About China Horse Market
Strategic Access to the Chinese Equestrian Market
China Horse Market is a specialist consultancy supporting European equestrian brands and sport horse businesses in developing a credible, long-term presence in the Chinese market.
As interest from Chinese buyers in European equestrian culture, sport horses, and training continues to grow, many established organisations face a common challenge: China is strategically important, yet difficult to access without local knowledge, cultural fluency, and the right digital infrastructure.
China Horse Market exists to bridge that gap, carefully, selectively, and with full respect for European brand standards.
A Focused, Brand-Safe Approach
The Chinese market operates on fundamentally different digital platforms and buyer behaviours. Visibility alone is not enough. Trust is built through education, consistency, and clear communication of standards.
China Horse Market works closely with clients to:
Position their brand correctly on Chinese platforms such as RedNote (Xiaohongshu) and WeChat
Educate potential buyers before they enquire, make purchase, or participate in auctions
Reduce low-quality enquiries and internal operational burden
Develop long-term market understanding rather than short-term exposure
Our approach prioritises quality over scale, and brand protection over rapid growth.
Founder
China Horse Market was founded by Shutong Liu, whose background combines cultural analysis, cross-border communication, and hands-on experience within the European equestrian sector.
Originally trained in art history, Shutong has worked across higher education admissions and fine art galleries, environments where cultural positioning, trust, and high-value decision-making are central. This foundation informs a considered, brand-sensitive approach to international market development.
Over the past two years, Shutong worked with a London-based equestrian centre to support its engagement with the Chinese market. During this period, she helped:
Double Chinese client attendance within one year
Develop a summer training programme targeting young riders from China
Secure Chinese livery clients through targeted digital outreach and buyer education
Alongside consultancy work, Shutong maintains a growing Chinese social media presence focused on equestrian education, European equestrian standards, and lifestyle, providing direct insight into how Chinese buyers research and evaluate equestrian opportunities.
Shutong Liu, Founder, China Horse Market
Who We Work With
China Horse Market works with established European equestrian organisations and premium brands seeking a considered, brand-safe entry into the Chinese market.
Our clients typically include:
Sport horse auction houses and breeding organisations
Elite equestrian centres and training operations
Premium equestrian equipment, safety, and apparel brands
Heritage-led equestrian businesses with an international outlook
This includes businesses operating in areas such as horse sales, breeding, rider safety, technical equipment, and equestrian lifestyle, where brand trust and long-term positioning are essential.
China Horse Market is particularly suited to organisations whose products or services require buyer education, cultural context, and careful brand presentation, rather than mass-market promotion.
Engagements usually begin with a pilot phase, allowing clients to test the Chinese market in a controlled, low-risk manner before committing to longer-term development.
