Summary of Key Points
This news article focuses on the topic of Chinese fashion brands expanding overseas. Through a roundtable discussion at the 2026 China Fashion Industry Ceremony Investment Summit, brand founders from various sectors such as jewelry, cashmere, beauty products, and women's clothing, along with industry observers, shared insights into the process of going global. The discussion covered key issues including path selection for entering new markets, breaking into high-end markets, the growth of emerging brands, brand reshaping and cultural communication, as well as localization strategies and the use of AI technology. It showcases the practical experiences and in-depth reflections of Chinese fashion brands on their journey from the domestic market to the international stage.
Detailed Analysis
1. Pathways for Going Global: Using Existing Platforms or Building Independent Websites? – Short-Term Trial and Error vs. Long-Term Control
Many brands face the dilemma when considering going global: should they use existing platforms like Taobao or build their own independent websites? Sun Hefang from HEFANG Jewelry provided a clear answer:
- Using existing platforms is like “riding a boat to go overseas”: Platforms like Taobao offer established logistics, payment systems, and traffic mechanisms, reducing the cost of trial and error (no need to build infrastructure from scratch). However, the downside is that most of their customers are Chinese expats, making it difficult to reach local mainstream consumers in Europe and America.
- Building an independent website is like “building a ship by yourself”: Although it requires a larger initial investment and is more challenging, it allows complete control over the brand image and customer data (such as who purchased what and what they like). This is the necessary path for truly globalizing a brand.
She also noted that to succeed with an independent website, three major challenges must be overcome:
- Product Design: Fashion is not a standardized product; it relies on aesthetics. Chinese brands should not rely solely on “Chinese symbols” but express their style in a way that resonates with local consumers (for example, if Europeans prefer simplicity, avoid complex traditional patterns).
- Market Promotion: The European and American markets are saturated, so relying solely on advertising to attract traffic is ineffective (without ads, there will be no customers). Instead, brands need to create content and products that both engage the audience and drive sales.
- Global Organization Skills: Establishing overseas warehouses, providing local customer service, and ensuring compliance with tax regulations are crucial for success.
2. Breaking into High-End Markets: Combining Quality Manufacturing with Cultural Appeal
Guo Xiuling from Sha Juan Cashmere started her business by raising sheep and has 35 years of experience in the industry, which has helped her brand gain a presence in high-end Parisian department stores and hotels like Amman. Her secret to success is:
- Building on manufacturing strength: She confidently claims “Made in China” for her products because of their quality (e.g., cashmere wallpapers and blankets), which sell for twice as much abroad and even lead to reverse imports (consumers buying them to take back to China).
- Leveraging cultural heritage: She has revived traditional Mongolian and Tibetan weaving techniques, turning these crafts into contemporary designs (e.g., lightweight cashmere products). These cultural elements not only make her products unique but also create job opportunities for over 400 women in Tibet (earning around five to six thousand yuan per month).
In summary, high-end markets do not care about the country of origin; what matters is whether a brand offers something that others do not—either exceptional quality or unique culture.
3. Emerging Brands: Targeting Unmet Needs with Help from Giants
LAN Beauty achieved tens of millions in sales with just one essential oil product and was later invested in by L’Oréal. Founder Ding Xiaolan emphasized that the key to success for emerging brands is not their size but identifying unmet consumer needs:
- Identifying pain points: Women over 30 often seek moisturizing and anti-aging solutions, but the skincare process can be cumbersome (with multiple steps involving lotions, creams, and serums). They improved their essential oil by making its molecules smaller and more quickly absorbable (similar to a toner), addressing the need for simplicity and effectiveness.
- Harnessing the power of giants: L’Oréal’s investment provided them with research and development resources and a global perspective, helping them avoid common mistakes.
4. Going Global is More Than Just Selling Products: It’s About Finding Your Identity and Sharing Culture
Jin Hao, founder of an internet-based high-end women’s clothing brand that originated from Taobao, attended the Paris Fashion Week last year. He explained that their goal was not just to sell clothes but to:
- Reframe the brand: The competitive e-commerce landscape focuses on price and supply chain; going global allowed them to reflect on the purpose of their business (not just selling clothing but conveying a sense of independence and relaxation for contemporary women).
- Deepening cultural exchanges: They didn’t rush into partnerships but engaged in discussions with Parisian architects and designers about culture and brand philosophy, which were more valuable than short-term sales gains.
- Cultural communication: Instead of simply claiming “we’re a Chinese brand,” they used their products and designs to convey the spirit of contemporary Chinese women, showing that Chinese brands are modern and not just traditional.
5. Localization: Avoid Preconceived Stereotypes and Use AI to Understand Local Cultures
Gu Haoquan from marketing agency poptag warned that Chinese brands going global should avoid two common pitfalls:
- **Misconception 1: Relying solely on “Oriental themes”: While symbols like dragons and phoenixes were once used, it’s now more important to define the brand in a unique way. For example, the shoe brand Pane uses Olympic and Athenian elements to communicate a global vision rather than being seen as just a Chinese brand.
- Misconception 2: Treating overseas activities as domestic promotions: Some brands conduct events abroad solely for domestic publicity; true globalization requires building a comprehensive system (e.g., collaborating with local PR agencies, celebrities, or setting up dual headquarters).
AI plays a crucial role in this process. It not only saves time (e.g., in content creation) but also helps brands quickly understand local cultures by identifying popular colors and styles, facilitating faster integration.
Conclusion
Chinese fashion brands are moving beyond simply selling products to building strong brands. Whether it’s choosing the right path, targeting high-end markets, breaking through for emerging brands, or sharing culture, the key is to maintain their unique identity while understanding local markets. Both short-term results and long-term strategies are essential. Technologies like AI can help brands more quickly understand global trends. In the future, Chinese fashion brands will need a balanced approach combining both hard (manufacturing, design) and soft (culture, brand) strengths to establish a solid presence globally.