Executive Summary

Jul 2019
PROSPECTS
Millennials see sunglasses as face jewellery

In line with the general move towards design and branding in eyewear, the demand for sunglasses is increasingly being driven by aesthetics and status as well as functionality. Indeed, sunglasses are increasingly perceived as the new face jewellery.

Personalisation becoming increasingly important in marketing and product design

The growing role of branding across eyewear and the particular importance of fashion in sunglasses is significantly bolstering the impact of marketing in the category. With millennials being the key target audience, marketing through social media is proving to be of particular significance.

Lifestyle trends support growth

Broader lifestyle trends are supporting the rise in demand for sunglasses in China. The burgeoning tourism industry, with growing numbers of Chinese travelling abroad for their holidays, is significantly boosting demand in the category.

COMPETITIVE LANDSCAPE
Merger to have a marked impact on sunglasses

The merger of Essilor, a French global player in ophthalmic optics, with Luxottica, a leading Italian manufacturer of spectacle frames, is set to have a particularly marked impact on the competitive landscape in sunglasses. Essilor owns a 50% stake in domestic company, Xiamen Yarui Optical, which overtook Luxottica to become the largest player in sunglasses in 2017 and extended its lead in 2018.

KOLs becoming increasingly important in marketing sunglasses

With millennials constituting the key target group for sunglasses manufacturers, fashion playing a growing role in demand and social media becoming an ever more effective marketing tool, celebrities and fashion bloggers are becoming increasingly prominent in the promotion of brands and products. As well as conventional celebrity endorsement, manufacturers employ Key Opinion Leaders (KOL) to post holiday photos of themselves wearing particular brands of sunglasses, which are viewed by large numbers of potential consumers.

Luxury and fast fashion brands expanding in sunglasses

Gucci was the fastest-growing sunglasses brand in China in 2018, as it benefited from Kering’s strategy of seeking full control of its eyewear value chain in order to maximise growth potential and achieve revenue and distribution synergies. This allowed Kering to be amongst the most successful of the luxury goods players to exploit the increasingly fashion- and status-orientated character of demand in sunglasses towards the end of the review period.

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Overview

Discover the latest market trends and uncover sources of future market growth for the Sunglasses industry in China with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Sunglasses industry in China, our research will save you time and money while empowering you to make informed, profitable decisions.

The Sunglasses in China market research report includes:
  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent market research methodology, conducted in-country
Our market research reports answer questions such as: 
  • Do spectacle frames create more sales than spectacle lenses in China?
  • Which type of spectacles do we spend more on – men’s, women’s or children’s?
  • How are independent opticians coping with the emergence of health and beauty multiples?
Why buy this report?
  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our sunglasses market research database.

Sunglasses in China - Category analysis

HEADLINES

PROSPECTS

Millennials see sunglasses as face jewellery
Personalisation becoming increasingly important in marketing and product design
Lifestyle trends support growth

COMPETITIVE LANDSCAPE

Merger to have a marked impact on sunglasses
KOLs becoming increasingly important in marketing sunglasses
Luxury and fast fashion brands expanding in sunglasses

CATEGORY DATA

Table 1 Sales of Sunglasses: Volume 2014-2019
Table 2 Sales of Sunglasses: Value 2014-2019
Table 3 Sales of Sunglasses: % Volume Growth 2014-2019
Table 4 Sales of Sunglasses: % Value Growth 2014-2019
Table 5 NBO Company Shares of Sunglasses: % Value 2014-2018
Table 6 LBN Brand Shares of Sunglasses: % Value 2015-2018
Table 7 Distribution of Sunglasses by Format: % Value 2014-2019
Table 8 Forecast Sales of Sunglasses: Volume 2019-2024
Table 9 Forecast Sales of Sunglasses: Value 2019-2024
Table 10 Forecast Sales of Sunglasses: % Volume Growth 2019-2024
Table 11 Forecast Sales of Sunglasses: % Value Growth 2019-2024

Eyewear in China - Industry Overview

EXECUTIVE SUMMARY

Growth supported by an increase in eye issues among younger people due to excessive screen use
Increasing role for fashion and branding among millennials
Merger to play role in broader consolidation as smaller companies struggle to compete
Internet retailing expands strongly, but optical shops are still necessary for their examinations and professional advice
Conditions favourable for ongoing expansion

MARKET DATA

Table 12 Sales of Eyewear by Category: Volume 2014-2019
Table 13 Sales of Eyewear by Category: Value 2014-2019
Table 14 Sales of Eyewear by Category: % Volume Growth 2014-2019
Table 15 Sales of Eyewear by Category: % Value Growth 2014-2019
Table 16 NBO Company Shares of Eyewear: % Value 2014-2018
Table 17 LBN Brand Shares of Eyewear: % Value 2015-2018
Table 18 Distribution of Eyewear by Format: % Value 2014-2019
Table 19 Forecast Sales of Eyewear by Category: Volume 2019-2024
Table 20 Forecast Sales of Eyewear by Category: Value 2019-2024
Table 21 Forecast Sales of Eyewear by Category: % Volume Growth 2019-2024
Table 22 Forecast Sales of Eyewear by Category: % Value Growth 2019-2024

DEFINITIONS

SOURCES

Summary 1 Research Sources

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