National brand voyage: from Semir to Akunbem, a new path for Chinese brands to go global

Amid the wave of globalization, more and more Chinese brands are actively venturing into overseas markets to explore new growth opportunities. Whether it is the traditional apparel brand Semir or the emerging personal care brand Akunbem, both have achieved significant market breakthroughs in their respective fields through innovation and precise marketing.

01 Semir: Breakthrough in the Southeast Asian Market

Brands such as Semir, Anta, Yishion, and Metersbonwe have long been part of the memories of generations of Chinese people. As the post-90s generation grew up, these domestic casual apparel brands gradually expanded.

However, as the market environment changes and consumer demands upgrade, these “national brands” face new challenges:How can they continue to innovate and maintain competitiveness in both domestic and international markets?

As a representative of domestic casual apparel brands, Semir has actively explored overseas markets in recent years. Its main brand and children's wear brand Balabala have opened multiple stores in the Middle East, Southeast Asia, and other regions.

By the end of 2023, Semir had opened 70 stores overseas and in Hong Kong, China, and successfully entered several online e-commerce platforms. This strategy not only demonstrates Semir’s ambition for overseas markets but also reflects the brand’s thoughtful approach to global expansion.

Opportunities and Challenges in the Southeast Asian Market

Although supply in the Southeast Asian market is still insufficient, consumer demand is very strong.

Chen Shu, head of Semir’s overseas digital business and retail promotion, pointed out that the Southeast Asian market has obvious gaps in categories and price ranges, especially in women's and children's wear.

For example, in the Vietnamese market, sun-protective clothing is not yet popular, and consumers still rely on thick sweatshirts or shirts for physical sun protection. This difference in market demand provides Semir with an opportunity for differentiated product competition.

In addition, Southeast Asian consumers have a strong pursuit of fashion and are willing to pay a premium for personalized clothing. This market environment provides Semir with a broad stage.

Image source: Semir Apparel

Semir’s success in Southeast Asia relies not only on accurately grasping market demand but also on innovation in product positioning and marketing strategies.

To cater to local market needs, Semir not only offers products from the domestic market but also launches exclusive products for local markets, such as Ramadan-special clothing for the Middle East.

In Vietnam, Balabala has opened seven stores and achieved significant sales growth on mainstream e-commerce platforms such as Shopee.

02 Akunbem: Successful Marketing on TikTok

After discussing Semir in the apparel sector, let’s take a look at Akunbem in the personal care field. This brand has recently performed remarkably in the US TikTok market, showcasing a different path to overseas success compared to Semir Apparel.

Akunbem: Grasping User Needs

Akunbem is a women’s electric shaver brand. With excellent product performance and outstanding social media marketing, its sales have grown rapidly in the US TikTok market.

According to data provided by EchoTik, since its launch in December 2023, Akunbem women’s electric shaver has sold over 200,000 units, with cumulative sales exceeding $3 million, ranking first in the beauty and personal care appliances category on US TikTok.

Akunbem’s success is inseparable from its precise grasp of user pain points and innovative product design. Its unique ergonomic design and 3-in-1 high-speed sharp blades allow easy trimming of hair on arms, legs, underarms, bikini area, etc. Coupled with low-noise waterproof features and excellent battery life, it stands out among many products.

Moreover, Akunbem has invited numerous influencers from personal care, women’s fashion, and home appliances to promote the brand. Focusing on pain points encountered by users in daily life, these influencers highlight Akunbem’s unique selling points through vivid product demonstrations and experience sharing, successfully attracting a large number of target users.

According to Echotik data, in the past 30 days, this product has been promoted in collaboration with over 1,000 influencers. Leveraging the influence of KOLs, Akunbem women’s electric shaver quickly boosted brand exposure and influence on TikTok.

At the same time, Akunbem encourages users to spontaneously share content. Through genuine feedback and user experiences, a positive word-of-mouth effect is formed, enhancing the brand’s credibility and affinity.

It is precisely these measures that have enabled Akunbem to greatly reduce customer acquisition costs, rapidly increase product awareness and influence, and achieve remarkable sales results in the US TikTok market.

03 Conclusion

From Semir’s breakthrough in the Southeast Asian market to Akunbem’s success on TikTok, we can see the continuous innovation and efforts of Chinese brands in the process of globalization.

These successful cases not only provide valuable experience for other brands but also reveal the key to success in the global market:Accurately grasping market demand, innovative product design, and flexible marketing strategies.

In the future, as globalization accelerates, it is believed that more outstanding Chinese brands will go global and achieve greater success in international markets.

Brand sellers need to keep up with industry trends, stand out in fierce market competition through precise market positioning, high-quality products, and innovative marketing strategies, and further expand product sales channels and market coverage.

Hopefully, more Chinese brands will shine brightly on the international stage, showcasing the strength and innovation of “Made in China.”