Hello everyone and welcome to this episode of my interview series.⁣

The rise of Chinese beauty brands in the last few years has been meteoric

But this has been within China and fueled by local consumers wanting to support local brands

What is stopping these brands from global domination?

Here I talk to Lisa Shiqi Yu about her recent thesis looking at exactly this. In this conversation we take apart where the real issues lie.

First reviewing the fundamentals of building a brand:

We dive into Branding and why most Chinese brands are not brand led. They are marketing and product led and this leads to issues of longevity as well as difficulty communicating what they really stand for.

In China these brands have seen huge success using all the activation methods available – livestreaming, KOLs, Private traffic communities etc but this does not = a true brand strategy

On top of this we believe that it is not yet clear what C-Beauty stands for. And without a clear proposition to communicate overseas consumers will not latch onto it.

We discuss Perfect Diary and what they are focusing on now as well as potential difficulties brands like Florasis with their very visible Chinese aesthetic.

Definitely recommend you listening to this episode there are lots of insights into how Chinese beauty is shaping itself to go global!