The Industries That May Hike Under Covid19 Pandemic Part 2: A 2026 Perspective on Sustained Growth in China

As we navigate 2026, the global landscape continues to bear the indelible marks of the COVID-19 pandemic. While the immediate health crisis has largely receded, its profound impact on consumer behavior, supply chains, and digital adoption has permanently reshaped industries worldwide, particularly in China. Three years ago, many predicted a surge in specific sectors. Today, we look back at those predictions and analyze which industries have not only sustained their pandemic-induced growth but have also evolved, offering new opportunities for international brands.

1. Digital Health & Wellness: From Necessity to Lifestyle

During the pandemic, digital health platforms, telemedicine, and at-home fitness solutions experienced explosive growth. In 2026, this isn't just a temporary trend; it's a fundamental shift in how Chinese consumers manage their well-being. The initial surge in online consultations for fear of clinic visits has matured into a preference for convenience and personalized health management.

• Telemedicine & Online Consultations: Platforms like Ping An Good Doctor and JD Health have expanded their services beyond basic consultations to include chronic disease management, mental health support, and even AI-powered diagnostic tools. We estimate that by 2026, over 45% of urban Chinese consumers regularly use online platforms for health-related inquiries or services, up from around 25% pre-pandemic.
• Wearable Tech & Smart Health Devices: The demand for smartwatches, fitness trackers, and at-home diagnostic tools (e.g., smart blood pressure monitors, glucose meters) continues to rise. Consumers are increasingly proactive in monitoring their health data. Brands offering integrated ecosystems that connect these devices with online health platforms are seeing significant traction.
• Personalized Nutrition & Supplements: With a heightened awareness of immunity and preventive health, the market for personalized nutrition plans, functional foods, and dietary supplements has boomed. Consumers are willing to pay a premium for products tailored to their specific health needs, often discovered through social commerce platforms like Xiaohongshu.

Actionable Advice for Brands: International health and wellness brands should focus on localization, integrating with existing Chinese digital health ecosystems, and leveraging data for personalized product offerings. Consider partnerships with leading telemedicine providers or fitness apps to reach a wider, health-conscious audience.

2. E-commerce & Livestreaming: The Omnichannel Evolution

The pandemic accelerated China's already robust e-commerce sector, making online shopping a default for almost all categories. By 2026, the distinction between online and offline is increasingly blurred, giving way to a sophisticated omnichannel experience driven by livestreaming and social commerce.

• Livestreaming Commerce 2.0: While the initial boom was about celebrity KOLs, 2026 sees a diversification. Brands are now investing in their own in-house livestreaming teams, leveraging employee influencers (ELs), and focusing on more niche, expert-led sessions. Short-form video platforms like Douyin and Kuaishou remain dominant, with an estimated 30% of all e-commerce transactions in China being influenced by or directly occurring via livestreaming by 2026.
• Community Group Buying (CGB) & Fresh Produce E-commerce: CGB, which gained immense popularity during lockdowns, has matured. While some platforms consolidated, the model remains strong for daily necessities and fresh produce, especially in lower-tier cities. Brands in FMCG and food sectors can explore these channels for efficient last-mile delivery and community engagement.
• Cross-border E-commerce (CBEC): Chinese consumers' appetite for international brands, especially in beauty, luxury, and mother-and-baby products, remains strong. CBEC platforms like Tmall Global and JD Worldwide continue to thrive, offering a streamlined entry point for brands without a physical presence in China.

Actionable Advice for Brands: Develop a robust omnichannel strategy. Invest in livestreaming capabilities, whether through KOLs, ELs, or brand-owned channels. Explore social commerce integrations and consider CBEC as a primary entry strategy, focusing on authentic storytelling and transparent product information.

3. Digital Entertainment & Edutainment: Beyond Escapism

Confined to homes, consumers turned to digital entertainment. In 2026, this sector has evolved from pure escapism to encompass a broader range of 'edutainment' and interactive experiences.

• Online Education & Skill Development: While the K-12 tutoring sector faced significant regulatory changes, adult education, vocational training, and skill-based learning platforms have flourished. Professionals are continuously upskilling, and hobbyists are seeking online courses for everything from cooking to coding. The market for online certifications and micro-credentials is robust.
• Gaming & Esports: China remains the world's largest gaming market. Mobile gaming continues to dominate, with new genres like 'metaverse-lite' experiences gaining traction. Esports has solidified its position as a mainstream entertainment form, attracting massive viewership and sponsorship opportunities.
• Audio Content (Podcasts & Audiobooks): The pandemic saw a surge in audio content consumption. By 2026, platforms like Ximalaya FM and Lizhi FM offer a vast array of podcasts, audiobooks, and even interactive audio dramas. This presents a unique opportunity for brands to engage consumers during commutes or leisure time with branded content or sponsorships.

Actionable Advice for Brands: Consider how your brand can integrate into the edutainment space, perhaps by offering sponsored courses, creating branded games, or developing audio content. For gaming brands, focus on community building and localization, understanding the nuances of Chinese player preferences.

4. Smart Home & Automation: The Connected Living Space

Spending more time at home during the pandemic led to increased investment in making living spaces more comfortable, efficient, and connected. This trend has only intensified by 2026.

• Integrated Smart Home Systems: Consumers are moving beyond individual smart devices to integrated systems that control lighting, climate, security, and entertainment seamlessly. Brands like Xiaomi and Huawei are leading this charge, but there's room for specialized international players offering premium or niche solutions.
• Home Appliances with Smart Features: From smart refrigerators that track inventory to robotic vacuum cleaners and air purifiers with advanced sensors, intelligent home appliances are becoming standard. Energy efficiency and health-related features are key selling points.
• Home Office & Remote Work Solutions: While not everyone works from home full-time, the hybrid work model is prevalent. This sustains demand for ergonomic furniture, high-quality audio-visual equipment, and reliable connectivity solutions for the home office.

Actionable Advice for Brands: Focus on interoperability and user experience. Partner with major Chinese smart home ecosystem providers. Highlight how your products contribute to a healthier, more convenient, and energy-efficient lifestyle, aligning with consumer values.

Conclusion: Adapting to China's Evolved Digital Landscape

The industries that saw a 'hike' during the COVID-19 pandemic in China have not just maintained their momentum; they have evolved and matured. By 2026, they represent fundamental shifts in consumer behavior and technological adoption. For international brands, understanding these sustained trends—from the pervasive digital health ecosystem and sophisticated omnichannel retail to the rise of edutainment and smart living—is crucial for successful market entry and growth.

The key to success lies in deep localization, strategic digital integration, and a keen eye on emerging consumer preferences. Don't just adapt; innovate within these dynamic sectors.

Ready to navigate China's evolving digital landscape and capitalize on these growth industries? Contact YIVA Digital today for expert guidance and tailored strategies.