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Our Expertise

We have worked with several B2B and B2C accessories, eyewear, scarves, and hats brands for market research, consumer interviews, social media, and launch strategy in China.

We help your brand navigates the market and make the most out of its potential. Today, the global accessories market main revenue is generated by China:

  • Forecasted revenue of $177 billion USD in 2027
  • Forecasted YoY growth rate of 8% by 2027
  • Average revenue per user of $250 USD

Key Insights

Market Data

The worldwide accessories market is driven by China. The market is recovering from the past drops that occurred during the global Covid-19 pandemic, in 2020 and 2022. The CAGR of the accessories market must be around 8% between 2023 and 2027. 

Sales Channels

Accessories are sold both online and offline, driven by Tmall and JD. The online sales of accessories increased at a CAGR of 65% for men, women, and kids between 2020 and 2022. The user penetration of accessories products in China is forecasted to reach 48% in 2027.

Favorite Brands in China

Chinese consumers split between fashion and luxury brands for accessories purchase. For cost-effective accessories, Chinese favor Zara, H&M, Muji, and Uniqlo. For luxury accessories, Chinese clients favor Louis Vuitton, Chanel, Gucci, and Prada.

Top 3 Influencers for Accessories in China


Jia is gathering 103,000 followers on Xiaohongshu. Her community likes how she always twists her style with new accessories.


Hei is a skateboarder with more than 304,000 followers on Xiaohongshu and always wearing caps on all her outfits and videos.


Victoria is followed by a small but concentrated community of 31,000 people who watch her OOTD daily creations. 

Top 3 Categories for Accessories in China

1. Eyewear & Sunglasses

The average price of glasses and sunglasses has experienced several huge growth in China due to the price control of the biggest glasses producers including Essilor and Zeiss. More and more people now tend to buy glasses online. For shortsighted people, they can measure the degree at the hospital and then give the data to the retailers online. 

2. Hats & Scarves

The hats market noticed a decrease in 2019, from 6.3 billion USD to 6.21 billion USD. The hats market is a stable market in China driven by anti-UV hats and caps. The best selling item is currently the fisherman hat, accounting for 20% market share due to the latest fashion and consumers trends. In the meantime, the Chinese scarves market is accounting for 33.9 billion USD in 2022. China is importing luxury and premium scarves from France, Italy, UK, and India. 

3. Jewelry Accessories

While high jewelry is a strong market with precious stones, the accessories are driven by small jewelry using metal, pearls, and gold. This market is driven by Millennials and Gen Z who are looking for unique pieces and exquisite design to stand out from the crowd. Chinese consumers appreciate niche brands and designer brands from France, Italy, UK, Spain, USA, Canada, Belgium, and Germany.

Best in Class

Gentle Monster

The eyewear brand released a pair of sunglasses featuring Zeiss lenses. The pair became a best seller in China, giving the impression that the face is thinner.


The aesthetic and practical fisherman hat gained traction among celebrities including Hailey Bieber. The hat got viral in China due to the appetite for camping.


The fragrance brand released a collaboration with the Chinese artist Zhang Zipiao to design scarves that reflect the mood of the “No Man’s Land” floral scent.

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