The 2025 outlook for China’s gift industry reveals steady growth, shifting consumer behaviors, and increasing reliance on digital platforms. This report provides key insights into market size, consumer demographics, scenario-based needs, and digital procurement trends that define the evolving gift industry landscape.
Market Growth and Stability
The gift industry market size in 2024 is expected to remain stable or show slight growth. According to data from iiMedia Research, the industry's compound annual growth rate (CAGR) is projected at 7%, signaling confidence in long-term market potential.
Observation: Interviews with over 100 industry peers revealed increased orders in volume and scale, despite macroeconomic uncertainties.
Segmented and Scenario-Based Demand
Orders are becoming more fragmented, increasing demand for direct shipping services and channel resource integration.
Customization and creative offerings aligned with user demographics and lifestyle preferences have become critical in meeting demands for interactive and innovative gifts.
Consumer Demographics
The 35-and-under age group now represents a significant proportion of end-users in the gift market.
This demographic values cultural resonance, emotional connection, and product aesthetics.
Evolving Attitudes
Consumers prioritize gifts that convey emotional substance over material value, reflecting the shift toward emotion-driven consumption.
Emphasis on traditional cultural elements highlights a growing preference for products that evoke national pride and personal identity.
Scenario-Based Needs
Over 70% of procurement orders now favour personalized gifts to better express corporate sentiment and emotional intent.
Custom gift categories include:
Employee welfare: Annual benefits, birthday gifts, and celebrations.
Marketing materials: Corporate promotions, holiday gifts, and client visits.
Gift customization has moved beyond shallow personalization to include material selection, design, and packaging.
Popular Product Categories
Standard gifts: Small appliances, digital products, and cultural/creative items.
Custom gifts: Home goods, craft gifts, promotional gift sets, collectables, and stationery.
Emotion-Driven Choices
Gifts have become a medium for emotional communication, marking the advent of the "emotional consumption era." Cultural and aesthetic values play a pivotal role in consumer decision-making.
Digital Procurement Trends
Digital transformation continues to redefine the gift industry:
Industrial Internet and IoT technologies are increasing supply chain efficiency.
Big data and AI-driven algorithms optimize product selection based on consumer preferences.
Digital Sales Channels
E-commerce platforms, social media, and mobile apps dominate gift sales and marketing.
Livestream platforms are emerging as key players in gift customization, creating direct consumer engagement.
Procurement Transparency
Digital platforms, such as JD Enterprise Business and Taobao Enterprise Purchase, emphasize compliance, transparency, and ease of selection.
Platform-Specific Trends
Alibaba: Enterprise procurement platforms like 1688 have expanded into 12 major categories, focusing on diverse business needs.
JD and Tmall: Continue to dominate corporate procurement with reliable evaluation systems, while platforms like Xiaohongshu emerge as content-driven procurement hubs.
Platforms like JD offer flexible customization services, reducing barriers for corporate gift customization.
Content-driven platforms such as Xiaohongshu are highly regarded for marketing exposure and engagement, appealing to younger audiences.
Custom Gifts as a Key Driver
The custom gift market accounts for over 20% of the overall market size (approx. ¥240 billion) and is poised for further growth.
Traditional manufacturers and OEMs are now deeply involved in direct-to-market customization efforts.
Challenges and Opportunities
Consumer confidence has been slightly dampened by economic uncertainties and geopolitical risks, though policy support shows signs of fostering a recovery. Notably, a divide in consumer optimism persists across income and demographic groups, with middle-class urbanites displaying particular variations in sentiment. Meanwhile, businesses face the challenge of meeting the growing demand for highly personalized, scenario-based gifts. This includes addressing rising expectations for seamless service integration and enhanced digital platform experiences.
Key Takeaways
Consumer Trends:
Younger consumers (born after 1990) drive demand, emphasizing cultural pride and emotional value.
Emotional and aesthetic resonance has become pivotal in product selection.
Market Dynamics:
The market is expanding steadily, with a focus on customization and scenario-based solutions.
Fragmentation in orders and intense competition highlight the need for innovation.
Digital Revolution:
Platforms like JD, Tmall, and Xiaohongshu are reshaping procurement and marketing.
Integration of IoT and AI into the supply chain is boosting efficiency and transparency.
Customization Opportunities:
Deep personalization is not just a trend but a necessity, with over 70% of orders demanding unique solutions.
Gift categories must align with emerging scenarios like employee welfare and marketing events.
Cultural and Emotional Connection:
As gifting becomes a vehicle for emotional expression, products that emphasize cultural heritage and personal meaning will continue to dominate.
The 2025 gift industry in China presents a blend of challenges and opportunities, with customization, digitalization, and cultural relevance as the primary drivers of growth. Businesses must innovate continually and adopt digital-first strategies to remain competitive in this dynamic landscape.
Discover how to align with China's rapidly evolving gift market by leveraging customization, digital platforms, and cultural resonance. Stay ahead of the curve— Contact us for personalized insights or partnership opportunities!
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