【China】HEFANG Jewelry Goes Global: Focusing on Europe and America, Aiming to Build an International Brand in Three Years – Cross-border E-commerce

HEFANG Jewelry’s overseas expansion focuses on building an international brand, not pursuing short-term sales growth, but concentrating on brand building and long-term influence.

1. **Go-to-Market Approach**: Starting from cross-border e-commerce platforms, leveraging the existing Chinese user base to enter the market, while simultaneously advancing independent websites and overseas social media (e.g., Instagram, TikTok), prioritizing the European and American markets to enhance brand recognition.
2. **Implementation Methods**: Promoting the brand through localized storytelling, such as combining holiday gifting and party scenes during Black Friday promotions to build emotional connections; simultaneously, optimizing products based on user research (collecting feedback on social media), such as reusing popular domestic series like the “Bubble” series overseas.
3. **Risk Management**: Establishing overseas production bases in Vietnam and Thailand to cope with the uncertainty of global trade friction, ensuring stable production capacity and delivery efficiency.

HEFANG’s brand internationalization strategy emphasizes unified design language and channel construction, providing replicable marketing and development ideas for brand merchants.
1. **Brand Marketing**: Adopting a borderless design language to ensure globally consistent aesthetics, building emotional connections through localized storytelling (e.g., holiday activities); leveraging media exposure (e.g., magazine “L’OFFICIEL”) and collaborative projects (e.g., establishing scholarship funds with Central Saint Martins) to enhance influence.
2. **Brand Channel Construction**: Using cross-border e-commerce as a starting point, leveraging existing e-commerce systems to quickly enter overseas markets, while advancing independent websites to maintain brand autonomy and pricing power; expanding from Chinese communities to broader audiences.
3. **Brand Pricing and Product Development**: Adhering to a light luxury positioning, with overseas unit prices around 1000 yuan, product structure is differentiated (image styles, basic styles, etc.), not solely developing separate overseas product lines, but reusing popular domestic styles (e.g., the Bubble series); user research drives development, optimizing the product matrix by collecting feedback on social media.
4. **Consumer Trends and User Behavior**: Targeting the white-collar elite workplace group, understanding overseas user needs through social media interactions, such as holiday consumption preferences, to promote brand value communication.

HEFANG’s overseas case reveals growth market opportunities and risk response strategies. Sellers can learn from its market expansion strategies and business model innovations.

1. **Growth Market and Opportunity Insights**: The European and American markets are key focus areas, providing opportunities for brand internationalization; entering through cross-border e-commerce platforms targeting Chinese communities, gradually expanding to broader audiences, leveraging independent websites and social media to open new channels.
2. **Risk Insights and Response Strategies**: Global trade friction risks are mitigated by establishing overseas production bases (Vietnam and Thailand); brand building requires long-term patience, with initial phases not chasing sales growth, but adjusting strategies (e.g., localized promotion) to respond to market feedback uncertainty.
3. **Learnable Points and Latest Business Models**: Drawing on brand building methodology (patient investment, localized storytelling) and collaboration models (e.g., university partnership projects); combining e-commerce with offline, leveraging cross-border e-commerce for rapid launch, while advancing independent websites to achieve multi-channel coverage.
4. **Changes in Consumer Demand**: User groups expand from domestic white-collar elites to similar overseas demographics; demand changes are captured and addressed promptly through user research (social media feedback), optimizing product design.

HEFANG’s supply chain optimization and overseas production layout provide insights for factories on product production and digitalization, emphasizing business opportunities and e-commerce advancement directions.
1. **Product Production and Design Requirements**: Relying on supply chain advantages (backed by jewelry factories) to ensure stable production capacity and agile response; overseas production base (Vietnam and Thailand) construction responds to trade friction, improving production capacity and delivery efficiency, supporting global market expansion.
2. **Business Opportunities**: Overseas market expansion brings growing production demand, such as reusing popular domestic products (Bubble series), without needing separate new lines; light luxury positioning (unit price ~1000 yuan) drives product structure differentiation (image styles, basic styles, etc.), meeting diverse needs.
3. **Promoting Digitalization and E-commerce Insights**: Leveraging e-commerce systems (e.g., cross-border e-commerce) for direct overseas sales, optimizing storage planning to shorten delivery times and costs; digitalization is reflected in user research (collecting feedback on social media), guiding production adjustments and product optimization.

HEFANG’s overseas case reflects industry development trends and customer pain point solutions. Service providers can focus on its brand building methods and user interaction strategies.
1. **Industry Development Trends**: Designer brand internationalization becomes a new trend, focusing on European and American markets to enhance global influence; integration of e-commerce channels (cross-border e-commerce, independent websites) and social media becomes mainstream.

2. **Customer Pain Points**: Brand building faces challenges in overseas markets (e.g., establishing long-term recognition image), requiring patient investment; user feedback collection is difficult, solved through social media interaction.
3. **Solutions**: Using localized storytelling (holiday activity promotion) to build emotional connections; collaborative projects (e.g., establishing scholarship funds with Central Saint Martins) to promote the brand; user research (Instagram, TikTok feedback) drives product optimization, ensuring design language is borderless.

HEFANG’s demands and utilization of platforms indicate platform merchant acquisition and operational management opportunities. Platform merchants can learn from its collaboration models and risk avoidance strategies.
1. **Business Demands and Issues with Platforms**: Brands need platforms to provide autonomous operation rights, pricing power, and audience assets (e.g., cross-border e-commerce); issues include trade friction risks, addressed through platform support for overseas storage optimization and delivery.
2. **Platform’s Latest Practices and Merchant Acquisition**: Cross-border e-commerce serves as a starting point, helping brands quickly enter overseas markets (e.g., HEFANG ranked first in Double 11 transaction volume), attracting more cross-border merchants; platforms provide reusable e-commerce systems, eliminating the need to reopen stores.
3. **Operational Management and Risk Avoidance**: Emphasizing brand autonomous operation (advancing independent websites); risk avoidance through overseas production base construction to cope with uncertainty; merchant acquisition insights: focus on light luxury positioning brands, providing expansion services based on user base (Chinese communities).

HEFANG’s overseas case showcases new industry directions and business model innovations. Researchers can analyze its internationalization challenges and policy insights.
1. **Industry New Directions**: Chinese designer brand overseas expansion becomes a trend, focusing on European and American markets to compete for discourse power; online-offline integration model (from e-commerce to physical stores) extends overseas, supply chain globalization (overseas production bases) optimizes response.
2. **New Issues**: Brand internationalization faces challenges in overseas markets (e.g., cultural adaptation, establishing long-term recognition), requiring strategic adjustments; researchers can analyze policy support needs and market entry barriers.
3. **Policy Insights**: Government and industry associations can provide support in intellectual property protection, cross-border logistics, and talent cultivation to facilitate brand overseas expansion; platforms can offer data insights and localized operation tools.