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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, […]

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 […]

Chinese heating appliances: how will the European energy crisis impact the industry?

The frequently mentioned Nord Stream is an offshore natural gas pipeline network in Europe that spans from Russia to Germany under the Baltic Sea. The said pipeline is utilized to deliver billions of cubic meters of gas from Russia to Europe each year, making it a critical component in ensuring energy security in Europe. However, […]

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 […]

Lenovo’s success: How a Chinese company with ‘state-roots’ conquered the global market

Lenovo global market strategy

Lenovo is one of the leading manufacturers of laptops, smartphones, tablets and a variety of electronic accessories. The company is constantly developing, absorbing other brands. Its main advantage over competitors in the West is the introduction of innovative solutions and a good pricing policy. Below we examine the drivers of Lenovo’s global success. In July […]

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 […]

Influencer marketing in the West: What Chinese brands should know

influencer marketing in the west

This article sharing strategies for influencer marketing in the west is a part of our 7 Continents initiative where we use market research and consulting to help Chinese brands western market strategies. Learn more about our services for Chinese brands on our 7 Continents page. According to the State of Influencer Marketing 2021 report from […]

Feiyue’s global success proves the demand for Chinese cultural exports

Feiyue's global success

From the first registration of the Feiyue trademark in China in 1958, to 2006 when Patrice Bastian bought Feiyue’s trademark ownership in the European Union, and then to the renewed popularity of Dafu Feiyue after innovation by the inspiration of Culture Matters (CM), the Chinese street shoe brand’s road to international fame is anything but […]