China's Online 3C Electronics Sales Topped CN¥1.1tn in 2025

Executive Summary#

China's online sales of 3C electronics, the trade's term for computers, communications and consumer electronics, exceeded CN¥ 1.1 trillion on leading Chinese marketplaces in 2025, on 3.47 billion units sold. Revenue grew 18.5% year-on-year (YoY) while volume fell 1.9%, because shoppers bought fewer but more expensive devices, a shift Chinese analysts call consumption upgrading. National subsidies for mid-to-high-end electronics, rising storage costs in the PC and smartphone industries and the integration of AI across the ecosystem together pushed average selling prices higher, and we expect sales to concentrate further among stronger brands.

Smartphones Lead, While Emerging Categories Grow Fastest#

Smartphones remained the largest category by revenue at CN¥ 471.5 billion (+20.0% YoY), approximately 43% of total 3C sales, followed by laptops at CN¥ 134.9 billion (+13.7% YoY). The fastest growth, however, came in categories where AI integration and changes in lifestyle came together.

Electronic Education devices grew 43.3% YoY, the fastest revenue growth of any major category, on the strength of AI-powered learning tablets. Digital Cameras followed with growth of 36.4% YoY, driven by lightweight shooting devices and the growth of content creation. Computer Hardware and Peripherals revenue grew 25.9% YoY on volume growth of only 1.7%, because demand for GPUs and for AI computing raised average prices considerably.

The gap between revenue growth and volume growth is the clearest sign of the shift. DIY Computers revenue rose 18.1% while volume fell 40.2%, which points to a strong move toward pre-built systems and premium components. Audio & Video Appliances revenue grew 10.6% while volume fell 4.4%, as consumers chose premium audio equipment over budget alternatives.

Power Banks: How a Safety Crisis Transformed an Entire Category#

The power bank market changed more in 2025 than any other 3C sub-category. Spontaneous combustion incidents involving power banks in H1 2025 led to a series of regulatory actions. In June the Civil Aviation Administration of China (CAAC) banned power banks without 3C certification from domestic flights, and the China National Certification and Accreditation Administration (CNCA) then issued mandatory "CCC Implementation Rules for Power Banks", which took effect on 15 August 2025.

Full-year 2025 sales of 3C-certified power banks reached CN¥ 4.84 billion (+1,563.3% YoY) on 38.115 million units (+1,935.7% YoY). By H2 2025 certified products held 89.1% of the market, up from 50.4% in H2 2024. Brands that already held certification were in a position to take the demand that the new rules created.

AI Toys: From Niche Gadget to Mainstream Market#

AI toys were the breakout category of 2025, with sales reaching CN¥ 740 million (+427.4% YoY) and market penetration rising from 0.2% to 4.3%. Growth accelerated from March 2025, when monthly sales tripled to CN¥ 46.2 million, and by May monthly revenue reached CN¥ 99.2 million on 202,137 units sold.

The three sub-categories developed in different ways. AI Educational Toys were the largest by revenue at CN¥ 290 million (+639.8% YoY), driven by photo-learning machines and interactive learning tablets. AI Trendy Toys grew fastest, reaching CN¥ 180 million (+1,465.9% YoY) on the strength of plush AI companions designed for emotional comfort. AI Robots generated CN¥ 220 million (+181.5% YoY), but their share of sales across the three sub-categories fell from 61.3% to 32.5% because their premium prices limited mass adoption.

The price structure reversed within a single year. In 2024, products priced at CN¥ 3,000+ accounted for 49-68% of monthly sales, while by H2 2025 products under CN¥ 500 frequently accounted for more than 50%. The average selling price fell from over CN¥ 1,000 in March 2025 to CN¥ 372 by September. Brands have taken different routes into the market, with Haivivi building its range on an "AI + IP + Emotional Companionship" strategy and Luka Doctor concentrating on photo-learning machines.

What This Means for Brands and Investors#

We believe the 2025 data points to three strategic priorities:

• Regulatory compliance as a competitive advantage: the power bank market shows that brands with certification already in place gain a large advantage when regulation changes
• AI integration as a requirement: AI was the main driver of growth in several categories in 2025
• Emotional value and scenario-based design: products built around these grew faster in 2025 than products that compete on specifications alone

Download the full report for the brand-level analysis, consumer sentiment data and outlook.

About the Data#

This analysis is based on proprietary e-commerce data from Moojing Market Intelligence (魔镜洞察) for leading Chinese marketplaces, covering January 2024 through December 2025. Growth rates reflect full-year online sales across these marketplaces.