Niche consumption trends in China are catapulting global brands to prominence in China, the world’s second-largest retail market, said Michael Evans, President of Alibaba Group.

Niche interests, such as skateboarding and glamping, are particularly gaining traction among China’s younger generations, who value self-expression but still want to feel part of a community.

“Categories such as pets, haircare and outdoor recreational activities are seeing high growth on our platforms,” said Evans, who is responsible for leading and executing Alibaba’s international strategy for globalizing the company and expanding its businesses outside China.

Digital tools can help brands spot a trend as it is taking off, potentially generating significant revenue for global brands, given the market’s size.