Weekly
Every week, one concise read on go-to-market strategy — for overseas fragrance & art de vivre brands entering China, and for Chinese brands expanding to Europe and the Middle East. Written by operators, not observers.
Archive
10 issues
Category selection, entry model, risk list — last week we applied this framework to overseas brands entering China. This week we mirror it onto the reverse path: which judgments still hold for Chinese brands heading to Europe and the Middle East, and which must be rewritten.
Read Issue
Local iteration speed, platform concentration, price wars, geopolitical noise… the risk list for entering China is long, but the biggest risk is “arrogant import” — premium pricing that local service cannot support. With our landing-point map.
Read Issue
Most overseas brands that fail in China do not fail on product — they treat China as a sales branch instead of an independent P&L. Empowerment, sequencing and capital structure are three decisions to make before you enter.
Read Issue
In the long run, what wins is not the “overseas halo” but trust, technology, experience and scenescape. We re-scan the Chinese market in four category quadrants — the box your brand lands in decides your playbook.
Read Issue
National Day holiday footfall rebounded in Shanghai and Chengdu, but conversion told a more selective story. For overseas brands planning a China entry or scaling up, here is what the numbers mean for Q4 timing.
Read Issue
RED continues to blur the line between content community and commerce. For an overseas fragrance or lifestyle brand, the platform has matured into a credible first revenue channel in China — here is how to use it.
Read Issue
The entry-luxury price band is the most contested space in Chinese niche fragrance. We map the current price ladder and where white space still exists for incoming European brands.
Read Issue
More Chinese fragrance, beauty and lifestyle brands are eyeing Europe — but the playbook is not “Tmall, translated.” We outline a realistic 12-month sequence, from regulatory groundwork to your first European retail doors.
Read Issue
Dubai and Riyadh combine the world’s highest fragrance spending per capita with retail infrastructure built for discovery. For Chinese brands with strong product and storytelling, the Middle East may be a faster win than Europe.
Read Issue
Whether you are an overseas brand entering China or a Chinese brand expanding to Europe and the Middle East, the same 10 questions predict success or failure. Score yourself honestly.
Read Issue
Never Miss an Issue
Entering China — or taking your brand from China to Europe and the Middle East? Leave your email and we will add you to the list. Prefer to write directly? fan@ac2-collective.com.