Domestic brands make steady march overseas
国产品牌稳步进军海外
Florasis, Heytea among leading names gaining offshore foothold
花西子、喜茶等驰名品牌在海外立足
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.
业内专家表示，具有特色和高品质的国产品牌正加快走出去的步伐，趋势已从低价竞争转向品牌发展和数字技术的应用。
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.
总部位于浙江省杭州市的花西子（Floasis）是一个具有文化特征和美学内涵的中国美妆品牌，今年初在大阪于日本一家化妆品信息和社区门户网站Cosme商店推出了一系列产品。
"The Japanese cosmetics market is quite mature and shows strong demand. The high standard of the Japanese market will help Florasis to raise brand strength, and seek new breakthroughs in the international market," said Gabby Chen, president of global expansion at Florasis. "China and Japan are geographically close and have frequent cultural communications. Florasis chose Japan as the first stop for overseas operations, as the company aims to leverage cultural resonance between the two countries," Chen said.
“日本化妆品市场相当成熟而且需求旺盛。其高标准将帮助花西子提升品牌实力，并在国际市场寻求新的突破，”花西子国际拓展总裁Gabby Chen表示，“中日两国地理位置相近，文化交流频繁。花西子选择日本作为海外运营的第一站，就是为了发挥两国文化的共鸣。”
Shared beauty standards among East Asian countries enable Chinese cosmetics brands to take advantage of export opportunities. Domestic cosmetics retailers should further raise their research and development capabilities and brand impact, and grab business opportunities presented by the Regional Comprehensive Economic Partnership agreement, said the Ministry of Commerce. The RCEP agreement, which took effect on Jan 1, 2022, includes 15 Asia-Pacific countries. The trade pact is expected to reduce tariffs by up to 90 percent on goods traded among member economies over the next two decades.
因为东亚国家之间共同的美容标准，中国化妆品品牌可以受益于出口机会。商务部表示，国内化妆品零售商要进一步提升研发能力和品牌影响力，抓住《区域全面经济伙伴关系协定》带来的商机。该协议于2022年1月1日生效，覆盖15个亚太国家。该贸易协定下，未来二十年内成员经济体间商品贸易关税降低高达90%。
In the past few years, significant achievements have been made in China's economic transformation and upgrading, and China's manufacturing and supply chains boast strengths, fueling growth in the number and quality of Chinese companies venturing overseas, said Denis Cheng, consumer sector leader at Ernst & Young China.
安永大中华区消费品行业主管合伙人郑铭驹表示，过去几年中国经济转型升级取得重大成就，中国制造和供应链优势明显，这推动中国企业走出去的数量和质量不断提高。
"The going-global trend of China's consumer goods sector is consistent with the overall trend of Chinese enterprises. More Chinese brands and technologies are going global, which is of great significance for stabilizing the competitiveness of Chinese enterprises in emerging fields and promoting the development of the nation's dual circulation development pattern," Cheng said.
“中国消费品行业出海的趋势与中国企业的整体趋势是一致的。更多的中国品牌和技术正在出海，这对于稳定中国企业在新兴领域的竞争力，促进中国双循环发展格局具有重要意义。”
The economic and trade relations between China and emerging economies such as the Association of Southeast Asian Nations, the Middle East and Latin America are becoming increasingly close, Cheng said. "These countries boast significant economic growth potential and a young population structure, and they are expected to show a strong demand for consumer goods and become popular destinations for Chinese consumer goods enterprises to go abroad in the future," Cheng said.
他表示中国与东盟、中东、拉美等新兴经济体的经贸关系日益密切。“这些国家经济增长潜力巨大，人口结构年轻，对消费品的需求旺盛，未来有望成为中国消费品企业走出去的热门目的地。”
