• +44(0) 207 458 4147
  • English
Regroup China
  • About Us
    • About Us
    • Our Team
    • Careers
  • Services
    • Market Entry Strategy
    • Achieving Fame
      • WeChat
      • Weibo
      • Little Red Book
      • Douyin
      • China Social Media Workshop
    • Building Sales
      • Market Place
        • Jing Dong
        • Tmall
      • SEO for China
      • PPC for China
    • Website Design and Build
    • Reputation Management
    • Localising Content
  • Our Work
    • B2C
    • B2B
    • Education
    • Food and Drink
  • Briefing
    • News
    • Events
      • WeChat Mini Programs
      • Rethink China
      • E-Commerce in China
      • ORM – China
  • Contact Us

Briefing

Sign-up for our tailored news service
  1. Home
  2. Blog
  3. Top 5 China E-Commerce Trends to Watch In 2023

Top 5 China E-Commerce Trends to Watch In 2023

  • April 20, 2023
  • Posted by: regroup

China, the world’s largest e-commerce market in sales, belonged to the innovators, the passionate and the adventurous in 2022, and their consumption behavior offers a roadmap for the year ahead.

Roughly 1 billion local consumers shopped on e-commerce channels across China in 2022, racking up 45.3% of all retail sales online, research firm Insider Intelligence found.

Among the key categories, outdoor sports and pet care in China grew beyond niche communities, while virtual influencers and the metaverse showed potential to transform online retail.

The growing purchasing power of Generation Z consumers underpinned growth in all these areas, powering the rise of categories such as collectible toys to non-alcoholic beverages.

The fast pace of change in China means staying abreast of trends is crucial for any brand and retailer to excel in the country’s e-commerce market.

We drew on insights from Alibaba Group’s ecosystem and consulted e-commerce experts and entrepreneurs to identify the top five emerging e-commerce trends that could gain traction in 2023.

#5: The Great Outdoors

 

Skateboarding influencer Elon Shi riding high this year as sports craze hits China. Photo credit: Elon Shi

Chinese outdoors enthusiasts took to the ski slopes en masse and went camping in droves through 2022.

Travel restrictions and the Winter Olympics in Beijing drove young consumers outdoors, feeding a winter sports boom.

Sales of winter sports equipment rose 300% on Alibaba’s e-commerce marketplace Tmall between Jan. 31 and Feb. 4, including a 180% jump in skiing gear. Outdoor gear and camping sales on Tmall doubled in March compared with the same time last year.

“Most consumers are in [it] for the experience and for pleasure, rather than regarding it as a competitive professional sport,” said Wang Xiaoyuan, an industry representative of the outdoor sports category at Tmall.

https://www.regroup-china.com/wp-content/uploads/2023/01/2022-08-23_MakerFestival_FlyingDisc-1.mp4

 

Flying discs take to the air over China

Activities that build social connections are trending. Flying disc players in China grew to around 500,000 in 2021 from a mere 100 in 2008.

During the last mid-year shopping festival in June known as 6.18, over a dozen international brands, including American board brands Carver and Santa Cruz, said they would enter China with the help of Tmall Global, Alibaba’s cross-border e-commerce platform.

In the year ahead, we expect brands to double down on the China market and digitize to serve outdoor enthusiasts.

#4: Fur Babies Get All The Love

 

Chinese consumers are taking their fur babies on outdoor adventures. Photo credit: Alibaba Group

Pet ownership is changing in China as consumers treat their furry companions more like small children, right down to specially made clothing and tech devices.

Pet food brands on Tmall recorded a three-digit growth year-on-year in their gross merchandising value (GMV), during the first checkout period of the 11.11 Global Shopping Festival, also known as Double 11, in November.

“The younger generation of Chinese pet owners view pets as their children,” said Xiao Zhiyong, an industry representative of the pet category at Alibaba’s online marketplace Taobao.

Younger consumers in China are also investing in digital gadgets such as intelligent pet bowls that track pets’ eating habits and companion robots that keep pets company when their owners are away.

https://www.regroup-china.com/wp-content/uploads/2023/01/2022-11-08_Instinct1111_Final-1.mp4

 

Pet brands Instinct grows on Tmall Global

And of course, Chinese consumers are feeding their fur babies only the best. Missouri-based pet food brand Instinct is riding this wave and has doubled its business in China over the last three years.

In the year ahead, we expect more brands to offer services and products to feed pet owners’ hunger for knowledge, following in the tracks of French pet food specialist Royal Canin, which offers consumers virtual one-on-one consultations with animal experts.

#3: Metaverse, Give Me More

 

Consumers can browse 3D luxury goods on Tmall Luxury Pavilion. Photo credit: Alibaba Group

The metaverse expanded in 2022, and fashion companies explored its potential from digital collectibles to virtual try-on services.

Alibaba’s ecosystem allows consumers to explore brands through game-like experiences, browse digital showrooms in personalized avatars, try on clothing, and shop collectible tokens.

“The digital world can provide consumers with the same, or even better, shopping experiences and luxury-brand identities than in the real world,” said Janet Wang, head of Alibaba’s luxury division.

https://www.regroup-china.com/wp-content/uploads/2023/01/XRLab3dshopping-1.mp4

 

DAMO Academy launches an XR-powered marketplace on Alibaba’s Tmall and Taobao

Digital collectibles emerged in 2022 as a must-have technology for brands to build a community of followers in the metaverse and real life.

Since late 2021, nearly two dozen luxury brands have released 37 digital collections on Alibaba’s Tmall Luxury Pavilion, and thousands of consumers have purchased them.

In the year ahead, we expect more retailers than ever to leverage this arsenal of digital tools to engage consumers and develop products, like British luxury brand Burberry, which created a private digital salon for coat shopping on Tmall Luxury Pavilion.

By 2026, a quarter of consumers will spend at least one hour a day in the metaverse for work, shopping, education, social or entertainment, according to Gartner’s prediction.

#2: Gen Z Shoppers, a Must-Win Battle

 

Gen Z adore collectible toys in China and other niche categories. Photo credit: Shutterstock

Generation Z shoppers, born between 1996 and 2010, account for around 15% of China’s population as of 2021, but have an oversized influence on consumption trends.

As one of the fastest-growing consumer cohorts on China’s e-commerce platforms, zoomers accounted for close to two-thirds of consumers on Tmall Global in 2022 and over 17% on Tmall Luxury Pavilion.

Their spending power is on the rise. In 2022, the total number of luxury gifts purchased by consumers born after 1995 surpassed those born after 1985 for the first time on Tmall Luxury Pavilion.

They are also more willing to pay for experiences and have a greater desire to stand out from the crowd, transforming what were once considered niche categories into mainstream juggernauts, such as skateboarding and non-alcoholic drinks.

“The emerging Gen Z cohort values individuality higher, and they spend more on enjoying themselves,” said Tmall Global’s General Manager Lynn Dong.

https://www.regroup-china.com/wp-content/uploads/2023/01/LynnDongprofileivFINAL-1.mp4

 

Close to two-thirds of consumers on Tmall Global belong to Gen Z

Retailers are tapping Alibaba’s product development arm Tmall Innovation Center to accelerate product roll-out for Gen Zers who want to “buy products on the go.”

Gen Zers are also driving the rage behind collectible toys in China. They gather to show off the latest hauls and swap tips on trends, even attracting prominent investors such as the venture capital firm Sequoia China.

#1: Virtual Influencers, Here to Stay

 

Brands are tapping virtual influencers as digital ambassadors. Photo credit: Alibaba Group

In 2022, AI-powered digital creations gained celebrity status as they strutted down virtual catwalks, were projected onto the stages of dance competitions and held livestream sessions.

Chinese brands tapped these virtual idols to build their profiles and amass followers among the country’s digitally-native consumers.

Virtual influencers will become more commonplace in the year ahead, according to market research firm Forrester. It predicts that a fifth of B2C brands in China will use digital idols to improve consumers’ shopping experiences in 2023.

“You might have a bunch of virtual idols, a sporty one, a serious one, a fashionable one and an artsy one to try and appeal to different target audiences,” said Mark Tanner, founder of Shanghai-based agency China Skinny.

They’ve taken over customer service on e-commerce platforms. In February, Alibaba launched a digital influencer named Dong Dong to assist consumers during the Beijing Winter Olympics.

https://www.regroup-china.com/wp-content/uploads/2023/01/2022-02-09_Beijing2022DongDong_Final-1.mp4

 

Alibaba’s virtual influencer Dong Dong debuts at the Olympic Games

Tech advances have increased engagement by allowing virtual influencers to appear in livestreams alongside real people.

Alibaba’s male virtual idol Noah appeared in a brand livestream by American fashion house Tommy Hilfiger in September, nearly quadrupling the brand’s daily gross merchandise value compared with an average day.

Content sourced from https://www.alizila.com/

CATEGORIES

  • Blog
  • China Ready
  • Events
  • Exporting to China
  • In The News
  • Latest News
  • ORM in China
  • Project Latest
  • Projects
  • Uncategorized
  • WeChat

RECENT POSTS

  • Happy Mid Autumn Festival 2023 September 29, 2023
  • WeChat Mini Programs – Selling to China via WeChat Webinar – 19th October 2023 – 11am to 12 UK time. September 13, 2023
  • Introducing Fintiba in China: Fintiba Chinese website is now live June 22, 2023
  • Upcoming webinar | Establishing an Online Presence in China: PIPL, SEO, PPC May 15, 2023
  • Regroup China launches ILFORD Photo’s Chinese web presence April 28, 2023

Address

Address:

Regroup London:
1 Fore Street Avenue, London, EC2Y 9DT

Regroup China:
13 Floor, East Ocean Center, Yan-An Road (East) 588, 200001 Shanghai, China

Room 1107, T.P.Plaza, Liu Hua Road 9/109, 510010 Guangzhou, China

Regroup Germany:
Schlachte 39, 28195 Bremen, Germany

Email

EMAIL:

info@regroup-china.com

Phone

PHONE:

Regroup London
+44 (0) 207 458 4147

Regroup Germany
0049 (0)421 1769 1233

ABOUT US

Formed by experienced technicians and digital marketers, Regroup China is a specialist digital agency committed to helping Western-brands define and action strategy for growth in the World’s largest online marketplace.

#Rethinkchina

OUR SERVICES

  • Market Entry Strategy
  • Achieving Fame
  • Building Sales
  • Design & Build
  • Reputation
  • SEO for China
  • PPC for China
  • WeChat
  • Weibo
  • Weibo Account Set-Up
  • Weibo Advertising
  • Baike Set-up

AHK Greater China partner

Twitter

RegroupChina Follow

We are an award-winning digital agency committed to helping Western brands define and action growth for China #rethinkchina 🇨🇳

RegroupChina
regroupchina RegroupChina @regroupchina ·
31 Oct

Excited to be at Lazada HQ today in Kuala Lumpur.
#lazada
#reachasia

Reply on Twitter 1719168665818632548 Retweet on Twitter 1719168665818632548 1 Like on Twitter 1719168665818632548 2 Twitter 1719168665818632548
regroupchina RegroupChina @regroupchina ·
30 Oct

Great to be at #CEE2023 today in Beijing.

Reply on Twitter 1719132598780543103 Retweet on Twitter 1719132598780543103 Like on Twitter 1719132598780543103 2 Twitter 1719132598780543103
regroupchina RegroupChina @regroupchina ·
5 Oct

An insightful piece on the rise of the ultra-wealthy Chinese youth, and the redefinition of their perception of 'luxury'.

#rethinkchina

Reply on Twitter 1709977577467650274 Retweet on Twitter 1709977577467650274 1 Like on Twitter 1709977577467650274 2 Twitter 1709977577467650274
regroupchina RegroupChina @regroupchina ·
28 Sep

Happy Mid Autumn festival to all.

Reply on Twitter 1707456784380616809 Retweet on Twitter 1707456784380616809 2 Like on Twitter 1707456784380616809 3 Twitter 1707456784380616809
Load More

Instagram

regroupchina

Excited to be at Lazada HQ today in Kuala Lumpur Excited to be at Lazada HQ today in Kuala Lumpur 
#lazada
#reachasia
Great to be at CEE 23 today in Beijing. Good to se Great to be at CEE 23 today in Beijing. Good to see so many UK universities.
Happy Mid Autumn festival to all. Happy Mid Autumn festival to all.
Great to be at #pittiuomo this week in beautiful F Great to be at #pittiuomo this week in beautiful Florence. Fantastic to hook  up with our clients in the fashion space and to meet up with new contacts
#rethinkchina
Great to be mentioned in China Briefing this week Great to be mentioned in China Briefing this week in reference to our upcoming webinar with #DezanShira, where we will be discussing the basics of Personal Information protection (PIPL), SEO for Baidu, Pay Per Click (PPC), and more.
 
For those who have an online presence in China looking to be compliant with relevant laws such as Personal Information Protection Law (PIPL) or looking to establish a web presence and improve Search Engine Optimization (SEO), please register here: 

See the full China Briefing article here: https://www.regroup-china.com/?p=2946&preview=1&_ppp=8e8e778691

This article was first published by Asia Briefing, which is produced by Dezan Shira & Associates. The firm assists foreign investors throughout Asia from offices across the world, including in China, Hong Kong, Vietnam, Singapore, Indonesia, India, Dubai, and Russia. Readers may write to maria.kotova@dezshira.com for more support.

#rethinkchina
#PIPL
#BaiduSEO
#BaiduPPC
Great trip to Shanghai at the Beauty Expo. A big t Great trip to Shanghai at the Beauty Expo. A big thanks to all the team for making it happen.
Planning to establish an online presence in China? Planning to establish an online presence in China?

Join our exclusive webinar discussing the complexities of establishing an online presence in China.

Our experts will cover #PIPL, #SEO, and #PPC for #Baidu and discuss #regulations governing #data protection, privacy, and site speed in China. With keynote speakers Richie He, Business Advisory Assistant Manager of Dezan Shira & Associates and Scott Muir, Director and Founder of Regroup China, you’ll gain valuable insights into:
➡️Personal Information (#PI) protection
➡️Privacy notices
➡️SEO protocol for China
➡️Baidu’s paid search

https://www.regroup-china.com/upcoming-webinar-e/

#RegroupChina
Great to be at #chinabeautyexpo today representing Great to be at #chinabeautyexpo today representing #emmahardie
Top 5 China E-Commerce Trends to Watch In 2023 As Top 5 China E-Commerce Trends to Watch In 2023

As we ramp up to 6/18, and beyond, read all about the key trends we can expect to see during the remainder of '23 in the online world in China - 1 billion consumers, 45% of all retail sales, rising consumption of pet care and outdoor products, Gen-Z shoppers; a must-win battle....

https://lnkd.in/eNQ5DDG9
#chinadigitalmarketing
At #watchesandwonders2023 this weekend. Great to m At #watchesandwonders2023 this weekend. Great to meet existing clients and to make new acquaintances.
Magnifique
#watchesandwonders
At the Chic China International Fashion Fair yeste At the Chic China International Fashion Fair yesterday. Great to catch up with clients and make new contacts.

A fantastic event with real value, thanks to the organisers and exciting to see China up and running with no restriction events.

#chicchina
#shanghaifashionweek
#rethinkchina
Key Seasonal Dates to consider in China, 2023. Co Key Seasonal Dates to consider in China, 2023.

Contact us at info@regroup-china.com to reach the world's largest online market.

#digitalmarketingchina #wechatmarketing
#RegroupChina
#RethinkChina
Load More... Follow on Instagram

© Copyrights 2023 Regroup China. All Rights Reserved
Privacy Policy