In recent years, with market expansion, increased consumer demand, and the rise of the industry, Chinese cosmetics have entered a "golden period" of development. Many brands have successfully entered the international market, igniting a trend of Chinese makeup products and challenging the dominance of Western brands. From the timeline of overseas expansion, we have seen benchmark cases such as Perfect Diary and Florasis, followed by emerging brands like Judydoll and ZEESEA, which have quickly made their presence known in international markets. Currently, Chinese cosmetics have established a presence in over 10 countries, including Japan, Vietnam, Malaysia, the United States, and Australia. Recently, there is another Chinese cosmetics brand quietly making its entry into Southeast Asia. Leveraging the TikTok platform, this brand has swiftly risen to become the top brand across all categories on Vietnam TikTok Shop in just five months, becoming a sensation in the local market. According to data from GoodsFox, Colorkey's Water Tint series of lip tints and B5 series of face masks have achieved impressive sales performance in the past seven days, ranking second and third respectively in the beauty category. 01 Brand Overview Colorkey is backed by Meishang (Guangzhou) Cosmetics Co., Ltd., which was established in 2018. As a rising star in the beauty industry, Colorkey has gained rapid popularity in the domestic market through its strategy of creating popular single products and leveraging influencer partnerships. The brand is primarily targeted towards young women and aims to unlock the beauty of the Z generation by promoting a sense of independence and coolness. In the early stages, Colorkey followed a similar trajectory to many other influencer-driven brands. It utilized a "viral marketing" strategy on popular social media platforms in China, such as Xiaohongshu (Little Red Book), Douyin (TikTok), and Bilibili, to quickly generate high brand awareness. The brand successfully created its first "hit product," the Air Lip Tint, which became the top-selling beauty product on Tmall within four months of its launch. Subsequently, Colorkey signed popular actress Dilraba Dilmurat as its brand ambassador and collaborated with iconic IPs such as Hello Kitty, Doraemon, and Pokémon to release limited-edition makeup collections, further elevating the brand's profile. Benefiting from its successful domestic experience, Colorkey swiftly applied the same marketing approach to overseas markets. Moreover, due to the similarities between Japanese, Southeast Asian, and Chinese consumers in terms of skin tone, culture, and aesthetic preferences, Colorkey identified Japan and Southeast Asia as their preferred initial destinations for international expansion. Additionally, their brand ambassador, Dilraba Dilmurat, enjoys significant popularity in both markets, which facilitates the activation of marketing resources and enables a swift entry into the local markets. It is known that Colorkey has established its presence in Japan through platforms such as Amazon and the Cosme Awards, a popular beauty website. In the Southeast Asian market, Colorkey has taken advantage of the TikTok platform and quickly established its presence in the TikTok Vietnam store, marking a crucial step in its global expansion strategy. 02 Product Analysis According to GoodsFox data, Colorkey has more than […]

According to GoodsFox, NewBella, a women's shoe brand for overseas markets, has seen a significant increase in advertising exposure in the past 30 days. Its advertising volume has grown by 76.55% compared to the previous period. Currently, NewBella ranks first in GoodsFox's shoe brand overseas promotion list and 12th in the overall category of overseas promotion. It is understood that NewBella is a women's shoe brand launched by Belle International, a leading domestic footwear company, targeting the American market. Women's shoes have always been a popular category for Chinese ecommerce companies to expand into overseas markets, with the global market estimated to exceed $100 billion. Taking the prominent market of the United States as an example, according to Euromonitor data, the average annual growth rate of the US footwear industry market size is projected to be 4.1% from 2023 to 2028, with the market size expected to reach $111 billion by 2028. In recent years, there has been a surge in the international expansion of footwear brands, with established brands like Li-Ning and Anta making appearances in the international market, and new brands like VIVAIA becoming favorites in the European and American markets with their eco-friendly designs. As […]

With the arrival of summer, the clothing category has entered its peak season for marketing and promotion. According to the data presented by GoodsFox, many brands have experienced significant increases in their advertising investments recently. These include Karakubuy, a brand specializing in Japanese retro men's clothing, as well as Bellabarnett and Loragal, which are fast-fashion brands for women. In addition to adult apparel, Moodytiger, a children's sportswear brand, has also significantly increased its advertising efforts. In the past 30 days, their advertising volume has grown by 95.2% compared to the previous period, and they currently rank 9th on the list of clothing brands expanding into international markets. Children's clothing has often been an overlooked segment, but in recent years, it has maintained stable growth. According to data, the global children's clothing market reached $172.52 billion in 2021, and it is projected to reach $296.85 billion by 2029 (Fortune Business Insight data). In terms of market distribution, a significant portion of global children's clothing revenue comes from the United States, accounting for over 20% of the global market share (Statista data). On the other hand, there is an increasing presence of Chinese brands expanding internationally, and the children's clothing segment is no exception. In recent years, notable brands like PatPat and Hibobi have emerged in the European, American, and Middle Eastern markets. In the case we are analyzing today, Moodytiger focuses on the niche category of children's sportswear to tap into the global market and establish a worldwide presence. 01 Brand Overview Moodytiger is a brand that specializes in providing professional sportswear for children aged 4 to 16. It is owned by Moody Trade (Shenzhen) Co., Ltd., established in 2018. The brand's founder, Zoe, is a mother of three children and a sports enthusiast herself. Prior to establishing the brand, Zoe keenly observed the limited availability of professional children's sportswear brands in the market. To fill this gap, Moodytiger was born. In terms of international expansion, Moodytiger has adopted a sales model that involves establishing independent brand websites, enabling global brand positioning. Currently, the brand's customer base spans 105 countries and regions, including the United States, Canada, Australia, the United Kingdom, Finland, Belgium, France, and more. Based on the traffic to the website, Moodytiger has experienced an upward trend in the past three months, reaching over 106,000 visits in April. In terms of traffic sources, 47.53% of the visits come from the United States, while 25.71% originate from Vietnam. Regarding social media traffic, Moodytiger primarily focuses on Facebook and Instagram, with these two channels accounting for 61.98% and 28.15% of the traffic input, respectively. As a brand that emphasizes "professional performance," Moodytiger's […]