The importance of size when localising for the China market

Size matters, so they say. Although we often see it being overlooked by foreign brands localising for China.

One of the most visible examples of tailoring sizing for China comes from the fashion category. When Forever 21 exited China in 2019, a primary reason was that much of the clothing they stocked was too large for Chinese body types.

Improving nutrition and living standards saw the average Chinese male grow almost 9cm (3.5 inches) taller between 1985 and 2019 - the highest of 200 countries tracked – while females grew taller at almost the same rate. China’s much-cited rising obesity has also seen Chinese get wider. Despite this growth, Chinese body sizes remain on average smaller, less broad and not as curvy as most western countries.

Food & beverage is another category which can see different size preferences from other markets. Much like body mass, the average urban Chinese living space has grown in recent years – from 3.6m² per person in 1978 to over 40m² by 2020, aided by larger apartments and smaller families filling them. Even with all the extra space, the average Chinese family still has much less storage in the kitchen than in many western countries. The convenience of online shopping and delivery also makes larger food formats less desirable.

There are other drivers which see Chinese consumers’ preference for smaller formats. Freshness is often near the top of the list for food requirements – and not just for fruit, veg, milk and meat, but also for packaged goods. Once a packet is opened, it is no longer considered as fresh, so Chinese opt for smaller packages to ensure their consumables won’t go off. As a result, single-serve sachets, fresh on opening, and other smaller formats are often much more popular in China than other markets.

The ease of carrying goods around in handbags is another consideration, reinforcing the popularity of single-serve food items, as well as smaller-portioned beauty and health products.

While smaller formats for food and beverages are often preferred by Chinese consumers, some sub-categories and demographics see the opposite. Snacking is a good example, where large packaging is ideal for the ever-popular custom of sharing in the office.

Seasonal factors can also have a bearing on size preferences, as we’ve seen with the popularity of super-sized drinks in this very hot summer we’ve been having. In other cases, novel size extremes have been as much of a marketing tactic as fulfilling a true need, such as the viral sensation of mega-sized snacks that are so big, they look photoshopped. The one-cup mini diet meal trend has also gone viral for its lack of size.

The long and the short is that despite Chinese people, their houses and their appetites growing in recent years, size preferences can often be different to those in the west, dictated by demographic, lifestyle and season. Brands need to understand their Chinese target audience’s needs and fit accordingly. Contact China Skinny to learn how we can assist with that.