Starting to Sell Fashion Goods in China: 5 Key Points to Understand in 2024

Do you want to promote your fashion brand in the Chinese market in 2024?

What things do you need to know before you sell your product based on the Chinese new Economy?

5 key points will guide you to understand how your business can work in the Chinese market recently.

Mastering the Online-Art of Selling Fashion Goods in China

  1. Embrace Chinese APP for Digital Awareness: To penetrate the Chinese market, leveraging local social media and e-commerce platforms is necessary. For example, establishing a presence on WeChat is not just about creating an official account; it’s about integrating e-commerce capabilities, utilizing WeChat Pay for transactions, and engaging with consumers through Mini Programs. Brands like Burberry have successfully used WeChat for exclusive launches and personalized marketing, significantly enhancing their reach and sales in China.
  2. The Importance of Cultural Sensitivity: Aligning your brand with Chinese culture and consumer values can make or break your market entry. Incorporating elements of Chinese traditions or modern pop culture into your designs can resonate well. Gucci’s Year of the Pig collection is a prime example, where they blended traditional Chinese New Year elements with their signature style, garnering positive reception and boosting sales.
  3. Can you do without Key Opinion Leaders (KOLs) or Influencers? The impact of KOLs in China’s fashion industry cannot be overstated. Collaborating with the right influencers can provide credibility and extensive visibility to your brand. A notable success story is the collaboration between Dior and Chinese influencer Angelababy, which helped Dior to tap into a vast audience by leveraging her influence.
  4. Invest in a E-Com Strat : Usually luxuryu house hate ecommerce, BUT in China is THE e-commerce market being one of the largest and most innovative globally, having a strong online sales strategy is key. This involves not only partnering with major e-commerce platforms like Tmall and but also optimizing for mobile commerce and leveraging live-streaming sales, which have become increasingly popular. For instance, luxury brand Louis Vuitton launched its official WeChat store(+miniprogram) , Tmall etc offering an exclusive range of products and a personalized shopping experience, thereby tapping into China’s vast online consumer base effectively.
  5. TailorMade : Personalize your offer, products to Local Tastes and Trends: Understanding and adapting to local fashion trends is essential. This might mean offering exclusive products that cater to the preferences of Chinese consumers. Nike’s special edition sneakers for Chinese New Year, which feature designs inspired by traditional Chinese art and mythology, are a great example of a product tailored to local tastes, leading to high demand and engagement from Chinese consumers.

Valentino revisits the cultural foundations of Chinese New Year, viewed through the vibrant spectrum of Rosso Red. By weaving together traditional elements with contemporary flair, the iconic Italian brand encapsulates the spirit of this auspicious occasion, promoting a cross-cultural exchange through the universal language of color.

source JIngdaily

  • Deep Cultural Resonance: Red, a symbol of prosperity, joy, and protection in Chinese culture, plays a central role in Valentino’s approach, reflecting the brand’s understanding and respect for these age-old traditions.
  • Strategic Cultural Integration: For its Chinese New Year 2024 campaign, Valentino leverages the significance of red within Chinese customs, showcasing a thoughtful fusion of Eastern traditions with the brand’s iconic aesthetic, aiming to forge a deeper connection with Chinese consumers.
  • Evolving Consumer Engagement: Valentino’s nuanced approach to celebrating Chinese New Year, focusing on emotional resonance rather than mere thematic offerings, showcases an evolution in luxury marketing — recognizing the importance of authentic cultural storytelling.
  • Narrative-Driven Campaign: “The Beginning of Red” documentary, endorsed by celebrities, delves into the cultural depths of red through the exploration of its significance in various Chinese cities, highlighting traditional crafts and stories, thereby enriching the brand’s engagement with Chinese cultural heritage.
  • Historical and Modern Synergy: The color red has been integral to Valentino’s identity, from its inaugural red tulle dress in 1959 to its comprehensive involvement in cultural projects like the Forever Valentino exhibition and the Valentino Rosso book, emphasizing the brand’s longstanding connection with red as a core element of its design philosophy.
  • Crafting a Legacy: Valentino’s consistent use of red, especially in targeting the Chinese market with culturally resonant campaigns, exemplifies a successful blend of heritage and innovation, setting a benchmark in luxury brand marketing strategies within China.

   1. Understand current the situation in China in 2024

Foreign business investment in the Chinese market.

Chinese domestic market is growing fast for luxury goods and high- fashion end house in 2024. 

So, it is not really a good time to set direct investment in the Chinese market. By far, are you thinking of slowing down your business strategy in the Chinese market? Of course not, you should not think this is the end of investing in your fashion business in the Chinese market.


For fashion in China, you need to go digital

Chinese customer has been doing their own way to maintain their satisfaction with western brands by shopping online! And now the most important thing for you is to sell your fashion brand to target your Chinese customers online instead of directly setting up a physical store in the Chinese market maybe.

Unveiling the Power of Little Red Book for Fashion Brands

  1. Building a Community-Driven Brand Image: Xiaohongshu is a fertile ground for cultivating a brand image that resonates with a community passionate about fashion. By creating authentic and relatable content, I can engage directly with my audience, gathering insights and feedback in real-time. For instance, when launching a new line of eco-friendly apparel, I shared behind-the-scenes stories of our sustainable practices, which spurred discussions and increased brand loyalty among environmentally conscious consumers.
  2. Leveraging User-Generated Content: The platform thrives on genuine user experiences and reviews. I encouraged my customers to post their outfits and experiences with our brand, offering them a chance to be featured on our official account. This strategy not only amplified our reach but also built trust through real-life testimonials. A customer once shared a detailed post about how our dress was a perfect fit for her wedding day, which went viral, significantly boosting our brand’s visibility and credibility.
  3. Strategic KOL Collaborations to Amplify Reach: Collaborating with Key Opinion Leaders (KOLs) on Xiaohongshu has proven to be a game-changer. I partnered with a popular fashion KOL, who styled our latest collection in a series of posts and stories. Her unique take on our pieces resonated with her followers, driving substantial traffic to our profile and increasing our sales. This collaboration not only enhanced our brand awareness but also enriched our content with diverse styling options.
  4. Engaging with the Community Through Interactive Campaigns: Hosting interactive campaigns on Xiaohongshu has significantly boosted engagement. I launched a challenge inviting users to showcase their creativity by mixing and matching our pieces in innovative ways. Participants tagged our brand and used a specific hashtag, making it easy to track and share submissions. One particularly creative entry demonstrated a versatile way to style our scarf as a top, which captivated our audience’s imagination and sparked a trend within the community.

By embracing these strategies on Xiaohongshu, we witnessed firsthand the platform’s ability to transform fashion brands into community favorites. It’s not just about selling products; it’s about creating a lifestyle and community that your audience wants to be a part of.

Douyin, the Video APP for Fashion Brand

How to use it , if you are a Fashion marketer?

  1. Crafting Viral Visual Content: Douyin, with its emphasis on short, engaging videos, offers an unparalleled opportunity to showcase my fashion brand’s aesthetic and ethos through dynamic visual storytelling. I’ve found that creating visually striking and creative content, such as transforming a piece of fabric into a chic dress in a 15-second time-lapse, captures viewers’ attention and encourages shares. This approach not only highlights the creativity behind our brand but also drives significant engagement and brand recall.
  2. Utilizing Hashtag Challenges for Brand Engagement: To engage the community and increase visibility, I launched a hashtag challenge inviting users to showcase their personal style using pieces from our latest collection. By encouraging Douyin users to participate and share their own content with our hashtag, we created a buzz around our brand. An example that stands out is when a user transformed our signature scarf into various outfit pieces, which inspired a wave of creative interpretations across the platform, boosting our brand’s presence and user interaction.
  3. Leveraging Douyin’s E-commerce Integration: Douyin’s seamless e-commerce integration has been a game-changer for direct-to-consumer sales. I’ve utilized in-video shopping links that allow viewers to purchase products directly from our videos. During a live launch event for our new collection, viewers could tap on the products shown on their screens and buy them instantly. This direct sales approach has significantly shortened the customer journey from discovery to purchase, enhancing our conversion rates.
  4. Partnering with Influencers for Authentic Endorsements: Collaborating with Douyin influencers who align with our brand’s values and aesthetic has amplified our reach and credibility. I worked with an influencer renowned for her sustainable lifestyle to promote our eco-friendly fashion line. She created content that highlighted the sustainability aspect of our products while showcasing their style and versatility. This partnership not only attracted her environmentally conscious followers to our brand but also positioned us as a fashion-forward and responsible brand in the minds of potential customers.

The power of Livestreaming in China , the new TV

Dior launched Paris Fashion Week with a powerful tribute to its feminist roots and the birth of ready-to-wear fashion, captivating a global audience with a notable focus on Chinese viewership, where the livestream garnered 126 million views. Under the creative direction of Maria Grazia Chiuri, the show not only celebrated the brand’s historic engagement but also introduced a fresh narrative that resonated well beyond the fashion industry.

  • Global Engagement: Dior’s blend of sophisticated storytelling and cultural commentary, highlighted by its No. 1 ranking on Re-Hub’s Compass China Luxury Index for 2023, showcases its profound impact across various platforms, from drama series to global exhibitions.
  • Innovative Stage Design: The show featured a unique stage set by Indian artist Shakuntala Kulkarni, creating an immersive environment with cane sculptures and bamboo structures, further enriching the brand’s narrative and aesthetic appeal.
  • Revolutionary Collection: Inspired by the pivotal year of 1967, Chiuri’s collection revisited the era when Dior expanded into ready-to-wear, offering a modern interpretation that underscored women’s creativity and freedom through tailored silhouettes, pioneering fabrics, and revived “Miss Dior” logos, connecting past innovation with contemporary style.

     2. Today’s fashion boom in China

The economic situation is not as good as in previous years, in 2024 … However, Chinese fashion market will go fast and is expected to become more “premium”, and of course the largest market within the next few years.

“China is a country that is passionate about fashion and aims to become not just a manufacturing powerhouse, but also the country known as a design and innovation center of the world like Apple, Louis Vuitton” explained Marcus Zhan , managing partner of GMA

Louis Vuitton ad

So you should not think that creating a fashion brand and product is no longer worthwhile in China fashion market in the future.

     3. Chinese culture and fashion industry: a reputation relation

Understand that the Chinese are holding foreign brands in a high esteem

Chinese are already the largest shoppers online. Chinese people have a global outlook for any brands, especially foreign premium fashion brands with “heritage” appeal. They search for any information about the product online and make a decision very quickly by just clicking the button on shopping carts.

This trend made online shopping agents and E-commerce websites very profitable

     4. Future of Fashion in China =ECommerce

Unleashing the Future of Fashion: Navigating China’s E-Commerce Revolution

  1. Fuel Your Sales with Social Commerce: Turn your social media presence into a powerhouse of sales. I advise leveraging platforms like WeChat and RED by integrating purchase links directly into your engaging content. This strategy transforms passive scrolling into an active shopping experience, bridging the gap between inspiration and acquisition.
  2. Champion Sustainable Elegance: Stand at the forefront of the fashion revolution by embedding sustainability into your brand’s DNA.
  3. Craft Exclusivity with Digital Innovation: In the realm of luxury, exclusivity reigns supreme. I recommend adopting cutting-edge technologies like AR fittings and virtual showrooms to offer your clientele an unparalleled online luxury experience. These digital APP not only elevate the customer journey but also set your brand apart in a crowded marketplace.
  4. Personalize to Perfection: Personalization is the key to unlocking customer loyalty and standing out. I advocate for offering customizable options that allow consumers to infuse their purchases with personal flair. Whether it’s through bespoke designs or tailored experiences, making your Chinese fav customers feel “unique” 😉
  5. Command the Stage with Live Streaming: I strongly recommend embracing live streaming to captivate your audience. This isn’t just showcasing; it’s about creating an immersive, interactive shopping spree where viewers can click and buy instantly. Platforms like Taobao Live and Douyin are your stages, and the spotlight is yours to seize.

China has mroe than one billion online shoppers in 2024 which is even more than a developed country like U.S.A and Japan.

According to business editor Lauren Indvik from Mashable’s New York headquarters, customers in China spend $1000/year online average and the same amount that American 170 million online shoppers spend annually recently.


There are many factors showing why you should do your fashion business on E-commerce business:

  • Firstly, there are increasing numbers of the middle class who have more money to spend on luxury and leisure products, especially for women.
  • Secondly, the internet and mobile phone have increased the number of potential shoppers.
  • Thirdly, great selection of products from e-commerce sites, and normally they have more discounts and cheap offer compare with retail store. Most important of all; buying on e-commerce sites is convenient!

     5. Trends are ONLINE in China

There were 1 billion smartphone users in 2024 and it is expected that the number of smartphone users will grow again. This trend cannot stop in China and you would better make the most of the benefits from digital for your fashion business and it works in China.


Trust our agency for your fashion services in China

To sum up, based on today’s Chinese economic situation and fashion trends in the Chinese digital market, It is better for you to go with e-commerce as your first step in Chinese business. To get more insight into doing fashion business in China, you can ask for some suggestions from professionals like our fashion Agency and they can provide you with fashion marketing solutions.

Contact us to start establishing your brand, e-reputation, and visibility in China!


  • Hello guys

    Fast fashion is incredibly popular in China, with brands like Zara and H&M leading the market. How do you think sustainability concerns will impact this trend?

  • I would also add a 6th point, be careful to communicate! It is so important to care about e-reputation and visibility to differentiate from competitors in China

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