{"id":14852,"date":"2024-11-04T10:38:04","date_gmt":"2024-11-04T10:38:04","guid":{"rendered":"https:\/\/focus.cbbc.org\/?p=14852"},"modified":"2025-04-23T08:56:54","modified_gmt":"2025-04-23T08:56:54","slug":"which-of-chinas-consumer-segments-are-growing-fastest","status":"publish","type":"post","link":"https:\/\/focus.cbbc.org\/which-of-chinas-consumer-segments-are-growing-fastest\/","title":{"rendered":"Which of China\u2019s consumer segments is growing fastest?"},"content":{"rendered":"\n

China has emerged as one of the world\u2019s most dynamic consumer markets, with fast growth in many consumer segments driven by the middle class\u2019 expansion and shifting lifestyles. The report, Profiling China\u2019s Fastest-Growing Consumer Segments<\/a> by WPIC Marketing + Technologies<\/a>, dives into several flourishing sectors \u2013 beauty, fashion, wellness, outdoor sports, pet care, and home goods \u2013 providing key insights for brands seeking opportunities within China\u2019s consumer segments.<\/p>\n\n\n

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The role of e-commerce in China\u2019s consumer landscape<\/h4>\n\n\n\n

China\u2019s e-commerce ecosystem is the primary sales driver across consumer categories, with digital platforms accounting for over half of retail sales. As the report highlights, this ecosystem includes well-known search-based platforms like Tmall and JD.com, as well as fast-growing social commerce platforms like Douyin. Tmall remains the largest, commanding 33.7% of the market with nearly 895 million daily users. JD.com follows with a focus on quality and logistics, holding a 19.9% share. Meanwhile, Douyin, with its attention-capturing blend of short-form video content and commerce, has gained substantial traction and now claims 16.9% of the market.<\/p>\n\n\n\n

Notably, livestream shopping has become a popular method for purchasing goods, now accounting for 26% of all e-commerce sales, a dramatic increase from just 5% in 2019. Although pioneered by Tmall, Douyin is now leading the shift to livestream shopping, with personalised content delivery through algorithms that connect consumers to relevant products.<\/p>\n\n\n

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China e-commerce market share 2024<\/figcaption><\/figure>\n<\/div>\n\n\n

Key trends across consumer segments<\/h4>\n\n\n\n

Beauty, personal care and fashion<\/strong><\/p>\n\n\n\n

The beauty, personal care and fashion segments have shown robust growth in 2024. Driven by post-pandemic demand, beauty product sales increased by 6%, personal care by 2.3%, and fashion by a remarkable 14.4% in 2024. This resurgence is accompanied by trends such as creative makeup, scientific skincare, \u201cquiet luxury\u201d and athleisure wear.<\/p>\n\n\n\n

Douyin\u2019s social commerce approach has proven particularly effective in this sector, where the platform saw growth rates of 44% in fashion, 40% in beauty, and 26% in personal care. With its focus on visual and interactive content, Douyin connects users to new brands and trends, fostering rapid adoption of products through influencer reviews and real-time product demos. For British brands, Douyin offers an excellent platform to promote high-engagement products like colourful cosmetics and functional, trendy clothing.<\/p>\n\n\n\n

Nutraceuticals, outdoor, and sports<\/strong><\/p>\n\n\n\n

As Chinese consumers become more health-conscious, the nutraceutical sector has seen exponential growth. The health and wellness market has grown by 12.8% to reach $874 billion (\u00a3673 billion) in 2024, with expectations that it will nearly double by 2030. Within this sector, vitamins, target supplements (for example, for bone health or aesthetic purposes), and protein powder for sports nutrition are surging in popularity.<\/p>\n\n\n\n