The year 2024 will mark the 60th anniversary of diplomatic ties between China and France. Presently, China holds the position of France’s third-largest trading partner after the EU and the US. From a modest beginning of USD 100 million in 1964, the annual bilateral trade volume has surged remarkably, reaching USD 81.2 billion in 2022 – an increase of over 800 times. Moreover, according to the CCI France Chine Q3 business survey, France is also the leading European investor in China, with almost 2,100 companies. This not only reflects the strength of the two countries’ economic partnership but also underscores the enduring and flourishing Sino-French relations.
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Key milestones in China-France relations
The diplomatic relations between China and France have witnessed key milestones since 1964 when France became the first country to fully recognize the People’s Republic of China. In 1975, Vice Premier Deng Xiaoping’s visit to France marked a historic moment as he became the first Chinese leader to visit a Western country. Since then, leaders from both France and China have reciprocated with diplomatic visits to each other’s countries.
Strategic partnership and commitment to collaboration
From an economic point of view, a significant turning point occurred in 2004 with the establishment of the Franco-Chinese strategic partnership. This strategic alliance aimed at fostering collaboration across various domains, including trade, investment, culture, and education. Since its implementation, presidents of both countries have regularly expressed their commitment to enhancing dialogue and cooperation.
President Macron’s 2023 visit to China marks more collaborative ventures
In April 2023, President Macron’s visit to China marked a significant chapter in Sino-French relations. The President visited Sun Yat-sen University in Guangzhou, where he was warmly welcomed by an enthusiastic crowd of students. During his brief visit, the signing of 18 cooperation agreements by representatives of 36 French and Chinese companies reflects a renewed and positive sentiment between China and France.
A major step forward for Airbus
One of the major highlights of these agreements involves a substantial deal with China that will see the establishment of a new assembly line in the Tianjin factory of the renowned French aircraft manufacturer, Airbus. This strategic move is aimed at doubling the production capacity of Airbus’s A320 models, with the new assembly line scheduled to be fully operational by 2025.
L’Oréal and Alibaba’s partnership for green beauty
In the realm of cosmetics, L’Oréal, a global leader, entered into a three-year partnership with Chinese e-commerce giant Alibaba, focusing on the theme of “sustainable consumption.” The companies agreed to jointly develop innovative products and implement circular economy solutions within China’s beauty and personal-care sector.
More collaborations in the energy and agricultural sectors
The agricultural sector also witnessed notable developments, with water and waste management company Suez securing a contract for a seawater desalination project with China’s Wanhua Chemical. The energy sector also experienced significant momentum, as French energy company EDF renewed its longstanding agreement with Chinese nuclear leader China General Nuclear Power Group (CGN). This agreement showcases the commitment of both countries to advancing clean energy initiatives.
Trésors français: beauty, alcohol, and luxury brands in China
In 2022, France’s primary exports to China was beauty products. Furthermore, the appeal of French alcohol and luxury brands persists among Chinese consumers.
French cosmetics in China: lipsticks galore
China stands as a major market for French cosmetics, ranking third after Europe and the United States in terms of export destinations. In 2022, the total value of French cosmetics exports to China reached USD 1.8 billion, with China being the largest lipstick market for France. On Xiaohongshu, posts dedicated to French cosmetics showcase renowned brands such as Lancôme, Nuxe, Vichy, Clarins, and Caudalie. Notably, these posts emphasize the efficacy of French skincare products, highlighting the positive results achieved by users. These French cosmetic brands are active on Chinese social media where they boast tens or hundreds of thousands of followers.
The thirst for French alcohol prevails
In the first half of 2022, France emerged as the leading exporter of alcoholic beverages to China, reaching a total value of RMB 6 billion. Foreign liquors in China serve as a status symbol, often reserved for special dinners and social gatherings. France maintained its dominance in brandy imports, commanding an impressive 98.8% market share, equivalent to RMB 12.2 billion in 2021. Likewise, France continues to dominate the Chinese imported wine market, accounting for about 46.1% of all wine imports in 2022.
French elegance: insights into China’s preferences for French luxury
French luxury brands have also maintained their allure among Chinese consumers. According to a 2022 survey conducted by HSBC with 2,000 Chinese participants, around 29% of respondents prefer French luxury brands. Italian brands follow closely with 19%, while 17% express a preference for Chinese brands.
The 2023 Hurun Chinese Luxury Consumer Survey (n=750), providing insights into the consumption patterns of affluent Chinese individuals, highlights the dominance of French brands across several categories. Notably, Dior claims the top spot in the ‘Best Beauty’ category, Hermès secures recognition as the ‘Best Fashion Label for Men and Women,’ and Chanel earns acclaim as the ‘Best Brand for Gifting to Men and Women.’
Beyond Chanel: the appeal of niche French fashion brands
While luxury giants such as Chanel and Louis Vuitton maintain their allure in China, social media trends suggest an interest among netizens for niche French fashion brands. On Xiaohongshu, the hashtag ‘French brand’ (法国品牌) sparks numerous fashion-related posts, often accompanied by the tag ‘Niche brand’ (小众品牌). Featured prominently are brands like Sezane, Rouje, or Doen for apparel, and Polene, Fauvette, and Ateliers Auguste for handbags. Despite having official Xiaohongshu accounts, netizens express frustration over the absence of a Tmall shop for some of these brands, making the purchase of their products challenging in China.
French outdoor sports brands shine in China: a look at Salomon and Aigle’s success
In addition to its renowned contributions in beauty, alcohol, and luxury, France has also made a mark in China for its outdoor brands. One notable example is the brand Salomon, recognized for its expertise in trail running, hiking, climbing, and winter sports. Salomon earned the title of “Best ski equipment” brand in the 2023 Hurun Chinese Luxury Consumer Survey, which surveyed 750 Chinese high-net worth individuals.
Another well-received outdoor clothing brand in China is Aigle, with a primary focus on winter coats and boots. Aigle takes pride in its French heritage, as evident in its Xiaohongshu presence. On this platform, Aigle strategically showcases models posing against the backdrop of French sceneries and iconic monuments. This strategy resonates with Chinese netizens, who express their enthusiasm for the distinct foreign ambiance showcased by the brand.
Symphony of cultures: celebrating Sino-French ties through art and hospitality
As part of the anniversary festivities between China and France, a series of cultural events have been curated to celebrate the deepening ties between the two countries.
Illuminating the China-France anniversary with the Yuyuan lantern show and Rodin’s sculpture exhibition
In a spectacular fusion of Chinese and French cultures, the Yuyuan Lantern Show in Paris illuminated the city in December 2023 with a display of traditional Chinese lanterns. At the same time, in Shanghai, an art exhibition featured sculptures from the French artist Auguste Rodin. These events not only showcased the vibrant artistry of Chinese and French craftsmanship but also symbolize the commitment to cultural exchanges between the two countries.
Welcoming China: Paris launches ‘Chinese friendly airport’ initiative
In a gesture of hospitality and cultural integration, Paris introduced the concept of a “Chinese Friendly Airport” on December 4th 2023 to enhance the travel experience for Chinese visitors. At Charles de Gaulle airport, every signboard provided flight and other information in Chinese. Real-time updates about flights to and from China were announced in Chinese, and even amenities like hot water were made available, acknowledging the preferences of Chinese tourists. The airport’s official website, terminal information videos, tax refund services, check-in procedures, and cash dispensers all featured a Chinese interface. This comprehensive effort is designed to create a welcoming atmosphere by incorporating elements that resonate with Chinese travelers, aiming to provide them with a sense of comfort and familiarity.
The highlights of 60 years of Sino-French relations:
- In 2024, China and France commemorate the 60th anniversary of diplomatic ties during the China-France Year of Culture and Tourism.
- Many celebrations mark the anniversary, including the Yuyuan Lantern Show in Paris, the Rodin Sculpture Show in Shanghai, and the introduction of a “Chinese Friendly Airport” in Paris.
- Franco-Chinese bilateral relations have key milestones, including a strategic partnership in 2004, fostering collaboration in trade, investment, culture, and education.
- French cosmetics, alcohol, and luxury brands, including Dior and Chanel, maintain a strong presence and preference among Chinese consumers.
- Growing interest in niche French fashion brands on platforms like Xiaohongshu opens doors for business expansion and creative marketing strategies in the Chinese market.
- France’s influence in China extends beyond beauty and luxury, with outdoor brands like Salomon and Aigle gaining prominence.
