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Shein’s market strategy: how the Chinese fast-fashion brand is conquering the West

shein marketing strategy

Shein is now the largest Chinese cross-border fast fashion e-commerce company. The e-tailing brand reaches consumers in the United States, France, Russia, Germany, and over 150 other countries. In 2023, the app had over 261.9 million downloads, with over 53 million users worldwide. The e-commerce platform stands out as one of the most rapidly expanding fashion retail websites in the […]

Finding the right spaces: A strategic guide book for Chinese brands’ overseas advertising

Chinese brands’ overseas advertising

The increasing global presence of Chinese businesses seeking growth opportunities highlights the crucial role of overseas advertising for Chinese brands. In 2022, China ranked second in worldwide advertising spending, amounting to USD 17.9K. In China’s advertising industry, digital advertising dominates, accounting for the majority share. In 2023, TV & video advertising are the biggest players, […]

11 ways to segment US consumers

Segmenting US consumers

The US consumer market is one of the most fruitful yet challenging markets for foreign brands. While we don’t encourage a cookie-cutter approach to consumer segmentation, this report, created with a Chinese audience in mind, breaks down some of the complexities of US consumers and inspires new ways to look at the US market. Download […]

How Chinese mobile games are conquering the global mobile gaming market

Chinese mobile games are bringing the globe on an epic gaming adventure. It is estimated that in 2023, the global mobile game market revenue will reach $286.5 billion. Chinese companies are eyeing foreign markets to expand their reach. Understanding the US mobile game market: key insights on US players The penetration rate of smartphones in […]

10 mistakes Chinese brands make when going overseas

Chinese companies expanding abroad

As the country’s homegrown brands increase in quality and capabilities, more Chinese brands are expanding overseas. However just like when foreign brands enter China, many Chinese brands make mistakes in localizing to foreign markets. In this report on 10 Mistakes Chinese Brands Make when Going Overseas, we highlight some common errors with case studies. Download […]

The global expansion of the Chinese underwear brand, NEIWAI in the West

NEIWAI in the West

NEIWAI is an original Chinese lingerie brand that actively targets Western consumers. It was founded in 2012 and started growing alongside China’s ecommerce platforms. The Chinese underwear brand has become a pioneer of China’s body positivity movement, but the brand is making waves outside of China as well. In 2018 online growth rate of NEIWAI […]

How can Chinese restaurants adapt to eating out behaviors in Europe?

Eating out

The EU is home to 5.9% of the world’s population, 6.7% if we include the UK. Despite the relatively small proportion, Europe accounted for one-third of the global food service industry in value in 2019. Pre-COVID, Europe remained a stable market with +0.9% compound annual growth rate since 2014. This development is mainly driven by […]

Coffee Pls, the Chinese instant coffee brand that’s crazy for co-branding

Coffee Pls, founded in 2014, is a Chinese coffee brand that focuses on affordable, high quality instant coffee in portable packaging. With a brand concept of “boutique and portable”, its main target market is female between 22 and 30 years old. In 2015, Coffee Pls entered Tmall and opened a flagship store. In 2020, the […]

How Chinese brands like Uma Wang leverage Western fashion trends

western fashion trends That Chinese brands should know

This analysis on what Chinese brands should know about Western fashion trends is a part of our 7 Continents initiative where we offer our market research and strategy consulting services to Chinese brands. Learn more about our 7 Continents global strategy consulting services here. The main changes in Western fashion trends are the rapid development […]

The 9 most globally influential Chinese companies from Time’s 100 Most Influential Companies 2021 list

most influential Chinese companies

On April 28th 2021, Time Magazine selected 100 most influential companies, nine Chinese companies made the list. These are the nine most influential Chinese companies from Time’s list: Tencent, Alibaba, Huawei, Didi Chuxing, BYD, Yum China, DJI (Da-Jiang Innovations), TSMC (Taiwan Semiconductor Manufacturing Company) and TikTok. BYD – promoting “green” vehicles Source: BYD Electric cars in […]

C-beauty in the West: How Chinese beauty brands like Florasis reach the global market

C-beauty in the west

In recent years, Chinese cosmetics brands have been confidently gaining space in the international market. While “China” isn’t the first country to come to mind when western consumers think of “beauty products”, through social media and influencer marketing, brands like Florasis and Perfect Dairy have successfully penetrated the western market. This is what brands should […]