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ZMA (zinc, magnesium aspartate, and vitamin B6) is a sports nutrition supplement formula originally developed in the 1990s for recovery and testosterone support in athletes. In China’s rapidly growing sports nutrition market, ZMA has found a growing consumer base among gym-going men aged 20-40 who are active on Xiaohongshu and Douyin fitness content and who […]
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China Sports Market
China’s dairy market went through a structural shift between 2021 and 2025. The traditional growth driver — basic liquid milk and yogurt sales expanding as Chinese incomes rose — matured. The new growth engine is protein-enriched and functionally differentiated dairy products: high-protein Greek-style yogurt, protein milk (牛奶蛋白 — niúnǎi dànbái), cheese snacks, and dairy-based protein […]
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China is the world’s largest market for packaged fruit juice. With over 700 million urban consumers and a rising health consciousness among younger demographics, the category has been one of the fastest-growing segments in Chinese FMCG from 2020 to 2025. Yet the market is not homogeneous: the drivers of growth in 2025 are very different […]
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I have watched a lot of Western food formats land in China over the years, and I have learned to be sceptical of the word “boom.” Most of the time the story is smaller than the headline. The burger is the exception. What is happening in China’s burger market right now is one of the […]
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For years, foreign brands treated Xiaohongshu, China’s Instagram-meets-review platform known abroad as RedNote, as a place to be discovered but not a place to sell. Consumers found products there, then left to buy on Taobao or Douyin. That era is over. Through 2025 and into 2026, Xiaohongshu rebuilt itself into a closed-loop marketplace: it launched […]
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For most of 2025 and into 2026, China’s three biggest internet companies set fire to their own margins in a war almost no one outside the country was watching. Alibaba, JD.com, and Meituan poured tens of billions of RMB into instant retail, the business of delivering everything from coffee to groceries to electronics in under […]
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One of the fastest-growing consumer categories in China is one most foreign brands have never heard of. The “guzi economy,” the market for physical merchandise based on anime, comics, games, and novel IP, reached 168.9 billion RMB, up more than 40% in a single year. Guzi, a phonetic play on the English word “goods,” covers […]
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China’s silver economy, the market serving consumers over 60, will exceed 10 trillion RMB in scale, and it is growing far faster than the population it serves. That number should stop any foreign brand’s China strategy meeting cold, because almost none of them are planning for it. The stereotype of the Chinese senior as frugal, […]
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Alibaba has done something no Western marketplace has matched at this scale: it opened its entire Taobao and Tmall catalogue, over 4 billion products, to its Qwen AI assistant. Chinese shoppers can now describe what they want in plain language and let the AI browse, compare, place the order, and handle delivery and after-sales, all […]
Read more →This is a real e-commerce case study from an international spirits brand selling in China. The brand is kept anonymous for confidentiality, but every number below is actual performance data from the store’s first nine months on Chinese platforms, from kickoff in October through June. It covers the three channels we ran in parallel: a […]
Read more →China has a sleep problem. An estimated 300 million Chinese adults report sleep difficulties, according to a 2025 China Sleep Research Society report. Work pressure, screen time, and urban noise are the three most cited causes. The sleep supplement market grew from RMB 2 billion in 2021 to RMB 9 billion in 2025. Melatonin, magnesium, […]
Read more →China’s sports nutrition market crossed RMB 40 billion in 2025. Five years ago, this was a niche category purchased by gym regulars in Beijing and Shanghai. Today, it is a mainstream consumer segment driven by a post-pandemic fitness surge, the rise of running clubs, and a new generation of Chinese consumers who track their macros. […]
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