89% of Chinese Shoppers Prefer Homegrown Brands over Foreign Brands, Study

known for its sportswear, has successfully transitioned into luxury fashion, offering innovative designs that appeal to a broader audience. Consumer sentiment towards Chinese fashion brands is generally positive, as evidenced by the rise in consumer confidence, which in October 2024 reached 86.9 points.

This uptick reflects growing consumer trust and interest in domestic brands over foreign counterparts. Reports from McKinsey also highlight that local Chinese brands constituted 60 percent of total sales in the apparel market in 2021, a figure that likely continued to grow.

Competitive Landscape The competitive landscape of the luxury segment in China remains intense, with brands like Gucci and Louis Vuitton leading in digital engagement. For instance,  Gucci emerging as the top performer on Douyin’s brand index during a specific week in November, scoring 219.677 points.

Louis Vuitton closely followed with 213,000 points, illustrating China’s competitive landscape of luxury branding. Looking Forward The positive consumer sentiment towards domestic brands is evident, with consumer confidence reaching 86.9 points in October 2024. Reports from McKinsey indicate that local brands…