1、CHINA TREND REPORTInsights for Athleisure Brands-2023Executive LetterChinas digital-first environment has evolved quickly.Particularly in the last couple of years,we have seen brands implement much more comprehensive customer systems and processes,linking omni-channel resources.As the market has qui

2、ckly matured(with increased competition),brands have sought to build better,more well-informed customer relationships.The pressures from Covid have provided space for brands to get themselves ready for the next round(s)of growth and expansion into the worlds largest digital retail market.Looking ahe

3、ad to the end of 2023 and into 2024,brands will be scaling ecommerce and customer systems into lower tier cities and with new customer groups such as Gen Z and“Silver”customers.In its annual survey of brands in China,Totem has observed a clear shift over the past few years from efforts being concent

4、rated around advertising and awareness growth,towards more customer-centric efforts.Customer service,retention and repeat purchase(loyalty)have become key priorities particularly in 2023.LAUREN HALLANANDIRECTOR,CHINA CONSUMER STRATEGY,STRATEGIC PARTNERSHIPS AT SALESFORCECHINA TRENDS REPORT|2FOR ATHL

5、EISURE BRANDSContentsCHINA TRENDS REPORT|104China is leading the world in digital commerce06Key considerations for athleisure brands in 2023091:Mastering social commerce132:Video,live-streaming&short video213:Graduating from private traffic to CRM314:Douyin focus channel for athleisure brands355:Omn

6、i-Channel,re-balancing to offline39Salesforce solutions in ChinaFive focus areas for 2023FOR ATHLEISURE BRANDSCHINA TRENDS REPORT|450Chinas share of global ecommerce retail%85Of Chinese use mobile paymentsThe incredible growth of mobile commerce in China is underpinned by 904 million users making mo