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Rapid growth and declining concentration signal expanding demand and diversified consumer needs of the Chinese anti-aging market

The global anti-aging market has maintained strong expansion, with a CAGR of 13.3% from 2015 to 2025. Compared to the global market, the Chinese anti-aging market is growing even faster, emerging as a key growth engine with a 16% CAGR over 2016–2025. The market is expected to exceed RMB 153.2 billion by 2026, indicating continued expansion in both market size and demand. This faster growth in China is largely driven by increasing consumer acceptance of anti-aging products and the earlier adoption of anti-aging routines, rather than simply following global trends.

Growth is driven by an expanding consumer base across age groups. On one hand, population aging is fueling the development of the “silver economy.” Their demand is shifting from basic healthcare to quality-of-life products such as skincare, supplements, and medical aesthetics. On the other hand, younger consumers are entering the category earlier. They are treating anti-aging as preventive care rather than something to address later. This is increasingly visible in the popularity of light medical aesthetics among young consumers, with some even traveling to Korea for short, weekend treatments. Together, this broadens the market and extends the consumption cycle.

At the same time, market concentration has been declining, with CR10 (top 10 brands’ market share) falling from 30.8% to 20.3% since 2021. This suggests a more fragmented and competitive landscape, where new and foreign brands have more room to enter. It also reflects increasingly diverse consumer preferences, as demand shifts toward more targeted and differentiated products.

Proya and L’Oréal lead the fragmented anti-aging platform landscape

The distribution of top-performing anti-aging skincare brands across platforms reveals both consistency and clear positioning differences. Proya and L’Oréal stand out as the only brands that rank among the top players across all three platforms (Taobao, Douyin, and JD.com). This highlights their strong cross-channel presence and broad consumer appeal. On Taobao, the brand mix is relatively balanced, with both domestic and international brands competing across mid- to premium price ranges. Douyin, however, shows a wider price dispersion, with high-end brands such as Helena Rubinstein reaching significantly higher average prices, suggesting stronger premium storytelling and content-driven sales. In contrast, JD.com is more heavily skewed toward established international luxury brands like SK-II and Lancôme, with consistently higher average price points.

Diversified and increasingly specialized consumer needs are reshaping product demand in China’s anti-aging market

The decline in market concentration reflects a deeper structural shift: consumer demand is becoming increasingly fragmented and specialized. Rather than relying on broad, one-size-fits-all solutions, consumers are now seeking targeted products that address specific skin concerns. Survey data shows that 61.2% of consumers are concerned about dull skin tone, 55% about dryness, and 43.8% about skin laxity, indicating a clear move from generalized anti-aging toward more precise, function-driven solutions. This shift is pushing brands to move beyond generic “anti-aging” claims and develop more targeted product offerings.

Sensitive skin: A self-inflicted market gap

Within this trend, sensitive skin is emerging as an important opportunity segment. Around 31.2% of consumers identify as having sensitive skin, with 58.3% classified as mildly sensitive. Compared to the broader population, this group places greater emphasis not only on efficacy but also on safety, gentleness, and ingredient transparency. Part of this rise is not entirely natural. It is increasingly iatrogenic, driven by the overuse of active ingredients such as acids and early-stage retinol. While effective, these ingredients are known to disrupt the skin barrier and cause irritation when not used properly.

As a result, demand is shifting toward products that can do both, which is to deliver anti-aging benefits while repairing the skin barrier. This is where brands like Winona have gained traction, while international pharmacy brands such as La Roche-Posay and Avène still have room to better integrate anti-aging into their sensitive-skin positioning. While this raises the barrier for product development, it also creates a valuable market opportunity and strengthens potential for customer loyalty.

At the same time, the demand in the Chinese anti-aging market becomes increasingly age-specific, with a shift from purely appearance-focused concerns toward broader health and functional considerations. Consumers aged 40–49 tend to focus more on visible skin changes such as texture and firmness, while those over 50 show growing concern for cognitive function, energy levels, and physical mobility. This indicates that anti-aging is evolving from a skincare-focused category into a more holistic concept of aging management. Correspondingly, younger consumers emphasize prevention and early intervention, while older groups demand more comprehensive solutions that address both aesthetic and physiological aging, reinforcing the need for segmented and tailored product strategies.

Ingredient-focused consumption is redefining product credibility and innovation pathways

As consumer needs become more specialized, purchasing decisions are increasingly anchored in ingredient awareness rather than brand-driven marketing. In China, 72.5% of consumers prioritize ingredient composition, exceeding both efficacy claims (63.8%) and brand reputation (56.2%). This shift reflects a more informed and rational consumer base. Product credibility is evaluated through transparency, scientific backing, and perceived functionality of key ingredients.

Among these, collagen stands out as the most dominant anti-aging ingredient across categories. Its popularity is not only reflected in product claims but also in consumer awareness, with a 78.2% recognition rate in the Chinese oral anti-aging market, significantly ahead of vitamin C (74.8%) and vitamin E (68%). Notably, collagen maintains strong recognition across all age groups, positioning it as a “cross-generational” ingredient. At the same time, its application is expanding from traditional topical skincare into ingestible formats such as collagen beverages. This has become a major driver of growth in China. This shift reflects a broader trend toward internalized beauty solutions. Consumers seek to address aging from within rather than relying solely on surface-level treatments.

Efficacy first: Mapping consumer priorities across anti-aging categories

Consumer preferences for anti-aging skincare products show a clear concentration in efficacy-driven categories. Serums lead by a wide margin at 71%, followed by creams at 61% and face masks at 57%, indicating that consumers prioritize products perceived as delivering concentrated and visible results. Mid-tier categories such as eye creams, facial cleansers, and sunscreen cluster around 48–49%, suggesting that while these products are part of the routine, they are less directly associated with anti-aging efficacy. Toners trail behind at 36%, reflecting their positioning as supportive rather than core treatment steps.

Holistic heritage, modern anti-aging: TCM’s growing role in beauty

In parallel, the integration of Traditional Chinese Medicine (TCM) into anti-aging products is gaining traction, reflecting a preference for holistic health concepts rooted in the local cultural context. Ingredients such as ginseng, goji berries, and other herbal extracts are increasingly incorporated into formulations that combine traditional knowledge with modern clinical validation. This trend goes beyond ingredient choice. It signals a broader consumer mindset that values balance between internal health and external appearance. For foreign brands, direct adoption of TCM ingredients may not always be necessary or feasible. Yet, understanding this “holistic health and beauty” framework is critical. It shapes how consumers interpret efficacy, safety, and brand positioning, making it an important consideration for product development and market entry strategies.

Tightening regulations and the rise of domestic brands are reshaping the competitive landscape

Foreign brands in the Chinese anti-aging market face increasing regulatory and competitive pressures. On the regulatory side, authorities are strengthening oversight to curb exaggerated claims and non-compliant ingredients. Under the Cosmetics Supervision and Administration Regulation and related guidelines, anti-aging claims such as “anti-wrinkle” and “firming” must be supported by human efficacy tests, consumer trials, or credible scientific evidence. This makes it more difficult to rely on marketing-driven positioning. In the ingestible anti-aging segment, the industry is also moving toward standardized use of scientifically validated ingredients (e.g., collagen peptides, NAD+ precursors), alongside rising consumer expectations for ingredient transparency. These shifts increase compliance costs and require brands to localize both R&D and communication strategies.

At the same time, domestic brands are gaining share by leveraging stronger cultural relevance and faster market responsiveness. Brands such as Pechoin (百雀羚) have successfully combined “Eastern aesthetics” with modern marketing. Through high-visibility collaborations with major cultural events like the Spring Festival Gala, amplifying both brand recognition and emotional resonance. This reflects a broader trend where local brands are not only competing on price and product, but also on cultural identity and storytelling.

Key trends shaping the Chinese anti-aging market

• The Chinese anti-aging market is growing faster than the global average. It was driven by rising consumer acceptance and earlier adoption of anti-aging routines.
• Demand is expanding across age groups, with both the “silver economy” and younger consumers contributing to a longer and broader consumption cycle.
• Consumer needs are becoming more fragmented and specialized, shifting from general anti-aging claims to targeted solutions for specific skin concerns.
• Ingredient awareness is playing a central role in purchase decisions, with consumers prioritizing scientifically supported and transparent formulations.
• E-commerce and platform-specific dynamics are critical to market success. While regulatory pressure and the rise of domestic brands present key challenges for foreign players.

This article Chinese anti-aging market is no longer about age, it’s about timing, ingredients, and precision is the first one to appear on Daxue Consulting - Market Research and Consulting China.

How the Hallyu wave influences the Chinese market

The Hallyu wave has influenced the Chinese market in multiple waves. In 2016, the textile and apparel imports from Korea to China was around USD 1.88 billion and nearly doubled by 2024, reaching USD 3.6 billion. However, the growth was uneven.

In the 2010s, Korean fashion in China was closely tied to the broader Korean cultural wave, including dramas, K-pop, and celebrity influence. An MDPI academic study covering 2011 to 2020 shows that, before the Terminal High Altitude Area Defense (THAAD), interest in Hallyu in 2003-2009 helped increase the export of Korean consumer goods, including the fashion category. But after the deployment of the THAAD system, this effect became weaker. In other words, previous surges in the popularity of Korean fashion in China were driven by the overall rise of Korea’s cultural appeal in China. However, the end of the wave of popularity was driven by political factors.

Today, the wave is driven less by broad enthusiasm for Korean culture and more by the lifestyle image that Korean brands present to consumers on Chinese platforms. Consumers first discover the products more broadly, then become attached to the idea and social image promoted by brands of Korean fashion in China, and only after that does further conversion into purchases take place. The most recent surge happened in 2024-2025, when, compared to 2022-2023, imports of Korean apparel to China increased significantly by 59% from 2023 to 2025.

Bestselling fashion categories in China

The bestselling categories in K-fashion in China in 2025 are T-shirts, sweatshirts and hoodies, baseball caps, bags, and casual outerwear. A defining feature across these products is their simple design combined with a strong visual code that is easy to recognize on Xiaohongshu feeds or on celebrities. Among all categories, baseball caps are particularly strong. According to the OEC import/export profile, South Korea was among the fastest-growing origins for China’s knitted hat imports between 2024 and 2025 (+USD 5.5M). Caps’ appeal lies in offering consumers a relatively affordable entry point into the brand and a relatively low-cost investment in style. Moreover, Chinese digital media outlet Jiemian stated that customers most strongly recognize the brand through hats.

As the City News Service reported, what sells in this new wave is not fashion statement pieces in the narrow sense, but rather a modern system of everyday dressing. At present, Korean fashion in China is built on a combination of casual comfort, visual recognizability, urban styling, and low-friction wearability.

Leading Korean fashion brands in China

Among the most visible brands in current K-fashion wave are MUSINSA STANDARD, EMIS, Matin Kim, and Mardi Mercredi, as well as Rest & Recreation. They are opening their first mainland stores, moving from pop-ups to permanent locations, and their social media posts on Xiaohogshu reached more than a hundred million views.

Nowadays, mainly three brands have established a strong presence in Mainland China: MUSINSA, EMIS, and Rest & Recreation. Matin Kim is actively expanding in Hong Kong and Macau, while Mardi Mercredi announced the closure of its stores in November 2025; even so, it remains highly popular among Chinese consumers and is still present on platforms such as Tmall and Douyin. Smaller sellers are also present, mainly through e-commerce on Tmall or similar, but their presence is less visible due to strong competition from Chinese brands replicating the Korean style.

The target audience of K-fashion in China

The core target consumers consist of Gen Z and young millennials aged 18-34. The strongest concentration of target audience is located in tier-1 cities and strong new tier-1. Consumption is mainly female-led urban casual fashion, but some categories, especially caps, sweatshirts, sporty basics, and bags, remain unisex or gender-flexible. What is more important, all the leading brands mentioned show that consumers purchase a lifestyle script instead of a simple fashion item. Target audience also passionate about social proofs and social values. They get the values through posts and mentions in Xiaohongshu.

In terms of pricing, Korean fashion brands in China are positioned mainly in the affordable premium segment, with some variation toward upper mass and lower premium. Based on current price bands, T-shirts and caps cluster mostly in affordable premium, shoulder bags span upper mass and affordable premium, while hoodies are the most premium category, extending from affordable premium into lower premium.

Individual trends in Korean fashion in China

Among the most visible and successful Korean fashion brands in China are MUSINSA Standard, EMIS and Rest & Recreation. These brands follow a similar three-step market entry strategy, which is highly common for international brands in China nowadays.   

General cases of entering Chinese fashion market

First, brands focus on strong development on Xiaohongshu, which remains one of the main channels for fashion discovery. Through marketing campaigns, brands build an initial “warmed-up” audience ready to purchase their products. The second step is entering e-commerce platforms such as Tmall and Douyin. Tier-1 cities’ consumers use significantly more online channels of purchasing in fashion, than consumers in the lower-tier cities. As for offline retail, customers mainly use stores to explore product quality and for entertainment and emotional experience, while most purchases still happen online. Therefore, the third step is opening an official offline store – not primarily to sell, but to create brand experience and strengthen market presence.

Korean brands’ uniqueness in Chinese fashion market

The elements that remain particularly distinctive to Korean fashion in China can be seen in the design of offline retail spaces. First, the offline store is often conceived as a content-driven setting with different photo zones and high-fashion design. Second, the decor of these spaces is used to convey Seoul’s visual culture, with stores designed to reflect the style of specific districts or flagship stores in South Korea. Third, offline stores often incorporate visible references to Hallyu. For example, MUSINSA’s store in Shanghai features a dedicated K-pop Zone with monthly exhibitions of personal items worn by K-pop idols.

Many foreign brands use celebrities to promote their products, but Korean fashion in China stands out for its use of idol-worn products as part of retail promotion. Last but not least, another distinctive feature of Korean brands is their role in helping other Korean brands expand into the Chinese market. MUSINSA STANDARD positions itself as a partner platform that provides Korean brands with marketing, logistics, and global expansion support, that has already supported more than 60 small Korean fashion brands.

Korean brands trending on Xiaohongshu

Korean brands’ Xiaohongshu entry strategy is based on promoting style and emotions through visual content rather than focusing on specific products. Although the leading brands mentioned above entered China in 2023-2024, many of them adjusted their Xiaohongshu marketing strategy at the same time in early 2025, transforming their content and building a more recognizable visual identity. Their earlier posts were closer to standard Instagram-style content – studio high-fashion shoots with a more experimental or editorial aesthetic, or simple lifestyle visuals.

However, since 2025, each brand has developed a consistent storytelling style: through photo editing and composition, they sell a feeling first, and only then the product itself. Detailed presentations of new collections are rare. Instead, from a single image, users can clearly imagine how others would perceive them wearing the brand. These accounts sell a recognizable lifestyle rather than individual products, follow a clear visual direction, and prioritize photo content over video.

It is also important to note that the most common content locations are offline stores. They serve as a source for check-in content, store tours, outfit photos, and user-generated recommendations. Xiaohongshu highly values real-world proof of visiting. Through this mechanimsm, Korean brands make a cycle of emotions – turning online emotion from Xiaohongshu account into offline experience, and the same back by the followers’ content.

Collaborations between brands as a localization strategy

To establish themselves in the market, Korean brands actively use collaborations with global players already well integrated into the Chinese consumer culture. These collaborations happen across different industries, but one key element remains consistent: the partner always aligns with the core idea of the Korean brand. For example, MUSINSA, a sporty streetwear brand, launched joint collections with Puma and Salomon. Such collaborations help target audiences, both in terms of lifestyle and budget, discover new brands in a more natural and relevant way.

Direct collaborations with Chinese brands to promote Korean fashion in China have not been widely observed. However, collaborations of the reverse kind are taking place. For example, the MUSINSA STANDARD multi-brand store in Shanghai carries products from six local Chinese brands. In this sense, MUSINSA acts as a platform bridge between Korean and Chinese brands, while also helping local Chinese brands expand in the Korean market.

Local China nuances

On the consumer side, China’s fashion industry is shaped by a fast consumption economy, where attention quickly shifts between brands. This makes it difficult to build long-term loyalty. The perception of Korean fashion in China is further complicated by the Guochao trend – Chinese consumers increasingly prefer local brands as a reflection of cultural identity. Due to that, political factors play a key role in K-fashion, making Korean fashion in China a cyclical trend rather than a stable one. Another important aspect is the boom of offline high-fashion stores in Tier-1 cities – as already mentioned, Mardi Mercredi decided to close offline stores in the end of 2025, citing increases in rents in core commercial districts and highly competitive landscape.

Government policies and regulation

There are no strong signs of increased import restrictions on Korean goods from the Chinese government. However, compliance requirements significantly raise operational costs. All international brands must follow Chinese labeling regulations, expand communication teams, and adapt product fit to Chinese consumers – that means, to succeed Korean brands need to become “Korean-style but China-relevant”. At the same time, major constraints often come not from government policy but from the platform regulation. The Chinese market is highly competitive, and e-commerce platforms such as Xiaohongshu and Tmall, can quickly change traffic rules, increase requirements for brands, and raise promotion costs.

What to know about K-fashion in China in 2026

• In 2024-2025, Korean fashion in China sharply accelerated its expansion in the Chinese market.
• The main target audience consists of Gen Z and young millennials aged 18-34 from tier-1 cities.
• Market entry typically follows three steps: first building presence on Xiaohongshu, then expanding to e-commerce platforms, and finally opening offline stores in key cities.
• The pricing segment is positioned as upper mass / affordable premium / lower premium.
• In social media promotion, brands avoid aggressive selling and instead focus on lifestyle and image rather than the products themselves.

This article How the renewed interest in Korean fashion in China influences consumers is the first one to appear on Daxue Consulting - Market Research and Consulting China.

China’s beer market has entered a mature stage defined by stable volume but strong value growth. This was driven by premiumization (mid-to-high-end products) and expansion into sinking markets. After declining to a low of 34.11 million kiloliters in 2020, production volume has stabilized between 35 million and 36 million kiloliters annually, reaching 35.36 million kiloliters in 2025. In value terms, the market has grown steadily, with retail market size expanding from RMB 576 billion in 2020 to RMB 734.7 billion in 2024, representing a compound annual growth rate (CAGR) of 6.3%. This growth trajectory is expected to continue, with the market projected to reach RMB 811.1 billion by 2026.

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Market segmentation: The blurred line between premium and craft

The market is segmented by product type, with mass-market beer making up 70% of the total market. Premium beer represents 18% of the market, while craft beer has captured 5% of the total market value. However, this figure often includes “craft-style” products produced by large brewers. As a result, the share of independent craft breweries is likely smaller than the headline number suggests. Non‑alcoholic and low-alcohol beers are growing but still account for only a smaller share, at 2%. From a consumer perspective, however, the distinction between premium and craft is often blurred. Many consumers purchasing higher-priced domestic beers, such as Tsingtao’s premium lines, perceive them as “premium” rather than “craft.” This suggests that the shift toward higher price points may be more significant than the shift toward independent craft production.

The market can also be segmented by sales channel. Off‑trade channels (supermarkets, convenience stores, e‑commerce, and instant delivery) now account for 55% of total beer sales, reflecting the growing importance of retail and online purchasing. On‑trade channels (bars, restaurants, and pubs) account for 45% of total beer sales, supporting premium consumption and social drinking.

As digital platforms and instant delivery services continue to rise in popularity, these channels are rapidly becoming key players in the beer market. Platforms like Meituan and Hema provide convenience for consumers seeking quick beer delivery, contributing to the expansion of the off‑trade segment.

The beer market in China is being reshaped by premiumization rather than volume growth

The beer market in China is being reshaped by evolving consumer preferences and premiumization trends. While the volume of beer sold is stabilizing, profits are increasingly coming from high-end products. This indicates that growth is primarily driven by premiumization rather than an increase in overall consumption volume, highlighting a shift in pricing rather than market expansion. Consumers are drinking less but choosing better quality. This is especially true for Gen Z. They care about stylish packaging and unique flavor profiles more than brand loyalty to old-school lagers.

“Packaged beer” sales through instant delivery platforms like Meituan have increased as more consumers drink at home. Since young consumers now prioritize the social experience and natural ingredients, breweries that stick to generic formulas are losing ground. The industry is effectively being rewritten by this new demand for premium and localized brews.

The titans of China’s beer market

From 2017 to 2021, the top five beer companies in China increased their market share from 75.6% to 92.9%, with China Resources Beer (CR Beer), Tsingtao Brewery, Budweiser, Yanjing, and Carlsberg emerging as dominant forces, forming a highly concentrated industry. Instead of competing on volume, profitability can also depend on higher revenue per ton. This has driven brands to focus more on premium beer instead of maximizing production of their mass beer.

CR Beer, known for its Snow Beer brand, acquired Heineken (China), a move that elevated its overall product pricing and expanded its portfolio with premium offerings, such as Craftsmanship (匠心营造). As part of the premiumization strategy, CR Beer is also venturing into the baijiu market through its “beer + baijiu” dual empowerment model. CR Beer aims to create synergy that would allow beer to inherit baijiu’s cultural heritage and baijiu to benefit from beer’s modern market strategies, thereby driving mutual growth and industry transformation.

Tsingtao Brewery is renowned for its product quality and century-old brand heritage. The company has reinforced its premium positioning through the launch of products like “Hong Yun Dang Tou” (鸿运当头). In particular, the introduction of “A Century of Legends” (一世传奇), an ultra-premium product, underscores Tsingtao’s leadership in China’s beer consumption upgrade.

As part of the Danish Carlsberg Group, Chongqing Brewery benefits from strong international resources and technical expertise, solidifying its leading position in the local market while enhancing its competitiveness in the premium segment.

The rise of premium and ultra-premium beers

As middle-income families grow and consumers value high-quality products, they are seeking premium beers, such as Qingdao, Budweiser, and Carlsberg. In response, beer brands have been using premiumization to boost their profit margins and expand their market share. As the beer industry gets more competitive, there’s a need for brands to stand out through unique experiences relevant to young consumers.

“Premiumization can remain effective, but it needs to evolve to an experience-oriented one. Beyond the product itself, brands need to elevate experiences, such as pairing beer with curated dining experiences or interactive packaging that enhances the consumer’s connection with the product.”

– Manman, Corporate Innovation Lead at AYO Innovation Consulting

At the ultra-premium end, beer in China is a symbol of a premium lifestyle, much like fine wine and high-end liquor. Leading breweries are using heritage marketing and exclusive packaging to position their most high-end products and appeal to affluent consumers. For instance, Budweiser’s Snake Year Edition is an ultra-premium release priced at RMB 1,988 (about USD 280) per 798 ml bottle, limited to just 3,000 bottles globally, targeting collectors and high-end consumers. Similarly, Tsingtao Centennial Hongyun, priced at RMB 669 (about USD 91), comes in a limited edition gift box, signed brewmaster certification, premium ingredients, and the inclusion of two crystal glasses.

Craft beer leads the way in China’s beer revolution

The craft beer segment has certainly expanded at a notable rate of more than 40% annually in recent years. However, this pace of growth may not be sustainable, given structural constraints such as distribution limitations and relatively high price points compared to mass-market beer. The market valuation for China’s craft beer segment was RMB 127.8 billion in 2025 (USD 18 billion), although this figure often includes “craft-style” products produced by large brewers, meaning the independent craft segment is likely smaller in reality. The segment continues to attract interest from younger consumers seeking unique, premium beverages. However, despite these gains, several challenges could impede long-term growth.

One key obstacle is distribution bottlenecks. Smaller craft breweries struggle to scale their operations nationwide due to high distribution costs, particularly for cold-chain logistics and limited local supply chains. This makes it difficult for many craft breweries to expand beyond major cities. Additionally, price sensitivity is an issue: while younger consumers are willing to pay a premium for craft beer, the overall market remains heavily dominated by mass-market lagers, which are more affordable. As a result, craft beer’s higher price point can restrict its accessibility to broader segments of the population.

Furthermore, regulatory risks pose a potential barrier for craft brewers. China’s alcohol-related regulations, including advertising restrictions and labeling requirements, may increase compliance costs for small, independent breweries. These added costs could limit the ability of craft breweries to compete with larger players in the market.

New, innovative craft beers are breaking boundaries in China

Market shifts across China demonstrate that innovation fuels the current beer market in the Chinese landscape. The specialized craft sector leads this change through a movement known as 新中式精酿. This approach blends traditional regional components with modern brewing methods. Specifically, tea-infused beer(茶啤)has gained significant traction by mixing jasmine or Longjing tea with standard ales to create a fusion that hits home with local palates.

Many brewers also experiment with native fruits like hawthorn or lychee to produce distinctive flavor profiles. These fruit-forward selections satisfy a growing public desire for novelty while maintaining a strong cultural link. Even the rise of milk tea craft beer shows how local trends deeply impact the industry. Such creative offerings successfully draw in younger demographics by providing a unique mix of innovation and familiar cultural roots.

However, these trends are largely concentrated in Tier 1 and Tier 2 cities such as Beijing, Shanghai, and Shenzhen. In lower-tier cities, the market remains dominated by mass-market lagers, with limited evidence of a similar premium or craft-driven transformation.

Government policies are shaping the future of China’s beer market

Official support from the Chinese government remains a primary catalyst for the expanding beer sector. During February 2026, the Ministry of Industry and Information Technology (MIIT) released the Guidelines for the Quality Improvement of the Alcoholic Beverage Industry (2026–2030). This specific roadmap focuses on elevating production standards and fostering technical creativity throughout the industry. Such state-level attention encourages domestic and international breweries to invest more capital in advanced machinery and original product lines.

Local markets now operate under a much more favorable regulatory framework. This environment directly assists the rise of premium craft selections across many provinces. Most analysts expect this strategic policy transition to keep pushing the boundaries of industrial growth for years to come. Such shifts ensure that quality remains the top priority for every major player in the field.

For smaller craft brewers operating on thin margins, upgrading equipment to meet stricter national standards can represent a significant financial burden. In contrast, large brewers such as Tsingtao and China Resources Snow already meet these requirements, suggesting that policy support may accelerate market consolidation rather than foster diversity.

The rise of non-alcoholic and low-ABV beers is changing the landscape

Health and wellness trends are currently reshaping the beverage scene throughout China. Many younger drinkers now favor zero-alcohol and low ABV beers over traditional high-alcohol options. These specific products offer the familiar bitterness of a standard brew without the heavy physical impact. Such a shift makes these drinks a top choice for a demographic focused on fitness and long-term vitality.

Recent data confirms that the zero-alcohol category maintains a consistent upward trajectory. This movement toward lighter alternatives reflects a broader change in how local populations approach social drinking. Modern lifestyle choices continue to push the market toward moderation and quality rather than high alcohol content.

Off-trade channels and instant delivery services are reshaping beer shopping in China

Shopping habits throughout China are undergoing a massive transformation as off-trade channels like supermarkets and discount stores gain significant traction. Digital platforms and instant delivery services such as Hema, JD, and Meituan now dominate the landscape. These tools allow people to buy their favorite brews without ever stepping into a physical retail shop. Most services provide the convenience of home delivery within just a few short hours. Besides, Meituan rolls out an authenticity seal for beer, premium wine and spirits delivery to ensure safety and authenticity. Such features particularly resonate with tech-savvy younger generations who value speed.

This move toward digital sales and rapid shipping also provides a massive boost for small independent craft breweries. These businesses can now connect with a much wider audience without needing to navigate complex traditional distribution networks. Delivery services and off-trade options effectively rewrite the rules for the beer market in China. Modern methods ensure that diverse beverage choices remain both highly accessible and incredibly convenient for the general public.

In practice, these platforms tend to prioritize large, well-known brands in search rankings, meaning that macro-brewers and major importers benefit more from visibility than smaller independent breweries. As a result, delivery may reinforce the dominance of large players rather than level the playing field.

Traditional brewers face intense competition from craft beer in China

In this article, craft beer refers to small-batch or specialty beer that is differentiated by brewing method, ingredients, flavor profile, and branding, and is typically priced above mainstream lager. In China, however, the category often overlaps with premium beer, as some large brewers also launch craft-style products.

Compared with mass-market lager, craft beer generally sits at a higher price point, particularly in bars, specialty retail, and premium consumption occasions. While the segment remains relatively small in terms of total market volume, it has grown faster than mainstream beer in value terms in major urban markets.

Against this backdrop, traditional brewers such as Tsingtao and Yanjing are not being displaced outright, but they are facing stronger competition in premium and differentiated segments. Large brewers still retain advantages in scale and distribution, but are adjusting their portfolios by introducing premium and craft-style products to capture changing consumer demand.

Independent breweries still maintain a fierce competitive edge despite these efforts from the old guard. These smaller operations win over younger crowds by offering inventive recipes that feel both local and fresh. This ongoing rivalry between corporate giants and agile startups pushes the entire industry toward much more diverse product lines. Every company in the field now realizes that constant innovation is the only way to stay relevant in a rapidly evolving landscape.

Young consumers are transforming the beer market with unique preferences

Younger demographics in China act as the primary catalyst for the current beverage revolution. Millennials and Gen Z increasingly bypass standard options to search for premium craft selections. These individuals show a remarkable willingness to experiment with bold brewing styles and unconventional ingredients. Authenticity and a sense of creative freedom draw this specific crowd toward smaller, more specialized labels.

Unique local flavors now represent the top choice for people who crave a more adventurous drinking experience. This behavioral shift forces established beer giants to overhaul their catalogs and invest in inventive product lines. Trendsetting consumers effectively dictate the trajectory of the entire Chinese market. Their specific tastes will likely guide industry standards and manufacturing decisions for the foreseeable future

What’s next? The future of China’s beer market and upcoming trends

The future of China’s beer market appears to be marked by sustained expansion, with several key segments driving growth, including craft beer, alcohol-free and low-ABV beers, and digital commerce. The craft beer segment is expected to continue playing a significant role, with younger consumers seeking premium, locally inspired recipes. However, one implication of this trend is that larger brewers may begin acquiring successful craft brands to capture the growing demand for premium beers. This would mirror global trends, where large brewers have strategically acquired craft breweries to diversify their portfolios and secure a foothold in the premium market. As large players move in, the risk of market consolidation could arise, potentially stifling the very innovation that has made craft beer popular in the first place.

Moreover, the rise of alcohol-free and low-ABV options reflects a shift toward healthier choices among Chinese consumers. As more health-conscious shoppers seek lighter options, brands that offer these beverages will likely see increased demand. However, these options face challenges, including differentiation from traditional beers and the need for strong marketing to position themselves effectively in a crowded market.

The rise of digital commerce and home delivery

In addition, digital commerce and rapid home delivery will increasingly shape how beer is purchased. With platforms like Meituan and Hema growing in popularity, more consumers are opting for the convenience of home delivery. While this creates opportunities for smaller craft breweries to access broader audiences, it also presents regulatory risks, particularly around the delivery of alcohol and changing e-commerce laws. Brewers will need to navigate these complexities carefully, as failure to comply with regulations could limit their market opportunities.

Despite the exciting growth prospects, there are several risks to consider. Distribution bottlenecks remain a key challenge for small craft brewers who struggle to scale beyond major cities due to high logistics costs. Additionally, price sensitivity could limit the broader adoption of craft beers, especially in smaller cities where mass-market lagers dominate. Lastly, regulatory hurdles around alcohol labeling, advertising, and sales could impose additional costs on independent brewers, making it difficult to compete with larger companies that have more resources to navigate these challenges.

Key trends in the evolving beer market in China

• The beer market in China is changing, moving away from cheap lagers and toward craft beers and premium options, driven by younger consumers like Gen Z.
• Craft beer is growing fast as younger drinkers seek unique flavors and better quality.
• Breweries are getting creative, mixing local ingredients like jasmine tea and native fruits to create beers that resonate with local tastes.
• Government support is boosting the industry, improving production standards, and encouraging innovation in beer-making.
• Health trends and delivery services are reshaping beer habits, with more people choosing low-ABV or non-alcoholic beers and using delivery platforms to get their drinks at home.

This article The new pour: How premiumization, craft beer, and instant delivery are transforming beer market in China is the first one to appear on Daxue Consulting - Market Research and Consulting China.

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A growing market with a persistent value gap

The oral care market in China is expanding steadily, growing from USD 7.21 billion in 2025 to a projected USD 10.45 billion by 2031 at a CAGR of 6.38%. This was driven by rising health awareness and consumption upgrading. At the same time, underlying oral health conditions remain severe and under-treated. The dental caries rate in 2026 among 5-year-old children in China is as high as 71.9%. There is an average of 4.24 decayed teeth per child, while 12-year-olds show a 38.5% prevalence rate. However, fewer than 30% of affected children receive standardized treatment, and misconceptions such as “baby teeth do not require treatment” remain widespread.

This contrast between rapid market expansion and persistently low treatment and awareness levels highlights a significant gap in preventive care and professional intervention. This points to substantial untapped potential across both mass oral hygiene products and higher-value, function-oriented solutions in China’s oral care market.

Policy-driven awareness is accelerating structural demand in the Chinese oral care market

Government policy has played a significant role in shaping the development of the Chinese oral care market. This elevates oral health as part of a broader national health agenda. China’s economic priorities shift toward improving the quality of life, public health, and especially preventive care. Initiatives such as Healthy China 2030 explicitly include oral health as a key focus area. It promotes nationwide adoption of healthier lifestyles and targets full regional coverage of health interventions, including oral hygiene.

This policy direction is particularly evident in the strong emphasis on children’s oral health. The government has introduced specific targets, such as controlling the dental caries rate among 12-year-old children to below 25%. This signals a move toward early intervention and long-term habit formation. At the same time, regulatory frameworks such as the Cosmetics Supervision and Administration Regulation (CSAR) and the updated toothpaste filing regulations have raised safety and labeling standards for children’s products. By clearly defining “children’s toothpaste” and tightening compliance requirements, these policies are not only improving product safety but also accelerating industry standardization.

As a result, policy support is translating into structural market opportunities. While the adult segment still dominates the market, accounting for 85.62% of the total share in 2025, the children’s segment is emerging as the fastest-growing category, with a projected CAGR of 7.38% through 2031. This growth reflects not only demographic factors. It is also the combined effect of policy-driven awareness, parental education, and increased willingness to invest in preventive care from an early age.

A shifting competitive landscape and market ecosystem

The oral care market in China is characterized by a diverse product landscape, ranging from water flossers and mouthwash to breath fresheners and dental floss. However, toothpaste remains the dominant category, accounting for 63% of total sales and continuing to serve as the core entry point for daily oral care consumption. As a high-frequency, necessity-driven product, toothpaste has historically anchored the market’s growth and remains central to both brand competition and consumer engagement.

Within this core category, pricing dynamics already reflect a structural shift in competition. The RMB 20–60 price range now contributes over half of total sales, with the RMB 40–60 segment alone accounting for 28.02%, indicating that demand is increasingly concentrated in mid-range segments. This shift is closely tied to rising health awareness. There is also a growing demand for specialized oral care solutions such as whitening and sensitivity relief, which are driving consumers to prioritize efficacy over price. As a result, the market is gradually moving away from purely low-price competition toward value-based differentiation. Therefore, the mid-price segment is becoming the key battleground.

The rise of local brands

In this context, domestic brands have grown rapidly, taking 7 out of the top 10 positions. Their growth is no longer driven by low prices, but by function-focused products. These products offer functions such as sensitivity relief, gum care, and whitening. Local brands are also faster in responding to local consumer needs. These strengthened their position in the mid-range segment.

However, competition remains differentiated across price tiers. While domestic brands are gaining share in the mid-range, foreign brands continue to hold a stronger position in the high-end segment (above RMB 80). Sensodyne and Colgate each account for over 30% of this segment, with Sensodyne reaching 40.4%, reflecting its strong clinical positioning. This suggests that although domestic brands are expanding overall. The premium segment remains more competitive and is still shaped by brands with stronger technological credibility.

At the same time, distribution channels are undergoing rapid transformation, further reshaping market competition. Online retail has become a key growth driver, with total online sales reaching RMB 25.3 billion and continuing to expand. Traditional e-commerce platforms such as Tmall remain dominant, accounting for 34.7% of online retail value. Emerging content-driven platforms like Douyin have quickly risen to capture 26.7% of the market. This shift highlights the growing importance of content, branding, and consumer education in driving purchasing decisions, particularly for higher-value and function-oriented products.

Premiumization and emotional value are reshaping the oral care market in China

Two key trends are redefining the Chinese oral care market: premiumization and the growing importance of emotional value. The shift toward premiumization reflects rising disposable income and a broader upgrade in living standards, as consumers increasingly seek higher-quality, function-driven products that align with a more health-conscious lifestyle. At the same time, the rising role of emotional value is linked to increasing stress levels and the expansion of emotion-driven consumption in China, where even everyday products like oral care are becoming vehicles for comfort, self-expression, and small moments of indulgence.

Premiumization is becoming the primary growth driver

The oral care market in China is increasingly transitioning from volume-driven to value-driven growth. In 2024, the industry experienced a “volume growth, price decline” dynamic, with sales volume increasing by 19.87% while total revenue grew by only 4.68%, reflecting intense price competition. However, this trend reversed in 2025. From January to October, sales volume growth slowed to 6.12%, while revenue surged by 19.05%. This indicates that higher average selling prices have become the main driver of market expansion.

This premiumization trend is also reflected in changing product demand. While toothpaste remains the dominant category, accounting for 68.27% of total e-commerce sales. Other oral care segments collectively make up a relatively small share. This includes toothbrushes and cleaning tools (14.29%), mouthwash (5.8%), dental floss (3.71%), and oral sprays and other niche products, each below 3%.

Despite their smaller base, these emerging categories are growing significantly faster. For example, categories such as antibacterial oral sprays (up 58.33%), dental serums (up 31.62%), and breath fresheners (up 27.65%) are outpacing traditional products. This divergence suggests that while the market is still anchored by toothpaste. Yet, incremental growth is increasingly driven by higher-value, function-oriented solutions. This reflects a shift from basic cleaning toward more targeted and specialized oral care needs.

At the same time, ingredient transparency and formulation are becoming key differentiators. Conventional products still dominate with an 89.45% market share in 2025. However, natural and organic variants are expected to grow at a CAGR of 6.88% through 2031. This reflects a broader consumer preference for perceived safety, quality, and “clean-label” products, further supporting premium positioning.

Emotional value is emerging as a new layer of differentiation

Beyond functional benefits, the rise of “emotional value” in oral care is closely linked to increasing stress levels and the growing demand for small, everyday moments of self-care. In a fast-paced lifestyle, even routine activities like brushing teeth are being redefined as opportunities for relaxation and personal indulgence, rather than purely functional tasks.

Social media data show that discussions around the “emotional value” of toothpaste have surged by over 400% year-on-year. Brands such as Haolai, Crest, and MARVIS are generating the strongest engagement. In this context, product design and sensory experience matter not just for differentiation, but for how they reshape the brushing experience. For example, Xiaojudan’s pump-style packaging, MARVIS’s floral-inspired Garden Collection, and Colgate’s limited editions help turn a routine into something more engaging and shareable.

Scent plays a particularly important role in this shift. Products like MARVIS are often described as “perfume for the mouth.” While seasonal releases introduce a sense of novelty and ritual, it transforms oral care into a brief but meaningful moment of comfort within daily life.

The Chinese oral care market is shifting from basic hygiene to premium, experience-driven consumption

• The oral care market in China is expanding steadily, but a gap remains between rising awareness and actual daily habits. This indicates significant room to convert knowledge into consistent usage and higher spending.
• Toothpaste continues to anchor the category as the core daily-use product. Meanwhile, other segments remain smaller in size but are gradually gaining relevance.
• Growth is increasingly driven by premiumization. Consumers are showing a stronger willingness to pay for products that offer clearer functional benefits and differentiated value.
• Emerging categories such as oral sprays, dental serums, and breath fresheners are growing rapidly. This reflects a shift toward more targeted and specialized oral care solutions beyond basic cleaning.
• At the same time, emotional value is becoming an important driver. Oral care evolves into a more sensory and experience-led routine tied to self-care and lifestyle expression.

This article Premiumisation of the oral care market in China is the first one to appear on Daxue Consulting - Market Research and Consulting China.

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From the popularity of light, fresh scents like florals and fruit notes to the rise of emotionally driven narratives and brands rooted in Eastern aesthetics, today’s perfume consumer trends in China demonstrate increasingly nuanced and segmented demands. Understanding these shifts is crucial; in the current Chinese perfume market, emotional resonance and everyday practicality are just as important as the perfume itself.

Consumer preferences when they choose perfumes

Perfumes can be broadly categorized into four types based on fragrance concentration (from highest to lowest) and wear time (from longest to shortest): Parfum, Eau de Parfum, Eau de Toilette, and Eau de Cologne. Data show that when choosing a perfume type, 63.1% of consumers opt for Eau de Toilette (EDT), while 48.6% prefer Eau de Parfum (EDP). The main reason for EDT’s popularity is that it aligns with most consumers’ daily perfume-use habits. Its light and versatile nature makes it suitable for commuting, the office, dates, and various social occasions, reflecting a low-key lifestyle. Perfumes with overly intense scents, on the other hand, can easily overwhelm the senses and provoke aversion.

Consumer preferences and market share for different scents

The gender and age distribution of consumers directly influences current consumer behavior regarding specific fragrance scents. According to publicly available data, the Chinese perfume market remains dominated by women, who account for approximately 60% of the market. The male market share surpassed 40% for the first time in 2024. In terms of consumer preferences, floral and fruity scents consistently rank as the top two fragrance families, accounting for 37% and 36%, respectively. When combined with the perfume types discussed earlier, it becomes evident that fresh, light, and sweet scents paired with light-intensity perfumes form the most compatible combination. The natural beauty of floral scents effortlessly evokes associations with refinement, softness, and the freshness and natural elegance of blooming flowers. Because it is often linked to feminine charm, it resonates particularly well with China’s female-dominated perfume market.

Floral, fruity, and woody: A market in transition

In terms of actual market share, floral scents remain firmly in the mainstream at 26%, but with a growth rate of only 6%, they represent a mature and stable core segment. Fruity scents (8% market share) and floral-fruity scents (7% market share) both recorded 26% growth, making them the most dynamic fragrance families in the current market. In contrast, woody scents and oriental scents saw growth rates of -10% and -19%, respectively, indicating that market acceptance of traditional, heavy-bodied scents continues to decline. A stark contrast to the trend toward light, sweet, and fresh scents. This also suggests that while floral fragrances remain the most widely accepted fragrance type in China, this broad popularity has not fully translated into concentrated purchasing patterns. In fact, more niche and trend-driven fragrance types, such as fruity, floral-fruity, and woody-floral scents, are driving greater segmentation in consumer demand.

Value-driven consumption that emphasizes emotional connection

One issue that arises alongside the massive share of online perfume sales is this: when consumers cannot experience the scent in person, what exactly guides their choices?

A report provides a clear answer: China’s fragrance market has fully shifted toward value-driven consumption centered on emotional connections. More than 40% of consumers choose perfumes based on specific emotions or occasions, and this emphasis on emotional value is driving the transformation of perfume from a discretionary luxury item into an everyday necessity. A prime global example is the brand PHLUR. Acquired in 2021 by Chriselle Lim, an influential social media personality with 2.8 million followers on TikTok’s international platform, the brand launched the “Missing Person” fragrance in 2022. The entrepreneur explained that she designed the product during a low point in her life following her divorce, infusing it with her longing and nostalgia for a lost relationship. This approach significantly amplified consumer resonance.

When scent meets sentiment: Viral emotions drive sales

A viral comment described it as “smelling like the people you love and miss,” prompting many other creators to share emotional reviews and generating strong, organic demand for the product. Currently, “Missing Person” remains the brand’s flagship global fragrance. This drives PHLUR toward its projected USD 175 million in annual retail sales by 2026. This clearly demonstrates that in today’s online landscape, the path to perfume sales has shifted significantly: consumers first encounter content, form an impression of the product, decide to purchase, and only then experience the actual scent.

Brands like PHLUR demonstrate how emotional narratives drive perfume consumption, a trend that is becoming increasingly evident in China. Chinese consumers are paying greater attention to the emotional significance of perfumes, including how a particular scent aligns with specific moods, occasions, or self-image. Data shows that treating oneself and enhancing one’s emotional experience are the primary reasons Chinese consumers purchase perfume. The latter half of this article will explore in detail how Chinese perfume brands are increasingly relying on unique Eastern narratives, atmospheres, and emotional resonance in their strategies.

New market practices for navigating current sales paths

Amid these structural shifts, the online perfume market has increasingly become an expectation economy. Brands must manage the imagination and anticipation consumers form before actually smelling the product—specifically, the expectation of “what this perfume might smell like.” Given this context, two distinct market practices have emerged. The first is experience management, ranging from sending scent cards and including samples with orders to hosting short-term pop-up scent-testing events and offering perfume subscription services, all designed to let consumers experience the product before making a decision. Overseas markets saw these systematic efforts emerge earlier. The most typical subscription platforms, such as Scentbird and Scentbox, offer 8ml sample vials of hundreds of mainstream and niche perfumes, curated monthly based on users’ interests. This helps them truly experience the scents in everyday contexts, rather than relying on abstract descriptions to guess what they smell like.

Another market approach follows an e-commerce model, treating samples as standalone products. On JD.com, numerous commercial and niche perfume brands, including Gucci, Maison Margiela, and Penhaligon’s, have launched their own sample gift sets. Local Chinese brands like Documents also offer a range of purchase options for their fragrances, from 5ml to 15ml. Additionally, many individual sellers offer single samples of luxury perfumes. Data from the Tmall platform also reflects the potential of this segment in the Chinese market: the 83.4% growth rate for perfume sets and the 26.2% growth rate for scent-testing gift sets and tools are significantly higher than the 16.2% growth rate of the perfume category itself. It is worth noting, however, that the market size for scent-testing gift sets is only RMB 56 million. Nevertheless, this still indicates that they have the potential to become a new growth driver.

Case study: To Summer’s narrative of Eastern aesthetics

In addition to restructuring sales channels, another group of brands has opted for a more fundamental approach to brand-building: transforming their brands into extensions of a cultural lifestyle. One of the most common content strategies in the Chinese perfume market is the contemporary expression of Eastern cultural narratives.

Take the Chinese perfume brand To Summer, for example. It constructs an Eastern aesthetic narrative through three layers. First is olfactory localization. It no longer limits itself to standard, superficial Chinese symbols like plum blossoms, orchids, bamboo, and chrysanthemums, but instead incorporates local ingredients such as osmanthus, mugwort, jasmine, and Pu’er tea, scented materials that carry shared memories for Chinese consumers. These shared olfactory memories, deeply rooted in the emotions of the Chinese people, can evoke widespread emotional resonance.

Crafting an Eastern aesthetic through storytelling

The second layer involves narrative-driven naming and literary imagery. To Summer strives to create a poetic world of fragrance. The product team first identifies a cultural image or emotional memory that resonates with Eastern audiences, then uses this as the foundation for fragrance creation, naming, and visual design, ensuring each product has its own complete, unique story. Product names deeply intertwine scents with regional memories, the passage of the seasons, and classical poetry and allusions. Take the product “Cedarwood” (昆仑煮雪) as an example: the product description not only describes the scent but also recounts the geography of the Kunlun Mountains and the refined pastime of ancient people boiling snow to brew tea. Paired with imagery of snow-capped mountains and tea stoves, it creates a complete Eastern aesthetic, reminiscent of a Chinese landscape painting.

The third layer involves spatial and lifestyle curation. In September 2025, To Summer opened its first overseas store in Hong Kong’s Causeway Bay. Rather than simply replicating the format of its previous stores, the brand delved deeply into Hong Kong’s local culture, centering the spatial concept around “Made in Hong Kong” while celebrating the creative spirit of women during the city’s manufacturing boom of the 1960s. The store comprises four distinct zones: “Eastern Ingredients Studio,” “Changwu Pavilion,” “Study Room,” and “Bathroom.” To summer transforms “Longwu” (which the ancients regarded as an external entity) into a customizable gifting space, creating a complete gifting ritual: tea tasting, presenting chapters, selecting floral-patterned stationery, affixing stamps, wrapping book covers, and finally wrapping the entire gift box in fabric. To summer, perfume presents a sensory and philosophical experience, selling cultural ambiance and aesthetic value.

Oriental scent and oriental aesthetics are not the same

It is important to note that while market data indicates the weakest growth in oriental fragrances, this does not necessarily mean that oriental-style perfume brands are losing influence in China. These two are not the same concept. Oriental fragrances are typically characterized by rich, heavy notes with resinous and spicy accents, which do not align well with current consumer demand for light, fresh, and versatile perfumes.

As a local brand, To Summer does not focus on oriental fragrances per se but rather on building a broader system of oriental aesthetics that encompasses cultural memories, store design, local materials, and region-based storytelling. While its previously acclaimed Cedarwood perfume is also an oriental woody scent, it was launched in 2021 and therefore cannot serve as a valid indicator of current consumer fragrance preferences. To Summer recently launched “Watery” fragrance, released in 2025, which features aquatic, fresh, floral, and musky notes rather than the typical rich oriental scent.

5 key takeaways from perfume consumer trends in China

• Emotional value, self-expression, and lifestyle fit are becoming central to buying decisions for Chinese perfume consumers.
• Light and versatile products are winning in China: EDT is the most preferred concentration, while floral and fruity scents remain the most popular because they align with everyday use, social settings, and a low-pressure style of self-presentation.
• Floral remains the mainstream scent family, but the fastest growth is coming from fruity and floral-fruity fragrances, suggesting that Chinese consumer demand is becoming more segmented and trend-sensitive rather than concentrated in one dominant scent type.
• Online fragrance consumption is increasingly driven by emotion and imagination: many consumers now purchase based on storytelling, mood, and anticipated experience before smelling the product itself, making samples, discovery sets, and scent-testing tools more important.
• The slowdown of traditional oriental scent profiles does not mean Eastern-inspired brands are losing relevance. Brands such as To Summer are succeeding by translating Eastern aesthetics into cultural storytelling, local ingredients, and lifestyle experiences, while offering more modern and wearable scent expressions.

This article Perfume consumer trends in China: Emotion, everyday use, and evolving scent preferences is the first one to appear on Daxue Consulting - Market Research and Consulting China.

Today, China’s perfume sales are driven by both brick-and-mortar retail and online platforms, each playing distinct roles in the consumer discovery and conversion process. Physical stores offer consumers immersive fragrance experiences and showcase premium brands, while platforms such as Tmall, JD.com, and Douyin are increasingly becoming key drivers of online traffic, purchasing decisions, and competitive positioning. This diversification of platforms is reshaping the growth model of China’s fragrance market and is set to become a key feature of the market’s next phase of development.

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China’s fragrance market at a glance

Industry reports indicate that China’s fragrance market reached RMB 25 billion in 2024, with an unadjusted market size of RMB 30 billion for 2025, a 20% increase over last year. This market has maintained a growth rate of 20% or higher for five consecutive years, demonstrating its significant market potential. It is projected to reach RMB 51.5 billion in 2029.

In terms of sales channels, both online and offline play significant roles. According to a multiple-choice survey of 1,186 consumers, when it comes to learning about and experiencing perfumes, 58.1% discover perfumes through brick-and-mortar perfume and beauty stores, indicating that physical retail environments have become a core link connecting consumers with perfume brands. These environments are also a key strategic arena for perfume brands to build brand awareness and establish a competitive edge. When it comes to actual purchases, e-commerce platforms are a major channel for perfume sales. 54.1% of consumers choose to purchase perfume on general e-commerce platforms (Tmall, JD.com), while 36.6% purchase perfume through live-streaming e-commerce platforms such as Douyin (TikTok).

Differences in user preferences for domestic and international brands across different platforms

Divergence emerges when comparing brand preferences across platforms. From January to September 2024, foreign brands accounted for 92.5% of the total merchandise volume (GMV) of perfume on Tmall. In contrast, on the Douyin e-commerce platform, the share of foreign brands dropped to 64.9%, while domestic brands accounted for 35.1%. There are multiple reasons behind this stark disparity.

First, there are significant differences in user mindset and purchasing decision-making patterns between these two platforms. Tmall has a strong utilitarian nature and operates as a search-driven, proactive shopping environment. Users typically already have brand awareness and search for “perfume” with specific needs in mind, such as brands like Dior, Chanel, or Jo Malone. Even if they do not actively search for specific brands, consumers trust that they can purchase authentic luxury goods. This is thanks to the platform’s long-established system of brand flagship stores and detailed review systems. Moreover, they are willing to spend hundreds or even thousands on imported perfumes. These users have a lengthy decision-making process and are willing to pay a premium for the brand.

The dichotomy of China’s fragrance market: Tmall vs Douyin perfume markets

Douyin, on the other hand, is a content-driven, passive discovery platform. Users often encounter perfume content by chance while scrolling. The impulse to buy stems from the video’s appeal, leading to an extremely short decision-making process. Domestic brands (such as Huazhixiao, To Summer, and Documents) are better at quickly resonating with people through visual content and emotional storytelling. Additionally, their lower price points mean there is less perceived loss associated with impulse purchases. Trust in these brands also stems primarily from influencer endorsements rather than the brands themselves.

Differences in price points and user demographics provide further insight. Among Tmall perfume buyers, there are more mature consumers who are accustomed to purchasing perfume and are familiar with imported brands. Douyin, however, reaches more new perfume users and those in lower-tier markets. This group is highly receptive to domestic brands. However, they have not yet established brand awareness of major imported labels, nor are they willing to take the risk of paying high prices in impulse-buying scenarios.

Price points and platform dynamics

When comparing the average prices of perfume brands across these two platforms, the average price on Tmall is around RMB 300, while on Douyin, it is only RMB 124. The average order value for imported perfumes generally ranges from RMB 500 to 2,000. This means that even a small number of transactions can significantly boost GMV. Although the best-selling products by sales volume are mostly high-end imported goods, the average price on the Tmall platform is driven down by many low-priced domestic and mass-market brands.

For domestic perfumes, the average order value is typically between RMB 50 and 300. Even with higher sales volumes, GMV may still be lower. The data confirms this statement. A 2024 survey of 2,275 respondents found that 50.3% considered the price range of RMB 200-500 acceptable for perfume. Meanwhile, 25.6% considered the price range of RMB 501-800 acceptable. The top ten brands by sales revenue on Tmall from January to September 2024 were all foreign brands, with Chanel ranking first at RMB 400 million. This trend continued in 2025, with Chanel maintaining its position as the top-selling brand, with sales of RMB 624 million.

Consumer demographics of China’s fragrance market

Nationwide, women remain the primary drivers of perfume consumption. In first-tier and new first-tier cities, female consumers account for up to 62.9% of the market, while in second- and third-tier cities, this proportion is slightly lower at 59.9%. Another report also notes that male consumers have become a significant consumer group, with their market share rising from 37.1% in 2023 to 40.1% in 2024. This indicates that men using perfume is no longer a niche trend. In terms of age distribution, consumers aged 26 to 35 dominate the market, accounting for 62.3% in first-tier cities and 52.4% in second-tier cities. This demographic is at the peak of their professional and social lives, possessing both the motivation and the financial means to invest in their personal image.

On what occasions do Chinese consumers use and buy perfume?

A survey shows that the top three occasions for Chinese consumers to wear perfume are dates/social gatherings, leisure travel, and major holidays. Among the main reasons for purchasing perfume, “enhance the emotional experience” ranked first at 59.7%, while “boost personal charisma in social settings” ranked second at 45.2%. New consumption trends and demands are emerging. When choosing perfumes, consumers are increasingly focusing on emotional needs and how to integrate them into their daily lives.

Growing fragrance segments in China

Beyond wearable perfumes, fragrances have found their place in various other application scenarios, including home fragrances, car fragrances, commercial fragrances, and personal care or home cleaning fragrances. Notably, the home fragrance and personal care fragrance markets have a significant reach, while the car fragrance market stands out for its rapid growth.

Home fragrances as a tool for reducing stress

Home fragrances have become more than just pleasant scents. Chinese consumers often regard them for their mood-enhancing, stress-reducing, and relaxation-promoting qualities.

Brands are diversifying their product lines with options like essential oils, candles, fireless solutions, and diffusion stones. Among these, essential oils and candles stand out as the consumer favorites. Moreover, these brands are placing a strong emphasis on sustainability, aligning with the growing demand for natural and clean ingredients.

Women drive the growth of the car fragrance industry in China

Nowadays, more women own and purchase their cars in first-tier cities. This marks a shift from men traditionally being the primary car buyers. This change is driving increased interest in the automotive fragrance industry among female consumers.

Among car fragrance categories, hanging air fresheners were the most popular products in 2021, accounting for over 60% of sales, followed by fragrant beads at nearly 20%. Liquid car fresheners and sachets made up 10% and 5% of sales, respectively.

Consumers choose car fragrances based on three key factors: the scent’s freshness and appeal, its longevity, and attractive packaging suitable for gifting. Purifying the air and eliminating odors within the vehicle is a top priority for consumers, making car fragrances an excellent choice for gifts.

5 key takeaways from China’s fragrance market

• China’s fragrance market is entering a more mature stage, as perfume expands beyond its former niche-luxury image and becomes increasingly integrated into everyday life.
• Market growth remains strong, with China’s fragrance market reaching RMB 25 billion in 2024 and RMB 30 billion in 2025.
• Physical stores remain important for discovery and brand-building, while e-commerce platforms such as Tmall, JD.com, and Douyin play a major role in driving actual purchases.
• Platform dynamics are highly differentiated: Tmall is still led by international brands and search-based shopping, while Douyin gives domestic brands stronger opportunities through content, storytelling, and lower-price impulse purchases.
• The consumer base is still led by women and the population aged 26 to 35, but rising male participation and broader adoption across city tiers suggest that fragrance use in China is becoming more mainstream.

This article China’s fragrance market in 2026: Assimilitating into everyday consumption is the first one to appear on Daxue Consulting - Market Research and Consulting China.

It is the first-tier city with the highest annual growth rate. It is also the world’s fastest-growing wealth hub (2014-2024) with a142% increase in the number of millionaires over that period. Located in southern China, Shenzhen’s total sales of customer goods reached over RMB 1 trillion in 2023. As a key component of the retail economy, shopping malls in Shenzhen continue to expand rapidly and face ongoing innovation challenges.

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This rise in vacancy rates to 9.1% is interesting. It highlights a growing imbalance between massive supply and actual demand. This is not merely a post-pandemic adjustment, but a structural shift in the market. While new, ultra-modern centers capture attention, older, conventional shopping centers are becoming obsolete. This phenomenon of a flight to quality suggests that success no longer depends on available floor space. It was on a location’s ability to offer an experience that digital cannot replace.

Market catch-up and the high-end supply surge

Shenzhen has seen an acceleration in the construction of new high-end shopping centers with approximately 818,000 m² of new supply estimated in 2024. In Q4 2025, Shenzhen’s prime mall stock was approaching 8 million square meters with a vacancy rate of 9.1% (a slight increase from 8.6% in Q1 2024).

The city is home to dozens of major shopping malls, the largest of which are Uniworld (600,000 m²), The MixC (210,000 m²), O’Plaza (203,000 m²), and Uniwalk (with 8 floors and over 400 brands).

Unlike Shanghai and Beijing, which possess mature retail markets with established footprints, Shenzhen is currently undergoing a period of catch-up expansion. Shanghai remains the undisputed heavyweight with a total stock exceeding 26 million square meters. Meanwhile, Beijing focuses on the strategic renovation of existing spaces to maintain stability. At the same time, Shenzhen’s growth is characterized by an influx of new supply. Shenzhen stands out as the most dynamic of the three, leveraging its young demographic and increasing economic integration with Hong Kong to justify this massive physical expansion. The physical infrastructure of Shenzhen’s retail sector continued to grow steadily by about 10% over the course of the year.

Shenzhen shopping malls seek to differentiate themselves

Shenzhen’s current market dynamics are the result of a decade-long expansion. Having consistently ranked among the world’s most active markets, the city managed a massive pipeline of over 3 million square meters under construction as early as the mid-2010s. This historical momentum has established one of the largest retail footprints in China, explaining the continued pressure on vacancy rates observed in 2025.

Rapid development is not without its obstacles, as many shopping malls are struggling with homogenization (lots of them have very similar brands, which is aesthetically dull for frequent customers). This is also why newer shopping malls have stressed introducing more undiscovered brands. But diversifying brands is not enough.

The key competitive force of any shopping mall is the unique shopping experiences it provides. The design of shopping malls, clear marketing, and attractive themes will be the major determinants of unique individuality and diversification. Therefore, shopping centers are likely to engage in a battle to attract consumers’ attention, moving beyond traditional retail to differentiate themselves through unique entertainment, live performances, and high-impact events.

The new strategy for shopping malls in Shenzhen: Enhancing the aesthetics of the spaces

In recent years, Shenzhen’s retail landscape has undergone a transformation where shopping malls are no longer mere commercial hubs but also tourist destinations. Developers are looking to distinguish themselves from competing shopping centers by offering comparative advantages.

To capture the attention of consumers (and increase their dwell time), developers have shifted their focus toward retailtainment. They prioritize architectural spectacles and immersive experiences over traditional storefronts. Recent changes in average shopping time are a product of the changing design of Shenzhen’s shopping centers.

An example of this trend is UpperHills, which features a Town Village designed with vibrant aesthetics that have made it a magnet for lifestyle photography. The vibrancy of this place and the success of this photo-friendly strategy are also evident in the fact that this is where the first Muji hotel is located.

Another example is the K11 ECOAST project, which integrates museum-quality art installations directly into the consumer environment. These examples prove that in Shenzhen, the “wow factor” of the building and its cultural offerings is the main engine driving foot traffic.

The transformation of shopping malls in Shenzhen into lively public spaces

Furthermore, to stay competitive, developers have increasingly integrated expansive leisure zones that reposition shopping centers as multi-functional social hubs rather than simple retail points. These spaces are designed to encourage slow life consumption and provide visitors with areas to linger, exercise, and socialize without the pressure to purchase. An example is the Shenzhen Bay MixC, which features the Bay Garden (a green space that hosts art exhibitions and outdoor yoga sessions).

By prioritizing these non-commercial zones, Shenzhen’s malls have transformed into community lifestyle centers. Entertainment and wellness became a core reason for the shopping mall visit. This shift toward leisure-centric design represents a reimagining of retail architecture. This moves away from the traditional efficiency-first model to a dwell-time one.

This strategy operates on the idea that by de-pressurizing the environment and providing high-value experiences. As such, developers can capture a larger share of a consumer’s daily life cycle. This creates more touchpoints for spontaneous consumption and sensory engagement that online platforms simply cannot replicate.

Gen Z’s preference for community-driven spaces

This shift resonates deeply with Gen Z’s preference for “third space” over traditional malls (this strategy has already been adopted by some companies in China). A “third space” is a social environment, separate from the home (first space) and the workplace (second space), where individuals can relax, socialize, and build community in a neutral, informal setting. Industry leaders have already successfully pivoted to this model.

For instance, K11 Group has redefined the retail landscape with its Museum-Retail concept. The blend of high-end art exhibitions with shopping drives prolonged engagement. Similarly, MixC has evolved into comprehensive urban hubs that prioritize open-air layouts and social plazas. By embedding cultural and social value into the physical space, these companies have moved beyond transactional retail to become essential pillars of the modern consumer’s daily routine.

As digital storefronts and social commerce platforms (like Douyin and Xiaohongshu) become the primary touchpoints for daily consumption, certain traditional shopping centers are struggling to maintain foot traffic. The rising influence of online shopping, fueled by fast delivery services and aggressive live-streaming sales tactics, has commoditized many product categories, leading to noticeable pressure on mid-range malls.

Shenzhen’s shopping malls are a preview of the future shopping malls in China

As China’s Silicon Valley, Shenzhen serves as a testing ground where shopping malls act as the primary venues for trialing cutting-edge retail technology that could later be rolled out to shopping malls in other Chinese cities. These commercial spaces are the first to normalize innovations that remain futuristic novelties in other tier-one cities, such as the integration of immersive digital architecture that transforms the physical structure of the mall itself.

This tech-first identity is cemented by the adoption of naked-eye 3D LED displays, such as the massive L-shaped screen at Coco Park in Futian. Another example would be K11 ECOAST, located in Shekou and opened in 2025, which exemplifies Shenzhen’s fusion of technology and sustainability in retail spaces. The complex employs hospital-grade air filtration systems complemented by anti-heat vegetation and “Sponge City” infrastructure for efficient water and air management. Additionally, it integrates augmented reality for immersive visitor experiences alongside mobile apps that leverage real-time data for personalized navigation and enhanced user engagement. 

By the time a digital trend or an AI-driven service model reaches Beijing or Shanghai, it has usually already been refined and standardized within the high-tech corridors of a Shenzhen mall.

Enhanced shopping experiences are a major force behind the shopping complex takeover in Shenzhen. With shopping malls offering more engagement through leisure services, interactive shopping experiences, and massive brand exposure, they are quickly becoming the premier shopping destinations for Shenzhen residents.

A surge in the number of Shenzhen’s shopping malls

As a result of large construction projects across the city, Shenzhen is striving for a multi-center pattern.

The spatial distribution of main shopping centers in Shenzhen reveals an urban structure that has evolved beyond its original core in Luohu (罗湖). Historically, the retail density was concentrated in the Luohu District, which served as the gateway for cross-border consumption from Hong Kong.

This relationship with Hong Kong has matured beyond simple shopping trips. The influence of Hong Kong developers has been important for their sophisticated and high-density retail models. Also, by integrating Hong Kong’s seamless blend of commercial and transit spaces, Shenzhen has successfully decentralized its urban structure.

However, the geographic center of gravity has shifted toward Futian (福田) and Nanshan (南山). Futian now functions as the high-end institutional heart of the city. Its CBD and Huaqiang North sectors anchor a cluster of luxury and electronic retail hubs. Further west, Nanshan District has emerged as the first destination for experimental and upscale lifestyle malls.

The Northward push: Bao’an and Longhua as secondary hubs

This westward expansion is mirrored by a northward push into the “New Districts” of Bao’an (宝安) and Longhua (龙华), which act as secondary hubs. Similarly, Longhua has transitioned from a residential suburb into a major retail player. This spatial pattern demonstrates a transition from a mono-centric border-reliant model to a diversified network of high-density retail islands.

In addition to their different locations, it is worth noting that shopping centers also differ in that they aim to attract a specific demographic and price range. For instance, The MixC stands as the city’s premier luxury landmark. It focuses on high-net-worth individuals by hosting global haute couture flagships and elite jewelry brands within a sophisticated, prestige-first architectural environment.

In contrast, COCO Park in Futian targets a younger, trend-conscious urban population, positioning itself as a high-energy lifestyle hub that blends accessible mid-to-high-range fashion with a vibrant nightlife and outdoor dining scene. Meanwhile, projects like Uniworld in Longhua cater to the burgeoning middle-class family demographic, offering an expansive one-stop retail experience that prioritizes domestic mass-market brands, large-scale entertainment facilities, and value-oriented price points.

The strategic evolution of Shenzhen’s retail ecosystem

• Driven by a 5.5% GDP growth rate and a 142% surge in its millionaire population, Shenzhen is undergoing a massive catch-up phase. Prime retail stock is approaching 8 million square meters by late 2025.
• To combat market homogenization, developers are shifting toward retailtainment, prioritizing architectural spectacles, immersive art installations, and photo-friendly aesthetics to increase customer dwell time.
• Malls are being reimagined as multi-functional community hubs or public spaces, incorporating green zones and leisure areas for yoga or art, specifically designed to capture the loyalty of Gen Z consumers.
• As the nation’s Silicon Valley, Shenzhen serves as a testing ground for futuristic retail tech, including naked-eye 3D displays, Sponge City sustainability infrastructure, and AR-enhanced visitor experiences before they scale to other tier-one cities.
• The city’s retail gravity has moved from the traditional Luohu border district toward a diversified network of high-density hubs in Futian and Nanshan, with new districts like Longhua evolving into major retail players for the burgeoning middle class.

This article Shopping malls in Shenzhen: A dynamic sector undergoing rapid transformation is the first one to appear on Daxue Consulting - Market Research and Consulting China.

China’s low-altitude economy: Strong market traction and structural tailwinds

Total market size projections for China’s low-altitude economy vary by methodology, but the directional consensus is consistent. The Civil Aviation Administration of China (CAAC) projects the sector is estimated to reach RMB 1.5 trillion (approximately USD 211 billion) in 2025, rising to RMB 3.5 trillion by 2035. Within the broader ecosystem, the civilian drone sub-sector alone is projected to reach RMB 1,761 billion in 2025, scaling to RMB 4,025 billion by 2030. The eVTOL segment, which is at an earlier stage and further from mass commercialization, is forecast to reach RMB 9.5 billion in 2026. In 2025, eVTOL annual order value exceeded RMB 30 billion, according to industry data cited at the Second China eVTOL Innovation Development Conference.

The broader market is corroborated by operational metrics. In 2025, registered drones reached 3.28 million units, a 20% year-on-year increase. Meanwhile, the cumulative flight hours reached 45.3 million, growing nearly 70% year-on-year. Enterprise formation reinforces the trajectory: approximately 89,000 active enterprises are now registered in related sectors. Moreover, with 11,700 new registrations in the first five months of 2025 alone, it is a 220% year-on-year increase.

Going from framework to implementation

Growth in China’s low-altitude economy is structurally driven by three converging forces: an increasingly codified policy framework, maturing technology, and an expanding set of validated commercial use cases.

Governing policies and standards

The policy architecture has moved decisively from headline designation to operational regulation. The 15th Five-Year Plan explicitly lists the low-altitude economy as a strategic emerging industry. At the legislative level, a revised Civil Aviation Law, effective from July 1, 2026 onwards, introduces a dedicated “development promotion” chapter for the first time. This establishes tiered airspace management rules below 300 metres, and creates a regulatory framework specifically for eVTOL and other new operating models. Complementing this, two mandatory national standards which cover UAV operational identification and real-name registration will take effect May 1, 2026. This establishes a “one aircraft, one code, full traceability” regime that resolves the “black flight” enforcement gap that has constrained scale operations. Ten ministries jointly published the Low-Altitude Economy Standards System Construction Guide (2025 edition) in February 2026, targeting a fully established standards system by 2027 and over 300 sector-specific standards by 2030.

Regulatory velocity

China’s CAAC has maintained a deliberate certification acceleration relative to Western counterparts. EHang achieved CAAC type certification in 31 months using 40,000 test flights, compared to FAA and EASA timelines of five to seven years or longer. In March 2025, EHang’s EH216-S obtained its Air Operator Certificate, completing the world’s first full “four-certificate” commercial eVTOL certification, namely, type, production, airworthiness, and operator. The National Development and Reform Commission’s “three firsts, three laters” principle (cargo before passengers, segregated before integrated airspace, suburban before urban) signals that this pace is deliberate and sequenced, not indiscriminate.

Technology foundation and ecosystem

Approximately 75% of eVTOL components are direct extensions of China’s new energy vehicle supply chain.

Solid-state battery development with manufacturers including CATL, CALB, and EVE Energy, all in mid-scale trial production of aviation-grade cells. The progress toward 2026–2027 small-batch production, targeting energy densities of 300–500 Wh/kg, will materially extend eVTOL range beyond current 30-kilometre constraints.

Market segmentation in China’s low altitude-economy

It is best understood as a three-layer industrial chain: upstream aircraft manufacturing, midstream infrastructure and air traffic management, and downstream commercial operations. Value distribution across these layers is uneven and will shift as the market matures.

Across the downstream operations layer, five application verticals currently define the market:

Logistics

Drone logistics is the most commercially developed vertical. The market has stratified around three operators with distinct strategic positions. Meituan, which began exploring drone delivery in 2017 under its “retail + technology” strategy. The company had deployed 65 routes across Shenzhen, Shanghai, Beijing, and Guangzhou by November 2025. It had completed over 740,000 commercial orders, a scale ranking among the largest globally.

International expansion is advancing in parallel: Meituan’s urban low-altitude logistics solution received Dubai Civil Aviation Authority certification in 2024 and commenced commercial operations there, with its first regular route in Hong Kong launching in June 2025. In December 2025, the company launched a new “low-altitude aviation network” operating model. It also released its fourth-generation long-range drone, a smart relay airport, and a third-generation intelligent dispatch system. This shift from individual route operations toward an integrated network architecture. Night delivery is now operational in Shenzhen, with order volume doubling shortly after the September 2025 launch.

SF Express subsidiary, Feng Wing Technology, leads in operational volume. It has achieved 1,400 cumulative routes, 290,000 sorties in 2025 (up 26% year-on-year), and 5.9 million items transported. It has a core hub in Shenzhen, operating nearly 200 aircraft across 400 routes and 1,000 landing positions. JD Logistics dominates rural and provincial coverage, connecting remote villages through a three-tier logistics architecture. Tianjin Binhai New Area’s dedicated low-altitude medical express corridor has reduced cross-district transport time for blood products and emergency pharmaceuticals from one hour to 18 minutes. It became a use case that illustrated the B2G opportunity extending well beyond commercial parcels.

Agricultural UAVs

It represents the largest footprint by geographic scale. Agricultural drone stock exceeded 300,000 units in 2025, a 20% year-on-year increase, with operational coverage surpassing 3 billion mu, up 12% year-on-year. Power line inspection by UAV now covers over 4 million kilometres of electrical infrastructure annually. A figure that has effectively displaced traditional human patrol in large-scale grid maintenance.

Industrial inspection and public services

This is a high-growth B2G vertical. Drone-based inspection of photovoltaic installations achieves defect identification accuracy above 95%, with applicability across extreme weather conditions. The vertical is expanding into forest fire detection, geological survey, and maritime monitoring, driven by government procurement mandates.

Low-altitude tourism

It is an emerging consumer vertical. Scenic area operators, desert parks, and coastal destinations are integrating eVTOL sightseeing, powered paragliding, and aerial tours into visitor offerings. Heilongjiang’s winter tourism zone recorded significant low-altitude activity. This illustrates that this vertical is no longer confined to warm-weather destinations or southern China.

Urban air mobility

This segment remains the earliest-stage vertical but is accelerating materially. The Shenzhen–Zhuhai cross-city eVTOL route is expected to launch in 2026. It has a single-leg flight time of approximately 20 minutes and per-seat pricing projected at RMB 200–300. XPeng AeroHT (rebranded as Aridge) has accumulated over 7,000 global pre-orders for its flying car. Its mass production and delivery are scheduled for 2026. As such, 2026 is expected to be a landmark year for eVTOL certification and production. Multiple leading models are anticipated to complete type certificates and enter scaled delivery.

Local nuances of China’s low-altitude economy

Several structural factors distinguish the development of the low-altitude economy in China from equivalent initiatives in other markets and warrant explicit consideration in any strategic assessment.

The transition underway in 2026 is significant: mandatory UAV identification codes, a revised Civil Aviation Law, and the ten-ministry standards guide together create the enforcement infrastructure that will enable operations at a genuine national scale. Prior to this, much of China’s low-altitude activity operated under provisional permissions; the new regime establishes permanent rules of the road. Leading companies, including Meituan and ZTE, are active participants in drafting these standards. This institutional arrangement advantages incumbents in shaping rules that govern their own operations.

Regional clustering with distinct industrial identities

Three dominant regional clusters have emerged with meaningfully differentiated strategies. The Yangtze River Delta, led by Shanghai, is positioning itself as the global eVTOL manufacturing capital. The region targets 500+ new aircraft in annual batch production and a core industry scale of RMB 80 billion by 2028. This is anchored by a cluster including Autoflight, Volanthe, and Wolar. The Greater Bay Area, anchored by Shenzhen and Guangzhou, prioritises comprehensive deployment.

This consolidates the “drone manufacturing capital of the world” position while building out the most advanced urban low-altitude infrastructure globally, including the SILAS intelligent airspace fusion system and Guangdong’s 3,592 landing facilities as of end-2025, growing to over 6,000 in 2026. The Sichuan-Chongqing region is developing mountainous low-altitude applications, with Chongqing targeting an integrated urban air traffic management system by 2026 and 1,500 new take-off and landing points by 2027 to achieve rural village-level connectivity.

Infrastructure as a government-led investment cycle

2026 represents a concentrated infrastructure construction period rather than an organic accumulation of private-sector investment. Shenzhen’s commitment to 1,200+ landing points (already surpassed with 1,284 completed by the end of 2025), Suzhou’s 200+ vertiports, and Shanghai’s 5G-A low-altitude communications network covering continuous flight corridor connectivity. These were all scheduled for 2026 completion, which represents government-orchestrated capital allocation on a scale and coordination that has no equivalent in Western markets.

Provincial target credibility continues to warrant scrutiny. Several provincial announcements have produced mathematically implausible aggregate figures. Analysts should distinguish between jurisdictions with concrete construction schedules and regulatory frameworks across Shenzhen, Guangzhou, Suzhou, Hefei, and those making headline announcements without commensurate institutional follow-through.

Key trends and challenges of China’s low-altitude economy

The regulatory transition from provisional to permanent

The simultaneous implementation of the revised Civil Aviation Law (July 2026) and mandatory UAV identification standards (May 2026), alongside the ten-ministry standards construction guide, represents the most consequential regulatory shift since the sector’s designation. Operations that have relied on provisional permits will require re-compliance. Companies that have participated in standard-setting are structurally advantaged in this transition.

Nighttime and all-weather operations are normalizing

Meituan’s fourth-generation drone operates across temperatures from -20°C to 50°C, moderate rain, snow, and winds up to level six. Night delivery services launched in Shenzhen in September 2025, with order volume doubling shortly after launch. LiDAR-based navigation enabling precise flight without satellite or visual dependency is being integrated at scale. This removes the last major operational constraint on route economics.

eVTOL entering scaled commercial operations

2026 is explicitly identified by industry analysts and government publications as the year multiple eVTOL models complete type certificates and enter scaled delivery. Cumulative confirmed and intent orders across leading manufacturers. For instance, the orders from XPeng AeroHT (7,000+), Volanthe (1,920+), EHang EH216 series (1,000+), and AutoFlight V2000CG (2,000+) indicate substantial near-term demand, though conversion from intent to confirmed orders at volume remains the key variable to monitor.

International commercialization is accelerating from a Chinese industrial base

EHang has conducted operational demonstrations in the UAE, Japan, and Southeast Asia, and launched passenger eVTOL operations in Thailand. XPeng AeroHT debuted in Dubai, generating 600 regional orders. TD550 unmanned helicopters from United Aircraft Group set a record for Chinese enterprises at the Dubai Airshow with 1,600 orders. The pattern is consistent: Chinese manufacturers are accumulating international operational data and distribution relationships while accumulating the certification credentials required for regulatory approval in export markets. This sequencing positions them as standard-setters, not followers, in the global low-altitude economy.

Headwinds across regulatory, infrastructural, and technological domains

Despite its vast potential, China’s low-altitude economy faces certain hurdles. A primary challenge is regulatory fragmentation, as airspace management remains complex. It has slow approval processes and a lagging legal framework that struggles to keep pace with new aircraft types. This is compounded by inadequate infrastructure, including a shortage of takeoff and landing sites and supporting surveillance networks. Technological bottlenecks, particularly limited battery life and safety concerns, further restrict scalability. Finally, nascent business models and high operating costs hinder the path to profitability, making widespread commercialization difficult to achieve.

Capital, clusters, and certifications: Inside China’s low-altitude economy ascent

• The Yangtze River Delta (led by Shanghai) focuses on eVTOL manufacturing; the Greater Bay Area (Shenzhen–Guangzhou) prioritizes comprehensive urban deployment and infrastructure; the Sichuan-Chongqing region specializes in mountainous and rural applications.
• The sector benefits from a codified policy framework, including a revised Civil Aviation Law and mandatory UAV identification standards that enable scaled operations.
• It reached RMB 1.5 trillion in 2025, with projections of RMB 3.5 trillion by 2035. Registered drones hit 3.28 million units in 2025, while flight hours grew nearly 70% year-on-year.
• China has outpaced Western counterparts in eVTOL certification, with EHang completing the world’s first full “four-certificate” commercial approval. A sequenced “cargo before passengers” approach balances speed with safety.
• However, regulatory fragmentation, inadequate infrastructure, technological bottlenecks (particularly battery life), and nascent business models with high operating costs continue to hinder widespread commercialization.

This article China’s low-altitude economy: Three regional clusters, one national ambition is the first one to appear on Daxue Consulting - Market Research and Consulting China.

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Korean consumers treat oral care as a part of beauty and self-care

South Korea’s oral care market can be divided into several key categories, including toothpaste, toothbrushes, mouthwash, and dental accessories such as dental floss and interdental brushes. Toothpaste remains the largest segment, valued at about USD 410 million in 2024. However, growth in other categories is expected to increase as consumers view oral care not just as a health need but as part of beauty and wellness routines. Consumers pay attention to their oral condition not only after waking up, within 30 minutes after meals, and before bed, but across multiple moments throughout the day.

Mouthwash and breath-care products are among the fastest-growing categories. Their sales rose from KRW 116.3 billion in 2019 to KRW 182 billion in 2024, reflecting increasing demand for fresh breath and convenient oral hygiene solutions. Moreover, consumers are seeking more functional oral care products with whitening, sensitivity-care, and eco-friendly formulations.

Koreans take preventive oral care

According to a survey conducted by Korea Research Co., Ltd. with 1,000 participants between January 23rd and 26th, 2026, 77% of respondents use dental floss or interdental brushes, making them among the most widely used oral care products. This is followed by fluoride toothpaste (66%) and mouthwash (64%). This shows that these products are commonly integrated into everyday hygiene routines. In contrast, products such as electric toothbrushes (20%), tartar removers (18%), teeth whiteners (15%), and mouthpieces (9%) show significantly lower adoption. This pattern indicates that preventive plaque removal remains the core focus of daily oral care routines.

High awareness, but behavior does not always meet recommendations

Korean consumers generally show high awareness of oral health, but their daily habits do not always match recommended practices. According to the aforementioned survey, around 82% of Koreans said they were concerned about oral health, showing a level of attention comparable to physical health management. However, this concern does not fully translate into optimal routines, with interest in oral health increasing with age.

Koreans fall short in brushing their teeth enough times, but they use other products throughout the day

Brushing twice a day is the most common across all age groups. Only 38% brush three times or more per day, falling short of the “three times per day” guideline recommended by dental experts. However, consumers partially compensate by using other oral care tools like dental floss and interdental brushes throughout the day.

Generational divide shapes oral care perceptions and usage

In Korea, young consumers increasingly view oral care not only as a health practice but also as part of social etiquette and personal grooming. Those under 30 years old use a wider range of products, including mouthwashes, tongue cleaners, and breath fresheners, compared to other age groups. This trend highlights how oral hygiene among younger Koreans is evolving into a lifestyle habit tied to social interaction and appearance.

Older Korean consumers show greater health concern. 72% of people in their 20s and 30s reported interest in oral health, compared with 80% of those in their 40s and 50s and 90% among those aged 60 and older. In particular, more than 20% of respondents in their 60s and above stated that they were “very concerned” about oral health, reflecting a stronger awareness of dental and gum health as age-related changes became more noticeable.

Parental awareness drives growth in children’s oral care

Rising parental awareness of preventive dental health is supporting growth in the children’s oral care segment. The pediatric oral care market in South Korea reached USD 228 million in 2024 and is projected to grow to USD 332 million by 2030, expanding at a CAGR of 6.5%. Demand is increasing for products such as flavored toothpaste, educational brushing tools, and child-friendly toothbrush designs, reflecting stronger focus on early dental care habits. This trend shows that preventive oral health is becoming a priority for families with young children. That is partly because in Korea’s appearance-conscious society, parents place strong emphasis on healthy and well-maintained teeth from an early age, while high parental investment in children’s health and development further supports demand for specialized pediatric oral care products.

Korean consumers prefer local brands for daily oral care, but also explore premium products

In South Korea’s oral care market, consumers prefer domestic brands such as Perioe, Bamboo Salt from LG Household & Health Care and Dental Clinic 2080 from Aekyung Industrial, which hold a strong position in the mass toothpaste segment. However, premium imported brands like Marvis, Dentiste, and Euthymol are gaining popularity, showing that Korean consumers stay loyal to local essentials but seek foreign brands for premium or “small luxury” products.

Marvis transforms toothpaste into a premium “small luxury” in South Korea

Marvis, an Italian brand, entered the Korean market around 2018 as a premium European-style toothpaste, positioning itself not as a daily commodity but as a lifestyle product. Priced at around 19,900 KRW per tube, significantly higher than mass brands such as Perioe and Dental Clinic 2080, the brand focused on beauty and lifestyle channels like Olive Young in South Korea rather than supermarkets. Its retro European apothecary image, colorful packaging, and emphasis on natural mint ingredients appealed particularly to younger consumers seeking affordable “small luxury” items that also function as aesthetic bathroom accessories. Marvis has sold over 4 million units in Korea from 2018 to 2024 and achieved annual sales growth above 20%, supported by strong online performance and gifting demand through platforms such as KakaoTalk.

Tongue care is gaining popularity in oral care routines

Tongue care is emerging as a notable trend in South Korea’s oral care market, with tongue-cleaning gels and dedicated tongue-care products increasingly positioned as stand-alone solutions rather than simple toothbrush accessories. These products target issues such as tongue coating, sour breath, and oral discomfort while emphasizing convenience through easy-to-apply gel formats that require minimal brushing. For example, Dental-B’s Ora Clean Gel is promoted specifically for tongue hygiene and quick breath improvement. Early consumer interest has been visible on major e-commerce platforms in South Korea such as Coupang, where online reviews and product buzz highlight these solutions as fast and convenient options for managing halitosis.

In South Korea’s oral care market, oral hygiene is part of beauty

• South Korea’s oral care market was valued at USD 975.9 million in 2024. It is significantly smaller than the United States. However, the gap compared to more populous countries, including China (USD 2.6 billion) and Japan (USD 1.6 billion) is smaller than expected given the population size. By 2030, the market is projected to reach USD 1.5 billion by 2030.
• Product categories are expanding beyond toothbrushes and toothpastes. Floss and interdental brushes are widely used, showing a strong focus on preventive care practiced throughout the day.
• Overall, Koreans have a high awareness of oral health. However, younger Koreans tend to view oral hygiene as part of appearance, wellness, and lifestyle, not just basic health, compared to older adults.
• The MZ Generation in South Korea uses more products like mouthwash and tongue cleaners. They treat oral care as part of social etiquette and grooming.
• Koreans prefer local brands for everyday use, while premium imported brands are growing.

This article South Korea’s oral care market: How consumers maintain oral care despite not brushing their teeth “at least three times a day” is the first one to appear on Daxue Consulting - Market Research and Consulting China.

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Offline stores face weakening performance and declining traffic

Despite growing challenges, China’s convenience store industry reached RMB 503.3 billion in 2025, a compound annual growth rate of 15.6% since 2015. In 2026, it is expected to grow to RMB 541.0 billion.

E-commerce has become a core driver of growth, with 67.9% of companies reporting a YoY increase in online orders. Among them, 46.4% saw online sales growth of over 10%, a significant increase from 26.7% in 2024. However, operational pressures at comparable stores have become apparent. Only 26.8% of companies reported sales growth at existing stores, while approximately half saw a decline in store visits. This coincides with the combined impact of competition from discount snack stores and the continued shift of consumer behavior toward online shopping.

Convenience store expansion accelerates with higher density and policy support

The competition landscape is characterized by local giants taking the lead, foreign players with deep-rooted operations, and regional leaders dominating their respective markets. Meiyijia, a domestic Chinese convenience store chain, has become the industry leader with over 40,000 stores, opening its 40,000th location in Nanning, Guangxi, in July 2025. Among foreign brands, Lawson continues to advance its localization strategy, with over 6,000 stores. FamilyMart is accelerating its expansion into Tier 2 and Tier 3 cities in the Yangtze River Delta region.

China’s convenience store network continued to increase in 2025, with one store serving 6,721 people on average. The cities with the highest store density were Dongguan, Changsha, Taiyuan, Guangzhou, and Xiamen.

Over half of stores (53.4%) now operate 24/7, with Guangzhou leading the way at 78%. The widespread adoption of unmanned technology has effectively reduced overnight operating costs. In addition, the government continues to promote policies aimed at establishing 15-minute convenience zones in cities, and supporting policies in various regions have further improved the business environment for convenience stores.

Turning convenience stores into mini supermarkets

In recent years, convenience stores in China have begun to move beyond the traditional model of small and specialized shops. By expanding store space, introducing fresh produce, and expanding their selection of family-sized products, they are increasingly transforming into multifunctional community supply stations. What drives this trend is consumers’ redefinition of convenience. Many are no longer concerned solely with whether they can shop at any time, but place greater emphasis on being able to buy everything they need in a single trip.

This trend is driven by multiple factors. Expanding store space and adding high-margin products such as fresh produce not only increases the average purchase amount but also strengthens community engagement. In addition, the expansion of Chinese fresh food delivery platforms, such as Hema Fresh, which offer low-priced fresh produce in residential areas, has intensified competition and drawn consumers away from convenience stores. In response, convenience stores are expanding their fresh produce and daily essentials offerings to stay competitive. Jinan’s “INZONE CC” is a prime example, positioning itself as a hybrid of a community supermarket and a convenience store. It offers household essentials such as fruits, vegetables, meat, and poultry, while also expanding its selection of ready-to-eat foods like freshly brewed coffee and oden.

Convenience stores and supermarkets complement each other in the community retail ecosystem

Although convenience stores are expanding into some supermarket-like categories, there are still clear differences between the two. Regarding supply chain models, convenience stores adopt a selective approach, stocking only the most frequently purchased fresh fruits and vegetables for daily household use, and ensuring rapid restocking. This allows them to meet immediate demand while keeping waste within manageable limits. Supermarkets, on the other hand, carry hundreds of varieties of vegetables, which requires a robust system of direct sourcing from producers and a cold chain to support.

Consumers typically visit convenience stores to meet immediate restocking needs, while supermarket visits are more often planned. This difference also means that the two business formats are not necessarily direct substitutes, but rather complementary within the community retail ecosystem.

Localization of the convenience stores

China’s convenience stores are beginning to move beyond the standardized nationwide distribution model, actively integrating local food culture and introducing products with strong regional characteristics. This approach not only satisfies consumers’ dual desire for the flavors of home and new experiences, but can also attract tourists by offering them a more convenient way to experience the local food culture. These localized products are deeply rooted in local culinary traditions, and this regional distinctiveness is more difficult for competitors to replicate at scale.

This trend presents in two forms. First, grassroots culture created by consumers themselves, such as young people in Guangzhou mixing Guo Li Fang (fruit wine made with Chinese baijiu as the base spirit), Tian Di Yi Hao (local apple cider vinegar drinks), and Pineapple Beer, to create a local concoction, turning convenience stores into DIY cocktail labs. The second one is brand-driven innovation, such as the Hangzhou Marathon Edition osmanthus-flavored ice cream launched by Shizu in collaboration with the 2025 Hangzhou Marathon.

Regardless of the form it takes, localized innovation helps create a sense of novelty in products, enabling companies to stand out in today’s market, where products are increasingly similar. Moreover, the product’s strong regional character and cultural and creative appeal naturally inspire consumers to take photos and share them, contributing to viral marketing. By transforming local characteristics into consumer experiences, convenience stores are becoming important channels for spreading local culture and connecting with the community.

Convenience stores evolve to deliver emotional value

Convenience stores are increasingly becoming emotional refueling stations. This trend arises from a significant evolution in purchasing motivations. Consumers are placing greater importance on self-worth and emotional fulfillment. As a result, products that resonate on a personal level have become key to winning them over.

According to Nielsen IQ in 2026, emotional factors have become an important driver of consumer purchasing decisions. 77% of consumers expect products to provide emotional value, 36% purchase items for leisure and relaxation, and 36% seek to treat themselves. 75% of consumers are willing to try new products at convenience stores, making them a key testing ground for brands launching new items.

Amid economic cycles and mounting pressures, the younger generation seeks instant and low-cost emotional fulfillment. They trade a minimal investment for instant joy through the combination of a cup of coffee and a lottery ticket, which has become an emerging leisure choice for many young Chinese consumers. In Hanshan County, Anhui Province, a county-level convenience store saw weekend customer traffic increase by nearly 50% and the proportion of overnight revenue rise from 10% to 30% through an interactive marketing campaign featuring lottery tickets and blind boxes.

In an era of extreme abundance in consumer goods, consumers place greater emphasis on the emotional experience and psychological satisfaction during the consumption process. Therefore, providing consumers with emotional value aligns with modern business trends. The core of convenience store competition no longer revolves solely around who offers the widest selection or the deepest discounts, but rather who truly understands people, who can be ever-present in daily life, appear at just the right moment, and provide a sense of security and convenience.

Convenience stores are redefining consumer value for long-term growth

• In 2025, China’s convenience store industry continued to expand steadily despite multiple pressures. The market size reached RMB 503.3 billion, with a CAGR of 15.6% since 2015.
• Convenience stores are increasingly moving beyond the traditional small-scale, specialized model. They are expanding their floor space, introducing fresh produce, and expanding their selection of family-size products, thereby transforming into community supply stations.
• In China’s food and beverage market, convenience stores are incorporating local food cultures and introducing products with regional characteristics.
• Convenience stores have evolved from simply selling products to delivering emotional value, meeting consumers’ emotional needs.

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