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Haining China Leather Fashion Town. [Photo provided to chinadaily.com.cn]

Haining China Leather City in Haining, a county-level city in Jiaxing, East China's Zhejiang province, posted strong growth in the first quarter of this year. Transaction volume rose 37.42 percent year-on-year, while daily visitor numbers exceeded 25,000, reaching a recent high.

Although spring is traditionally considered the off-season for the leather industry, consumer demand increased this year, driven by lighter, more fashionable products and expanding market categories.

Many brands introduced thinner, lighter leather garments designed for spring and outdoor wear, while younger consumers increasingly favored modern, stylish designs. Merchants said emotional value and personalized fashion experiences are becoming key factors in purchasing decisions.

This market growth reflects a broader industrial transformation. Haining has expanded beyond traditional leather apparel into cashmere, down jackets, and four-season fashion products, while strengthening original design capabilities and digital commerce.

The leather city has also built a strong fashion design ecosystem, attracting more than 1,000 professional designers and supporting rapid product development from concept to production.

At the same time, the leather city is integrating tourism with retail through its "shopping plus tourism" model, encouraging visitors to combine sightseeing with fashion shopping.

Digitalization is further reshaping the market. Livestreaming, AI-powered online services, and e-commerce platforms have enabled businesses to reach consumers in China and overseas.