Retail in China

May 2026
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Overview:

Understand the latest market trends and future growth opportunities for the Retail 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:

  • Convenience Stores
  • Discounters
  • Hypermarkets
  • Supermarkets
  • Traditional Grocery Retailers
  • Apparel and Footwear Specialist Retailers
  • Electronics and Appliance Specialist Retailers
  • Health and Beauty Specialist Retailers
  • Home and Garden Specialist Retailers
  • Department Stores
  • Variety Stores
  • Warehouse Clubs
  • Direct Selling
  • Homeshopping
  • Vending

If you're in the Retail 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 Retail in China report includes:

  • Analysis of key retail trends
  • Detailed segmentation of offline and online retail sales
  • Historic channel sizes (retail value sales, outlet counts, and selling space)
  • Company and brand market shares (retail value sales and outlet counts)
  • 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 Retail in China?
  • Which are the leading retailers in Retail in China?
  • How are products distributed in Retail in China?
  • How is the rise of e-commerce and the expansion of modern grocery retail impacting traditional retail?
  • How significant are discounters and private label in China?
  • To what extent are sales shifting towards digital channels?​
  • What is the long-term outlook for bricks-and-mortar? 
  • How is macroeconomic and political uncertainty affecting the retail industry?​
  • What types of retailers are seeing the fastest growth in digital sales?​
  • What is the future of retail?

Retail in China

Aldi Elevates Value Perception with Gourmet Private Label Launch

Key Data Insights

Chart 1 Key Industry Trends for Retail
Aldi Elevates Value Perception with Gourmet Private Label Launch
Chart 2 Aldi Introduces Gourmet Series: the Evolution of Discounters From Price to Value
Bailian Group Transforms Department Store into Youth Lifestyle Hub
Chart 3 Bailian Group Launches Zx Zaoquchang as a Premier Acg Lifestyle Destination
Pop-Up Events and Curated Fairs Revitalise Informal Selling
Chart 4 Value Sales 2020-2030
Chart 5 Value Sales by Category 2025
Retail E-Commerce Outpaces All Channels as Instant Retail Expands
Chart 6 Jd.Com’S Entry into Food Delivery Reshapes China’S Instant Retail (O2o) Landscape
Ai-Powered Personalisation and Experiential Spaces Transform Offline Engagement
Cautious Spending and Evolving Values Drive New Strategies for Growth
Chart 7 Forecast Value Sales 2020-2030
Chart 8 Forecast Value Sales by Category 2025-2030
Bytedance and Jd.Com Accelerate Share Gains as Alibaba Pivots to Instant Retail
Chart 9 Competitive Landscape for Retail
Alibaba’S Divestments and Instant Delivery Reshape Competitive Strategies
Chart 10 Instant Tax Refund Boosts Foreign Shopper Spending in China
Chart 11 Company Shares 2025
Chart 12 Brand Shares 2025
Informal Retail
Opening Hours for Physical Retail
Summary 1 Standard Opening Hours by Channel Type 2025
Seasonality
Chart 13 Economic Context for Retail
Chart 14 Real Gdp Growth 2020-2030
Chart 15 Inflation 2020-2030
Chart 16 Consumer Context for Retail
Chart 17 Population 2020-2030
Chart 18 Population by Generation 2025

Convenience Retailers in China

Key Data Insights

Convenience Stores Displays Resilience
Chart 19 Key Industry Trends for Convenience Retailers
Convenience Stores Displays Resilience
Shizu Leverages Social Content to Drive In-Store and Online Engagement
Easy Joy Deepens Instant Retail Partnerships for 15-Minute Delivery
Chart 20 Easy Joy Expands Instant Retailing Business
Chart 21 Value Sales 2020-2030
Chart 22 Value Sales by Category 2025
Easy Joy and Meiyijia Leverage Dense Store Networks to Outpace Rivals
Chart 23 What's Next? for Convenience Retailers
O2o Retailing and Ai Integration Redefine Convenience and Cost Efficiency
Chart 24 Forecast Value Sales 2020-2030
Chart 25 Forecast Value Sales by Category 2025-2030
Meiyijia Expands Regional Network as Easy Joy Pivots to Private Label
Chart 26 Meiyijia Expands Store Network
Chart 27 Company Shares 2025
Chart 28 Brand Shares 2025
Chart 29 Economic Context for Convenience Retailers
Chart 30 Real Gdp Growth 2020-2030
Chart 31 Inflation 2020-2030
Chart 32 Consumer Context for Convenience Retailers
Chart 33 Population 2020-2030
Chart 34 Population by Generation 2025

Supermarkets in China

Key Data Insights

Rt Super Leverages Private Label and Low Prices to Boost Value Growth
Chart 35 Key Industry Trends for Supermarkets
Rt Super Leverages Private Label and Low Prices to Boost Value Growth
Chart 36 Rt Super Meets Value Trend with 1+1 Private Labels and Everyday Low Prices
Chart 37 Value Sales 2020-2030
Wumart Introduces Value Format to Address Cautious Spending and Unlock Growth
Chart 38 What's Next? for Supermarkets
Meituan and Jd Now Partnerships Shift Supermarkets Towards Omnichannel Convenience
Lianhua and Wumart Respond to Value-Seeking Behaviour with Private Label Expansion
Chart 39 Forecast Value Sales 2020-2030
Lianhua Supermarket Holdings Co Ltd Leverages Neighbourhood Integration While Freshippo Expands Reach
Chart 40 Lianhua Implements 15-Minute Convenience Living Circle Strategy
Chart 41 Company Shares 2025
Chart 42 Brand Shares 2025
Chart 43 Economic Context for Supermarkets
Chart 44 Real Gdp Growth 2020-2030
Chart 45 Inflation 2020-2030
Chart 46 Consumer Context for Supermarkets
Chart 47 Population 2020-2030
Chart 48 Population by Generation 2025

Hypermarkets in China

Key Data Insights

Wal-Mart’S Focus on Healthy Value Products Drives Loyalty
Chart 49 Key Industry Trends for Hypermarkets
Wal-Mart’S Focus on Healthy Value Products Drives Loyalty
Pupu Supermarket’S Offline Move Redefines Convenience and Loyalty
Chart 50 Facing Expanding Instant Retail Landscape, Pupu Supermarket Goes Physical
Chart 51 Value Sales 2020-2030
Sun Art Retail Expands Fulfilment Centres to Address Shifting Consumer Needs
Chart 52 What's Next? for Hypermarkets
Private Label Expansion Intensifies Competition as Retailers Prioritise Supply Chain Strength
Chart 53 Forecast Value Sales 2020-2030
Sun?Art Retail Boosts Leadership with Targeted Store Transformation
Alibaba Exit and Store Upgrades Reshape Competitive Opportunities
Chart 54 Wal-Mart Upgrades Its Private Label Offer, Focusing on Health and Value for Money
Chart 55 Company Shares 2025
Chart 56 Brand Shares 2025
Chart 57 Economic Context for Hypermarkets
Chart 58 Real Gdp Growth 2020-2030
Chart 59 Inflation 2020-2030
Chart 60 Consumer Context for Hypermarkets
Chart 61 Population 2020-2030
Chart 62 Population by Generation 2025

Discounters in China

Key Data Insights

Freshippo and Aldi Accelerate Expansion to Capture Value-Seeking Households
Chart 63 Key Industry Trends for Discounters
Freshippo and Aldi Accelerate Expansion to Capture Value-Seeking Households
Aldi Elevates Private Label to Drive Loyalty and Premiumisation
Chart 64 Aldi Introduces Gourmet Series: the Evolution of Discounters From Price to Value
Chart 65 Value Sales 2020-2030
Aldi and Hotmaxx Drive Value-Focused Expansion beyond Major Cities
Chart 66 Freshippo Neighbour Business Reshapes Discounters for Nearby Community
Private Label Innovation Elevates Consumer Trust and Loyalty
Chart 67 Forecast Value Sales 2020-2030
Aldi Expands Reach and Private Label to Capture Share From Hotmaxx
Chart 68 Competitive Landscape for Discounters
Chart 69 Company Shares 2025
Chart 70 Brand Shares 2025
Chart 71 Economic Context for Discounters
Chart 72 Real Gdp Growth 2020-2030
Chart 73 Inflation 2020-2030
Chart 74 Consumer Context for Discounters
Chart 75 Population 2020-2030
Chart 76 Population by Generation 2025

Small Local Grocers in China

Key Data Insights

Wet Markets Introduce Smart Features to Retain Footfall
Wet Markets Introduce Smart Features to Retain Footfall
Prepared Foods and Dining Zones Boost Consumer Engagement
Chart 77 Value Sales 2020-2030
Wet Markets Upgrade Services as Shoppers Demand Convenience
Chart 78 What's Next? for Small Local Grocers
Community Trust and Digital Upgrades Sustain Rural Store Resilience
Chart 79 Forecast Value Sales 2020-2030
Lack of Consolidation Signals Ongoing Fragmentation and Limited Change
Chart 80 Company Shares 2025
Chart 81 Brand Shares 2025
Chart 82 Economic Context for Small Local Grocers
Chart 83 Real Gdp Growth 2020-2030
Chart 84 Inflation 2020-2030
Chart 85 Consumer Context for Small Local Grocers
Chart 86 Population 2020-2030
Chart 87 Population by Generation 2025

General Merchandise Stores in China

Key Data Insights

Miniso and Kkv Drive Value-Led Expansion as Growth Stalls
Chart 88 Key Industry Trends for General Merchandise Stores
Miniso and Kkv Drive Value-Led Expansion as Growth Stalls
Bailian Group Reimagines Retail Space to Capture Youth Demand
New World Daimaru Department Store Pioneers Instant Tax Refunds to Convert Tourists into Shoppers
Chart 89 New World Daimaru Department Store Pioneers Self-Service Tax Refund Kiosks in Shanghai
Chart 90 Value Sales 2020-2030
Chart 91 Value Sales by Category 2025
Variety Stores Accelerates Expansion as Department Stores Plateau
Chart 92 What's Next? for General Merchandise Stores
Retailers Embrace Fandom and Experience to Drive Loyalty and Footfall
Chart 93 Forecast Value Sales 2020-2030
Chart 94 Forecast Value Sales by Category 2025-2030
Skp and Miniso Accelerate Growth as Others Lose Ground
Chart 95 Bailian Group Launches Zx Zaoquchang as a Premier Acg Lifestyle Destination
Chart 96 Company Shares 2025
Chart 97 Brand Shares 2025
Chart 98 Economic Context for General Merchandise Stores
Chart 99 Real Gdp Growth 2020-2030
Chart 100 Inflation 2020-2030
Chart 101 Consumer Context for General Merchandise Stores
Chart 102 Population 2020-2030
Chart 103 Population by Generation 2025

Apparel and Footwear Specialists in China

Key Data Insights

Heilan Home Leverages Instant Delivery to Redefine Retail Speed
Chart 104 Key Industry Trends for Apparel and Footwear Specialists
Heilan Home Leverages Instant Delivery to Redefine Retail Speed
Chart 105 Heilan Home Integrates over 5,000 Stores into Jd Instant Delivery Network
Sasseur and Florentia Village Drive Outlet Success with Value Focus
Chart 106 Value Sales 2020-2030
Domestic Brands Boost Agility as Digital Strategies Reshape Competition
Chart 107 What's Next? for Apparel and Footwear Specialists
Flagship Stores and Collaborations Redefine Fast-Fashion Resilience
Chart 108 Forecast Value Sales 2020-2030
Bosideng Captures Growth as Fast-Fashion Brands Lose Relevance
Chart 109 Bosideng Pivots Towards Premium, Fashion-Forward Offer
Chart 110 Company Shares 2025
Chart 111 Brand Shares 2025
Chart 112 Economic Context for Apparel and Footwear Specialists
Chart 113 Real Gdp Growth 2020-2030
Chart 114 Inflation 2020-2030
Chart 115 Consumer Context for Apparel and Footwear Specialists
Chart 116 Population 2020-2030
Chart 117 Population by Generation 2025

Appliances and Electronics Specialists in China

Key Data Insights

Five Star Accelerates Replacement Demand with Trade-In Subsidies
Chart 118 Key Industry Trends for Appliances and Electronics Specialists
Five Star Accelerates Replacement Demand with Trade-In Subsidies
Suning Integrates Instant Retail to Capture On-Demand Shoppers
Chart 119 Suning Expands Appliances and Electronics into Instant Retail on Meituan and Ele.Me
Chart 120 Value Sales 2020-2030
Energy-Efficient and Smart Appliances Drive Premium Upgrades
Chart 121 What's Next? for Appliances and Electronics Specialists
Trade-In Policies and Store Experience Shape Future Sales Windows
Chart 122 Forecast Value Sales 2020-2030
Five Star Extends Lead as Rivals Chase Omnichannel Innovation
Chart 123 Five Star Leverages Trade-In Subsidies to Drive Growth in Kunming
Chart 124 Company Shares 2025
Chart 125 Brand Shares 2025
Chart 126 Economic Context for Appliances and Electronics Specialists
Chart 127 Real Gdp Growth 2020-2030
Chart 128 Inflation 2020-2030
Chart 129 Consumer Context for Appliances and Electronics Specialists
Chart 130 Population 2020-2030
Chart 131 Population by Generation 2025

Home Products Specialists in China

Key Data Insights

Oppein Deepens Overseas Reach to Diversify Amid Domestic Headwinds
Chart 132 Key Industry Trends for Home Products Specialists
Oppein Deepens Overseas Reach to Diversify Amid Domestic Headwinds
Suofeiya Streamlines Custom Home Experiences with Ai-Powered Platforms
Chart 133 Suofeiya Enhances Custom Home Retail with Its Ai Platform
Chart 134 Value Sales 2020-2030
Chart 135 Value Sales by Category 2025
Younger Consumers Demand Integrated Solutions
Chart 136 What's Next? for Home Products Specialists
Trade-In Policies and Renovation Demand Reshape Retail Models
Chart 137 Forecast Value Sales 2020-2030
Chart 138 Forecast Value Sales by Category 2025-2030
Oppein’S Store Closures Accelerate Share Loss as Digital-First Rivals Gain Ground
Chart 139 Oppein Expands Overseas with Rta Modular Kitchens Targeting Diy Consumers
Chart 140 Company Shares 2025
Chart 141 Brand Shares 2025
Chart 142 Economic Context for Home Products Specialists
Chart 143 Real Gdp Growth 2020-2030
Chart 144 Inflation 2020-2030
Chart 145 Consumer Context for Home Products Specialists
Chart 146 Population 2020-2030
Chart 147 Population by Generation 2025

Health and Beauty Specialists in China

Key Data Insights

Doctor Glass Transforms Sales with Livestream and In-Store Integration
Chart 148 Key Industry Trends for Health and Beauty Specialists
Doctor Glass Transforms Sales with Livestream and In-Store Integration
Guangdong Da-Shen-Lin Expands Reach by Acquiring Hunan Huairen Pharmacy
Livestream Selling and O2o Unlock New Growth for Doctor Glass
Chart 149 Doctor Glass Accelerates Growth via Douyin Livestreaming
Chart 150 Value Sales 2020-2030
Chart 151 Value Sales by Category 2025
Yifeng Pharmacy Accelerates Consolidation to Outpace Smaller Rivals
Leveraging Omnichannel Integration to Boost Engagement
Chart 152 What's Next? for Health and Beauty Specialists
Rising Demand for Professional Guidance Shapes Future Profitability
Chart 153 Forecast Value Sales 2020-2030
Chart 154 Forecast Value Sales by Category 2025-2030
Guangdong Da-Shen-Lin Drives Consolidation as Sasa Exits and Rivals Adapt
Chart 155 Guangdong Da-Shen-Lin Acquires 20% Stake in Hunan Huairen Pharmacy Chain
Chart 156 Company Shares 2025
Chart 157 Brand Shares 2025
Chart 158 Economic Context for Health and Beauty Specialists
Chart 159 Real Gdp Growth 2020-2030
Chart 160 Inflation 2020-2030
Chart 161 Consumer Context for Health and Beauty Specialists
Chart 162 Population 2020-2030
Chart 163 Population by Generation 2025

Vending in China

Key Data Insights

Pop Mart’S Blind-Box Toys Drive Repeat Purchases through Vending Machines
Pop Mart’S Blind-Box Toys Drive Repeat Purchases through Vending Machines
Pop Mart Transforms Vending with Technology and Youth Engagement
Chart 164 Value Sales 2020-2030
Chart 165 Value Sales by Category 2025
Pop Mart Turns Vending Machines into Interactive Experiences
Drinks Vending Outpaces Others as Smart Technology Reshapes Demand
Ai-Driven Vending Transforms Retail Engagement and Operational Efficiency
Chart 166 Forecast Value Sales 2020-2030
Chart 167 Forecast Value Sales by Category 2025-2030
Pop Mart Drives Share Gains through Viral Blind-Box Surge
Chart 168 Competitive Landscape for Vending
Chart 169 Company Shares 2025
Chart 170 Brand Shares 2025
Chart 171 Economic Context for Vending
Chart 172 Real Gdp Growth 2020-2030
Chart 173 Inflation 2020-2030
Chart 174 Consumer Context for Vending
Chart 175 Population 2020-2030
Chart 176 Population by Generation 2025

Direct Selling in China

Key Data Insights

Growth of Foods Direct Selling Signals Shift in Consumer Priorities
Chart 177 Key Industry Trends for Direct Selling
Growth of Foods Direct Selling Signals Shift in Consumer Priorities
Amway Leverages Edutainment to Rebuild Trust and Boost Engagement
Chart 178 Amway’S Health Comedy Series with Beijing Tv Breaks Barriers in Health Education
Chart 179 Value Sales 2020-2030
Chart 180 Value Sales by Category 2025
Leading Companies Intensify Transparency Efforts to Restore Consumer Trust
Nutritional and Wellness-Focused Players Outperform as Health Drives Resilience
Hybrid Selling and Digital Tools Modernise Engagement While Preserving Personal Touch
Chart 181 Forecast Value Sales 2020-2030
Chart 182 Forecast Value Sales by Category 2025-2030
Amway Transforms Trust and Experience to Extend Sales Lead
Chart 183 Competitive Landscape for Direct Selling
Chart 184 Company Shares 2025
Chart 185 Brand Shares 2025
Chart 186 Economic Context for Direct Selling
Chart 187 Real Gdp Growth 2020-2030
Chart 188 Inflation 2020-2030
Chart 189 Consumer Context for Direct Selling
Chart 190 Population 2020-2030
Chart 191 Population by Generation 2025

Retail E-Commerce in China

Key Data Insights

Douyin and Xiaohongshu Turn Content into Sales Growth
Chart 192 Key Industry Trends for Retail E-Commerce
Douyin and Xiaohongshu Turn Content into Sales Growth
Taobao Instant Commerce Leverages O2o to Capture On-Demand Demand
Chart 193 Ele.Me Rebrands as Taobao Instant Commerce, Driving Alibaba's Core Instant Retailing
Xiaohongshu’S Friendly Market Builds Trust to Boost Conversion
Chart 194 Value Sales 2020-2030
Chart 195 Value Sales by Category 2025
Alibaba, Meituan and Jd Drive Instant Retail Expansion to Meet Demand for Speed and Convenience
Marketplace Platforms Secure Dominance as Instant and O2o Retail Accelerate
Chart 196 What's Next? for Retail E-Commerce
Ai-Powered Personalisation and Immersive Experiences Deepen User Loyalty and Drive Business Model Evolution
Chart 197 Forecast Value Sales 2020-2030
Chart 198 Forecast Value Sales by Category 2025-2030
Bytedance Leverages Live Streaming to Narrow the Gap with Alibaba
Chart 199 Content-Driven Platforms Like Douyin Reach New Consumer Segments
Chart 200 Company Shares 2025
Chart 201 Brand Shares 2025
Chart 202 Economic Context for Retail E-Commerce
Chart 203 Real Gdp Growth 2020-2030
Chart 204 Inflation 2020-2030
Chart 205 Consumer Context for Retail E-Commerce
Chart 206 Population 2020-2030
Chart 207 Population by Generation 2025

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The following categories and subcategories are included:

Retail

      • Fashion Vending
      • Health and Beauty Vending
      • Appliances and Electronics Vending
        • Alcoholic Drinks Vending
        • Hot Drinks Vending
        • Soft Drinks Vending
        • Tobacco Products Vending
      • Foods Vending
      • Home Products Vending
      • Other Products Vending
        • Apparel and Footwear Direct Selling
        • Personal Accessories Direct Selling
        • Eyewear Direct Selling
        • Beauty and Personal Care Direct Selling
        • Consumer Health Direct Selling
        • Tissue and Hygiene Direct Selling
      • Appliances and Electronics Direct Selling
      • Drinks and Tobacco Direct Selling
      • Foods Direct Selling
      • Home Products Direct Selling
      • Other Products Direct Selling
        • Apparel and Footwear E-Commerce
        • Personal Accessories E-Commerce
        • Eyewear E-Commerce
        • Beauty and Personal Care E-Commerce
        • Consumer Health E-Commerce
        • Tissue and Hygiene E-Commerce
        • Consumer Appliances E-Commerce
        • Consumer Electronics E-Commerce
        • Toys and Games E-Commerce
      • Drinks and Tobacco E-Commerce
      • Foods E-Commerce
        • Home Care E-Commerce
        • Home and Garden E-Commerce
        • Pet Care E-Commerce
      • Other Products E-Commerce
        • First-Party (1P) Marketplace E-Commerce
        • Third-Party (3P) Marketplace E-Commerce
      • Grocery E-Commerce
      • General Merchandiser E-Commerce
      • Apparel and Footwear Specialist E-Commerce
      • Appliances and Electronics Specialist E-Commerce
      • Home Products Specialist E-Commerce
      • Health and Beauty Specialist E-Commerce
      • Leisure and Personal Goods Specialist E-Commerce
      • Other E-Commerce Retailers

Retail

Retail is the sale of new and used goods to consumers from a business for personal or household consumption from retail outlets, kiosks, market stalls, vending, direct selling and e-commerce. Retail is the aggregation of Retail Offline and Retail E-Commerce. Excludes specialist retailers of motor vehicles, motorcycles, vehicle parts. Also excludes fuel sales, foodservice sales, rental transactions, wholesale sales (e.g. Cash and Carry), and sales through cannabis dispensaries in markets where cannabis is sold legally. Sales value excluding or including VAT/Sales Tax. Retail also excludes the informal retail sector. Informal retailing is retail trade which is not declared to the tax authorities. Informal retailing encompasses (a) sales generated by unregistered and unlicensed retailers, i.e. retailers operating illegally, and (b) any proportion of sales generated by a registered and licensed retailer that is not declared to the tax authorities. Unregistered and unlicensed retailers operate predominantly (although not exclusively) as street hawkers or operate open market stalls, as these channels are harder for the authorities to monitor than permanent outlets. Activities in the illegal market, which is usually understood to refer to trade in illegal, counterfeit or stolen merchandise, are included within our definition of informal retailing. Activities in the “grey market”, which is usually understood to refer to trade in legal merchandise that is sold through unauthorized channels – for example cigarettes bought legally in another country, legally imported, but sold at lower prices than in authorized channels – will be included as informal retailing if no tax is paid on sale by the retailer. However if the retailer pays tax – for example on cigarettes bought legally in another country but sold at a lower price than standard – the sale is included within formal retail.

See all of our definitions
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