The Rise of Homegrown Chinese Labels in Beauty and Fashion
Source: Perfect Diary
Chinese brands are winning increasingly more domestic consumers in recent years, especially among the younger generation. The percentage of keyword searches for Chinese brands surged to more than two-thirds among all the searches on Baidu, up from only about one-third 10 years earlier, according to a report released by People.cn.
According to JD, more than 750 of China's homegrown brands reported sales volume to grow at least 100% on June 1, the first sales day of this year's online Chinese shopping festival.
Sportswear and fashion brand Lining showcased the Essence collection at New York Fashion Week in 2018. The design of the Essence featured Chinese motifs and calligraphy to represent the Chinese cultural symbols. Since then, it has entered the eyes of Chinese youth striving to be fashionable.
Besides, Lining has integrally used various innovative marketing channels to increase its brand images, such as live streaming and local street shows. Lining hired the most popular influencers, such as Li Jiaqi - one of the best live streamers in China - to advocate its products during such activities.
The growing trend has also extended to other sectors such as beauty. Founded in 2016, Perfect Diary is one of the most popular beauty brands amongst millennials and Gen Z consumers in China. Perfect Diary won the game with its strong and smart product strategies. It created a perfect fusion of west and east: the brand adopted high standard packaging design from high-end western cosmetic brands, meanwhile kept formula and color options friendlier to Chinese consumers.
Source: Lining Online Shop on Tmall
Market experts think that not only western brands but also local brands are being recognized by Chinese domestic consumers and also go global, as the country's consumption market continues to expand and open up. For overseas brands, China can be a difficult market for new players, but it is the most dynamic market in the world and offers huge opportunities for international brands able to meet Chinese demand.
At Comms8, no matter if you want to kickstart your Chinese marketing journey or localise your product to target Chinese consumers, our Chinese-speaking marketing specialists will help you to step up your game. Contact us now to get started!
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