localized strategies.

Overview of the fashion market in China

At the end of 2020, China surpassed the USA in the Fashion & Apparel Market. Over the past 10 years, it has grown almost 4 times bigger, reaching $266 billion in 2022. China’s fashion market is growing at a rate of 25% per year.

On top of that, China is not only a lucrative market for brands, but it is also a promising one as according to McKinsey, Chinese consumers will account for 40% of the world’s luxury spending by 2025. With this huge potential market, brands can possibly attract more than 1 million consumers just by focusing their marketing strategies on China.

According to Statista Digital Market Outlook report data, there are three major factors contributing to this immense growth: high disposable income, fashion trends, coupled with Chinese consumers’ willingness to pay more for high-quality products.

E-commerce: contributing to China’s fashion success story

Following international brands’ success stories in China, it has become essential for them to leverage marketing strategies such as expanding into new territories (e-commerce), social media outreach, collaborations with local artists and designers, as well as more traditional methods such as advertising, have seen huge successes within the Chinese market.

As mentioned earlier, a consequent part of fashion’s democratization and popularity in China is linked to the omnipresence of e-commerce platforms. Now indispensable in Chinese people’s daily life, e-commerce platforms allow consumers to browse millions of fashion items and receive them directly at their doorstep within a few days.

The Chinese fashion market is flourishing, with rapidly increasing revenue. As there are many factors that contribute to the growth of online commerce profits, better quality products, and a shift away from brick-and-mortar stores, the online fashion industry is expected to grow in China by 285.981,4 million U.S dollars by 2025 according to the Digital Market Outlook report.

When looking at the above data, we can see that the dominant segment in terms of fashion on e-commerce platforms is apparel, followed by bags and accessories, and footwear. The apparel segment is in fact also the most promising and engaging one, as trends are always evolving, pushing people to regularly purchase.

What are the newest trends in the Chinese fashion market?

Streetwear and sportswear

Fashion is the avenue for showing one’s personality and values to the world, but few have taken this concept as seriously as China’s Gen-Z consumers. In a survey conducted in 2020 among Chinese consumers born between 1995 and after, 24.3% of respondents indicated that they prefer streetwear brands over more traditional clothes such as suits or gowns, reserved for formal occasions.

This is in fact an interesting shift in fashion choices compared to the older generations who often associated their appearance with class status rather than their fashion style preference. One of the reasons for this change is the COVID-19 pandemic, which made people stay home, so they started dressing in more comfortable clothes.

As you can see above, the trends have been the same during recent years, and are expected to last for years to come as well, even though the styles and designs will be completely remodeled by then.

In recent years, the younger generation has shown interest in streetwear brands, thanks to celebrities and KOLs (Key Opinion Leaders) wearing large clothes, more decontracted and fashionable clothes.

Moreover, some TV shows have also contributed to this phenomenon, with the hip-hop trend, and the Rap of China show. People are also more open when mixing different styles together to create a new one.

Fashion shoes

Fashionable shoes are a must-have in any wardrobe, and it seems that China is no exception. The country’s fashion shoe market size reached around 90.4 billion in 2022 according to reports from the Chinese Customs Bureau of Statistics which noted how quickly these numbers have been increasing over recent years – with 60% being male consumers.

Korean fashion

Thanks to the K-phenomenon (k-dramas and Kpop) Korean fashion is one of the most popular styles in China. The results of a recent survey show that 47% of respondents find the Korean style very fashionable, proving it to be consistently trendy and fresh.

Chinese women are becoming more manly

Women now tend to buy more suits than men do and oversized blazers sales among women have risen 140% in the last year.

Baggy and oversized clothes are among the top 10 search requests among women, and slouchy boyfriend jeans had an 830% increase in sales. This trend is the same in the West, with women experimenting with clothes and wearing more unisex pieces.

Sustainable fashion and second-hand shopping

Years of fast fashion in China had an impact on the environment, and now Chinese consumers are going away from contributing to this problem. They buy less, but they care more about the quality and sustainability of the clothes they purchase.

Some people are increasingly looking for second-hand products and there are more accounts and influencers on social media that start rising awareness about this sector.

People are looking for sustainable solutions in terms of fashion, and brands have been encouraged to follow this phenomenon, raising awareness among Chinese consumers.

Luxury fashion

The revenue in the Luxury Fashion segment amounted to US$106,850m in 2021. The market is expected to grow annually by 4.81% (CAGR 2021-2025). Therefore, as well as for the coming years, the luxury segment was one of the most popular among Chinese consumers, even though smaller luxury brands are now trying to get their piece of the cake.

Traditional Chinese clothing

Today Chinese consumers go back to their origin and culture. “Made in China” is always considered bad quality and ‘lame’, today is a source of national pride and cultural confidence. In the past years, Chinese consumers started wearing clothes from local designers, highlighting Chinese culture and traditions (like patterns from the Qing dynasty, traditional qipao dresses, etc). Called the ‘Guochao‘ trend, the return to origin is one of the hottest trends in China’s fashion sector today.

Chinese designers are getting more recognition and there are more and more of them appearing on the stage of Shanghai fashion week as well as on top fashion magazine covers. They offer traditional clothing with a modern twist, that appeals to younger Chinese consumers.

What are the top fashion brands in China?

Those who now have the opportunity to benefit from China’s economic recovery and rapid growth were in the market since the 90s, developing a sizable local operation with innovative strategies tailored to Chinese consumers.

Top brands — such as Louis Vuitton, Burberry, Prada, Hermès, Chanel, Ralph Lauren, Fendi, Armani, and Nike―take over prime locations at shopping malls or e-commerce sites like Tmall, JD.com, Secoo, WeChat mini-programs. On the other hand, many smaller companies occupy modern-style markets that cater specifically to youth shoppers seeking affordable clothing.

But overall, we can see that 70% of top fashion retailers in China are now Chinese companies, according to China Chain Store & Franchise Association (CCSFA), and over 12% of them have a market capitalization of over $1 billion. Famous domestic brands include Adrian Cheng’s Chow Tai Fook, one of China’s oldest jewelry brands, Lao Feng Xiang, Amer Sports’ owner Anta, Fosun’s Yuyuan Jewelry, and Fashion Group Chow Sang Sang, Chinese sports brand Li-Ning, Foshan Saturday Shoes, etc.

How to sell clothes to Chinese consumers?

Despite being lucrative, China’s apparel market is very tricky when it comes to marketing. The main reason here is that Chinese people are now the ones who make decisions on their own rather than just following the trend. So the strategies should focus not only on what might attract them but also consider everything that might cause the adverse effect.

Beware of causing a scandal

You have to know that every single marketing campaign will be a challenge. There are many foreign clothing brands in China that used to do really well in this market and then failed completely because of one disappointing campaign. For example, these brands (which are extremely popular in China) have made a flop because of scandals:

• Balenciaga for a scuffle with a Chinese shopper
• Versace, Coach, and Givenchy for designing T-Shirts with implications of Taiwan, Macau, and HK being independent states
• Swarovski for considering Hong Kong as a separate country
• Dolce & Gabbana with its advertising campaign and even more outrageous reaction to the Chinese protest

Understand the shopping behaviors of your target audience

When targeting Chinese consumers, you have to keep in mind their prerequisites and main criteria of selecting products to buy.

For example, as we can see from the above chart, the first thing consumers will focus on is the appearance and design of your fashion products. Then, word-of-mouth is also extremely important in China, as Chinese consumers will mostly rely on their friend’s recommendations than on ads for example.

You can also notice that Chinese consumers are much more cautious about the environment, trying to change their daily consumption and purchasing more sustainable products. Thus, a leverage point could be to take a strong position on social and environmental issues, as this is very much demanded by the younger generation.

The Chinese audience is very easy to lose, be careful not to disappoint them

Chinese people can be very patriotic and sensitive at the same time, so do not imply any political point of view when promoting your products (as we have seen earlier with some famous scandals). Don’t underestimate domestic brands as they benefit from localized strategies, and now also from the new trend.

They have a lot of brands to choose from, so if you are not innovative or trendy enough, they won’t even look at your products. The market is huge, your brand will be one among thousands, try to be creative and plan your marketing strategy in advance according to their needs and expectations.

So what are the most sensitive topics now that can hinder a fashion brand from reaping the rewards in China?

• Chinese culture peculiarities
• Chinese living standards
• Chinese habits as well as fashion trends
• China-USA trade conflict
• Any subjects related to Hongkong, Macau, or Taiwan being independent of China

What can be done to avoid these mistakes?

• Checking the political news and being aware of the current situation
• Doing market research is essential!
• Getting a cultural insight (there is a number of superstitions in China and character-related misunderstandings that a foreign brand can flip over). So you should work with native Chinese to know what you should or should not do in China, as well as correct you (to avoid any misunderstanding in terms of meaning).
• Getting a local expert to make amendments to your strategies

How to get started and sell your fashion products in China?

Once you know all that, you can start to market your fashion brand in China. However, even that is not plain sailing and should be well structured and done with great precision.

You need to start with a branding strategy so that people start recognizing your brand and its products. Focus on your visibility, e-reputation, and brand awareness. To do so, you have to be visible on the most used websites and apps in China: Baidu, Weibo, WeChat, Douyin, Xiaohongshu, as well as e-commerce platforms, etc.

Betting on digital to get into China’s fashion market

The importance of having an online presence has never been greater with the rise in e-commerce. Brands such as Uniqlo and Guerlain have made a strategic shift to focus on their digital marketing, knowing that is their leading market.

As we can see from McKinsey State of Fashion 2021, the biggest opportunity for fashion brands is digital. Foreign brands that want to enter and target the Chinese market should heavily rely on digital tools: not only it is easier and faster (if you know how to do it), but it is also much more efficient, attracting a lot more people.

Website in Mandarin Chinese: a must-have for credibility

Creating your own website in Mandarin Chinese is the best way to establish and sell as well as build long-term brand recognition. This option can be very beneficial for those looking at selling clothes over the internet because it builds up their credibility, especially in China where many customers are searching online!

Create an online presence on Chinese social media platforms

As mentioned all along in this article, being visible online is key if you want to target Chinese consumers. Therefore, having just a Chinese website is not sufficient: you will need to create professional accounts on the most popular social media in China as well.

WeChat (微信): China’s leading social app

With more than 1.2 billion monthly active users, WeChat is the most popular app in China. Even though it was at first a messaging app, the app released under the giant Tencent in 2011 quickly became a vast ecosystem of services. Nowadays, WeChat is a must-have for every citizen and business as it became a new player in the e-commerce industry.

With WeChat, you can post articles about the latest fashion trends to keep your customer’s wardrobes up-to-date. You are also able to share posts and run mini-programs that allow customers to have a more interactive shopping experience by seeing what they’re missing in their closets or adding some new items to them.

It is no surprise then, that brands like Louis Vuitton, Prada, or Gucci use this app as an essential marketing tool for connecting with shoppers on such a personalized level.

One key point is creating an Official Account as soon as possible – if not sooner than later – which can be quite daunting at first glance because there are many steps involved with setting one up correctly. But luckily, our team has all sorts of tricks up its sleeve so no need to fret over making frequent mistakes during setup anymore! Not only will we make sure that every step is accounted for, but we will also make sure to help you manage your account.

Weibo (微博): one of China’s most popular and powerful social media

Launched in 2009 by the Chinese technology company Sina Corporation (新浪), Weibo (微博) is one of the biggest social media platforms in China. As its name indicates (“micro-blog”), Weibo provides micro-blogging services and is often compared to Twitter. However, it has evolved into a microblogging hybrid with Instagram, Pinterest, Reddit, and YouTube over the years.

Almost all the fashion brands in China have a Weibo account on which they can share content with their followers, as well as promote their brand and new collection.

Weibo will give you access to a huge Chinese audience and give you more prospects for marketing. This step is very important for creating an image that you want to have, how you want them to remember you, and to show your fashion brand’s specific traits. However, this is just a preparatory task. Your website or official accounts on Wechat and Weibo will be of use only if Chinese consumers can find you and think it is worth it.

Xiaohongshu (小红书): the Chinese Instagram

Xiaohongshu, or Little Red Book, is one of the trendiest platforms of last years and is often compared to Instagram in terms of content and audience. It’s mostly focused on user-generated content, where people (mostly young women), share their tips and reviews of products and services.

It’s a great platform for building a brand and gaining a good reputation and word-of-mouth marketing, especially for fashion and beauty brands. Xiaohongshu is also the most popular platform when it comes to influencer marketing, and those influencers can help you build a name for yourself in just one day if you’re lucky.

Douyin: Short videos to promote your brand and display your products

Douyin has only a few-year history and is already one of the most popular platforms in China with over 500 million active users every single day.

Douyin is an app with short videos on various topics. It is a very good way for Chinese people to relieve their stress. Short videos are perfect for that and can be browsed through anywhere. What is also interesting is that now Douyin offers a chance to open a store. So an influencer can redirect your potential customer straight to your store.

Collaborate with Chinese influencers

Fashion trends are changing very fast here and it is important to stay in tune to have some guidance at a proper point in time. So it is very convenient to follow a KOL (Key Opinion Leader) to keep pace with the changes.

Some of the influencers might have a very narrow specialization which gives a chance for better targeting. Some influencers have a very tight connection with their followers so they will only recommend something good to their fans, to get consumers’ trust. The general rule here is that a good influencer will harmonize with your brand and make it more “appealing” to the customer.

Influencers are present on all platforms. They have a lot of followers on WeChat, Weibo, Douyin, Little Red Book, etc. Thus, they can have a huge impact on your sales as well as on ROI. Partnering with KOLs is crucial in China, but choosing the ones who will be able to share your brand’s story with viewers is the most important point. If you are looking for KOLs, do not hesitate to contact us and we will help you.

Enter the Chinese e-commerce world

As mentioned earlier, e-commerce is the way to go if you want to market your fashion brand in China. In 2017, China’s e-commerce revenue came in at 299 billion U.S. dollars across five lucrative segments – up from the 138 billion recorded in 2009 when it was just one segment (online retail).

With the increasing digitization of Chinese society and the internet penetration coupled with GDP growth, these numbers are only expected to increase exponentially until 2025.

Moreover, as we can see from the above graphic from Statista, the most lucrative market in terms of revenue is the fashion industry, which is expected to account for 420.6 billion US dollars by 2025.

Now as the current health crisis in China will boost digitalization, consumers are not going to stop buying luxury goods. In fact, for high-end retailers like Richemont and Burberry, China represents more than 40% of their sales, so it is crucial for them not to lose this market. To do so, they decided to team up with Tmall, which has become one of the most popular sites for these fashion lovers thanks to its wide variety of products from fashion brands.

Alibaba Group: Taobao, Tmall or Tmall Global?

A lot of Chinese are shopping on Taobao, however, Taobao is only for small brands and individuals, more amateur and less professional. Generally speaking, it is a C2C platform.

For you, as a highly reputed apparel brand, it is advisable to penetrate Tmall and Tmall Global for bigger sales in the future.

Tmall Global is an easier option because it is specifically designed for foreign brands to sell their goods directly without a Chinese business license. However, it is an expensive way to sell apparel in China.

• You have to apply in advance so that they check your reputation and how well-known you are (that’s why working on your reputation is crucial)
• After paying the deposit, you will be able to work on your store design and management and open it to the public
• When you start getting potential clients, you can communicate with them directly through the platform
• Then, you can start to attract a wider audience.

Tmall Global, JD Worldwide, VIP Shop, and Kaola are the best cross-border platforms if you want to enter the Chinese market.

Do you want to enter the Chinese fashion market? Contact us and we will help you achieve your goals!

The Chinese fashion market is one of the most promising in terms of opportunities, both for smaller companies like startups, but also for larger international brands. However to succeed you will need to do a lot of research beforehand as well as be prepared to complete the application process before selling your goods on e-commerce platforms which can be difficult and time-consuming.

That’s why working with specialists who have experience navigating this potentially daunting task could make all the difference between success and failure.

Working with an agency that has both western and Chinese points of view like Gentlemen Marketing Agency can help you overcome the pitfalls of the Chinese market. Our agency has accompanied many companies entering the Chinese market through Tmall, JD.com, Kaola, Vip.com, Taobao, Pinduoduo, Xiaohongshu, etc.

Proud of the success of the companies that have contacted us, our experts are ready to help any company willing to do business in China. So, if you are interested in doing business in China, do not hesitate to contact us and we will reply within 24 hours.

From the vibrant streets of Beijing and Shanghai to the underground subcultures that influence style choices, streetwear in China offers a tantalizing blend of tradition and innovation.

Join us on a journey into the heart of this thriving fashion subculture, where your brand’s potential knows no bounds. It’s time to explore the possibilities, connect with Chinese Gen Z and Millennials consumers, and write your brand’s chapter in the story of Chinese streetwear.

Streetwear Scene in China

Rapid Evolution and Expansion

Over the past decade, China has witnessed a remarkable transformation in its fashion landscape, with the streetwear scene emerging as a significant player. This rapid evolution is tied to the country’s economic growth, which has led to a burgeoning middle class eager to embrace urban-inspired fashion trends.

Chinese streetwear brands have successfully tapped into the cultural zeitgeist of the nation’s youth. They often incorporate elements from traditional Chinese culture, such as calligraphy, mythology, and symbolism, into their designs. This infusion of local culture resonates with the Chinese youth, creating a strong sense of identity and pride associated with domestic streetwear brands.

Domestic Streetwear Dominance

Unlike many other regions where international brands often dominate streetwear, China has carved out a niche with its own homegrown labels. These brands have garnered immense popularity due to their ability to infuse traditional Chinese culture into modern street fashion, thereby resonating deeply with the nation’s youth.

Domestic streetwear brands often offer products at more accessible price points compared to their international counterparts. This affordability factor makes them attractive to a wider consumer base, particularly among the younger generation who may not have the financial means to invest in high-end luxury streetwear.

Chinese streetwear brands have demonstrated their ability to innovate and adapt quickly to evolving fashion trends. They draw inspiration from various subcultures and global influences while infusing them with a unique Chinese twist. This combination of creativity and adaptability keeps their designs fresh and appealing.

Influencer-Led Revolution

Social media influencers and celebrities have played a pivotal role in propelling Chinese streetwear brands into the limelight. Platforms like Douyin (China’s TikTok equivalent) and Weibo have become powerful marketing channels. Chinese KOLs (Key Opinion Leaders) frequently collaborate with these brands, effectively introducing them to millions of followers.

Their endorsements and collaborations generate immense attention and drive sales. This influencer culture has helped elevate local brands to international recognition.

Urban Hubs

Major Chinese cities like Shanghai, Beijing, and Guangzhou have become epicenters of streetwear culture. Here, you’ll find a network of streetwear boutiques, pop-up shops, and events that cater to enthusiasts and curious shoppers alike. These cities pulsate with the energy of youth subcultures like hip-hop influence, skateboarding, and street dance.

Collaborations and Limited Drops

Collaboration fever is at an all-time high in China’s streetwear scene. Domestic brands frequently join forces with international labels, artists, and designers, resulting in exclusive and highly sought-after releases. Limited-edition drops create a sense of urgency and excitement among collectors.

Digital Marketplace

China’s robust e-commerce ecosystem and social media platforms have played a pivotal role in the success of domestic streetwear brands. These platforms enable brands to reach a massive online audience, driving sales and brand recognition both within and beyond China.

E-commerce platforms like Taobao and JD.com have democratized access to streetwear fashion brands in China. These platforms offer a vast array of streetwear products, making it easy for consumers to explore and purchase the latest trends. Additionally, a thriving resale market has emerged, catering to collectors and enthusiasts.

Global Streetwear Aspirations

Chinese streetwear is no longer confined within national borders. Chinese brands have begun making their mark on the global stage, participating in major fashion weeks and collaborating with renowned international brands. This outward expansion signifies the growing influence of Chinese streetwear.

Government Backing

Recognizing the economic potential of the fashion industry, the Chinese government has been supportive of domestic streetwear. Initiatives include funding for fashion startups, the development of infrastructure for streetwear events, and efforts to promote Chinese fashion globally.

Effective Strategies for Penetrating the Chinese Street Style Market

Cultural Knowledge

Cultural immersion in the Chinese street-style market means deeply understanding China’s traditions, values, and social nuances. This involves recognizing the significance of cultural symbols, appreciating local etiquette, and staying attuned to contemporary culture influenced by global trends and digital platforms. It’s about fostering an authentic connection with Chinese consumers through a genuine appreciation of their culture.

Cross-Cultural Communication

Cross-cultural communication in the Chinese street-style market involves actively listening, adapting to cultural nuances, and building respectful relationships. It’s about understanding the impact of words, gestures, and body language, all of which play a crucial role in fostering trust and connecting with Chinese consumers.

Cultural Awareness

Cultural awareness is an essential tool for effectively navigating the intricate Chinese street style market. This approach hinges on recognizing both the commonalities and distinctions between Chinese and American cultures.

Identifying shared cultural aspects offers a foundation for building connections. By acknowledging mutual values and experiences, your brand can establish a sense of relatability with Chinese consumers. This connection forms the basis of trust and contributes to a positive brand perception.

Concurrently, embracing cultural differences is equally significant. It involves a deep understanding of the customs, traditions, and values that uniquely shape Chinese society. These nuances influence not only fashion preferences but also consumer behaviors and expectations. Being attuned to these distinctions is vital for avoiding cultural missteps and ensuring your brand’s messaging and products are culturally sensitive.

Collaborate Strategically

Strategic collaborations are crucial when entering the Chinese street-style market. These partnerships involve teaming up with individuals or entities who deeply understand Chinese culture and consumer preferences. This alignment ensures that your brand resonates with local tastes and values.

These collaborations come in various forms, such as working with local designers or fashion influencers. They bring an authentic touch to your brand and provide essential insights for product design and marketing strategies tailored to Chinese consumers.

Beyond cultural insights, strategic partnerships can leverage established networks and distribution channels, making it easier to enter the Chinese market and increase brand visibility.

Additionally, these collaborations can help customize your brand’s offerings to better suit Chinese consumers. For instance, they can guide decisions on color choices, design elements, and cultural symbols that appeal to the target audience.

Industry Insights

Networking means meeting and connecting with people in the industry. This could be other businesses, experts, or influencers. By talking to them and learning from their experiences, you can get valuable information about what works and what doesn’t in the Chinese street style market.

Market research involves studying the market. This means looking at trends, analyzing data, and understanding what consumers want. It’s like being a detective and figuring out what makes the market tick.

Both networking and market research help you understand the market better. They provide you with information that can guide your decisions and strategies. This way, you can make informed choices about how to approach the Chinese street style market.

Influence of KOLs

This sector is influenced a lot by relatively a few number KOLs (Key opinion leaders). The most popular are the rappers from these different shows. They often show up wearing distinctive and high-profile clothes. As Chinese people pay a lot of attention to their music and their shows, they are at the same time quite influenced by this new fashion. From that perspective, the show is incredibly significant to brands as it offers free marketing and promotion as well as product placement for their wares.

People even talk about “the Kris Wu effect” when speaking about this young fashion icon. He is one of China’s most celebrated singers and actors, and he also has a unique character. He is also one of the show’s four judges along with American-Taiwanese singer and songwriter Wilber Pan, the popular Chang Chen-Yue, and MC HotDog. Kris Wu’s massive popularity among female consumers has further aroused curiosity in the Supreme brand.

Some Chinese stars such as Edison Chen and Shawn Yue are also leading the trend. Edison Chen even has its own brand named CDC.

Digital Dominance

Digital dominance is a big deal in China, and it’s important to understand and use it effectively for your brand. Digital marketing means using the internet and social media to promote your brand and products. E-commerce is about selling things online.

In China, lots of people use the internet and social media every day. So, if you want to succeed in the Chinese street style market, you need to make good use of these tools. You can advertise your brand on social media and online platforms, and you can sell your products on websites or apps.

To do this well, you need to adapt your strategies. Think of it like speaking a different language. In this case, it’s the language of the internet and online shopping. You need to understand how people in China use the internet and what they like to see online. Then, you can create marketing and selling strategies that fit their preferences.

Cross-Border E-commerce

Cross-border e-commerce is like a digital bridge that connects your brand with Chinese consumers online. It’s a way for people in China to easily buy your products from their computers or phones.

Imagine it as a virtual store that’s open 24/7, where customers in China can browse and purchase your items with just a few clicks. It’s convenient and accessible.

To make this happen, you use specific online platforms or websites that specialize in helping foreign brands reach Chinese customers. These platforms take care of things like payments and shipping, making it easier for you to sell to Chinese consumers.

By using cross-border e-commerce, you’re essentially bringing your store to the digital doorstep of Chinese customers. It’s a way to expand your reach and offer your products to a wider audience in China without the need for a physical presence.

Social Commerce Savvy

Being social commerce savvy means understanding a new way of shopping in China. It’s like turning your social media into a store. People in China use social media platforms to buy things, and your brand can be a part of that.

Imagine scrolling through your favorite social media app and seeing something you like. With social commerce, you can click on it and buy it right there, without leaving the app. It’s like shopping and chatting with friends at the same time.

To be social commerce savvy, you need to change how you market your brand. Instead of just using traditional ads, you can use social media to showcase your products and make it easy for people to buy them with a few taps.

Social media platforms, like WeChat and Weibo, are like big shopping malls in China. They’re where people hang out, chat, and shop. So, if your brand is on these platforms, you have a better chance of reaching customers where they already are.

Social Media Integration

Social media integration means making popular social media platforms like WeChat and Weibo a seamless part of your brand’s online presence. It’s like inviting these platforms to your digital home, and it can really boost your brand’s popularity and visibility in the Chinese market.

Imagine you’re hosting a big event, and you want everyone to know about it. You’d use social media to spread the word because that’s where everyone hangs out. It’s the same with your brand. If you’re on platforms like WeChat and Weibo, you can reach a lot of people and get them interested in what you offer.

But it’s not just about having a presence; it’s about using these platforms effectively. You can post updates, share content, and interact with customers. It’s like having a two-way conversation with your audience. This engagement helps build a loyal following.

Success Stories

CLOT: A Fusion of Cultures

Founded by Hong Kong-based designer Edison Chen and Kevin Poon, CLOT is known for its unique fusion of Eastern and Western streetwear influences. Through strategic collaborations with brands like Nike and Converse, CLOT has gained recognition not only in China but also on the global street fashion stage.

Li-Ning: Building a Global Presence

Li-Ning is one of China’s most iconic sports and streetwear brands. Founded by former Olympic gymnast Li Ning, the brand has successfully blended Chinese heritage with modern design. Li-Ning has not only gained immense popularity in China but has also expanded its reach globally. It’s been featured at prestigious fashion events, including Paris Fashion Week, showcasing the brand’s international appeal.

NEIWAI: Redefining Streetwear for Women

NEIWAI is a Chinese streetwear brand focused on women’s fashion. It has gained attention for challenging traditional beauty standards and promoting body positivity through its designs. By embracing inclusivity and launching creative marketing campaigns, NEIWAI has resonated with Chinese consumers and expanded its presence in the competitive fashion market.

Heron Preston: Embracing Chinese Elements

American designer Heron Preston has made a significant impact in China by incorporating Chinese elements into his streetwear collections. His collaborations with Chinese e-commerce giant Alibaba and partnerships with popular Chinese celebrities have propelled his brand’s popularity in the Chinese market.

Li Yuchun (Chris Lee): Style Icon

Chinese singer and actress Li Yuchun, also known as Chris Lee, has become a style icon in China. Her unique fashion choices, which often include streetwear-inspired looks, have influenced trends and inspired a new generation of fashion-conscious Chinese youth. Li Yuchun’s collaborations with brands like Givenchy and Coach have further solidified her status in the fashion world.

These success stories illustrate the diverse and dynamic nature of the street fashion scene in China. They demonstrate that both local and international brands and individuals can thrive by tapping into the unique cultural blend and rapidly evolving tastes of Chinese consumers.

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Coming to China with a known brand makes things easier, but in Chinese, it’s more difficult because of the three default languages, and different dialects, making the brand famous is not an easy task. To be able to diffuse your brand in China is a key to success, but also a difficult challenge.

You can think of selling your products online in China, most Apparel items are bought online. it is different from the West, Tmall, JD, Taobao, WeChat Stores, or VIp.com are the platforms your brand needs to be on.

We have developed many successful e-commerce projects because we know how to effectively promote your e-commerce business in China by using the latest digital tools.

Gentlemen Marketing Agency is a specialist in digital marketing in China. We have a branding and advertising team that knows well the latest trends in China and its market. Do not hesitate to contact us for further discussion, if you have a project in China or if you want to know more about us.

Quite an achievement, don’t you think? This piqued my curiosity and led me on a fact-finding mission into their market strategy; it’s as unique as their designs! Together, we’ll delve into Shein’s creative digital marketing maneuvers, clever small-batch inventory methods, and engaging approach to social media that helped them nurture solid customer trust.

So buckle up for some intriguing insights – who knows what inspiration awaits for your own marketing strategies!

Key Takeaways

• Shein sells cheap clothes that look trendy for young buyers.
• Shein uses social media stars to show off their styles and win more sales.
• The company knows how Gen Z shops and uses this info to make better ads.
• Shein is big on selling online which helped during the COVID-19 lockdowns.

Unique Market Strategy of Shein

Shein is not your typical fast fashion brand. They’ve zeroed in on a specific target market – Gen Z consumers and it’s working wonders for their branding strategy. The onset of the COVID-19 pandemic only boosted their online shopping platform as retail stores around closed down.

Are you even on TikTok if you haven’t heard about Shein? Their presence here, among other digital platforms like YouTube has skyrocketed their popularity immensely. Celebrity endorsements also played key roles but none more so than influencers who have created niche markets that they effectively dominate.

A user-friendly website combined with competitive pricing techniques keeps people clicking. Photos are crucial to successful marketing and Shein knows this all too well; they focus heavily on creating appealing photos that attract price-driven customers who are looking into buying affordable Shein clothing while keeping up with current fashion trends.

But there’s more! A technologically advanced supply chain works behind these clicks: They reduce inventory risks by undertaking a small-batch approach allowing them to test popular designs first before committing

Targeting Gen Z Consumers

Shein knows how to get Gen Z’s attention. It’s all about online shopping and social media platforms, where this group lives a lot of the time. Shein taps into their love for style but is also aware that they do not have much money to spend.

So, they offer low-price items that are still high in fashion terms. This makes them the go-to site for new trends without breaking the bank. And it’s working! Shein has become very popular among these young buyers around the globe.

Ecommerce Acceleration Due to COVID-19

COVID-19 changed how people shop. The virus made more people choose online shopping. This shift gave a big push to e-commerce. This is one good thing that Shein used to its advantage.

Shein saw a lot of growth from the pandemic-driven switch-up in shopping habits. With their low prices and fast delivery, they caught the eye of many shoppers stuck at home because of COVID-19 rules and fears.

More folks found out about cheaper ways to find stylish outfits for less money right on their phone or computer screen with Shein’s platform leading the charge! This led to their dominance in the US market, breaking down prior industry norms and paving new paths for other Chinese e-commerce firms too!

Shein’s Presence on TikTok

This fast-fashion brand knows how to make a big splash on TikTok. That’s where they find their young, trendy buyers. They use fun and catchy videos that fit right in with what people like to watch on the app.

Shein asks fans from all over to be part of this online community too! It’s not just about selling clothes – it’s about making people feel like they’re part of something cool and exciting.

The brand truly understands its audience and nails digital advertising here! So, you see many hooking up to Shein similar to craving for food delivery services!

Shein’s Business Strategy on YouTube

Shein uses YouTube to show off their clothes. It works with many influencers on this site. These people get free clothes from Shein. They make videos about the outfits they got for free.

These videos are seen by a lot of users who follow these influencers! The content is fun and it shows how good Shein’s products look in real-life situations, not just in photos on a website.

This makes more people want to buy things from them too. As part of their social media strategy, they also have regular folks show off what they bought from Shein in their own videos, called user-generated content, which gets other fans excited about Shein’s fashion offerings.

Influencer Digital Marketing Strategy

Shein makes smart use of influencer marketing strategy. It teams up with big-name people online. Those folks show off Shein’s items to their fans. This type of advertising helps Shein a lot.

More people see the products and want to buy them. They trust what these influencers say and like their style. So, they go to Shein’s site and get those same clothes or shoes for themselves.

This leads to more sales for Shein, making their brand even stronger all around!

The Success of Shein’s Marketing Strategy

Understanding the Psychology of a New Generation

Shein does a lot to understand the minds of young people. They know what their buyers like and they act on it. They study youth culture, online shopping habits, and social media trends.

All these are part of the new age psychology.

Then, Shein uses this data about buyer behavior to shape its advertising tactics. This is why most of their marketing focuses on young females. These studies also tell them how big an impact influencers can make in today’s market strategy.

China’s Influence on Shein’s Success in the West

Shein owes a lot to China for what it is today. The Chinese prices play a big part in its success story in the West. You see, Shein sells clothes at rates far less than Western stores do.

That makes people like their brand more.

China also gives Shein goods fast enough to send them out quickly across the globe. It lets Shein reach clients without delay and satisfy Gen Z consumers’ needs right on time. All these make Shein stand big among other fashion houses worldwide!

Controversies Surrounding Shein

Despite its noteworthy market success, Shein has not been immune to controversies. There have been persistent whispers about the quality and origin of their low-cost clothing.

Shein has had some bad talk. The company is known to steal designs from small businesses. They copy garment patterns without asking or paying for them. This makes many people upset, and they call it intellectual property theft.

The other big issue with Shein relates to the workers in their factories in China. Reports say these workers are often quite young which raises concerns about child labor practices.

People also worry that the conditions where they work are not good.

But that’s not all! There are even talks that Shein uses forced labor to keep their prices low. Some believe this plays a part in human rights violations, too.

Many customers love how cheap Shein’s clothes are but aren’t thinking about how they’re made so cheaply – by exploitation of workers, including potential unethical labor practices and sweatshop conditions.

Shein has a low rating in terms of sustainability and ethics. Many people see it as harmful to the planet. It gets fingers pointed at it for poor environmental practices too. As a brand, responsible actions matter on social and environmental levels.

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Shein shapes its market way to suit Gen Z consumers. They use online shopping trends, cheap fashion, and pressing digital marketing. Shein plays its pricing game in a smart way to catch more buyers. They use small amounts of clothes to see sale trends. Best of all, they play big on social media sites for getting their name out there!

In the end, Shein has used smart moves. They have learned what young people like. Plus, they found a good way to sell clothes online. This is why they are doing so well today.

China has experienced tremendous growth in the luxury goods market over the past decade, and luxury bags and leather goods are no exception. Today, China is the world’s largest luxury market, with the highest luxury consumption among Chinese shoppers.

Ready to unravel the secrets behind the thriving Luxury Bags And Leather Goods Market In China? Let’s get started.

Key Takeaways

• Despite the challenges brought by the pandemic, China’s luxury bags and leather goods market has shown resilience, with domestic sales of personal luxury goods increasing by 48% in 2020.
• Chinese female consumers play a significant role in driving the market, showcasing a strong preference for trend-oriented products such as handbags and shoes.
• LVMH holds a strong position in the Chinese market, capitalizing on increased spending by Chinese consumers on luxury handbags and jewelry.

Overview of the Luxury Bags and Leather Goods Market in China

Despite the global uncertainty caused by the Covid-19 pandemic, China’s luxury leather goods market remains strong.

LVMH, a leading luxury brand, has maintained its dominance and shown resilience during these challenging times. The pandemic has accelerated retail trends worldwide, but it has had an even more positive impact on China’s luxury sector.

In 2020, domestic sales of personal luxury goods in China increased by 48% despite economic turmoil. This demonstrates the potential for growth in the high-end accessories and leather goods sector in China, even in difficult circumstances.

Trend-oriented preferences of Chinese female consumers

Chinese female luxury consumers in the luxury goods market have a strong fashion-forward mindset and are highly influenced by current trends.

They prefer luxury leather goods from designer labels, driven by their personal style-conscious nature and the influence of key opinion leaders or influencers they follow. Brand recognition among their social circles is important to them. Chinese women now make up about three-fifths of the luxury goods market in China, particularly those who earn more than their male counterparts.

They view high-end fashion items as investments and symbols of social status, highlighting the appeal of luxury brands to this demographic.

Main segments of the market (handbags, shoes)

The main segments of the luxury fashion market in Mainland China are primarily driven by handbags and shoes, which are popular among fashion-conscious luxury shoppers of all ages. Top designer brands like Hermès, Chanel, and Louis Vuitton dominate China’s luxury market.

The handbag market alone reached a value of USD 49.12 billion last year and is expected to continue growing at a rate of 5.8% annually in the coming years. Similarly, designer shoes are also experiencing steady progress in this thriving industry.

The strong market position of LVMH in China

LVMH has established a strong presence in the Chinese market, successfully catering to the preferences and purchasing power of Chinese consumers.

This is evident from the significant increase in sales experienced by LVMH’s leather goods division, which includes renowned luxury brands such as Louis Vuitton and Dior. LVMH has capitalized on the growing demand for luxury handbags and jewelry in China, achieving a revenue growth of 21%.

The Chinese market’s importance in the luxury bags and leather goods industry is further highlighted by LVMH’s exceptional sales growth, with the resurgence of the Chinese market playing a significant role.

With the market projected to continue growing at an annual rate of 7%, it reaffirms LVMH’s strong market position in China and the continued demand for luxury bags in the country.

Latest Trends and Insights in the Luxury Bags Market

Embracing urban charms and captivating Generation Z

The luxury bags market in China is shifting towards trendy and stylish designs that appeal to Generation Z. With 31.2% of Chinese Gen Z consumers preferring luxury leather handbags, brands are adapting to cater to this growing segment.

Gen Z shoppers are drawn to premium leather goods that reflect their personal style and make a fashion-forward statement. Younger consumers also have a strong influence on social media platforms, where they engage with influencers showcasing the latest fashion accessories.

Luxury brands can connect with Gen Z Chinese customers on a personalized level through digital platforms, showcasing exclusive collections and limited-edition luxury items releases.

To appeal to this influential demographic, brands must understand their preferences such as minimalism, sustainability, and embracing individuality, and create innovative designs that align with these values.

The key is to strike a balance between offering timeless classics alongside trendy purses that reflect current fashion sensibilities.

Challenges Faced by Dolce & Gabbana in China

Dolce & Gabbana faced significant challenges in China due to controversial advertisements and offensive videos.

These actions were viewed as disrespectful and racist, resulting in a loss of market share and damage to the brand’s reputation. The company experienced a boycott in China after releasing culturally insensitive videos, and although they claimed their social media accounts were hacked, Chinese netizens expressed their anger.

This incident showcased the power of China’s luxury consumer market. As a result, Dolce & Gabbana suffered a massive 98% loss of the Chinese market, highlighting the negative impact of these challenges on its presence in China.

Minimalism trend and sustainable living in China

Many young Chinese people are adopting a minimalist lifestyle that focuses on mindful consumption and fashion choices.

They are becoming more aware of the impact of their choices and are actively seeking out sustainable fashion options. This shift towards minimalism and mindful living is driven by a desire to reduce waste, live in a more sustainable way, and make ethical purchasing decisions.

Alongside this trend, the DIY luxury trend is also gaining popularity in China. Brands are realizing the significance of customer engagement and are finding innovative ways to involve their customers in the design process.

Key Market Indicators and Revenue

The price differences between luxury bags in China and Europe are attracting the attention of savvy consumers. Find out more about the market revenue, top players, and sales channels driving the luxury bags and leather goods industry in China.

Price differences between China and Europe

In the luxury bag market, there are significant price differences between China and Europe. Luxury bags are notably more expensive in China compared to Europe. Let’s take a look at these differences in a detailed manner:

As evident from the table, brands like Chanel, Gucci, Prada, Louis Vuitton, and Givenchy have substantial price differences in China and Europe.

This could be due to several reasons including import taxes, higher operational costs, and the willingness of Chinese consumers to pay a premium for luxury products.

Market revenue and sales channels

The luxury bags and leather goods market in China has seen significant growth in recent times. Revenue in 2021 reached a staggering $8,541 billion and it is expected to rise even further to $9 billion USD in 2023.

Sales channels are also crucial to consider in this market. Now, let’s take a look at an overview of the market revenue and the sales channels.

In 2021, the main sales channels for luxury goods in China were physical stores, online retailers, and duty-free shops. Despite the challenges posed by the pandemic, Chinese luxury consumers have remained demanding and continue to spend heavily on luxury goods.

This resilience can be attributed to the appeal of luxury brands, which have focused on the Chinese market for a long time due to its importance.

Looking ahead to 2023, it is predicted that direct-to-consumer sales will become even more significant. This shift in sales channels is a crucial factor for companies advertising in the Chinese luxury market. They will need to adapt their strategies accordingly in order to continue attracting this lucrative market.

Overall, the luxury bags and leather goods market in China is experiencing an exciting time, with a promising future ahead.

Key players in the luxury bags market

Here are some of the key players in the luxury bags market that dominate the Chinese industry:

• Hermès: Known for their exquisite craftsmanship and exclusive designs, Hermès is highly regarded as one of the top luxury bag brands in China.
• Chanel: With its iconic interlocking C logo and timeless designs, Chanel continues to be a favorite among Chinese consumers seeking high-end fashion accessories.
• Louis Vuitton: A globally recognized brand synonymous with luxury, Louis Vuitton boasts a strong presence in China, offering a wide range of premium bags and leather goods.
• Gucci: With its trendsetting styles and innovative designs, Gucci appeals to Chinese consumers looking for fashion-forward luxury accessories.
• Fifth Unidentified Brand: While not disclosed in our research, there is an additional brand that holds a significant market share in China’s luxury bags industry.

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The luxury bags and leather goods market in China has shown remarkable resilience despite the challenges posed by the pandemic. Chinese consumers, particularly Generation Z, continue to drive demand for high-end bags and have embraced urban charms and minimalism trends.

While price disparities exist between China and other markets, domestic sales are booming, making China a key player in the global luxury industry. With the rise of digital competition and the emergence of Chinese luxury brands, it is an exciting time for the luxury bags market in China.

We are a China-based marketing agency offering cost-effective solutions to foreign brands interested in tapping into the Chinese market. Our team of Chinese and foreign experts has the experience and know-how needed to succeed in this lucrative, yet complicated market.

Gentlemen Marketing Agency offers many digital marketing and e-commerce solutions, such as web design, e-commerce and social media marketing strategies, localization, market research, KOL marketing, and more.

Don’t hesitate to leave us a comment or contact us, so that we can schedule a free consultation with one of our experts, that will learn about your brand and present you the best solutions for your China market strategy.

These Chinese watch brands have made significant strides in recent years, gaining international recognition and expanding their presence in global markets.

But, despite a big choice of watch local brands in Mainland China, there is a big demand for luxury watches, especially from new customers from younger generations, that associate foreign brands (especially Swiss watches) with the highest quality. In this article, we will show you, how to market your watch brand to Chinese consumers.

The Watch Market in China

As the world’s second-largest economy, China is a key market to watch for any business. And when it comes to the fashion industry, China is becoming an increasingly important player. In recent years, Chinese consumers have developed a strong taste for luxury brands, and they only expected this demand to grow in the coming years.

So if you’re looking to expand your fashion business into the luxury watch industry in China, now is definitely the time to do it! Here are some tips on how to make your move into the Chinese market successful.

However, it has been noticed that Chinese luxury consumers have already collected all famous high-end brands and in this sense, nowadays they are more curious about new brands that are reflecting new fashionable designs. In addition, Chinese fashionistas are more willing to find watches that will express their uniqueness.

Revenue in the Watches segment amounts to US$17.80 billion in 2023. The market is expected to grow annually by 5.97% (CAGR 2023-2026). By 2023, 67% of sales in the Watches segment will be attributable to Luxury goods.

Luxury Watches in China

Luxury watches have gained immense popularity in China in recent years. With a booming economy and a growing middle class, Chinese consumers are increasingly seeking out high-end timepieces as a symbol of status and prestige. The demand for luxury watches has led to the establishment of numerous boutiques and authorized dealers across the country, offering a wide range of prestigious brands such as Rolex, Patek Philippe, and Audemars Piguet.

Chinese consumers are known for their appreciation of craftsmanship and attention to detail, making luxury watches a desirable accessory for both men and women. Whether it’s for personal use or as a gift, luxury watches continue to make a statement in China’s ever-evolving fashion and luxury market.

Watches as an expression of uniqueness 

Nowadays Chinese mainland consumers have developed their own tastes and become more demanding in terms of watches design.

For many Chinese consumers, watches are something more than accessory, it is valued as something that is expressing their unique personality and their status, which in Chinese society is very important.

For Chinese watches consumers, the meaning of “good watches” is not always coming in alignment with “very expensive” or “famous model”.

The main factor for Chinese consumers that is luring them to purchase watches is a distinctive and trendy design. According to the HKTDC survey, it was shown that 66 % of consumers in China are more attracted by the unique design and style of watches.

Trendy & outstanding design matters

Nowadays Chinese mainland consumers have developed their own tastes and become more demanding in terms of watches design. Watches nowadays in China are valued as specialist consumer goods that may offer trendy and fashionable designs in addition to brand value.

There are three main categories of watches such as work (business) watches, casual fashionable watches, and sports watches.

Basically, it is vital to understand that Chinese consumers usually as for business watches they wear them work or attend important meetings, however, they might also wear them for leisure activities. When it comes to business watches, especially for male consumers they became a great expression of their status and a symbol of high income.

While the other half of Chinese consumers responded that “wearing a watch would give an impression of maturity, stability, and punctuality to others”, and also “wearing a watch would give a better image on business occasions”

Smartwatches are also quite demanded by Chinese consumers, since they offer built-in intelligent systems and involve various functions such as voice calls, receiving and sending messages and emails, and playing music via Bluetooth.

What about casual fashionable watches

Fashionably designed watches are highly demanded by Chinese female and male consumers. For the Chinese, it is more important to choose uniquely designed watches or watches that have a great story to tell and share with others.

According to HKTDC Research, more than 50% of consumers in China are willing to wear watches “to bring out one’s personal taste and image”. But that’s not the only point, trendy watches are usually used for ornamental purposes like necklaces and bracelets. They are usually might be worn by female Chinese consumers to match business outfits.

The main factor for Chinese consumers that is luring them to purchase watches is its outstanding and trendy design. According to the HKTDC survey, it was shown that 66 % of consumers in China are more attracted by the unique design and style of watches.

In this sense, it is vital to stress that when it comes to gender purchasing decision-making, female Chinese consumers are more interested and concerned about style and design, while male Chinese consumers are more willing to go for brands.

Chinese Market: Tips on How to Promote Your Watch Brand

WeChat is a great tool

WeChat is a great tool for Chinese market entry, it’s a strong Launchpad for quality content it hit 1 billion monthly active daily users in March 2018. It’s China’s number one multi-purpose social platform, which means that having a presence here and engaging with your target is very important.

You can create an official account for communications, build a following and push notifications to followers. It also allows for ease of payment via their Wallet service as well as a host of other functions from gaming, to e-commerce stores, location services, dating & even taxi-hailing. WeChat packs a punch for any new business in China.

The best piece of advice for WeChat is simply, to keep it social. This is a conversational platform and the Chinese expect (more so than we do in the west) to have personal interactions with brands on platforms such as WeChat, businesses are seen more as individuals so ensure you closely engage with users.

Little Red Book (XiaoHongShu)

Little Red Book (XiaoHongShu) is a new social media platform in China, which grows rapidly in China these days. Little Red Book reflects a great combination of similar tools of Tmall and Weibo platforms, which makes this app a generator for word-of-mouth marketing. The whole content is created by users which makes this app more transparent.

Basically, the Little Red Book app provides three main features for consumers such as trust, community, and convenience. In this sense, Little red Book is a great platform that has lots of advantages for both consumers and suppliers.

All in all, the app is a great and reliable option, since it has an E-Commerce platform for users to purchase products in the same app directly from the Official Brand online store on Little Red Book.

Due to the fact that Chinese consumers are very selective when it comes to the quality and authenticity of the Brand. In this sense, users do not need to worry about authenticity. 

Weibo, China’s Twitter

Weibo is China’s most open social network with users able to see posts from anyone. It is a microblogging service like Twitter.

It was thought that it was on the edge of failure a number of years ago but with Alibaba’s backing, this nifty platform looks set to be a big player in ‘social commerce’ when it comes to supporting online sales via social media marketing efforts. A big trend to watch.

Many online influencers and celebrities are active on Weibo with its open news feed and active, engaged communities. Quality content is the bedrock of any social media campaign, with external links, images, and text ‘call to action’ a priority if you want to heighten Chinese consumer engagement.

Key Opinion Leaders, the Chinese influencers

Key opinion leaders (KOLs) are established online figures that have gathered large followings around themselves. They are highly influential and can be recruited to represent a business or brand. Different KOLs allow you to tap into specific communities and demographics, providing quality targeted exposure.

The best approach for this is to use a number simultaneously on different platforms to post about the brand, this has an ‘echo chamber effect and supports the legitimacy of the brand if numerous figures are posted.

Ensure posts and comments by KOLs are closely monitored, merely posting is not enough, you need to fuel conversation and respond to queries. KOLs do not act as customer service representatives, you a simply using their service to reach their community and influence them via their reputation.

O2O

The revolution from online to offline knows a certain success. The space between the online gateway and a real and physical store offline seems to be tighter than ever. If you are a luxury watch brand then you have to keep in mind that the in-store experience for the customer is really important.

We will illustrate the O2O system through a relevant example with the TAG Heuer brand: the Swiss watchmaker had the idea to create a QR code called “treasure hunt” for visitors; the idea was to play on an interactive approach.

The QR code was actually a guideline at the exhibition, after users arrived at the exhibition, they would receive keys. Some of those keys were special because they were in flash drive format where you could learn more about the brand.

The strategy should be focused on Chinese keywords

The best method is not to attract an audience to you, rather you go to them. There is a wealth of information available about Chinese consumers; from searching information, social media profiles, and data listings.

The way to generate the most qualified traffic is to focus on keywords, prospects are already seeking relevant information to your offering, you simply need to ensure you are highly visible to them, the more qualified the traffic is the better the conversion.

Presence on Chinese e-commerce platforms

To enter the e-commerce market of China International brands must learn the policies of following digital platforms.

TMALL or TMALL Global

TMALL holds the biggest market share in the e-commerce market of China at 57%. It mainly focuses on premium brands.

This characteristic makes TMALL the most expensive e-commerce marketplace in China. It provides an opportunity for international brands to open exclusive online stores and directly sell products to Chinese consumers without being physically present in China.

TMALL has an invitation-only policy where only qualified international brands can either be invited to join or can apply through a local marketing agency. For more information on how to sell International products through TMALL, please contact a local digital marketing agency.

E-COMMERCE via JD.COM

JD is China’s largest online direct sales company. It relatively has less market share than TMALL.com. International companies can open individual online stores on JD.com and brands are permitted to import food, beverages, apparel, and shoes from overseas.

JD’s cross-border service enables suppliers to sell directly to Chinese consumers without a local presence.

We are your local partner in China! Contact us!

After analyzing the watch market in China, it can be concluded that the watch industry in the country is thriving. China has seen a significant increase in the demand for watches, both domestically and internationally.

Chinese watch brands have gained popularity and recognition for their quality craftsmanship, innovative designs, and competitive pricing. Some notable Chinese watch brands include Seagull, FIYTA, and Beijing Watch Factory. These brands have successfully positioned themselves in the market, offering a wide range of watches to cater to different consumer preferences.

The increasing demand, along with the rise of e-commerce, has created a favorable environment for the growth of the watch market in China.

We are a China-based marketing agency offering cost-effective solutions to foreign brands interested in tapping into the Chinese market. Our team of Chinese and foreign experts has the experience and know-how needed to succeed in this lucrative, yet complicated market.

Gentlemen Marketing Agency offers many digital marketing and e-commerce solutions, such as web design, e-commerce and social media marketing strategies, localization, market research, KOL marketing, and more.

Don’t hesitate to leave us a comment or contact us, so that we can schedule a free consultation with one of our experts, that will learn about your brand and present you the best solutions for your China market strategy.

However, challenges such as counterfeit goods and consumer perceptions still loom large. In this blog post, we will explore how China’s thriving second-hand clothing market is transforming the landscape of the global fashion industry while navigating various obstacles along the way.

The Growing Second-hand Clothing Market In China

Younger Chinese consumers are driving the growth of the secondhand clothing market as they increasingly accept used goods, presenting opportunities for a thriving industry.

Increasing Acceptance Of Second-hand Products

The growing second-hand clothing market in China indicates a change in consumer mindset, with a growing awareness and acceptance of preowned products. This shift is due to various factors, including the rise in sustainable fashion awareness and the environmental impact of fast fashion.

Young consumers have played a significant role in propelling this change in mindset towards second-hand goods, especially within the fashion industry. Chinese millennials and Gen Z shoppers have begun to appreciate trendy styles at affordable prices that they can find within resale platforms without sacrificing quality or style for cost savings.

Western markets seem to have perceived higher economic and hedonic values from purchasing used clothing than their Chinese counterparts previously due to cultural differences.

Fashion brands should take note of these trends driving China’s thriving secondhand economy by considering strategies like upcycling old garments or partnering with popular online resale shops attracting an increasingly eco-conscious demographic.

Younger Consumers Propelling The Market

China’s booming second-hand clothing market owes much of its growth to younger consumers. These environmentally conscious and socially responsible individuals are passionate about sustainable living and equally concerned with their personal image, making it crucial to acknowledge their role in driving the market’s expansion.

The increasing acceptance of second-hand products among Chinese millennials and Gen Zers is primarily due to their strong desire for unique styles, cost-effectiveness, and maintaining a circular economy.

For instance, young shoppers utilize online e-commerce like Xianyu or Plum where they can trade or purchase gently used apparel at lower prices without compromising on the luxury brands’ quality.

The second-hand trend is growing in China due to the Covid-19 crisis, and Xianyu is a popular Chinese app that offers a platform for second-hand product purchasing to the 75.5 million users of Taobao, Alibaba’s e-commerce website.

Sales are expected to reach almost 3 trillion yuan in 2025, according to a report by Frost & Sullivan and the Institute of Energy, Environment and Economy at Tsinghua University released last year.

Opportunities For Thriving Second-hand Fashion Industry

The growing acceptance of buying second-hand goods among Chinese consumers presents a valuable opportunity for the thriving used clothing market. As the younger generation, particularly Gen Z, begins to propel this marketplace forward with their eco-conscious and sustainable fashion choices, brands can seize upon the potential for tremendous growth.

One successful example of tapping into this burgeoning industry is a local Chinese startup that has created an online platform for preowned fast-fashion apparel within WeChat, the nation’s largest social network.

By leveraging key partnerships and integrating innovative technologies, such as AI-powered authentication tools to combat counterfeit luxury goods, companies navigating the secondhand apparel space can also contribute positively towards building a more circular economy in China

Challenges Faced By China’s Second-hand Fashion Market

Counterfeit luxury goods pose a significant risk to China’s second-hand fashion market, and the expansion of the luxury resale market has faced issues.

Risks Of Counterfeit Luxury Goods

Counterfeit luxury goods are a major threat to China’s secondhand fashion market. Fake products are produced by manufacturers who use top brands to deceive customers, which undermines the level of trust in the market.

In 2016, 40% of appraised items were found to be fake, making it difficult to gain wider acceptance. This puts pressure on fashion brands to implement anti-counterfeit measures and work closely with authenticators to protect their reputation from deceptive practices as Hermès did.

Case Study: Fighting Counterfeit Luxury Goods: The Case of Hermès in China

Hermès, who is a French luxury goods manufacturer, has been a target of counterfeiters, who produce fake Hermes products and sell them at a fraction of the cost of the genuine items.

In China, this has led to a decline in the brand’s reputation and sales. The fake products not only hurt the company’s bottom line but also undermine the value of the brand and its reputation for quality and exclusivity.

Hermès has taken several steps to combat the sale of counterfeit products in China. The company has launched a public awareness campaign to educate consumers about the dangers of buying fake products and the importance of purchasing genuine items. Hermès has also worked closely with Chinese authorities to crack down on counterfeiters and shut down illegal production facilities.

Hermès successfully reduced counterfeit products in China and increased sales of genuine items through their public awareness campaign.

Issues With Second-hand Luxury Market Expansion

As fashion brands explore opportunities in China’s second-hand fashion market, it’s essential to be aware of the challenges. One of the major issues is with expanding the secondhand luxury market due to concerns over counterfeit goods.

Many Chinese shoppers are cautious about buying pre-owned luxury items due to fears of purchasing fake products. In fact, the Chinese government has recently implemented stricter regulations on e-commerce platforms to crack down on counterfeit sales.

Secondhand luxury platforms face the challenge of counterfeit products and a limited structure. Reliable sources for high-quality preowned clothing and accessories are scarce due to the lack of dedicated resale platforms. To expand into China’s second-hand fashion market, partnerships, and new structures are needed to address these concerns and provide a streamlined shopping experience for buyers.

Navigating The Opportunities And Challenges In China’s Second-hand Fashion Market

As the second-hand fashion market in China continues to grow, it presents both opportunities and challenges for fashion brands. One opportunity is the chance to tap into the circular economy and promote a sustainable lifestyle.

By encouraging consumers to buy and sell used items, brands can reduce waste and foster a community of conscious shoppers.

However, navigating the second-hand market in China comes with its own set of challenges. The risk of counterfeit luxury goods is a major concern, particularly as luxury resale markets expand.

Luxury brands need to be vigilant about protecting their intellectual property while still embracing this emerging market trend.

We Can Help You Sell Your Second-Hand Products In China’s Market

The growth of China’s secondhand market presents both opportunities and challenges for fashion brands. The increasing acceptance of secondhand products among younger consumers opens up a new avenue for businesses to tap into, while the rising concerns over counterfeit goods in the luxury resale market require careful navigation.

Companies must keep consumer behavior toward sustainable fashion and the circular economy in mind as they explore this emerging market. As China’s fashion industry continues its significant growth, it is important for brands to remain attentive to trends and shifts towards secondhand shopping habits.

We are a marketing agency based in Shanghai, that helps foreign brands reach out to Chinese consumers.

Thanks to more than ten years of extensive digital marketing and e-commerce work, our Chinese and foreign specialists have the know-how and experience needed for your success in the Chinese market.

We offer various services, such as:

Don’t hesitate to leave us a comment or contact us with any questions. If you’re interested in entering the Chinese market or are interested in any marketing or e-commerce services, let us know, and we will schedule a free consultation with one of our experts that will learn about your brand and present you with the best solutions for your success.

Today, Chinese social platforms are essential for businesses to interact and market their products to targeted consumers. A growing number of fashion and cosmetic brands are using social media giants like WeChat, Douyin, Weibo, or Red as their fundamental marketing tools.

In this article, we will introduce you to a few alternative sales campaign opportunities. These campaigns are particularly cut for cosmetic and fashion brands that wish to target Chinese consumers and achieve outcomes exclusive to WeChat.

1. Making use of Key Opinion Leaders through WeChat

Key opinion leaders are more popular than ever in China when it comes to the fashion and cosmetics market. Chinese consumers generally have strong faith in these people. They take their word as a valuable suggestion when it comes to purchasing goods.

According to a report by McKinsey, “KOLs who have a devoted audience can generate as much as five times the impact of a traditional celebrity and ten times that of a micro-influencer.” For your brand to succeed on WeChat, partnering up with KOLs is not a bad idea. There are a couple of different ways to integrate KOLs into tailored marketing campaigns.

2. Wechat articles sponsored by KOLs

WeChat articles sponsored by KOLs are the most frequent form of KOLs & brands teaming up on WeChat. Basically, KOLs review the related products and share their opinions in a personal article. Detailed information on sales and recommendations are usually added to these articles. Within the article consumers easily reach out to links that will direct them to the product page. Brands organize events together with the KOLs like special timed deals, lucky-draw games, or limited offers.

3. Brand live streaming on WeChat mini-programs

WeChat is frequently adding innovative features to mini-programs. Most recently, the ability for brands to incorporate multimedia content. Even some other fashion-based social commerce apps have started to feature and launch their mini program on which live stream shows are being held.

On mini-programs, brands launch live streams to demonstrate their best products and use instant sale opportunities. The audience following the show online can make instant purchases via the buy-now feature that is implemented within the app.

Setting up WeChat mini-programs and launching a live stream can be achieved just within weeks. Though it may take a bit of effort, the results will make you say it is worth the hassle.

If you are interested in opening your WeChat mini-programs we can help. Contact us today.

4. User-generated campaigns: outfit matching and makeup challenges

Another type of popular marketing campaign that fashion and cosmetics brands favor is user-generated campaigns. Brands utilize user-generated content campaigns to encourage their follower base to create social media content, like videos or photos.

Many user-generated campaigns use a contest or challenge to jumpstart participation. UGC campaigns that have challenges or contests typically see a wider reach, as well as more content generated. Though not required, these activities are simply a way to get people to participate with the brand in an instant.

To display the brand’s clothes and products in use, participants are encouraged to upload pictures of themselves wearing or using the particular products. For cosmetic brands specifically, users are offered to show their everyday makeup routine that involves the brand’s related products.

User-generated campaigns are powerful because potential customers can see pictures of real people wearing the clothes or using the cosmetics they’re interested in. This allows them to make more informed decisions about their purchases, and ultimately drive sales for brands’ business.

5. Exclusive WeChat stores sales featuring influencers

Fashion KOLs with their impressively large social media followers, share fashion tips, trends, and ideas. They also have recently started to open their own WeChat stores or mini-programs for e-commerce shopping. By offering special edition products that appeal to customers’ interests in KOL WeChat stores, brands can increase their chances of being noticed.

6. WeChat’s promotional features: gift cards, coupons, vouchers, special day events

Chinese customers can never have enough of surprising special events and promotions. On top of it, they enjoy gifting each other with these features. Gift cards are sent to family or colleagues on festival days or birthdays, coupons are shared with friends at gatherings. All these little occasions create many more great reasons to do more shopping!

Successful Brands that are indeed very aware of this fact, know how to turn this into a profit. The Chinese fashion and cosmetics market requires brands to develop creative, unique, and entertaining campaigns. The ones who master it are the ones enjoying the biggest sales.

Campaign awareness matters

So whatever is your campaign choice, you must understand something; your campaign will not reach a wide range of people unless there is awareness created around it.

It is very essential to bring awareness to a user-generated campaign so that it can go viral and reach millions of audiences. Depending on their budgets, brands might promote a UGC campaign only to their fans and followers. Or they can team up with influencers to promote it, or partner up with a platform like Douyin. So that the campaign is featured as a trend on the top page.

Let us help you kickstart your WeChat campaigns

GMA is a China-based marketing agency and we can help you with your dream campaign. We create promotional videos and attractive visuals to make your campaign more appealing. We also run ads on social media platforms to create a buzz around your product or service.

Our team of experienced professionals will work with you to develop a tailor-made marketing strategy that meets your specific needs.

Contact us today to learn more about how we can help you with your marketing campaign. We offer a free consultation, where one of our experts will learn about your brand and present the possible solutions in the Chinese market.

Although China’s jewelry market is centuries old, the jewelry market for kids is still evolving. The rise in income for Chinese consumers and the availability of cheaper metals have increased demand for kids’ jewelry. Some brands have started to produce traditional pieces with a modern twist to try and take advantage of this opportunity.

Jewelry is a Chinese heritage

For centuries, jewelry had high cultural value for Chinese people. From birth to marriage, anniversaries, and graduations, Chinese people have always celebrated each other and life with gifts of precious little pieces of jewelry. And today, according to Euromonitor, the jewelry market in China has already passed the $100 billion mark in 2020 and shows no signs of slowing down any time soon.

Gold jewelry: Symbol of prosperity

Gold jewelry is hugely popular among Chinese consumers, who see it as a symbol of prosperity and abundance. China is one of the world’s top markets for gold jewelry consumption, second only to India. Traditional Chinese culture values gold highly. It plays an important role in many ceremonies and celebrations.

18ct & 22ct gold has entered the market

24 ct gold was once the only preference of Chinese jewelry lovers. However, things have started to change with the new generations opting for alternatives. It is not just the value but the style that matters to them. Also with 18ct gold, it became possible for larger consumer groups to afford delicate and stylish items.

Welcoming a baby to the world: what a golden moment

Just like anywhere in the world, the birth of a new baby is a respected tradition and a very significant event to be celebrated in Chinese culture. Most traditionally, the newborn baby receives a tiny little 24k golden bracelet together with red beads in a red little box from the elder members of the family, friends, or even colleagues of the parents.

These little treasures of gold specially crafted for the newborn are the perfect way to send blessings wishing a healthy and happy life. The most popular items are;

• Newborn bracelets
• Longevity locks
• Baby bangles
• Lucky charms
• Pendants
• Gemstones
• Baby charms
• Necklaces

Although older generations of Chinese people are very fond of their traditional styles and looks, the new generations are more curious about blending culture with modernism. That is why they show interest in foreign brands’ products blended with Chinese symbols, something unique in the global market in the jewelry industry.

A rising trend in gifting kids’ jewelry: Silver and valuable stones

It’s not solely babies that receive jewelry. In China, it’s becoming pretty normal to gift kids jewelry on different occasions such as birthday celebrations, graduations, and Chinese New Year celebrations. For young kids especially, there is a high demand for silver, valuable stones, and precious metals.

The reason behind this demand is, children are now finding fashionable items through social media platforms. They watch the videos of influencers and see what brands such as Swarovski or Pandora have to offer. So they can be in trend with the latest pieces of jewelry.

A unique piece of metal passes from one generation to the next

Elder members of the family, such as grandparents, often purchase jewelry for two reasons; to safeguard against inflation and to express their affection for relatives. For many elders, jewelry keeps a significant place in their lives because it is a highly respected tradition to pass down unique pieces from one generation to the next. This is why precious metal jewelry, gold, or even platinum jewelry are passed from older generations to younger ones and are treated as an investment.

How to succeed in the kids’ jewelry market in China

For brands to be successful in the Chinese jewelry market for kids, they need to provide products that are one-of-a-kind and meet customer expectations. Even though Chinese consumers love modern items, they still value Chinese traditions and cultural symbols. To fill this gap in the market, some smart companies have created their kids’ collections.

One example is Chow Tai Fook (one of the most popular Hong Kong brands) which teamed up with Disney and Marvel for its children’s and baby gift jewelry sets specially crafted for Chinese consumers.

Jewelry Brands must go digital

In recent years, even long before the pandemic, jewelry brands have begun to focus on multi-brand strategy and digital solutions, creating platforms and focusing on their social media presence in Mainland China, to address young consumers.

Even though customers still want to visit specialty stores to try on before they buy jewelry, there is an even stronger need for online shopping that uses immersive technology. The goal for domestic and foreign companies is to connect with sophisticated customers while developing new opportunities for brand engagement.

Brands that aim to engage Chinese consumers and get them interested in what they’re selling, must consider enabling private consultations or 3D product visualization. Offering a unique experience that jumps from the offline to the online world is especially important when appealing to new-generation consumers, who are the only future of the entire market.

Are you interested in selling kids’ jewelry in the Chinese market?

We are GMA marketing agency. Based in Shanghai, we specialize in digital and e-commerce solutions in the Chinese market. We can help your brand to reach out to Chinese parents and promote your products in a way that will provide them with the confidence and trust they need.

We can offer you various opportunities for brand engagement – from setting up display stands in kids’ stores, organizing special events related to jewelry (like Shanghai Diamond Exchange), or running promotions on social media and e-commerce platforms.

Our team of professionals has extensive knowledge of the Chinese market and can guide you through the process to ensure maximum success in your venture.

We monitor the trends that are driving the kids’ jewelry market in China, so you know exactly where to go next. We understand that it is a highly competitive space with many international players, but there is also potential for new entrants as well.

With our expertise and resources, you can carve out a unique niche in the market and gain a loyal customer base. We have established relationships with key stakeholders in the industry, allowing us to offer exclusive deals that will give your brand an advantage over competitors.

Contact us today to find out more about our services and how we can help you succeed in the kids’ jewelry market.

A certain category that’s been booming is the Chinese fashion industry and especially in Chinese menswear. This niche has got very promising potential if you would like to invest in it, but a successful category means a very competitive space.  Here’s a comprehensive guide you might find useful about China’s menswear.

The Chinese Men’s Fashion Market

The apparel industry is undoubtedly one of the main pillars of the Chinese economy. Did you know that as of 2021 the men’s fashion category alone garnered over $104 million in earnings?

That’s how strong this category is, and that’s how conscious Chinese men are about their fashion sense. It’s said that the increase in the minimum wage has brought about unprecedented purchasing power for consumers and this has helped the cause of brands.

Apart from paying attention to their looks and the increased purchasing power, it’s the country’s digitalization that has contributed largely to the rapid growth of China’s fashion or apparel industry.

China’s apparel market is expected to grow up to $600 million by 2025, and as a foreign investor, business owner, or brand on the outside looking in, these are the times that you should start to make your move or expand your market share. 

Chinese Men’s Fashion Market Trends

Before we talk about how you can promote your men’s fashion brand in China, you need to make sure to get to know your target market. What’s driving all these sales in the menswear market? Will you automatically have some as a newer store or brand? Of course not. Let’s find out some of the Chinese men’s fashion market trends.

Chinese consumers have been inclined to buy outdoor jackets and coats. It also is wise to look into suits, blazers, pullovers, shirts, and most especially, the sportswear category. The underwear category is also quite competitive but, of course, also offers a ton of opportunities for brands and businesses.

An Open-Minded Generation of Chinese Men

Let’s face it, China has got one of the strictest cultures in the world but that won’t stop its population from embracing a new fashion sense through the years. The younger generation today is quite experimental and that shows in their dress code where the distinction between male and female apparel categories is often blurred.

Consumers today also do not have a fixed idea of what’s in and what’s out. So, anything may sell at any given time. The key is in your marketing and how fast you can adapt based on the current fad. It’s also important to take note that Chinese men are big on foreign brands but also remember that domestic products have a stable position in the market space. 

A New Fashion Trend

Remember Yuppies? Well, just a decade or so ago, yuppies, or young urban employees, were always seen wearing business casual attire or suits. That’s no longer the case today, at least for most of the time.

Yuppies today, especially men, wear more casual attire and love to mix and match and experiment with their masculinity through clothes. This is especially true because of the prevalence of people working from home. Men today in China are just more creative with what they wear, looking for new ways to express themselves, no matter the price.  They may wear tight jeans with blazers and sport the latest Nike shoes. 

Street Fashion

This brings us to a hot topic in Chinese men’s fashion today – street fashion. With the popularity of Douyin today, which is the Chinese TikTok, this brand of fashion has gone viral and is completely a sales driver.

So, always be on the lookout for influencer-driven marketing as well as short video content because these marketing strategies are here to stay. 

How To Promote and Sell Your Men’s Fashion Brand in China

So, how do you get a share of a market that’s already been saturated by top brands, domestic and foreign? Please take note that domestic brands will be less expensive than yours, or at least that’s the norm since they have fewer operational costs. As a foreign brand, you need to work twice or thrice as hard to have a winning strategy.

There’s also the option to have both a domestic and foreign presence to have a better chance in the industry. It will be costly for you but it’s definitely a high-risk high-reward deal.

The best piece of advice that you’re going to get if you want to grow your brand or business in the Chinese market is to build an online presence. But, we have an entirely different section for that later. Let’s first talk about why the Chinese consumer would still want to buy from brick-and-mortar shops or offline.

The top five reasons would be:

• That the consumer still wants to feel, touch, and try on clothing.
• That the consumers may ascertain the quality as well as the authenticity of the product/brand they are about to buy.
• That the consumers won’t have to wait for the clothing to be delivered.
• That consumers still enjoy walking to the shop or store.
• That consumers find it easier to look for what they want if shopping is done in person.

Selling your men’s clothing offline is still quite an effective way to attract your customers, but let’s move on and talk about selling online. 

Menswear Is Going Online in China: Ecommerce and Digital Marketing

There’s no doubt about it, an e-commerce platform is a must-have for any retail business in China today. We’re not only talking about the fashion, apparel, or men’s clothing industry but every category there is. You’ll be left behind if you don’t, and this is especially true if you are a foreign business wanting to operate in the country.

It’s obvious why people would want to buy online instead of going to physical shops. It’s more convenient, and safer, and the choices are vast. The online world offers a ton of choices for consumers and that’s especially true when it comes to fashion brands, luxury or not.  It’s noteworthy that Chinese consumers are willing to pay if the product is worth it, especially if it’s popular, established, and trusted. 

China has had a digital revolution in the past couple of decades and today, the citizens use the internet for anything that they do, from purchasing their underwear to paying for cab fares. It’s prudent to take advantage of that fact, especially for businesses that are looking to operate offshore.

Promote your men’s fashion brand on the Chinese internet

Before entering the Chinese e-commerce platform, every brand entering in China and wanting to connect with the Chinese audience needs to build an online presence first, with good branding and e-reputation.

Get started with a Chinese Website to enhance your Baidu SEO

A website in Mandarin Chinese is the first thing you need. This will allow Baidu SEO to work and, most importantly, it will show that you’re a genuine brand. It is strongly recommended that you create a Chinese-optimized version of your website. You don’t want slow websites because you use google plugins. Baidu also favors websites hosted in Mainland China, so you will get a chance to rank higher.

Baidu is a great way to get into the Chinese market. Chinese consumers will search to it find your brand. You won’t get much traffic if you aren’t visible on the first pages. Baidu’s SEO should be as important as setting up an e-commerce website. GMA is specialized expertise that can help you accomplish this task quickly and efficiently. Many companies have been able to increase their rank on Baidu and gain more traffic and clients.

Your website should also follow the UX standards that Chinese netizens are familiar with. You can offer live chat or a QR code that is easy to locate to direct visitors to your social media. Customers will shop online more if your shopping site is more user-friendly.

Chinese Social Media will help you gain good e-reputation

Wechat

WeChat, China’s most used social media app, has more than 1.26 billion users as of 2022. Marketers have a great opportunity to reach consumers through WeChat. WeChat marketing is a great way to engage consumers with content, promotions, and offers.

The biggest Chinese social media, but not the best place to build a large following. Wechat is best when it comes to nurturing an already existing contact base through its many tools. However, WeChat can’t be ignored, a brand not present on Wechat, won’t look legit to Chinese consumers.

Additionally, WeChat offers many benefits, that brands can leverage in different ways. You can start an Official Account, to inform your followers about any news. You can also create your own WeChat Store, WeChat brochure, WeChat short-videos platform account, and more.

Weibo

Weibo is the perfect place to post quality content like photos and videos of your campaign. This social media will allow you to build up an image for yourself by posting qualitative material, which also maximizes exposure while staying in touch with communities online!

Use the many marketing tools that the platform offers to engage with your target audience. Paid ads on Weibo have two main formats: Paid Ads and Kols Collaboration. The first is a paid advertisement that you can place in order to promote your company or product, while the latter involves collaborating with other users for sponsored content through a specially designated hashtag campaign (#). While both these strategies work well enough by themselves; together they create an even more powerful effect!

Little Red Book and Douyin

These two are new platforms that gained impressive popularity in the past few years and became a source of inspiration and information for many of your Chinese consumers, especially Millennials and Gen Z. Nowadays they are actually becoming more popular than Weibo, dictating the sales trends for the upcoming years.

Little Red Book (Xiaohongshu) is an app that is based mainly on user-generated content. Users can follow their friends or favorite influencers to get some reviews and product recommendations. Little Red Book also has its own built-in online marketplace, which is very useful in terms of product promotion, as you can put links to products in your posts or during live streaming sessions.

Douyin is a short-video app, it’s the mother app of Tik Tok that is also very popular in the West. Similar to Little Red Book, Douyin also has its own online marketplace, making it convenient to shop without leaving the app.

KOLs & KOCs Marketing

Key Opinion Leaders, also known as KOLs or Key Opinion Consumers (KOC), are key assets that reach large communities and keep them. Although it may seem difficult to find the right KOL, it is essential if you are going to attract and target your customers. You can rest assured that your marketing strategy will succeed if you find the right KOL in a community that shares your company values.

Chinese customers are more sensitive than other customers to customer feedback when purchasing an item. To reassure and seduce your customer targets, you should share as much information as possible about your product with the KOL you have chosen. This will allow them to present your product to their followers.

We recommend that you hire a professional agency to help you select trustworthy and wholesome KOLs. A KOLs agency will have a network with KOLs they trust and they also conduct background checks to assess the risk of these KOLS. Agents are able to offer these services at the most competitive prices and guarantee quick campaign launches because they work with the KOLs on a regular basis.

Sell your Menswear brand online in China

Get to know the largest e-commerce platforms in the country today. Familiarize yourself with Tmall, Tmall Global, JD.com, and Taobao. These platforms will be key to your success.

Tmall is the perfect e-commerce marketplace for anyone who wants to sell men’s fashion products. The menswear category on JD.com is also growing faster than before. Lastly, Taobao may just be your entryway into the industry if you have a smaller brand. Great things do start with a small beginning, right?

Most definitely, the digital landscape is your gateway to the Chinese men’s fashion industry. If you’re going to build strategies, then build them around the e-commerce space. It’s your best shot at success. 

Is Tmall a good eCommerce platform to sell menswear?

The short answer is yes. Tmall is the most popular e-commerce platform in China and it has a large base of potential buyers.

Tmall is a good platform to sell menswear because it is specifically designed for brands to sell products directly to consumers. Tmall provides a wide range of features and services that make it easy for brands to create a successful online store, including marketing support, payment processing, and order fulfillment.

Second, Tmall has a rigorous authentication process for businesses that want to sell on the platform, so you can be confident that your products will be promoted to and sold by only the most qualified buyers.

JD.com is another great eCommerce to sell menswear in China

JD.com is one of the world’s leading e-commerce platforms with a reach of more than 400 million active users. By selling on JD.com, you’ll gain access to this massive user base and be able to reach a larger audience than ever before.

JDcom also offers a wide range of features that are perfect for online sellers. You’ll be able to take advantage of features such as JDpay, which allows customers to pay for items with their bank account, credit card, or WeChat Wallet. You’ll also have access to JD Collection, which is a program that helps sellers track their products and shipments in real time.

Just like Tmall, JD has a cross-border version that allows brands that are not registered in China to sell to Chinese consumers.

Chinese Online Marketplace for Smaller Budget

• Taobao: China’s biggest eCommerce app. Any brand registered in China can sell on the app, as the requirements to sell on the app are not too high and the fees are affordable. Taobao offers social tools such as live streaming and an integrated customer reviews mini-app for instance.
• Pinduoduo: Alibaba’s big challengers over the last few years. The platform started as a cheap alternative to Taobao in smaller Chinese cities and conquered the whole market with its group buying offers and social eCommerce options.

Chinese Men’s Fashion: let’s wrap up

The “He-economy” is in full swing, but don’t get us wrong, the Chinese apparel industry still has not reached its full zenith and is still ripe for the taking. Take advantage of the ever-changing taste of the consumers, work on your online marketing strategies, use social media effectively, and you’ll find success in no time.

It won’t be easy but, if you get to know the culture, the platforms, and work with the right partners, who knows, you might be the next success story that they’ll talk about.

Do you need help with how to market your brand in China? Then wait no further. Contact us today!

The Chinese apparel market is the biggest in the world, and so is the appetite of Chinese consumers for foreign brands. Many companies want to get a piece of that cake, but as demonstrated in this article, is not as easy as some people might think. Without the know-how and the understanding of consumers’ behaviors in China, it will be hard for any brand to gain a presence in the Chinese market.

We are a China marketing agency with more than 10 years of experience in the market. We helped more than 600 brands, helping them find the best marketing strategies for their industries and products.

Here are some of our services:

Don’t hesitate to leave us a comment or contact us to schedule a free consultation with our expert. We will get to know your brand and examine your needs, creating the best plan for your China market entry.

Chinese trade fairs for clothes are increasingly important internationally. Hundreds of thousands of business people attend these conferences from basically every country in the world, hope to buy or sell needed products and scout for business opportunities. Trade fair as an exhibitor is hugely important for the business’s marketing mix, especially for small-medium-size companies.

In fact, exhibiting at trade shows offers several benefits to your business. Exhibitions and trade shows offer a wide platform for brands to showcase their products and services and communicate their key message to a more receptive audience. Exhibition participation can help you meet with customers who are proactively looking for a deal, which will cause you to able to collect more leads.

However, because of the covid-19, the situation has changed, and we have postponed many fairs and exhibitions, therefore what is your alternative strategy to get into this big China market again?

The next most important Clothing trade fairs and exhibitions in China in 2020

According to the Fairtradedate website, the next Clothing trade fairs and exhibitions appointments in China from July to October are:

• SIUF (11-13 July 2020)

With over 825 exhibitors from more than 27 countries the international brand underwear, fair SIUF sets high standards attracting every year more than 10,000 visitors to the Convention and Exhibition Center of Shenzhen.

In its capacity as the most influential show of its kind in Asia, the SIUF comes up with a wide range of trendy fashion in the range of lingerie and bath textiles.

• Fashion week (25-27 July 2020)

Hong Kong Fashion Week is a fashion and order fair for the industry. This exhibition gives visitors a comprehensive view of the shapes, colors, materials, and cuts of the coming season. International exhibitors present all kinds of fashion and accessories, clothing products, and services.

• The Cinte Techtextil China (02-04 September 2020)

The Cinte Techtextil China has gained status and reputation as the leading trade fair in Asia for technical textiles and nonwovens and is thus an attractive marketing platform for many European manufacturers.

• Yarn Expo (23-25 September 2020)

Yarn Expo is an international trade fair for fibers and yarns held biannually in Shanghai. Their products and innovations from around the world are presented. It is an important communication and information platform in the industry and offers the exhibiting companies the opportunity to present themselves to a professional audience. At the Yarn Expo, visitors can depth and comprehensive information about the latest developments and products from the fibers and yarns.

• The Inter textile Shanghai Apparel Fabrics (23-25 September 2020)

The inter-textile Shanghai Apparel Fabrics is one of the largest trade fairs for fabrics in China and an international platform for the trade of these substances. Founded in 1995, the fair has become a leading meeting point for the textile industry. When it comes to textiles and clothing, China is one of the most important countries in the world. Exhibitors have the opportunity to showcase their products and innovations to a broad audience, meet potential customers, and increase their presence in the market.

• The Interfiliere Shanghai (24-25 September 2020)

The Interfiliere Shanghai is the meeting point for all global players in the lingerie and swimwear industry. The event is a source of inspiration and offers a China-based view of textiles and textile accessories for the lingerie and swimwear industry. Visitors can inform themselves here in detail and comprehensively about the latest trends and products and find new business partners.

• VeggieWorld (24-25 October 2020)

VeggieWorld is the largest international trade fair for the vegan lifestyle, which is now taking place not only in Europe but also in Asia. It is above all a public fair but is also visited by trade visitors. The fair shows that a plant-based lifestyle is not only sustainable, conscious, and healthy, but also fun. A colorful mix of milk and meat alternatives, superfoods, sweets, drinks as well as clothing, accessories, cosmetics, services, and projects will be presented.

• Global Sources Fashion (27-30 October 2020)

Global Sources Fashion offers an extensive array of stylish fashion accessories. It provides an ideal platform for buyers to meet potential supply partners from Greater China. The fair features hundreds of top-choice suppliers known to produce international quality products. Fashion Accessories attract importers, wholesalers, retailers, and buyers to the fashion accessories industry.

Use Lead Generation to attract potential Chinese distributors for your fashion brand

Read as well: Guide to Exporting to China and Best tips to promote your fashion brand in China

What is Lead Generation?

Lead Generation is the set of marketing actions that aim to acquire and generate contacts.

Drawing up a list of contacts is possible through a careful lead generation strategy, which can use advertising and acquisition tools.

The offline world still uses word of mouth, cold calls, the purchase of advertising space on TV and radio, and participation in trade fairs and sector events. Online communication, on the other hand, has taken on impressive dominance and is today one of the most powerful means of lead generation and conversion.

In recent years tools such as websites and social networks have changed the way of lead generation.

How a brand in the cloth industry can acquire potential distributors in China?

To obtain the desired results from lead generation campaigns, it is necessary to use the most useful tools. In the digital world, we are talking about SEO, SEM, Content Marketing, Social Media Marketing, and Recommendations.

In China, Lead generation can offer a huge competitive advantage to companies in the cloth industry that understand how to include it within their marketing strategy.

SEO & SEM in China: Must for Fashion and Luxury brands

In the West, the website is a showcase of the products and services offered by the company and constitutes a fundamental tool for achieving specific objectives (sales, lead generation, etc.). In China, however, it serves first of all as a guarantee of the authenticity of a brand.

In a market where counterfeiting is on the agenda, Chinese users are used to checking information through the digital channels available to them, before creating contacts with other companies or purchasing. For this reason, it is advisable to have a website in Chinese.

In China, the leading search engine is Baidu, so if a company wants to reach Chinese partners, it must be present on Baidu and be found. Specific SEO and SEM activities, therefore, become fundamental, with tools and mechanisms different from those we are used to. For further information about SEO and SEM in China read the following article

• SEO
• SEM

In addition, to ensure fast loading your website should be hosted in China.

Localized Content Marketing in China: the key to engaging Chinese consumers

The aesthetic tastes of people differ from country to country. For this reason, it is good to rethink brand communication also in graphic terms to make it attractive and consistent with local tastes.

Communicating with the Chinese implies several considerations. One of these is the cultural distance, which forces brands to rethink their content by aligning it with local ways of thinking.

Translating literally the contents conceived and used on the original market is not enough. In fact, there is a risk of passing on a message that is difficult to understand or even in contrast with the ideals of the target culture.

Content marketing is also important when trying to attract Chinese partners, as by getting closer to Chinese culture and their tastes you can show the brand value and increase the interest of potential partners.

China Social Media Marketing

Using social networks as part of a digital marketing strategy is always an excellent idea. However, it must be borne in mind that Chinese social media are different from Western ones and their use can create many problems.

Although insidious, Social Media Marketing is crucial to attracting and engaging the chosen target, building relationships with followers, generating leads, retaining customers, and maximizing conversions. This applies indiscriminately to B2B and B2C companies.

To carry out Social Media Marketing activities in China, it is necessary to make use of a native Chinese team, specialized and competent, capable of producing language content aligned with the local culture.

The team of specialists must, in fact, translate the brand’s messages, making them compatible with the local media and attractive to the target audience.

WeChat, Weibo, and little red book are the most suitable social media platforms for brands from the cloth industry.

Recommendations to Fashion Brands wanting to enter China

In China recommendations mostly come from locals. Chinese people trust only Chinese people. That’s why it is important a presence on Chinese forums and to do PR.

Reviews on forums positively influence purchase habits.

There are many designated forums in China and all of them are Chinese forums in the Mandarin language. The most useful forums are Zhihu and Baidu Zhidao.

Opinions shared on forums have a big influence on the decisions that a Chinese person makes. They can spend hours and days checking the forums to decide who is good to cooperate with.

PR in China: press releases + media publication

PR is one of the most cost-effective solutions in the Chinese market. It is a basic of marketing where the right people talk about you. In China, E-reputation is key to success. PR is a good way to build your credibility and attract potential Chinese partners.

Business to distributors (B2D)

Foreigners who have little experience in the Chinese market often rely on either eCommerce Partners or distributors. These companies can help you with imports, storage, shipping, sales, and marketing.

One notable benefit of working with distributors is that they have a wide network of partners and can sell and deliver your products to retail stores and customers quickly.

Finding distributors can be a daunting task, especially if you’re a non-Chinese speaker. Working with the right people can make things significantly easier and it can be worth spending some money to save time and reduce the hustle.

Visiting one or more trade fairs and exhibitions can help you find various Chinese importers and distributors. By having your product on display, you’ll catch the interest of prospective business partners.

However, due to the current lockdown, it is impossible to join these clothing fairs and Exhibitions. Therefore which channels can a brand use?

Look for a Chinese Distributors Online

You can search for distributors online, but this can be a challenge. There are currently more than 85,000 distributors in China, to contact random distributors one by one can take a long time with a low success rate.

Not to forget, you’ll increase the risk of coming across unreliable distributors, which is less likely if you find distributors that your partner has worked with previously.

Tmall B2D (business to distributors)

Tmall B2D is a platform where you can connect with 85,000 Chinese distributors. Tmall B2D gives brands great visibility in the current market.

Tmall is a commercial web-based stage for the Chinese retail industry. Tmall works in B2C, that is, it allows local and international organizations to present their items to buyers in China, but also in Hong Kong, Taiwan, and Macao.

Any entrepreneur can choose his distributor on the Tmall app. However, it is not easy to choose the right distributor for you when one has no expertise in distributors in China. The application is entirely in Chinese and there are 85.000 Chinese distributors, therefore it is better to be accompanied by professionals in this first step.

GMA could be your B2D partner

Finding the right distributor for the size of your company, your products, and your target clientele is not an easy task.

Fortunately, Gentlemen’s marketing agency is very familiar with the Chinese e-commerce market and its players. Local distributors have no secrets for us. Our expertise allows us to support you in your search for the best distributor, we can take care of the entire process for your company.

Use digital Marketing to increase the success outcome if you do decide to participate in a trade fair and exhibition

Before the trade, show your goal should be to promote the exhibition to your current audience, including your customers, to encourage attendance and of course a visit to your booth.

What cannot be missed is the marketing work in advance. The minimum requirements are:

Baidu SEO

Baidu is definitely the search engine on which to aim to make yourself visible in the Chinese market.

• Your website should be translated into Chinese because Baidu gives greater visibility to sites that are written in Mandarin Chinese. This helps your website receive more traffic.
• To ensure fast loading it must be hosted in China
• The content should be localized
• The website must also be adaptable to mobile phones.

Build a landing page that announces your attendance at the event

A so-called “Landing Page”, an extra page on your homepage, is very clever, which provides detailed information about this exhibition and your embassies, presents the exhibition team, and simplifies the appointment agreement.

Social media marketing in China

Use social media to generate interest. You can show your clothing fair and exhibition details to your followers via Weibo, send updates to groups of friends on Wechat, and utilize other social networking platforms to build hype.

Record a video in Chinese announcing your attendance at the show and promote to your audiences with personal invites as well as possible giveaways.

H5 Wechat Brochure

It is an electronic brochure that is easy to share on WeChat. It contains the listing of all your products (in Chinese). It is one of our latest solutions for distribution.

It shows you are already engaged in China and are aware of the tools available.

Make good use of the QR code of your website as they are everywhere in China and people use it to scan and read information about the company. Making business cards with the QR code is very common in China.

Do you need help entering the Chinese market?

Do you want to know more about How to use digital marketing to increase your success?

Contact GMA a digital marketing agency, that specialized in the Chinese digital market.

Read also:

• FASHION GUIDE FOR MARKETING YOUR CLOTHING BRAND IN CHINA
• NO TRADE FAIRS IN CHINA – WHAT OTHER SOLUTIONS TO MEET CLIENTS?
• ESTABLISH YOUR BUSINESS IN CHINESE E-COMMERCE: FIND THE IDEAL DISTRIBUTOR