Key Insights
Essential data points from our research
China's fashion market was valued at approximately $427 billion in 2022
China is expected to be the largest fashion market in the world by 2025, surpassing the US
Online fashion sales in China reached ¥2.2 trillion ($337 billion) in 2022
China's apparel market accounted for 22% of the global fashion market in 2022
E-commerce accounts for more than 40% of all fashion sales in China
The Chinese fashion industry grew by 7.5% annually from 2017 to 2022
There were over 989,000 fashion-related enterprises in China in 2022
In 2023, the luxury fashion market in China was valued at $53 billion
China is home to over 850 million internet users, making digital fashion marketing highly viable
Livestream shopping represented 17% of China’s total online sales in 2022
79% of China's Gen Z consumers say they prefer local fashion brands over international ones
The average Chinese consumer purchases 20 pieces of clothing per year
Sportswear is the fastest-growing category in Chinese fashion with a YoY growth rate of 11.5%
Brand Performance & Strategy
- Fast fashion brand Shein generates more than half of its sales from China
- Between 2018 and 2022, over 1,500 independent designer brands launched in China
- In 2022, over 80% of luxury fashion brands had official stores in China
- H&M closed 31 China stores in 2022, reflecting fast fashion slowdown
- 89% of fashion brands in China collaborate with influencers
- Western brands lost 15% market share to Chinese competitors in 2021-2022
- 91% of China-based fashion retailers plan to increase investment in digital marketing in 2024
- LVMH reported China was their fastest-growing market in 2022
Interpretation
In a market where fast fashion giants like Shein thrive, Western brands retreat, and nearly every label woos influencers, China's fashion industry is strutting confidently down a digital runway powered by local creativity, luxury appetite, and tech-savvy strategy.
Consumer Behavior & Demographics
- China is home to over 850 million internet users, making digital fashion marketing highly viable
- 79% of China's Gen Z consumers say they prefer local fashion brands over international ones
- The average Chinese consumer purchases 20 pieces of clothing per year
- 58% of Chinese consumers prefer shopping via mobile phones
- 63% of Chinese consumers consider sustainability when choosing fashion brands
- 45% of Chinese fashion consumers follow brand KOLs on social media before making purchases
- Chinese luxury fashion consumers make up 35% of global luxury purchases
- Chinese fashion consumers under 30 account for 52% of luxury fashion spending
- Domestic brands represent 65% of China's fashion purchases in lower-tier cities
- 90% of Chinese internet users shop on mobile apps like Taobao and JD.com
- 43% of fashion consumers in China cite "brand story" as a key buying factor
- 68% of Chinese Gen Z prefer brands that offer limited-edition or exclusive collections
- 74% of online fashion shoppers in China prefer video content to static images
- The average price of a t-shirt sold in China is ¥95 ($14)
- Digital fashion NFTs attracted over 10 million Chinese users in 2022
- 62% of Chinese shoppers pay attention to origin of product materials
- Fashion-related hashtags on Xiaohongshu grew by 230% in 2022
- Gender-neutral fashion searches in China increased 400% in 2022
- Apparel was the most returned online product category in China in 2022
- 60% of Chinese luxury purchases are made domestically vs. only 25% in 2015
- Online searches for sustainable fashion in China rose by 350% in 2022
- Chinese Gen Z account for 28% of all fashion consumption in China
- Average Chinese household spent ¥3,800 on apparel in 2022
- 32% of Chinese fashion consumers discover brands through Xiaohongshu
- 70% of Chinese millennials follow at least one fashion KOC (key opinion consumer)
- 76% of Chinese online shoppers expect same-day or next-day delivery for apparel
- 47% of fashion products purchased in China are influenced by live reviews
- Over 80% of Chinese Gen Z fashion shoppers use Douyin to research brands
- Tier-3 and below cities will account for 60% of fashion consumption growth by 2025
- Top global luxury brands derive over 30% of annual revenue from Chinese consumers
- Over 400 million Chinese consumers use livestreaming platforms monthly
- Fashion-related user-generated content on Douyin hit 40 billion views in 2022
Interpretation
In China's hyper-digital, fast-evolving fashion landscape—where livestreams replace runways, local brands outshine globals, and Gen Z drives sustainability with a swipe—brands must move faster than a Douyin scroll and speak with purpose, or risk fading like last season’s trend.
E-commerce & Digital Sales
- Online fashion sales in China reached ¥2.2 trillion ($337 billion) in 2022
- E-commerce accounts for more than 40% of all fashion sales in China
- Livestream shopping represented 17% of China’s total online sales in 2022
- Alibaba's Tmall dominates 60% of online fashion sales in China
- WeChat Mini Programs drive 19% of online fashion transactions in China
- Shopping via livestream leads to 30% higher conversion rates in China
- The top 5 online fashion platforms in China are Taobao, JD, Tmall, Vipshop, and Xiaohongshu
- Douyin (TikTok China) experienced 180% fashion e-commerce sales growth YoY in 2022
- By 2026, 55% of luxury fashion sales in China will be made online
- Virtual influencers generated ¥1.5 billion in fashion sales in 2022
Interpretation
In China's fashion industry, where livestreaming trumps runways and virtual influencers now peddle Prada, the ¥2.2 trillion online fashion juggernaut proves the future of style is not stitched in silk but streamed, swiped, and sold in seconds.
Market Size & Growth
- China's fashion market was valued at approximately $427 billion in 2022
- China is expected to be the largest fashion market in the world by 2025, surpassing the US
- China's apparel market accounted for 22% of the global fashion market in 2022
- The Chinese fashion industry grew by 7.5% annually from 2017 to 2022
- There were over 989,000 fashion-related enterprises in China in 2022
- In 2023, the luxury fashion market in China was valued at $53 billion
- Sportswear is the fastest-growing category in Chinese fashion with a YoY growth rate of 11.5%
- The second-hand fashion market in China was worth ¥12 billion in 2022
- Chinese consumers spent over $70 billion on luxury fashion goods in 2022
- Fashion rental services in China grew 45% in 2022
- The number of fashion influencers (KOLs) in China exceeds 10 million on platforms like Weibo and Xiaohongshu
- China’s apparel exports reached $170 billion in 2022
- Guangdong province accounts for 25% of China’s textile production
- The fashion accessories segment in China is expected to grow at 8.3% CAGR through 2026
- Over 30% of global fashion manufacturing occurs in China
- China’s domestic footwear market reached $120 billion in 2022
- The men's apparel market in China is expected to grow to $150 billion by 2025
- Shanghai hosts over 40% of China’s fashion week events
- About 65% of Chinese cities have shopping centers hosting international fashion brands
Interpretation
China isn’t just tailoring the future of fashion—it’s stitching together a global empire one luxury sneaker, livestream, and startup at a time.
Technology & Innovation in Fashion
- 40% of Chinese fashion brands launched AR try-on features in 2022
Interpretation
In 2022, 40% of Chinese fashion brands didn’t just follow trends—they let shoppers wear them virtually, proving that in China's style scene, the future really is a good fit.