China Internet Watch

China Fashion Industry in the Next Decade

CIW Team — Thu, 06 Oct 2022 00:02:52 +0000

The domestic demand for shoes and clothing in China has continued to grow rapidly and has leaped to the largest single footwear and clothing consumer market in the world, accounting for a quarter of the total, according to a recent McKinsey whitepaper.

In this period of rapid development, driven by various factors such as economy, culture, and consumption habits, China's fashion consumption has gone through four stages.

From the basic consumption driven by exports and production at the end of the last century to the development and enjoyment consumption, and then to the recent emotional consumption period - consumers have more pursuit of the core of brand culture, new shopping methods, and experiences, while Chinese brands and designs have begun to step onto the world stage.

The rapid development that has lasted for 20 years can not be separated from the joint efforts of various subjects in the industry chain, nor can it be separated from the active promotion of various fashio...

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Rising consumption power of China’s small town youth, part 2

CIW Team — Tue, 18 Feb 2020 08:03:15 +0000

Down-to-earth new small-town youths are also pursuing progress. They are down-to-earth in pursuit of stability and happiness; at the same time, they are constantly demanding self-improvement. They achieve self-improvement in many ways in order to win greater social recognition.

Read Part 1 here. You can download CIW eBook: Small Town Youth, New Growth Engine in China

Stability is the top consideration when it comes to career choice

Compared with youths in the first-tier and second-tier cities, more new small-town youths choose to be teachers or civil servants – the two stable occupations. When choosing jobs, more consideration is given to factors such as stability, working from nine to five, and being able to take care of the family.

Besides yearning for a stable job, new small-town youths also have the stronger intention of becoming small business owners (11%).

62% of new small-town youths have enrolled in self-improvement courses in the past three years. The top three ...

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Sneaker trading exchange? how some were sold x10 price in China

CIW Team — Tue, 15 Oct 2019 08:00:11 +0000

Recently, "Investing in sneakers" has become a trend, it is said that selling sneakers can bring money more easily and quickly than selling houses. And, "a post-95 young man bought a house in Hangzhou by investing in sneakers" became a trending topic on Weibo.

However, recently, a young man in Nanjing lost a lot of money in his gold-digging in sneakers.

In mid-August, Lu, a student in Nanjing reported to the local Qilin police station, claiming that he had been scammed up to 380,000 yuan (US$54 thousand) by buying sneakers.

On March 25th this year, Lu received a strange phone call, the other side claimed to be Mr. Qin, a guy who sells sneakers, has a strong supply ability. Subsequently, Lu and Qin became Wechat friends, Lu was also pulled into a WeChat Group by Qin, where Lu found his old netizen friend, and through the chat message, Lu found that other people bought and received sneakers at very low prices. All sneakers are authentic, so Lu put down his suspicion and started ...

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INSIGHTS Chinese fashion KOL pivot from marketing to direct sales

CIW Team — Tue, 31 Oct 2017 00:00:12 +0000

China’s fashion bloggers maximize their business value – from sashaying down the fashion walkways as models, designing their own clothing line, acting as brand ambassadors and now to even doing direct sales of luxury goods.

Besides engaging influencers (commonly known as KOL) as brand ambassadors or design collaborations, luxury brands now can sell their bags on the influencers’ online shops. This time around, Givenchy has taken the lead to fully utilize the business value of influencers.

Up till April this year, China’s famous fashion blogger gogoboi has collaborated with a few overseas luxury brand and departmental stores to roll out an online collection on Wechat – Fine Selection (不大精选). Ever since the launch, Fine Selection has its most influential marketing campaign, an online exclusive launch of Givenchy new collection of Duetto bag – 7 colors, with only 6 pieces available each color.

This is the first ever online launch of a luxury collection on an influencer’s onli...

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Top 3 categories for digital purchase in China are food, fashion, and household items

CIW Team — Tue, 11 Oct 2016 07:00:11 +0000

Retailer websites or apps are the first digital information source in all countries – most notably in the USA, UK, Germany, France and China according to a survey by Digitas.

92% of respondents in China used smartphones for online shopping.

The top 3 categories for digital purchase in China are food (94%), fashion (92%), and household items (89%). Some other interesting data include:

56.9% of 25 to 34 years old age group purchase online at least once a dayClick To Tweet

56.9% of 25 to 34 years old age group purchase online at least once a day
39.6% of fashion purchases by 18 to 24 y-o are done in their bed
For 86.9% of buyers, online chat is a ‘must’
83.1% do not expect delivery within one day (or less)
94.3% of people feel real pleasure when shopping online
38.5% of online purchases are not made alone
68.9% of people don’t want to share their personal details
91.4% of people like to have personalized products or services
Only 2.1% of shoppers head to blogs or forums first, to get product information
35.5% of people first search for product information on a retailer website or app
20.8% of online food purchases by women are made on Wednesdays
39.1% of DIY-Home improvement purchases online are spontaneous
35.1% of online purchases for travel & leisure take more than 30 minutes
71.1% of Technology purchases online are planned
25.3% of people use connected TV at least once a week to purchase online

Also read: China online shopping market overview for Q2 2016

The Top 10 Fashion Websites in China in August 2015

CIW Team — Mon, 02 Nov 2015 00:00:39 +0000

In August 2015, the average daily reach of fashion websites in China was 13.24 million users. The top ten websites by daily reach accounted for 3.8% of total internet users in China according to iResearch.

Daily average visitors of Rayli.com.cn was 1.31 million, accounting for 0.5% of the total internet users, followed by Yoka.com (1.23 million) and Self.com.cn (1.15 million). The total average daily reach of fashion websites in August 2015 was 620,000 times more than the average daily reach in July. Yoka.com.cn increased from the fourth to the second with penetration rate of 0.5%.

The effective browsing time of fashion websites in August 2015 totaled 22,876,000 hours, much lower than 25,567,000 hours in July. Livemook.com, the website with the longest usage time, accounted for 10.1% of the total with 2.32 million hours, followed by Rayli.com.cn (2.01 million hours) and Yoka.com (1.79 million hours).

Also read: China Advertising Market in H1 2015

Top 10 China’s Fashion Websites in July 2015

CIW Team — Fri, 28 Aug 2015 05:00:56 +0000

In June 2015, the average daily user reach of fashion websites was 12.63 million, according to iResearch data.

The average daily reach of Rayli.com.cn was 1.45 million, and ranked in the first place, followed by Aili.com.cn and Self.com.cn.

In June 2015, the effective usage time of fashion websites was 25,567,000 hours. The top three sites by total monthly effective time were Livemook.com (5.53 million hours), Aili.com.cn (2.56 million hours) and Rayli.com.cn (2.21 million hours). Self.com and Yoka.com had an effective total monthly usage time of 1.79 million and 1.64 million hours respectively.

Also read: Baidu Revenues Reached US$2.67B in Q2 2015

China Female Fashion Websites Review in Q1 2015

Cecilia — Wed, 01 Jul 2015 00:30:39 +0000

From January to March in 2015, 60.97% China internet users visited female fashion websites directly. Male visitors accounted for 59.21% and visitors who are between 30 years old and 40 years old represented 42.5% according to Baidu’s research.

Most of the visitors visited female fashion websites directly from Jan to Mar in 2015, representing 60.97%.

59.21% female fashion websites visitors were male ones from Jan to Mar in 2015.

Visitors who are between 30 years old and 40 years old accounted for 42.5%, which was the most group from Jan to Mar in 2015.

China female fashion website visitors who have senior high school educational background accounted for the most, representing 36.04%, followed by secondary school background and bachelor degree and higher in 2015.

Students were the major users of China female fashion websites from Jan to Mar in 2015.

Also read: China Navigation Websites Study

Chinese Globe Shoppers: Almost 1/3 of All Tax Free Shopping Spend

CIW Team — Wed, 25 Feb 2015 00:30:59 +0000

Shoppers from China spent 18% more on Tax Free Shopping in 2014 compared to 2013 according to Global Blue.

Global Blue’s Top Ten Globe Shopper Nations in 2014 (growth vs. 2013)

China (+18%)
Russia (-17%)
USA (+8%)
Indonesia (-10%)
Japan (-12%)
Taiwan (+29%)
Hong Kong (+25%)
Thailand (-10%)
Saudi Arabia (+15%)
Kuwait (+18%)

China and Russia are by far the most lucrative countries of origin for globe shoppers, with Chinese globe shoppers now accounting for almost one third of all Tax Free Shopping spend followed by Russia (14%), United States (4%), Indonesia (3%) and Japan (2%).

Five of the top ten increased their Tax-Free Shopping spend by more than 15% in 2014 – Taiwan, Hong Kong, China, Kuwait and Saudi Arabia. Almost 50% of purchases were related to fashion and clothing, followed by the watches and jewellery at 17%. In 2014, the number of Chinese transactions increased by a significant 38% according to Global Blue.

Paris remains the most popular shopping city.

Find out more about China Online Travel Market 2014-2017 here.

China Print Advertising Market Insights in Q2 2014

Incitez China — Wed, 08 Oct 2014 06:00:18 +0000

In Q2 2014, China total print advertising spend was about RMB14 billion ($2.28 billion), a decrease of 11.4% from the same period in 2013 according to Print Ads Report in Q2 2014 published by Meihua.info.

In Q2 2014, the number of total print advertisers was 19,884 with a decrease of 14.6% from same period of 2013. Total print ads placement and total print ad spend both had YoY decrease of 14.6% and 11.4% respectively.

Total newspaper ads spend exceeded RMB10.3 billion ($1.67 billion) with a YoY decrease of 13.7% while the number of ads placement was 132,882 with a decrease of 14.4% YoY. In June 2014, total ad placement had a little increase from May 2014 while total spend still had obvious decrease of 18.1%.

China top 5 industries by newspaper ad spend are real estate, retail& service, cultural entertainment, automobile and education & other public service. The total spend accounted for 80.3% of total newspaper advertising market.

In Q2 2014, total China magazine ads spend was about RMB4.14 billion ($674.2 million), with a decrease of 4.7% YoY . The number of ad placement increased to 15,351 with a decrease of 16.2% YoY . It is estimated that magazine ad placement in Q3 would have stable development with similar QoQ growth rate.

China top 5 industries by magazine ad spend includes cosmetics & bath products, personal care, automobile, apparel and cultural entertainment. The total spend accounted for 72.1% of total magazine advertising market.

Among the top 5 industries, ad spend of cosmetics & bath products accounted for 19.74% in Q2 2014 with a YoY decrease of 4.2%. Personal care and cultural entertainment both had YoY growth of 6.8% and 0.6% respectively.

Fashion magazines featured with apparel and hairdressing elements attract the young group and so they still show great power in magazine advertising market. In Q2 2014, Chinese advertisers’ spend on such kind of magazine accounted for 53.9% of total spend with a YoY decrease of 2.0%.

Find out China Advertising Spend Overview in July 2014

Fashion Chase of Top 4 China Online Shopping Websites

Cecilia — Wed, 27 Aug 2014 05:00:46 +0000

Recently, homepages of Tmall, Jingdong, Dangdang and Vip.com are almost those ones related to “Fashion” in China.

These four popular online retail websites in China are now all promoting heavily the clothing and apparel category and associating their brand with “fashion”.

As Li Guoqing, Dangdang’s CEO, once claimed in an internal e-mail that Dangdang is going to become the website featured with fashion elements through clothes and apparel program. What’s more, Tmall and JD both have programs for fashionable websites building. Besides their common goals for clothing selling, these four websites have their own features.

Tmall

Consumers can buy custom made products that are specially made for Tmall. Tmall has recently attracted many international brands to open flagship stores, such as Burberry, Estee Lauder, ASOS, Muji, ZARA, etc. With experience of establishing these international brands in China online market, Tmall definitely has an advantage.

Dangdang

Dangdang also offers brands with heavy discounts within limited sales period though most of those brands are not well-known ones.

Dangdang’s total net revenues in the second quarter of 2014 were RMB1,960.8 million ($316.1 million), a 31.3% increase YoY.

Jingdong

JD.com has developed attractive promotion program for selected and high-quality international brands like Armani and Nautica; however, the selection of well known brands is quite limited; so are the inventories.

JD.com had approximately 38,000 merchants on its online marketplace as of June 30, 2014 and a total of 62,061 full-time employees as of July 31, 2014.

Vipshop (Vip.com)

Vip.com are always promoting its special discount on various brands and the prices are very competitive. And now, it is extending to cosmetics and home supplies with attractive discount.

Also read: Vipshop Active Customers and Total Orders More Than Doubled in Q2 2014

It matters to Chinese consumers that they get fast delivery. Tmall’s delivery depends on the logistic companies which it cooperates with while Dangdang and Jingdong have their own Logistics team which are controllable.

Besides, flexible refund policy is important for Chinese online users’ online shopping experience. Tmall has 7-day unconditional refund policy; and, so does Dangdang, which even provides a written promise.

Top 10 Chinese Fashion Websites

CIW Team — Thu, 17 Jul 2014 03:39:20 +0000

Chinese fashion websites average daily reach is 12.418 million from 23 Jun 2014 to 29 Jun 2014, according to iResearch data, dominated by China’s local fashion sites.

The number one website in fashion category is Rayli.com.cn by daily average total number of reached users, followed by Yoka and Onlylady. ELLE and VOGUE ranked 6th and 8th respectively.

The top three sites by total monthly effective usage time are mplife.com (810k hours), livemook.com (540 hours), and Rayli.com.cn (510k hours). mplife.com content focuses on brand products targeting women with a lot of discounts and promotion information.

ELLE and VOGUE has a total monthly effective usage time of 320,000 and 170,000 hours respectively.