THE BOOM OF NATIONAL BRANDS
Chinese brands are reshaping what people buy and how they shop. Florasis reached RMB 4 billion in sales in just three years. ANTA’s market value climbed to RMB 406 billion by 2021. Domestic carmakers grew their market share from 36% in 2020 to 59% in 2024. A McKinsey study found that the share of Chinese consumers who prefer local brands rose from 15% in 2011 to 85% in 2020.
This shift goes beyond patriotism. Young consumers see these brands as stylish and reflective of local culture. The rise of Guochao (国潮) culture, paired with e-commerce and social media, has helped these brands lead the way.
PROYA: BUILDING A BRAND ONLINE
Proya, founded in 2003, is now one of China’s top skincare brands, with 90% of sales online. In 2023, it reported RMB 8.9 billion in revenue, driven by strong digital marketing.
Proya’s strategy includes working with top livestreamers like Li Jiaqi and hundreds of smaller influencers. Its bubble face mask launch, involving over 1,000 KOLs, became a hit on Douyin. During Double 11, a single livestream with Yi Nengjing generated over RMB 200 million in sales. Proya also runs social campaigns like “Gender Is Not a Boundary,” which reached 120 million views.
SONGMONT: CULTURE-LED DESIGN
Founded in 2013, Songmont makes minimalist bags for modern women, combining style with cultural storytelling. In 2023, it reached RMB 500 million in sales on Tmall, becoming a top domestic bag brand during Double 11.
Songmont’s designs are inspired by nature and traditional Chinese philosophy, creating products that feel personal and calm. Campaigns like “THE DISTANT MOUNTAINS SPEAK” and events like seaside art installations reflect its cultural focus. Collaborations with celebrities like Yong Mei and Wen Qi help the brand connect with consumers on an emotional level.
POP MART: CONNECTING WITH GEN Z
Pop Mart’s popular character Labubu shows how a Chinese brand can capture the imagination of young people. Known for its playful designs and blind-box surprises, Pop Mart has created strong buzz on RED, TikTok, and Instagram.
The brand’s approach blends entertainment with emotional connection, making each purchase an experience. By building communities through social media and events, Pop Mart turns fans into loyal customers and keeps them engaged.
