2024: 7 trends for Fashion Accessories on the Chinese Market

As the world’s second-largest economy, China holds immense potential for fashion brands looking to sell their products in this growing market. However, entering China can be a daunting task, and marketers need to employ the right digital marketing strategies to be successful. In this blog post, we’ll provide some key tips for selling fashion goods on the Chinese market using digital marketing. Stay tuned!

7 trends on Fashion Accessories on the Chinese Market

  1. Eco-Chic Sustainability: Consumers are demanding accessories that don’t just look good but do good, with eco-friendly materials and ethical manufacturing practices taking center stage.
  2. Smart Glamour: Tech-integrated accessories are the new bling, combining fashion with functionality, from smartwatches to fitness tracking jewelry.
  3. Cultural Renaissance: A resurgence of traditional Chinese motifs and techniques in accessories, celebrating heritage with a modern twist, heavily showcased on platforms like Red.
  4. Customized Elegance: The rise of personalized accessories, from engraved jewelry to bespoke bags, catering to the desire for unique, tailored pieces.
  5. Androgynous Appeal: Gender-neutral designs are breaking boundaries, with unisex bags, shoes, and jewelry becoming mainstream, championed by KOLs on Douyin.
  6. Heritage Meets Hype: High-profile collaborations between luxury brands and traditional craftsmen, blending centuries-old techniques with contemporary aesthetics.
  7. Bold Statements: Oversized, eye-catching jewelry and accessories that make a statement, frequently featured in viral Douyin videos.
  8. Virtual Vanity: Augmented reality (AR) and virtual try-ons for accessories are gaining traction, allowing consumers to experiment with looks before purchasing, a trend amplified by Red’s immersive content.
  9. Elevated Everyday: The transformation of everyday items into luxury accessories, with designer face masks and upscale tech cases becoming the norm.
  10. KOL-Curated Trends: Key Opinion Leaders are not just influencing but actively shaping accessory trends, with their picks becoming instant must-haves among their followers on platforms like Douyin and Red.

Get to know the Chinese fashion industry

China has become in short periods the biggest luxury market and fashion in the world. The amount of people online in China is still more impressive day by day. Brands want to conquer this growing market. How brands in the luxury and fashion industry need to do to establish themselves in the Chinese market growing and what are the fashion marketing strategies for China? To sell to Chinese consumers, here are 7 ways for brands to achieve their goals et be popular in China.

In a traditional way, brands promoted their image through magazines, websites, and advertisements. These strategies are still relevant although in China they are not really adopted. Indeed, Chinese consumers follow trends in fashion all over the internet. This is why it is essential for brands to develop digital marketing strategies.

Check this video to have a global overview of the strategy to promote your brand in China

1. Luxury Fashion Brands Need to Invest in social media 

Social networking is the most effective way to market your products and services and also get feedback on your products and services from Chinese consumers.

Social media are an ideal place to establish a base of reliable customers and also influence their decision. Create your professional official account to share your brand DNA and communicate with your community of followers.

The 2024 Essential mobil App for Fashion marketing

In the rapidly evolving digital landscape of 2024, fashion brands are navigating a plethora of platforms to connect with their audience. To stay ahead, embracing the following APPs is a must:

  1. Xiaohongshu (Red): This lifestyle-sharing platform remains a goldmine for fashion brands aiming to tap into the aspirational and lifestyle-driven Chinese market. It’s a hub for authentic storytelling, user-generated content, and influencer collaborations. Fashion brands can leverage Xiaohongshu to showcase their aesthetic, share styling tips, and build a community around their brand narrative.
  2. Douyin: As the Chinese counterpart of TikTok, Douyin continues to be a powerhouse for engaging short-form video content. For fashion brands, it’s an invaluable tool for viral marketing, brand awareness, and direct-to-consumer sales through live streaming features and integrated e-commerce functionalities. The platform’s algorithm favors creative and engaging content, making it a prime space for fashion shows, behind-the-scenes looks, and influencer partnerships.
  3. Bilibili: Traditionally known for its youth-centric content and strong community of content creators, Bilibili has emerged as a fertile ground for fashion brands targeting younger demographics. Brands can dive into niche markets, sponsor content creators, or produce original series that resonate with the interests and values of Gen Z consumers. Bilibili’s platform allows for deeper storytelling and engagement through video content that goes beyond mere product promotion.
  4. WeChat Channels: As an extension of WeChat, the super-app that encompasses social media, messaging, and payments, WeChat Channels offers a new avenue for fashion brands to reach a vast audience. Brands can create video content that integrates seamlessly with their WeChat ecosystem, enabling a smooth transition from content discovery to purchase. It’s especially effective for personalized marketing, customer service, and building loyalty through exclusive content and offers.

For fashion brands in 2024, success lies in mastering these APP , each offering unique opportunities to connect, engage, and convert their audience in China’s dynamic digital environment. Tailoring strategies to each platform’s strengths and audience preferences will be key to capturing the hearts and minds of fashion-savvy consumers.

Weibo is out of date in 2024

WeChat is “complicated”

In 2012, Louis Vuitton joined other famous Chinese platform WeChat and earned more than 200 million followers. Having an official account will ensure your brand notoriety and consumers will be more confident that you are “real”

2. China E-Commerce Luxury Segment is growing

E-commerce in China is booming but it is true that many luxury goods consumers still prefer buying their luxury goods in-store and a third part buy on Tmall . Chinese consumers will make their first search on Baidu but they will not buy online. We must focus on specific details in order to influence the user to purchase online. For example, personalize the online buying process for Chinese consumers by making the process efficient and fast. Moreover, we must adapt to the Chinese payment means such as WeChat Wallet or Alipay.

3. Carry the quality of your content

Sharing quality content on your brand to grow your customer base. The customer can sometimes have doubts about a product and by providing additional information, customers will be more confident in its product selection.

It is on this content you can base your reliance, on and develop your brand image but also the content shows your expertise. Better quality and original content will also help you to rank better thanks to SEO (search engine optimization). This way, you will increase your e-reputation and brand awareness.

4. Luxury Brands in China would benefit from Capitalizing on O2O

Using Strategy Online to Offline or the opposite is attracting your customers online or in stores. Chinese customers never buy a product without gathering maximum information on it before. O2O strategy consists in looking at a product online to come in-store to buy it, enjoying the real experience and feelings.

On the opposite, customers can also see a product in real life to feel it and smell it and then decide to buy it online by craving some discounts when they have time.

Capitalizing on events creation will involve your clients; you can invite them to discover a new product to be tested in-store, for example by promoting it on social media or on your official site. The more you spread the word and you will have a large audience. Events also help for exclusivity and experience and will increase word-of-mouth among your target audience.

5. Fashion Brands in China can’t ignore video in 2024 (Douyin /Tiktok)

Videos are “trends” for luxury brands. Indeed, this is a very effective visual tool for the Chinese public that is often on their mobile. A small video featuring your product with a celebrity can be more attractive than plain text. Customers can identify with these people or with your products. The video gives life to your products. A lot of platforms can allow you to buzz positively on the Chinese market; the leader is Douyin, similar to Western TikTok. Create an account and explore the numerous possibilities of video marketing in terms of buzz and creativity.

Elevating Your Fashion Brand on Douyin: 5 Commandments for Marketers

  1. Unleash the Power of Visual Storytelling: Capture your audience’s imagination with compelling, high-quality video content that tells your brand’s story. I recommend showcasing your collections through creative narratives, fashion shows, and styling tips that highlight the uniqueness of your designs. The more visually engaging your content, the higher the chance it will be shared, expanding your reach.
  2. Master the Art of Trendsetting with Challenges: Be the initiator of viral fashion challenges or trends on Douyin. I urge you to create fun, brand-specific hashtags that encourage user participation. This approach not only boosts brand visibility but also fosters a sense of community and interaction, as users share their own interpretations of your fashion prompts.
  3. Leverage Influencer Collaborations Strategically: Identify and partner with influencers who align with your brand’s ethos and aesthetic. I advise selecting influencers who can weave your pieces into their daily lives and content naturally, offering authentic endorsements that resonate with their followers and yours.
  4. Optimize for Engagement with Interactive Features: Douyin is all about interaction. I recommend making the most of live streaming, polls, and Q&A sessions to engage directly with your audience. These interactive sessions can serve as exclusive previews, Q&A about styling tips, or even live shopping events, creating a dynamic two-way communication channel.
  5. Tailor Your Content to Douyin’s Unique Format: Each social platform has its own rhythm and style, and Douyin is no exception. I suggest crafting content that is specifically designed for Douyin’s short-form, high-energy format. Quick, captivating videos that immediately grab attention, combined with upbeat music and clear, concise messaging, will perform best.

Implementing these strategies will not only enhance your brand’s presence on Douyin but also connect you with a vibrant community of fashion-forward individuals. Remember, success on Douyin is about being bold, interactive, and authentically you. Read more

6. Fashion Brands need KOLs and influencers to spread the word

Having the support of key opinion leaders can be a promotional value. They may be an additional customer base but also for brands, KOLs can influence the consumer decision to purchase a product. The Chinese place great importance on the opinions of other consumers.

But they also like to have a professional opinion on the subject. This is why having bloggers on fashion and celebrities who speak about your brand is very important and will play a role in the consumer’s final decision on the product.

7. Community management at the heart of Fashion Luxury brands in China

Communicate with customers, and convey to them a positive message about your brand, and your products by the community management. By developing a relationship with the customer, you will be able to better understand their needs in order to respond more easily. The principle is to animate different communities on social Media in China.

Mastering Community Engagement: 5 Power Moves for Marketers on RED

Red= Xiaohongshu , is the APP similar to instagram

  1. Cultivate Authenticity in Every Post/story: I cannot explain enough the importance of Great content on RED . Your audience craves real stories, experiences, and advice. Share behind-the-scenes glimpses, real user testimonials, and honest product reviews. Authenticity is your currency here; spend it wisely to build trust and loyalty.
  2. Leverage Influencer Collaborations Wisely: Handpick influencers who resonate with your brand’s values and aesthetic. I recommend forming partnerships that go beyond mere endorsements, encouraging influencers to share personal narratives and experiences with your products. This strategy not only amplifies your reach but also embeds your brand into authentic lifestyle content.
  3. Engage Proactively with Your Community: Don’t just talk at your audience; engage with them. I advise dedicating time to respond to comments, participate in discussions, and even initiate conversations around trending topics. Active engagement shows your brand cares and is attentive to its community, fostering a stronger connection.
  4. Utilize Hashtags and Challenges to Spark Trends: Create and promote branded hashtags or challenges that encourage user participation. I suggest crafting campaigns that are easy for users to join and share, turning your audience into brand ambassadors. This approach not only increases visibility but also cultivates a sense of belonging among users.
  5. Offer Exclusive Insights -Offer: Reward your RED followers with exclusive content, early access to new products, or special promotions. I recommend using this platform to make your community feel special and valued. Exclusive perks can drive engagement, encourage repeat visits, and boost user-generated content, solidifying your brand’s presence on the platform.

Read more

The ultimate goal is to generate traffic to your official ECommerce store, and being present on social networks is not necessarily enough. It must also seek specialized forums: for example, you have two sites Meilishuo and PCLady. Many Chinese women visit these sites to search for information on beauty products or even clothing advice.

Contact us to establish your e-commerce and digital communication strategy; any brand can succeed in the Chinese market with good advice from professionals. With years of experience in China, our experts can help you manage the brand awareness and reputation of your fashion brand in China.


  • Hi!
    There’s a growing demand for personalized and customized fashion items in China. Have you ever purchased a customized piece of clothing or accessory? How was your experience?

  • Really good and informative article thank
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  • BestTeresita

    I have noticed you don’t optimize your site for western Audience to Chinese Market, don’t waste your traffic, itis so interesting what you write…
    Maybe you can do SEO , can help you,

    • A

      Thank you for your Tips; we will work on it. (actually we already work on it) if you can quote us in your website, will be really appreciate Teresita

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