Technavio has announced its latest market research report titled Retail market in china 2024-2028.

China’s Retail Market Poised for Rapid Growth Through 2028

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The retail market in China is projected to expand by USD 1192.7 billion between 2024 and 2028, growing at a compound annual growth rate (CAGR) of nearly 8.09%. This surge is fueled by the premiumization of products and a shift towards online and omni-channel trade. However, challenges such as rampant counterfeiting in the premium segment persist. Key players in this market include Alibaba Group Holding Ltd., Inc., Walmart Inc., Co. Ltd., and Pinduoduo Inc.

Market Overview

Forecast Period: 2024-2028
Base Year: 2023
Historic Data: 2018-2022
Segments Covered:

  • Product: Food and beverages, Apparel and footwear, Home improvement, Consumer electronics and appliances, Beauty and personal care
  • Distribution Channel: Offline and Online
  • Geography: APAC

The latest market research report by Technavio, titled "Retail Market in China 2024-2028," provides a comprehensive analysis of the current market trends, segments, and key players shaping the future of retail in China.

Key Market Trends

The growth of omni-channel retailing is a significant trend in China. This strategy integrates various distribution channels—retail stores, online stores, mobile apps, and telephone sales—maximizing product visibility and enhancing customer engagement. Although omni-channel adoption in China is currently lower than in developed countries, it is gaining traction. E-commerce, led by giants like, Alibaba, and Walmart, continues to thrive, with the sector projected to grow at 25% year-over-year.

Industry Insights

The retail market in China benefits from increased disposable incomes and consumer spending. Online shopping has become increasingly popular, with a significant contribution from mobile-first sites due to high smartphone penetration. IoT and augmented reality technologies are transforming the retail landscape, offering personalized services and enhancing convenience.

Brick-and-mortar stores remain relevant, providing social interaction and accessibility. However, the retail e-commerce market is booming, with fresh grocery sales leading the way. Toys, stationery, pet supplies, and convenience goods are popular categories. Personalized services, return policies, and exchange policies are essential for final consumers.

Challenges and Opportunities

Counterfeiting remains a significant challenge, particularly in the luxury sector. Approximately 40% of products sold in China are estimated to be counterfeit. These imitations, often sold online, pose threats to market shares and brand reputations. The Chinese government is considering legislation to protect consumers and hold online vendors accountable. Efforts by domestic online retailers like Alibaba include product monitoring and implementing effective refund policies to combat counterfeit goods.

Research Analysis

Technavio's report highlights that the Chinese retail market is experiencing rapid growth driven by disposable incomes and consumer spending. The rise of e-commerce, along with advancements in IoT and augmented reality, is reshaping the retail landscape. Despite challenges like counterfeiting, the market presents significant opportunities for growth and innovation.

Looking Ahead

China's retail market is set for substantial growth, driven by the premiumization of products and the shift towards online and omni-channel trade. However, addressing challenges such as counterfeiting is crucial for sustaining this growth. With key players like Alibaba,, and Walmart leading the way, the market is poised for a dynamic future, offering numerous opportunities for businesses and consumers alike.

About Technavio:

Technavio is a leading global technology research and advisory company. Their research and analysis focus on emerging market trends, providing actionable insights to help businesses identify market opportunities and develop effective strategies to optimize their market positions. With over 500 specialized analysts, Technavio's report library covers 800 technologies across 50 countries, helping enterprises of all sizes make informed business decisions.


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