What Grade does Huaxizi Belong to? Forbes: Chinese Brand Hanasiko Relies on Localization Strategy to Achieve Brand Going Out

In a recent article published by Forbes, the new trends of Chinese brands going abroad in 2022 are discussed. In the article, Forbes analyzes the success of the Hanasiko brand at sea and points out that the key point for future brand success at sea lies in the localization strategy of the brand, i.e., to fit the cultural habits of the target consumers.

What class does Flower West belong to? Forbes: Chinese brand Hua Xizi relies on localization strategy to achieve brand overseas.

When the Huaxizi brand explored overseas markets last year, it very cleverly used the influence of social media and netizens in the target market areas to promote the brand and build a channel to communicate and interact with local consumers.

Before the brand officially launched its products overseas, it approached @meredithduxbury, a "mini-celebrity" with 200,000 followers on TikTok, and asked her to shoot makeup tutorial videos on how to use Hanasiko products.

The videos then quickly became popular on the internet, with 5 million+ views of the content.

And now @meredithduxbury has become a "big internet celebrity" with 14 million followers on TikTok. As the most traditional Chinese makeup brand, the brand has successfully entered the major international markets such as North America and Western Europe.

Currently, in addition to its Chinese website, the Hanasiko brand has also opened official websites in English and Japanese, and has a presence on all major overseas mainstream social media platforms, such as Instagram, TikTok, Twitter, etc. Moreover, Hanasiko has also entered into partnerships with overseas beauty experts of all skin tones to actively interact and communicate with local consumers in depth.

Last year, Hanasiko also joined hands with brand ambassador Zhou Shen to release five versions of its eponymous theme song in different languages, further demonstrating Hanasiko's continuous efforts in brand localization.

Florasis' official TikTok account

The Forbes article says that China's innovation ecosystem has undergone a shift from mobile e-commerce, live social to online payments and has now reached a new inflection point.

The new situation for national products going abroad will be more focused on brands actively transforming their operating models and implementing localization strategies.