Shanghai, Dec. 4 (Xinhua) — Chinese brands, blending traditional Eastern aesthetics with modern trends, are rapidly growing their presence on the global stage. This expansion is particularly evident in the fashion and beauty industries, where several brands are making significant international strides.
Ye Shouzeng, the founder of ICICLE, a high-end clothing brand based in Shanghai, is optimistic about the company’s global ambitions. He aims to increase the brand’s international sales to 30% of its total revenue, up from its current level. Established in 1997, ICICLE has become a prominent name in China, with around 250 physical stores nationwide and annual sales of approximately 3 billion yuan (around 417 million U.S. dollars). The brand is often compared to Italian luxury giant Max Mara, with many netizens calling it the “Chinese version.”
ICICLE has also expanded beyond China’s borders, acquiring the French fashion brand Carven in 2018, after opening a design studio in Paris in 2012. The Shanghai and Paris-based design teams work closely together, blending global perspectives with local insights. “Cultural diversity is a key part of our creativity,” said Ye, highlighting the importance of the Paris design center in shaping ICICLE’s international identity.
Other Chinese fashion brands are also expanding globally. Bosideng Group, a leader in down jackets, opened its first overseas store in London in 2012, ahead of the Olympics. Since then, the brand’s products have been featured at New York, Milan, and London Fashion Weeks. “Our London flagship store connects the domestic and international markets, showcasing the strength and creativity of Chinese brands,” said Li Chuang, head of Bosideng’s brand management.
In the beauty sector, Chinese brands are making notable progress. Florasis, a cosmetics brand known for incorporating traditional Chinese aesthetics, has expanded to over 110 countries since launching internationally in 2018. The brand tailors products to different regions while staying true to its cultural roots. “We create products that respect local needs while embracing Chinese beauty traditions,” said Gabby Chen, Florasis’ president of global expansion.
Chando Group, another Shanghai-based beauty brand, has made significant inroads in Southeast Asia, particularly in Malaysia, where it has dominated sales on Lazada, the region’s leading e-commerce platform. This year, Chando expanded rapidly, opening over 150 stores in Vietnam. “We researched local markets, consumer behaviors, and cultural preferences before launching in Southeast Asia, ensuring our products meet local demand,” said Jenny Chen, Chando’s general manager of public affairs.
Despite their success, global expansion comes with challenges. Brands must navigate varying quality standards, balance local tastes with Chinese influences, and adjust to different consumer habits. To address these, Florasis focuses on product diversification and collaborating with customers. “We explore the cultural connection between China and the rest of the world to tell authentic Chinese stories,” Chen explained.
Ye from ICICLE acknowledges that the journey is not without hurdles. Drawing inspiration from China’s rich textile history, ICICLE aims to share not only fashion but also Chinese cultural values with the world. “It will take time for international markets to fully embrace the ‘New Made in China,'” Ye concluded.
As these brands continue their global push, they are setting the stage for a new wave of Chinese fashion and beauty, blending tradition with innovation.
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