China's new generations 'co-create culture' with doll outfit purchases

As the global collectible toy market is projected to reach $52 billion in 2025, China's doll clothing sector is moving to the world stage. 

In 2024, sales in China's doll clothing sector surged by 117.08 percent year on year. Many traditional clothing manufacturers have swiftly transitioned to secure a substantial market share, leveraging refined production techniques and the country's "flexible supply chain" – a system capable of small-batch production and rapid response.

A growing number of designers in China are using traditional fabrics and delicate knits to create unique doll clothing. The creation of these outfits is a meticulous process. While standard pieces take two to six hours to complete, some intricate designs can require up to a month of handcrafting. This artisanal approach, supported by a flexible "small-batch" production model, allows brands to offer these exclusive items at prices ranging from 80 to 160 yuan (about $11 to $22). 

Some brands are also capitalizing on the experience economy by launching workshop programs. This strategy not only drives direct sales but also helps create a loyal fan base.

In the city of Yiwu, the world's leading small commodities market located in east China's Zhejiang Province, doll clothing enterprises are expanding with remarkable speed. Their "hour-level response" capability has transformed the traditional model of bulk production and inventory overstock, enabling local manufacturers to release new products at a higher frequency with the support of smart production lines.