WPIC Releases Market Data Report on China’s Top-Selling Product Categories

Published on: October 21, 2024

WPIC Marketing + Technologies, a leader in China market data analysis and e-commerce solutions, today announced the release of a new market report: “Profiling China’s Fastest-Growing Consumer Segments”.

The report provides a granular analysis of sectors experiencing rapid growth in China—including beauty, personal care, fashion, nutraceuticals, outdoor, sport, pet, mother-baby, and homewares—reflecting the vast opportunities for global brands aiming to enter or grow in the market. Leveraging WPIC’s proprietary data solution Discripto, the report outlines the gross merchandise value (GMV) for these product categories, as well as particularly promising sub-categories, for the last three years up to July 2024.

Additionally, the report analyzes the performance of these categories across China’s leading e-commerce platforms, including Alibaba’s Tmall, ByteDance’s Douyin, and JD.com—with a focus on how content-driven commerce has led to channel shifts and the emergence of new sub-categories.

With China currently in the swing of the Singles’ Day (11/11) shopping festival—the world’s largest annual consumer purchasing event— this report is particularly beneficial for brands looking to drive revenue during this peak shopping period.

“Amid the bustling activity of Singles’ Day, our report offers critical insights that are vital for brands aiming to optimize their strategies during this and other key shopping events in China,” commented Jacob Cooke, CEO of WPIC Marketing + Technologies.

“Our Discripto solution allows us to drill down into the nuances of consumer behavior and market shifts across the leading digital platforms in China,” added Ella Li, Senior Data Analyst at WPIC, based in Hangzhou. “For instance, our analysis reveals substantial growth in sub-categories like lip makeup, protein powder, and pet shampoo.”

Key Findings from the Report:

The beauty sector overall saw a YoY increase of 6% in online sales.
The sports and outdoor equipment market has expanded to $50.9 billion, growing by 22% YoY.
Nutraceuticals (vitamins and supplements) experienced a 7% growth YoY, reflecting a heightened focus on health and wellness.
Pet vitamin sales are up by over 21.3% YoY, as “pet parents” invest more in the wellbeing of their furry friends.
Young consumers are using fragrance as a form of self-expression, which has led to a 23.3% YoY growth in this category on Douyin, as users gravitate towards both luxury and niche scents.

WPIC first presented insights from the report in a keynote address at China Consumer 2024, a conference in London organized by the China-Britain Business Council.

“At a time when Chinese consumers are opting for more personalised and culturally relevant products, understanding where the pockets of growth are and what is on consumers’ mind is key for optimizing brand strategies,” said Antoaneta Becker, Director of Consumer Economy at the China-Britain Business Council.

To obtain the full report and explore detailed insights into each sector, please visit WPIC’s Report Access Page.

About WPIC Marketing + Technologies:
WPIC Marketing + Technologies drives market expansion for global brands in China, Japan, South Korea, and Southeast Asia through strategic brand development, data analytics, e-commerce solutions, marketing, logistics, compliance, essential support services, and more. With over 400 full time professionals, WPIC has successfully deployed and grown over 650+ brands across APAC over the last 19 years.

Media contact:
Liam Mather
liam.mather@wpic.co

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