Hobby & Leisure market in Greater China

The Chinese Hobby & Leisure eCommerce market is predicted to reach US$127,254.6 million by 2024 and accounts for 6.5% of the total eCommerce market in Greater China. It is expected to increase over the next years. The expected compound annual growth rate for the next four years (CAGR 2024-2028) will be 0.8%, resulting in a projected market volume of US$131,525.0 million by 2028. Within the Hobby & Leisure market ECDB considers the following twelve sub-markets: Media, Erotic & Adult, Toys, Stationery, Crafts & Art Supplies, Sports Equipment, Camping & Adventure, Pet Supplies, Musical Instruments, Other Hobby & Leisure, Flowers & Gifts, Smoking Supplies, and Bullion & Precious Metal.

Market development

eCommerce revenue development in the Other Media market in Greater China

The Chinese Other Media eCommerce market is predicted to reach US$552.3 million by 2024 and accounts for 2.4% of the Media eCommerce market in Greater China. It is expected to increase over the next years. The expected compound annual growth rate for the next four years (CAGR 2024-2028) will be 0.9%, resulting in a projected market volume of US$571.4 million by 2028. The Other Media eCommerce market is a sub-market of the Media market. Further categories within the Media market are: Books, eBooks & Audiobooks, and Video, CDs, Vinyl & Downloads.

eCommerce revenue development in the Other Media market in Greater China

in million US$

Note: Market revenue represents B2C sales of physical goods including VAT. It excludes B2B sales, C2C sales, returns, compensation for damaged or missing goods, any discounts granted and services. Data shown is using current exchange rates.

Source: ECDB analysis

eCommerce revenue growth in the Other Media market in Greater China

in %

Note: Market revenue represents B2C sales of physical goods including VAT. It excludes B2B sales, C2C sales, returns, compensation for damaged or missing goods, any discounts granted and services. Data shown is using current exchange rates.

Source: ECDB analysis

Net eCommerce revenue split by sub-category

in %

Note: Data shown is using current exchange rates.

Source: ECDB analysis

20202021202220232024202520262027
Revenue (in mUS$)0.00.00.00.00.00.00.00.0
Growth (in %)23.170.41.040.715.073.652.218.6

Online share

eCommerce online share of the total Other Media market in Greater China

The online share refers to the proportion of the retail volume that is transacted via the Internet. It includes purchases via desktop PC, tablet or smartphone, both via website or app. Only retail of physical goods is taken into account. In the Chinese Other Media retail market, the online share is 20.7% and will increase by an average of 7.2% to 27.3% by 2028.

eCommerce online share of the total Other Media market in Greater China

in %

Note: Data shown is using current exchange rates.

Source: Statista Market Insights , ECDB analysis

20202021202220232024202520262027
Online share (in %)68.7%2.2%23.9%83.2%94.9%45.6%63.9%11.3%

Market definition

Definition of the Other Media market within the Hobby & Leisure market

Market definition: Hobby & Leisure > Media > Other Media The category Other Media includes the online trade of software, pc games, console games, and more. This category does not cover books (e.g. novels, thrillers, ebooks, audiobooks), video (e.g. dvds, blu-rays) or cds. All monetary figures refer to the annual gross revenue and do not factor in shipping costs.

In-scope

  • Software
  • PC games
  • Console games
  • Hiking maps

Out-of-scope

  • Books (e.g. novels, thrillers, eBooks, audiobooks)
  • Video (e.g. DVDs, Blu-Rays)
  • CDs
  • Vinyl
  • Downloads

Market comparison

The Chinese Other Media market in a global comparison

Market comparison by growth, online share, and revenue in 2023

in %

Source: ECDB analysis