Newsroom
For decades, the label “Made in China” was linked to inexpensive copies. That perception is changing quickly. Chinese companies are no longer just manufacturing for others; they are building their own brands and competing directly in international markets.
Across major cities such as Sydney, Los Angeles, and London, consumers are lining up for Chinese bubble tea chains like Chagee, Molly Tea, and Mixue. Mixue alone now operates more outlets globally than McDonald's and Starbucks.
In the automotive industry, BYD has overtaken Tesla in total production of electric vehicles. Meanwhile, sportswear group Anta has expanded to roughly 13,000 stores worldwide, ranking behind only Nike and Adidas.
This shift comes from years of experience in large-scale manufacturing. Chinese firms initially produced goods for Western companies at low cost. Over time, they developed expertise in branding, logistics, and global retail operations. Their home market, one of the largest consumer bases in the world, provided a testing ground for refining these capabilities.
With domestic competition intensifying and economic growth slowing, many Chinese businesses are turning outward. This strategy, often referred to in China as “chuhai,” reflects a push to secure growth beyond national borders.
Retailer Miniso offers a clear example. The company sells licensed products tied to Disney, Marvel, and Warner Bros. in more than 100 countries. Its approach focuses on store experience, product design, and affordability rather than emphasizing origin.
Chinese firms have also benefited from strong domestic scale. BYD leveraged China’s large market to refine cost efficiency and invest in new technologies such as ultra-fast charging systems, aiming to build a full ecosystem around its vehicles.
Some companies have grown internationally through acquisitions. Anta purchased brands like Salomon and Wilson, and later took a significant stake in Puma. In the restaurant sector, Haidilao expanded from its first overseas location in Singapore in 2012 to more than 1,300 outlets across 14 countries, becoming the largest hotpot chain globally.
Social media has played a key role in brand recognition. Toy maker Pop Mart turned its Labubu figures into an international trend with minimal reliance on traditional advertising.
Western competitors are starting to feel pressure, especially in China. Starbucks has seen its market share drop sharply since 2019, while Luckin Coffee now operates far more stores domestically and is expanding abroad.
Despite this progress, obstacles remain. Trade barriers, political tensions, and concerns over data security continue to complicate expansion in markets such as the United States and Europe. Cases involving Huawei and TikTok illustrate these difficulties.
Questions also remain about the long-term trajectory of fast-growing platforms like Shein and Temu in Western countries.
