Made-in-China Goes Upscale as a New Generation of Brands Battles Slowdown
Homegrown brands such as Boox, Narwal and Laifen are seeking a hedge as concerns about domestic economic weakness grow.
You’ve probably seen the new face of China Inc. on your Facebook, TikTok or Instagram feed without even realizing it. Hair dryers that promise a whisper-quiet, luxe experience. Minimalist e-paper notebooks. A robot floor cleaner that sells for more than $1,000.
With their sleek websites, localized ads and social media campaigns featuring users who appear to be American or European, it would be easy for the casual scroller to miss that these are made-in-China products. They’re representative of a new cadre of Chinese consumer-goods manufacturers that have decided to challenge Western brands not just on price, but also on quality and innovation. “Global brands can expect heightened competition from Chinese brands,” says Martin Chorzempa, senior fellow at the Peterson Institute for International Economics in Washington. “Not just in cheap categories like in the past but in increasingly upscale ones.”