Defining Popular Products
Signals have been extracted from three aspects, sales in festivals and platforms (Double 11, 618, Tmall/Taobao, JD etc.), government policy (trade-in subsidy and interest-based consumption), and trend report about value, health, beauty and lifestyle.
Home Appliance & Smart Home (Trade-in subsidy driven must-buy)
Government subsidy on trade-in continues the popularity of appliances & smart home. The main popular products are core appliances (fridges, washing machines, air-conditioners and televisions) and smart home items (robot cleaners, smart door locks, smart toilets). Voluminous product category, compliance documents like safety certification, and voltage standards are considered important.
Phones, Tablets & Wearables (Also Government subsidized)
Subsidies on mobile phones, tablets, smartwatches also drive the product category popularity. Phone/tablet/wearable accessories (cases, power supply, stands etc.) update even faster than hardware itself. Avoid knockoffs, counterfeit, IP infringing products and buying from generic or certified manufacturers.
Clothing & Footwear (Stable Driver, focus on Functional Style)
Total revenue in Clothing reached CNY166.4 billion through combined e-commerce channels with 21.4% YoY, the function style (sun-protection, outdoor apparel etc.) is becoming very popular. Sizing variance will be a procurement risk for this category. Clearly define your size standards, tolerances, and implement pre-shipment quality checks.
Sun Protection Products (From "Seasonal" to "Year-round Necessity")
Growing outdoor activities turn the industry into multi-billion dollars industry; sun-protection apparel, arm-sleeves, hats, masks with breathable and fast-drying material will see rapid growth. Lightweight shipments and efficiency of logistics are preferred for this product group. Validate UPF claim as it is needed to ensure correct claims in product.
Beauty & Personal Care (Huge Market, focus on "Science + Personalization")
Beauty and cosmetics retail sales recorded RMB229.1 billion in the first half of 2025, representing a YoY increase of 2.9%, science backed products and personalized beauty devices lead market trends. Regulations on ingredients may differ among various jurisdictions, so a jurisdiction-based checklist on ingredients is crucial before sourcing.
Pet Products (Food, Treat, Health supplements and "Pet as Member of the Family" consumption)
China government is focusing on Pet items specifically as an "Interest-based consumption" category. High demand product types are premium pet food, pet treats, pet health supplements and grooming accessories. Cross-border regulation for pet foods is very strictly controlled, so many merchants are selling unregulated products such as pet bowls, pet beds and pet grooming items.
Fad toys, collectibles & Anime Merchandise ("Economy of Emotional value")
Anime merchandise and collectibles toys are considered as a growth area by the National consumption strategy of China. The market opportunity has shown that the Labubu collectible can be sold for >1 million RMB during an auction. Rapid changing character styles and new released design are considered a plus and be extremely careful about IP risk to avoid any imitation character.
Outdoor and Sports Equipment (Camping/cycling/season sports wave)
The sales for the category grew over 50% YoY at 618 festival, beginner kits for outdoor, summer sporting items, and lightweight sun-protection clothing items are leading. Emphasizing material and beginner kits in marketing are good; this is easy to approach for new outdoor users.
Jewelry (Gold, Silver and "wearable value")
The Gold, Silver and jewelry sales had 11.3% YoY for first half of 2025, wearable and portable, light weight are preferred items, the "Guochao" (China-style) design is also emerging. Good plating is crucial as returns due to tarnishing and oxidization will be avoided.
"Good value for money" Daily use Items (Trading down and private labels)
More consumers are moving down in the market, the trend to afford and function oriented daily items is on the rise. Private label / White label daily household items, and personal care products are now being pushed for consumers. Focusing on excellent packaging and clear differentiation is very important.
Take the chance, what is your winning category to export?
Explore what categories match your advantages: fast-moving trends, with good content marketing potential (collectibles, beauty devices, sports gears), reliable reorder, and stable consumer needs (basic apparel, sun-protection, daily items), or high volume, well-planned product groups (appliances, electronics, beauty items, pet foods)
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