Domestic brands make steady march overseas

Florasis, Heytea among leading names gaining offshore foothold

Domestic brands with unique features and high-quality attributes have been accelerating their pace of going global, and the trend has shifted from low-priced competition to branding development, and increasing applications of digital technologies, industry experts said.

Hangzhou, Zhejiang province-based Huaxizi — or Florasis in English — a Chinese beauty brand with cultural attributes and aesthetic qualities, launched a series of products at a Cosme store, a Japanese cosmetics information and community portal, in Osaka earlier this year.

In August last year, it opened a store at high-end Japanese department store Isetan in Shinjuku, Tokyo, as its first seasonal limited offline store overseas.