This article is part of a weekly series highlighting influential Chinese brands.
Florasis generated revenue of more than $29 million in 2020, surpassing Perfect Diary, a beauty brand beloved by Chinese consumers.
Florasis is a Chinese cosmetics brand that has developed its image. East Asian Identity and HeritageLaunched in Hangzhou in 2017, the brand has grown rapidly to become one of the top beauty brands in China.
In 2019, Florasys’ annual sales on e-commerce marketplace Tmall reached nearly RMB 2 billion ($306 million). It was also a top choice during shopping festivals, earning over RMB 190 million ($29 million) on June 18, 2020, to take the top spot in Tmall’s cosmetics category, beating out Chinese consumers’ beloved beauty brand Perfect Diary. During last year’s Singles’ Day festival, Florasys’ GMV was 259% increase from last yearIt is expected that sales on Tmall will exceed RMB 500 million ($76 million). In fact, the brand has been so successful domestically that it even entered the Japanese market in March 2021.
Florasys explores the beauty of ancient China
This brand stands out from the rest in the beauty industry. Explore ancient Chinese recipesThe main ingredients of Florasis cosmetics are flower essences and herbal extracts. The brand combines traditional natural recipes with research and development to create healthy, non-toxic cosmetics.
The brand incorporates its mission and heritage into both its Chinese and English name. Hua Xizi In Chinese it consists of the character ” flower “Flower” comes from its natural qualities. “Seiko” is Hangzhou West Lake (West Lake) and the famous “The Four Great Beauties of Ancient China” She is known as the lotus goddess.
The English name Florasis is a combination of “Flora” and “Sis” (short for sister). “Flower Goddess”There are 12 flower goddesses in Chinese culture, each representing a different flower, and both names were chosen as metaphors to represent the women who use Florasis products.
The brand explores ancient Chinese recipes, with flower essences and herbal extracts as core ingredients.
Appealing to the “Kokucho” trend
Florasis places Chinese culture at the heart of its brand culture, products and designs.
In recent years, there has been a surge in interest among young Chinese in domestic brands that incorporate “Chineseness,” known as the “Guochao” trend. The reason Florasys has been so successful among Chinese consumers is The center of Chinese culture We pay tribute to the brand culture, products and design, and the products pay tribute to the ancient Chinese culture, traditions and elements. Appealing to the “national tide” trend And it gained a lot of supporters.
“Florasis inherits the silk culture and adopts advanced powder technology to produce pressed setting powder.”
“The lipstick shades are inspired by the colors of ceramic glazes, blending with Chinese porcelain culture.”
Post from Florasis’ Instagram account
Co-branding success
Florasis is also Partnering with other brands Brands that respect Chinese tradition include Misawa Zemeng, a brand that sells Hanfu, a traditional Chinese costume popular among young people in China, and the fashion brand LUYANG BY YANGLU. Florasys developed a co-branded clothing collection with these two brands and showed it in New York in 2020. The partnership with Misawa Zemeng marked the first time a Hanfu brand participated in a New York fashion show.
Leverage the KOL’s fanbase
In September 2019, the brand announced that top live streamers Li Jiaqi She will be the brand’s Chief Promotion Officer and promote the products on her own streams. Also known as the “King of Lipstick”, Li Jiaqi is popular for her makeup live streams and recommendations, and has a strong influence among young female consumers. Her wide following (29 million followers on Weibo alone) has helped bring significant traffic to the brand.
Famous singer Shu Shen Zhou was also appointed as a brand ambassador as his soft, feminine voice was deemed to fit the brand’s identity. His songs evoke ancient China and the time of Xishi, the lotus goddess after whom Florasis is named. Zhou also produced a song called “Hua Xi Zi” for QQ Music.
Florasys benefits from growing support for domestic brands
Chinese consumers increasingly want to assert national pride through their consumption choices
Florasis’ product design, brand image and values have resonated with many young Chinese who are proud of their culture and want to explore more of China’s traditions and history. More and more Chinese consumers are looking to assert their national pride through their consumer choices, which is benefiting brands like Florasis that have placed their Chinese identity at the heart of their brand.
In addition to reaching an audience that can expand sales potential, Florasis carefully selects brand ambassadors who fit their company identity.
Read more about Chinese brands:
