Rakuten France: The real danger is not Shein: China is no longer imitating, but innovating and surpassing us

The strong protests caused by Chinese ultra-fast fashion retailers that have swept the global market, such as Shein, cannot be ignored; their practices should be criticized. However, as Cédric Dufour, CEO of Rakuten France, pointed out, if we only regard China as these companies, we misunderstand China. China invests 2.7% of its GDP in research and development and submits nearly half of the global patent applications.

French media pointed out: The real danger is not Shein. Today's China is no longer imitating, but investing in innovation and surpassing us.

Certain Chinese fast fashion brands have strongly entered the French market, causing a storm both online and in large landmark shopping centers, which cannot be ignored.

On November 5, 2025, in Paris, the fast fashion e-commerce company Shein opened its first physical store at BHV department store (Bazar de l'Hotel de Ville) in the Marais district of Paris. Protesters in Paris held signs reading "Shein, No! Stop fast fashion!"

These criticisms are not without merit: the products of these Chinese flash groups that have swept the global market have disastrous ecological footprints, poor labor working conditions, and sometimes even toxic products... But if we simply reduce China to these "pirate" behaviors, we ignore the depth and richness of its business system. Because behind a tree lies a forest - if we want to face the competitive challenges posed by China, we must abandon arrogance and seriously understand this forest.

Continuously growing R&D investment

For decades, Europe has generally regarded China as the "world factory," producing low-cost, low-quality products - usually imitations. This view has largely become outdated.

This view has basically become outdated. For the past two decades, China has been heavily investing in innovation, striving to catch up and surpass its competitors. According to the National Bureau of Statistics of China, its R&D investment continues to grow, increasing by 8% in 2024, accounting for 2.7% of China's GDP, far higher than the EU's average of 2.1%.

To achieve the same goal, the Chinese government implemented the "Made in China 2025" strategic plan since 2015, aiming to create world-class technology leaders, and launched a large-scale investment plan in the field of artificial intelligence in 2017, aiming to become a world leader by 2030.

Today, this strategy has clearly achieved results. China's competitiveness is no longer solely dependent on price; innovation and quality are equally important. In 2022, nearly half of the global patent applications came from China.

China's significant leading advantage in the automotive industry

The automotive industry, especially the electric vehicle industry, is a typical example. Chinese manufacturers have a huge leading advantage in technology and competitiveness. In 2023, BYD's sales exceeded Tesla, with models priced 30% lower than Tesla and equipped with cutting-edge technology - including batteries that can be charged in just five minutes.

The BYD case is just the tip of the iceberg: as for some other Chinese manufacturers that are still unknown in Europe, they are designing high-end, luxurious, and technically flawless cars that can compete with European major brands without any sense of inferiority.

Cédric Dufour, CEO of Rakuten France, also said: Recently, when I traveled to Shenzhen, I witnessed this firsthand. I met many Chinese manufacturers and designers who strictly followed European standards: exquisite craftsmanship, strict quality control, and impressive innovative capabilities. Many of these manufacturers have R&D departments comparable to Western competitors; some even worry... their products will be copied abroad!

The real danger comes from France's own inertia

In the field of energy transition, China has also shown remarkable leadership. In 2024, China added 35.5 gigawatts of new capacity, which is twice the size of the French power grid! Moreover, China's carbon dioxide emissions are rapidly declining: they fell by 3% in the first half of 2025. This is another little-known aspect of China.

Source: rfi

Original: www.toutiao.com/article/1848443447169162/

Statement: This article represents the views of the author.