Over the years, the eyewear market in China has witnessed remarkable growth and this trend is set to continue post-pandemic, fueled by factors such as increasing disposable income, changing fashion trends, and rising awareness about eye health. Chinese consumers have developed a strong appreciation for both style and functionality when it comes to eyewear, creating a thriving market for a wide range of products, including prescription glasses, sunglasses, and contact lenses.
Despite years of development and rapid sales growth up to 2019, China’s eyewear market faced a setback in the first half of 2020 due to the pandemic’s impact on offline retail. While a recovery began in the second half of 2020, the overall market size still declined, reaching RMB 80.2 billion for the year. Nevertheless, in the following two years the market kept growing, and it is expected to exceed RMB 107 billion by 2024.
This resurgence is further fueled by the increased importance of myopia prevention, stemming from students’ long-term online classes during the pandemic, which has contributed to the expansion of the domestic eyewear market.
Source: iiMedia, designed by Daxue consulting, 2019-2023 market size and growth rate of the eyewear retail market in ChinaAccording to the 2022 China Glasses Industry White Paper, in 2022, half of the consumers owned more than two pairs of glasses, up 14% from 2014. This data illustrates a noticeable shift in consumer preferences, where owning multiple pairs of glasses for various occasions became common practice. For example, office workers typically favored black-framed glasses with blue light lenses for everyday use. Yet, for social events or important gatherings, they often turned to contact lenses or opted for more stylish frames in vibrant colors. Likewise, when engaging in sports and outdoor activities, people preferred lightweight frames in lively colors.
Surfing this trend, new eyewear brands such as mujosh (木九十), AOJO (奥玖), and LOHO (乐聚) have emerged in recent years. They strategically positioned themselves as fashion-oriented brands, promoting glasses as stylish accessories right from the start, and quickly gained popularity. According to mujosh official website, it boasted more than 800 stores worldwide in 2021, with annual sales exceeding RMB 1 billion.
Source: Xiaohongshu, there are over 36k posts about how to wear glasses as a fashion accessoryIn recent years, there has been a progressive rise in health consciousness among Chinese consumers, leading to an increased focus on eye protection. Currently, the predominant lens materials for sunglasses available in the Chinese market are resin lenses and plastic lenses. These two options offer distinct advantages, including resistance to high temperatures, durability, and improved safety, when compared to alternative lens materials.
Between 2019 and 2022, the sunglasses market in China witnessed a notable expansion leaping from RMB 27.35 billion to RMB 41.08 billion, and exhibiting a compound annual growth rate of 14.52%.
Currently, the distribution of sunglasses in China predominantly relies on offline channels, however, with the increasing popularity of e-commerce platforms in China, the share of eyewear sold through online channels has increased significantly. In 2022, the proportion of sunglasses sales in China through online channels was 34.73%, while offline channels accounted for the remaining 65.27%.
In China, contact lenses are mainly used for two purposes: vision correction and cosmetic enhancement. The demand for prescription contact lenses remain stable, while the market for non-prescription colored contact lenses is rapidly expanding. This growth is driven by their alignment with the booming “beauty value” economy in China (颜值经济). Indeed, according to Qingshan Capital, China witnessed an impressive annual compound growth rate of 41% in the colored contact lenses market in 2021. In 2022, nearly 80% of 1,620 surveyed consumers claimed to use colored contact lenses at least once a week, and this trend is believed to continue in the future. This is because the post-90s and post-00s in China are willing to invest more in improving their appearance nowadays. Looking ahead, based on forecasts from the Mob Research Institute, the market size for color contact lenses in China is expected to reach RMB 50 billion by 2025, potentially establishing it as a significant global market.
The prominent contenders in China’s eyewear market encompass both foreign and domestic brands. According to iResearch, top enterprises accounted for 85% of the total sales of the industry in 2022. Among them, Essilor and Carl Zeiss (Vision Care) took up over 20% of the market each, ranking top two.
As representatives of domestic lens manufacturers, Winsee and Mingyue lenses ranked third and fourth in terms of sales, with market shares of 8.5% and 6.1%, respectively. At present, in the domestic lens market, well-known international manufacturers still vaunt competitive edge.
Source: iResearch, designed by Daxue consulting, Leading players in China’s eyeglass lenses by market share in 2020The brand Carl Zeiss, originating from Germany, boasts a rich history spanning over 175 years. As a globally recognized lens maker, it holds a significant influence within the industry. Carl Zeiss has implemented a localization approach specifically tailored for the Chinese market, with IP collaboration being a key component. Since 2021, Carl Zeiss has been collaborating with IG (Invictus Gaming) esports Club, which is one of China’s most well-known esports clubs. By partnering with IG, Carl Zeiss has gained significant visibility among the esports community and IG’s huge fan base. Additionally, this exposure has helped increase brand recognition and generate positive brand associations with the excitement and competitiveness of esports.
Zeiss has also strategically employed co-branding by collaborating with local celebrities and influencers in 2023.to enhance consumer engagement and trust. This included partnerships with Children’s picture book artist Gui Tuzi, astronomer Liu Boyang, and national women’s football player Ma Piaoliao, aimed at boosting consumer engagement and trust through influencer marketing. In September 2023, Carl Zeiss had over 294 thousand followers on the Weibo platform, outnumbering most other optical brands.
Source: Weibo, Zeiss Optics x iG esports Club co-branding initiativeThe rise of e-commerce platforms and digital marketing has deeply influenced the way of purchasing eyewear products in China. Online channels have become essential for both established brands and emerging players to reach a wider audience. According to the China Business Industry Research Institute, the number of social commerce consumers in China exceeded 850 million in 2021. In China’s optical market, social commerce is gaining immense popularity, thanks to its cost-effective methods of acquiring traffic. For example, numerous eyewear companies are capitalizing on the livestreaming trend, engaging with their audience in real-time. Through livestreaming sessions, they can demonstrate the features and styles of different eyewear products, answer questions from viewers, and even offer exclusive discounts or limited-time promotions.
Source: Sigo.cn, Sigo, a Chinese eyewear brand, is engaging in the practice of livestreamingGet ready to dive into the world of #eyewear like never before! #China boasts the largest number of eyewear #manufacturers and an incredible range of products. With over 6,000 manufacturers, the main production hubs are located in Shenzhen, Wenzhou, Taizhou, Danyang, Xiamen, and Chongqing, etc.
China's #Optical Industry is a powerhouse, #manufacturing everything from optical frames and lenses to safety #glasses and swimming #goggles. In fact, more than 60% of frames, #sunglasses, and presbyopic glasses worldwide come from Chinese factories. And that's not all - over 40% of optical lenses also hail from China.
In 2017, China's eyewear industry exported a staggering $5.37 billion worth of products. That's a 7.25% increase compared to the previous year!
Guangdong, like Shenzhen and Dongguan is not only the high-end glasses manufacturing base in China, but also the medium and high-end frames manufacturing base in the world. It has been a driving force in the industry, housing renowned factories.
Wenzhou, the medium manufacturing base, has become the heartbeat of quality eyewear and a global supplier to international brands. With over 1,000 optical manufacturing enterprises, the region's annual output value exceeded $1.1 billion in 2018. Global brands like Kering, Luxottica, and Safilo have chosen Wenzhou as their go-to destination for middle glasses.
Duqiao, the medium and low-grade sunglasses manufacturing zone, have experienced rapid development in recent years. Over 1,000 enterprises are producing middle and low-grade sunglasses, polarizing lenses, and sunglasses lenses.
Yuhuan is the ultimate optical accessories base in China and the world. It's home to two of the world's top five optical accessories companies and half of China's top ten. With over 300 enterprises and a wide range of products, Yuhuan's optical accessories are in high demand worldwide.
Xiamen, the Middle-grade Sunglasses Manufacturing hotbed, is making waves with its transformation from manufacturing to brand management. After a decade of hard work, Xiamen now boasts an impressive lineup of independent and agent brands that have won hearts and market share throughout China.
But the shining star in the eyewear galaxy is Danyang, the largest Optical Lens Production Base in the world. With nearly 600 enterprises and a workforce of over 50,000, Danyang's lens production covers a staggering 75% of the country and 40% of the world. Sales are soaring, and the import-export value is a whopping $349 million, accounting for 12.57% of Danyang's total.
Last but not least, we have Chongqing glasses industrial park, the game-changer in eyewear manufacturing. With hundreds of manufacturing enterprises and major contracts with the government, Chongqing is shaping the future of glasses production.
So, whether you're searching for the trendiest #frames, the most advanced #lenses, or the perfect eyewear #accessory, China is your one-stop destination. Get ready to see the world differently with eyewear that's made with precision, style, and a touch of Chinese expertise.