Australian wool sector pins hopes on Chinese market

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Australia's pillar wool sector is banking on the major Chinese market, riding on e-commerce and other consumer clothing trends, according to the latest analysis.

Australia's pillar wool sector is banking on the major Chinese market, riding on e-commerce and other consumer clothing trends, according to the latest analysis.

Many Chinese consumers still prefer natural fibers to synthetics when choosing between otherwise equivalent garments, according to Australian Wool Innovation, or AWI, the main nonprofit group conducting research for the sector.

Australia is a top exporter of apparel wool, mostly from the high-quality fine and superfine fiber of merino sheep, with the raw material exported to China, its largest market, for processing into products like sweaters, suits and coats.

Australian wool exports hit A$2.4 billion ($1.63 billion) in 2024-25, with the Chinese market taking up A$2.1 billion of the total, according to official data.

An industry campaign to further promote wool worldwide in the year ahead is putting the Chinese market at the forefront, including partnerships with major online retail platform Tmall.

Andrew Woods, a wool market analyst at business consultancy Independent Commodity Services, told China Daily that Chinese importers will welcome the recent stabilization of wool supply, driven by improved seasonal conditions in many Australian farming regions.

"China is the largest processing market for wool. Some of the products will be re-exported elsewhere or further processed within the country," said Woods, who is also an analyst at agricultural market intelligence platform Mecardo.

Faced with the latest trends occurring at the retail end, Australian producers will focus mainly on growing the raw material, he said. Wool price rises during the past 18 months have also outrun rises seen in oil-based synthetic fibers and plant-based fibers, according to his latest analysis.

"The big Chinese processors, they will want well-prepared merino wool. They can get that out of Australia, as long as it fits the desired demand and price levels," said Woods.

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