Luxury and technology reshape China's personal accessories landscape
The personal accessories market in China is characterised by a dichotomy between premium and value-driven segments, with luxury brands and tech-infused products driving growth. In 2025, the market recorded a retail value of CNY1.25 billion, representing a 6% increase from the previous year. This expansion was driven by the increasing number of high-net-worth individuals, which reached 246,299,000 in China in 2025, and the preference for expressive, sustainable, and tech-infused designs among Gen Z consumers. Offline channels remained dominant, accounting for 84% of retail sales, while e-commerce played a significant role in trend-driven categories. The market is forecast to continue increasing, driven by premium segments featuring strong brand heritage or technological innovation, with retail sales set to increase at a current value CAGR of 4% to CNY1.52 billion by 2030.
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Overview:
Understand the latest market trends and future growth opportunities for the Personal Accessories industry in China with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:
- Bags and Luggage
- Jewellery
- Watches
- Writing Instruments
If you're in the Personal Accessories industry in China, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Personal Accessories in China report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Personal Accessories in China?
- Which are the leading brands in Personal Accessories in China?
- How significant is tourism in determining sales and demand for Personal Accessories in China?
- How are COVID-19 and global recession impacting demand for Personal Accessories in China?
- In the wake of COVID-19, how soon can Personal Accessories be expected to recover? Where are the opportunities for growth now?
- Where is future growth expected to be most significant?
Personal Accessories in China
Luxury and technology reshape China's personal accessories landscape
Polarisation squeezes mid-market as premium and value segments see polarised interest
Jewellery leads volume sales whilst connected watches show dynamic growth
Tourism recovery shifts luxury spending from domestic to overseas markets
Material value and cultural storytelling look set to define success
Smart watches expected to outpace traditional writing instruments
Premium brands expected to thrive whilst mid-tier faces pressure
Traditional jewellery brands hold top positions amid fragmentation
Luxury jewellers blend heritage storytelling with digital personalisation
Art collaborations and sustainability reshape luxury landscape
Offline channels dominate sales as consumers seek tactile experiences
E-commerce grows for accessible items but lags for premium products
Smart accessories blend health tracking with fashion functionality
Gen Z drives demand for sustainable, tech-integrated accessories products
COUNTRY REPORTS DISCLAIMER
Bags and Luggage in China
KEY DATA FINDINGS
Market polarisation drives shift to affordable bags and luggage in China
Market polarisation and caution slow China's bags and luggage growth
Regulatory scrutiny shapes second-hand luxury goods market
Economic caution drives shift from luxury bags to experiential spending
Ninetygo blends tech innovation with affordability to capture young consumers
Rising affluence and sports trends to shape bags and luggage market
High-tech functionality and bag accessories cater to evolving youth demands
Athleisure and lifestyle adoption drive sports bags market expansion
LVMH and Songmont lead market with distinct strategies
Gen Z consumers propel brands through social media and influencer powers
Zhuan Zhuan challenges new sales with enhanced second-hand experience
E-commerce boom to continue while offline remains significant
Jewellery in China
KEY DATA FINDINGS
High-purity gold drives China's jewellery expansion
Gold prices drive value sales amid economic uncertainty
Market polarisation squeezes mid-tier as luxury gold and budget fashion jewellery thrive
Laopu attracts attention with high-purity gold products
Technological advancements shape consumer engagement
Gen Z drives shift to playful, personalised jewellery over traditional opulence
Gold investment narrative drives luxury sales growth
Gen Z drives demand for cultural and emotional capital
Social media platforms blur shopping lines through AR and limited editions
Cultural heritage and sustainability shape future trends
Chow Tai Fook and Lao Feng Xiang lead as market polarises
Laopu Gold disrupts traditional luxury with heritage-inspired gold pieces
Offline department stores lead jewellery sales with experiential advantage
Retail e-commerce grows steadily
Traditional and Connected Watches in China
KEY DATA FINDINGS
Watch market shifts to connected devices amid digital evolution
Connected watches drive sales with innovative features
Market polarisation transforms China's luxury watch landscape
Connected watches become essential for internet-age consumers
Smart functionality and subsidies drive connected watch adoption
Technology and health trends look set to propel sales forward
Connected watches to dominate market by 2030
Cultural elements and precious metals set to reshape luxury watches
Huawei leads as China's watch market concentration shifts
E-commerce and appliance and electronics specialists drive sales
Offline retailers lose ground as shopping habits shift online
Huawei demonstrates how artificial intelligence transforms wearables
Writing Instruments in China
KEY DATA FINDINGS
AI innovation and sustainability drive premiumisation in writing tools
Innovation and premiumisation reshape pens market as preferences evolve
Quality and innovation offset demographic pressures on student demand
Deli leverages cultural storytelling to engage Gen Z consumers
Speciality writing instruments to gain traction amid premiumisation
Eco-consciousness to drive demand for sustainable writing instruments
Emotional resonance to drive demand for experiential writing instruments
Shanghai M&G leads market consolidation amid evolving consumer preferences
AI and machine learning reshape writing instruments into smart solutions
M&G leverages biodegradable materials and Gen Z demand for premiumisation
Retail offline remains dominant as retailers enhance efficiency with digital tools
E-commerce transforms retail landscape through convenience and competitive pricing
COUNTRY REPORTS DISCLAIMER
The following categories and subcategories are included:
Personal Accessories
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- Backpacks
- Business Bags
- Crossbody Bags
- Duffel Bags
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- Non-Luxury Handbags
- Luxury Handbags
- Wallet and Coin Pouches
- Other Small Bags
- Luggage
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- Costume Jewellery
- Fine Jewellery
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- Basic Mechanical Watches
- Mid Mechanical Watches
- High Mechanical Watches
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- Basic Quartz Analogue Watches
- Mid Quartz Analogue Watches
- High Quartz Analogue Watches
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- Basic Quartz Digital Watches
- Mid Quartz Digital Watches
- High Quartz Digital Watches
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- Basic Quartz Analogue Watches
- Basic Quartz Digital Watches
- Basic Mechanical Watches
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- Mid Quartz Analogue Watches
- Mid Quartz Digital Watches
- Mid Mechanical Watches
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- High Quartz Analogue Watches
- High Quartz Digital Watches
- High Mechanical Watches
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- Basic Activity Watch (Analogue)
- Mid Activity Watch (Analogue)
- High Activity Watch (Analogue)
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- Basic Activity Watch (Digital)
- Mid Activity Watch (Digital)
- High Activity Watch (Digital)
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- Basic Smart Wearables
- Mid Smart Wearables
- High Smart Wearables
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- Colouring
- Markers and Highlighters
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- Graphite Pencils
- Mechanical Pencils
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- Ball Point Pens
- Fountain Pens
- Roller Ball Pens
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- Pen Inkwells and Refills
- Pencil Lead Refills
- Other Writing Accessories
Personal Accessories
Personal Accessories refers to a diversified group of personal products including Bags & Luggage, Jewellery, Watches and Writing instruments.
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This report originates from Passport, our Personal Accessories research and analysis database.
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