Florasis is an emerging Chinese-grown beauty brand founded in 2017. It has grown strongly, with sales reaching 3 billion yuan in 2020, becoming an arch rival of another rising star, Perfect Diary. This article explores its unique way to success, including its special brand position as an oriental brand focusing on Chinese fashion, nurturing a tight relationship with Austin Li (Top live-streamer in China), choosing celebrities with traditional Chinese style, actively interacting with consumers, etc.
Talking about emerging beauty brands in China, Perfect Diary is undoubtedly the most shining one. Successfully launching an IPO in the New York stock market, Perfect Diary’s parent company became the first Chinese beauty company whose market share exceeds 100 billion yuan. On the contrary, Florasis (花西子), another promising beauty brand in China and often regarded as the strongest Chinese competitor of Perfect Diary, keeps a low profile in the capital market and seems a bit more mysterious. Florasis has not sought financing and has no plans for IPO for now. However, this has not diminished the brand’s excellent market performance, which even eclipsed Perfect Diary.
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