American Business Insider, August 30 article, titled: Welcome to the New Era of "Made in China," Which Looks Very Different From Before. From Labubu to Luckin Coffee, Chinese retail chains are betting that American consumers will revitalize their business growth and achieve their goals through cultural relevance and competitive pricing. Analysis shows that top Chinese brands are expanding their commercial empires by opening physical stores overseas. After analyzing company websites and announcements, Business Insider found that in the past two years alone, 20 Chinese retail chains have opened more than 40 stores in New York City, covering areas such as food, beverages, and fashion. Despite ongoing U.S.-China trade tensions, these companies show no signs of retreating.
We delved into six top Chinese brands expanding their presence in the U.S. to understand how they are striving to win over American shoppers: the toy company behind the internet sensation Labubu, Pop Mart; the retailer NIMI, known for small accessories and cartoon toys; the hot pot giant Haidilao; the fast-growing coffee chain Luckin Coffee; the new tea brand Bawang Chaji, which went public in the U.S. this year; and the fast fashion brand URBAN REVIVO, considered the "ZARA of Asia." For these retail chains, it has become increasingly necessary to expand their businesses beyond China to diversify revenue streams.
Initially, Chinese retail brands saw Southeast Asia as a gateway for "going global." The region offers lower labor costs, similar consumer preferences to China, and proximity to Chinese supply chains. For example, Bawang Chaji opened its first store in Malaysia in 2019, and by 2024, it had more than 150 overseas stores, entering the U.S. market this year. Similarly, URBAN REVIVO first opened multiple stores in Southeast Asia and this year launched its flagship store in New York. Currently, related Chinese enterprises are accelerating their entry into the U.S. market, as the U.S. market offers significant revenue potential, and newly entered Chinese retail brands have achieved unexpected income growth.
Of course, these Chinese enterprises also face challenges. For instance, they need to establish retail distribution channels and build brand awareness. Many Chinese chain enterprises are rapidly opening stores in the U.S. to achieve economies of scale and simplify their supply chains. Now, a new wave of Chinese retail brands entering the U.S. market is reshaping the American market with fresh strategies. Russell Winer, a professor at New York University Stern School of Business, said, "American consumers are always looking for high-quality, affordable products. If they come from Chinese brands, that's fine too." (Author: Jinpeng Li, translated by Ding Ding)
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