A major achievement in China: the world’s first recovery for type 1 diabetes

A major achievement in China: the world’s first cure for type 1 diabetes

A revolutionary medical advance

For the first time, a 25-year-old Chinese woman has been completely cured of type 1 diabetes thanks to a therapy developed by Chinese researchers. The approach, carried out at Tianjin Main Hospital in collaboration with Peking University, is based on cell regeneration. The researchers took cells from the patient’s pancreas, which they then chemically treated to return them to a stem cell state. Once modified, the cells were re-implanted into the patient’s pancreas via a micro-invasive route. Following this operation, the level of insulin secreted increased by 700%. The results of this operation were rapid and long-lasting: as early as 75 days after the operation, blood sugar levels were regulated without the need for external insulin injections, and the patient no longer had any symptoms of diabetes. This complete cure marks a major therapeutic revolution.[1]

A silent epidemic

Despite this progress, diabetes remains a real public health emergency. With more than 140 million people affected, China has one of the highest prevalence rates in the world, representing around 12% of its adult population[2] . By 2040, China could have 166 million diabetics, consolidating its position as one of the most affected countries.[3] Worryingly, type 2 diabetes also affects 1.77% of Chinese children aged between 3 and 18[4] .  Added to this is a lack of awareness: only 36.5% of Chinese diabetics are aware of their condition and, of those who are treated, less than half (49.2%) manage to control their blood sugar levels effectively[5] . The complications associated with diabetes are numerous and can be serious[6] :

  • Cardiovascular disease: the main cause of death among diabetics.
  • Kidney problems: kidney failure is common.
  • Neurological and ocular disorders: neuropathy, which can lead to blindness, is also common.

The underlying causes of this epidemic

Diabetes in China is not just a question of genetic predisposition. Several social, economic and environmental factors are converging to fuel this crisis.

Urbanisation

The rapid development of cities in China has transformed lifestyles. Urban populations, which make up a growing proportion of Chinese society, have a much higher prevalence of diabetes than rural areas (12.1% compared with 8.3%).

Dietary changes

Changes in eating habits have also played a crucial role. The increased consumption of sugars, processed foods and fast food among affluent populations puts them at greater risk of diabetes. This transition, once limited to large cities, is now spreading to rural areas as a result of increasing access to industrial food products.

A sedentary lifestyle and stress

With the rise of office jobs, physical activity has declined considerably. At the same time, the urban environment and growing socio-cultural challenges are generating chronic stress, known to disrupt hormonal and metabolic mechanisms.

An ageing population

Like many countries, China’s population is ageing rapidly. This phenomenon mechanically amplifies the prevalence of diabetes, a disease that affects the elderly to a greater extent.

Strategic solutions: prevention rather than cure

To curb the diabetes epidemic, China is investing in prevention and awareness-raising policies:

Education and screening

By raising awareness of diabetes, it is possible to increase the rate of early detection and appropriate management.

Encouraging a balanced diet

Promoting high-fibre, low-sugar diets helps to improve the health of at-risk populations.

Promoting physical activity

Incorporating exercise into the daily routine through incentives, promoting the benefits of sport and creating more accessible infrastructures in urban areas could help to reduce the prevalence of the disease.

Strengthening medical infrastructures and equipment

Rural areas still lack the resources to diagnose and treat diabetes effectively. Strengthening the capacity of local healthcare centres is essential to bridge this gap. Massive investment in diabetes management equipment such as glucometers, insulin pumps and other innovative medical devices is being made to meet this public health challenge.[7]

A land of opportunity for foreign companies

The fight against diabetes in China offers many opportunities for European and French companies, particularly in :

  • Innovative medical devices such as connected glucometers.
  • Digital solutions for monitoring and managing diabetes.
  • Advanced treatments (such as GLP-1 drugs like Ozempic), both for diabetes itself and for its complications.

The key to success lies in an in-depth understanding of the local market, the players involved and the regulations in force. VVR Medical, a division of VVR International and an expert in the Chinese pharmaceutical and medical markets, supports companies in their development strategy in China.

[1] World first: Chinese woman cured of type 1 diabetes

[2] https://www.federationdesdiabetiques.org/information/diabete/chiffres-monde

[3] https://fr.statista.com/statistiques/571668/pays-avec-le-plus-grand-nombre-previsionnel-de-personnes-diabetiques-en-2040/

[4] https://www.thelancet.com/journals/lanpub/article/PIIS2468-2667(24)

[5] https://www.dbl-diabete.fr/tout-sur-le-diabete/societe/classement-diabete-pays-monde

[6] https://www.thelancet.com/journals/lanpub/article/PIIS2468-2667(24)

[7] https://www.mordorintelligence.com/fr/industry-reports/china-diabetes-devices-market/market-size

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The adoption of Ozempic in China: implications for public health and obesity control

The adoption of Ozempic in China: implications for public health and obesity control

In 2022, 38% of the population was overweight and 8% obese. China is experiencing a rapid rise in obesity. This phenomenon is worrying the health authorities and has prompted reaction from the public. Among the many fashionable weight-loss techniques and diets, there has been a boom in specialist drugs such as Ozempic (semaglutide).

GLP-1 and ozempic drugs

Ozempic, produced by Novo Nordisk under the name NovoCare in China, belongs to the GLP-1 class of drugs. Initially approved for type 2 diabetes, its field of action has recently been extended to the treatment of obesity. These drugs work by mimicking a hormone that regulates blood sugar levels and helps suppress appetite, making them useful for weight loss.

Regulatory and market advances

In 2024, the NMPA approved Ozempic for long-term weight management, a first for GLP-1 drugs in the country. This approval is seen as a response to rising obesity rates. At the same time, Eli Lilly’s tirzepatide has also been approved, signaling an opening of the market to these treatments. For the time being, the two companies together account for around 94% of total sales of GLP-1 drugs in China.

Questions and mixed opinions

Despite the popularity of Ozempic and other GLP-1 drugs, concerns remain about their side effects and high cost, which could limit their uptake. In addition, social networks reflect divided opinions, oscillating between enthusiasm for their efficacy and mistrust due to negative experiences.

Prospects for GLP-1 drugs on the Chinese market

Strong demand and public health concerns continue to stimulate interest in GLP-1 drugs. Players in the Chinese pharmaceutical sector have initiated their own research and development into GLP-1 drugs. Currently, Shanghai Benemae’s beinaglutide, the first GLP-1 drug developed in China, is undergoing clinical trials for the treatment of weight loss, with potential approval expected soon.  The companiesHengrui Medicine

Gan & Lee Pharmaceuticals and Haosen Pharmaceuticals are also investing heavily in research and development to bring GLP-1-based treatments to market.

Source: 36Kr, Designed by daxue consulting, GLP-1 anti-obesity drugs being researched in China

With patents about to expire and the emergence of potentially cheaper local products, the market could become more competitive and accessible. Transparency about the long-term effects and results will be crucial to winning consumer confidence.

For the full article and more details, see the Daxue dossier: Behind the burgeoning popularity of weight loss drug Ozempic in China

VVR Medical and Daxue Consulting specialise in providing strategic and operational support to companies in the medical sector on the Chinese market. Do not hesitate to contact us at contact@vvrmedical.com to receive advice and support from our experts for your project.

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Generative artificial intelligence in China: a rapidly expanding technological revolution

Generative artificial intelligence in China: a rapidly expanding technological revolution

Generative artificial intelligence (AI), a technology that enables the creation of textual, visual, audio and other content, is developing rapidly in China. With applications ranging from artistic creation to scientific research, not forgetting improved business services, this technology is becoming a strategic pillar of innovation. At the forefront of patent filings and research initiatives, China is positioning itself as a major player on the global generative AI scene, consolidating its ambition for technological leadership.

 

China leads the way in generative AI patent applications

China has been investing heavily in AI for several years, particularly in generative applications. According to the World Intellectual Property Organisation (WIPO), China has filed more patents than any other country in the field of AI over the past decade, accounting for around 60% of worldwide filings.

 

The patent landscape in China is dominated by large companies such as Baidu, Tencent and Alibaba. These companies are working closely with universities and research centres to develop new applications for generative AI. The synergy between the private sector, academic institutions and the government creates a favourable environment for rapid innovation.

 

The role of Chinese companies in generative AI

Tech giants such as Baidu, Huawei and Tencent play a central role in China’s generative AI ecosystem. Baidu, for example, has developed its own language model, Ernie, which aspires to rival Western models such as GPT. This model is used for a variety of applications, including automatic content generation, translation and the creation of intelligent chatbots.

 

Emerging uses and applications of generative AI

Advances in generative AI in China are finding applications in many sectors of the economy.  In marketing, for example, Chinese companies are exploiting generative AI to create tailor-made advertising campaigns tailored to consumer behaviour and preferences. These applications enable greater automation and optimisation of production costs. Huawei is integrating generative AI into its cloud infrastructures, offering solutions for automating processes such as generating reports or creating personalised content.

 

AI and the cultural and creative industries

AI is also being used in the cultural and creative industries. Tencent has invested in generative AI applications for entertainment, such as script creation and virtual art. In media and entertainment, platforms such as iQiyi and Bilibili use AI models to create content tailored to user preferences, such as animated series or podcasts. There are numerous projects and tests of specific applications, which are gradually being rolled out.

 

AI, education and scientific research

In the education sector, generative AI is being exploited to develop personalised learning tools, such as chatbots capable of proposing exercises tailored to the level of each student. Applications in the medical field are also promising: AI-based diagnostic systems assist doctors in interpreting medical images or generating complex clinical reports. Start-ups such as SenseTime are exploring applications in the health and finance sectors.

 

Conclusion: A promising future for generative AI in China

Generative AI represents a strategic opportunity for China, which is establishing itself as a world leader in this field. With massive investment in research, a dynamic technology development ecosystem and applications with high economic potential, China is shaping the future of generative AI. By continuing on this trajectory, China could redefine industry standards, play a central role in the evolution of artificial intelligence on a global scale and make it an asset of its economic and technological power.

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Building a Franco-Chinese team: Tips for successful integration

Building a Franco-Chinese team: Tips for successful integration

Integrating foreign employees into Chinese teams is essential to the effective deployment of business in China, whether they are based locally or working remotely. This is not only crucial to the success of the business, but also an enriching opportunity for the company’s managers. By understanding and respecting local cultural specificities, companies can not only facilitate the building of strong Franco-Chinese teams, but also develop strong cohesion within the team, which will prove to be a decisive factor in productivity.

In this article, we’ll explore practical tips and tried-and-tested strategies to help your foreign employees integrate more easily into everyday life in China. From understanding fundamental cultural values to adapting communication and management styles, every aspect will be covered. The aim is simple: to turn the challenges of integration into opportunities for growth and successful collaboration.

Understanding Chinese working culture

Integrating into a Chinese team requires a thorough understanding of local cultural values and practices. In China, the working culture is shaped by traditions and norms that may seem very different from those in Western countries. Understanding these cultural differences and respecting them on a daily basis is key to successful integration. In this section, we will look at three key aspects of Chinese work culture: hierarchy and respect for elders, the values of collectivism and harmony, and indirect communication styles.

The importance of hierarchy and respect for elders

The Chinese work culture is deeply rooted in traditional values that emphasise hierarchy and respect for elders. Unlike Western cultures, where equality and horizontal collaboration are often valued, the Chinese context favours a clear hierarchical structure. Decisions are generally taken by superiors, and subordinates are expected to follow these directives.

Key values: teamwork, harmony and respect

Teamwork is another cornerstone of Chinese work culture. Unlike Western individualism, success is often seen as a collective effort. The well-being of the team and the company takes precedence over individual interests. This translates into a strong emphasis on collaboration and harmony within the team. Maintaining good relations with colleagues and avoiding direct confrontation are highly valued behaviours.

Differences in communication styles: indirect vs. direct

Communication in China is often more indirect than in Western cultures. Within the company, employees tend to avoid direct confrontation and prefer to use more subtle means to express their opinions or disagreements. For example, the translation of the word “yes” can lead to misunderstandings if it is misinterpreted. In China, it is sometimes used to mean “I understand” rather than “I agree”. This nuance in communication can create misunderstandings if it is not properly understood.

Strategies for successful integration

Here are some tried and tested strategies and innovative approaches that take into account cultural specificities to simplify the integration of foreign employees into a Chinese team and strengthen cohesion within the company.

Intercultural training and cultural awareness

Cross-cultural training is essential to help foreign employees understand and adapt to Chinese cultural norms. This training should cover aspects such as work habits, social protocols and communication expectations.

Innovative approach: Immersive workshops and virtual exchanges

Organise immersive workshops that simulate typical Chinese work situations and social interactions. In addition, anticipate your employee’s arrival by encouraging upstream exchanges with their Chinese colleagues. To do this, you can offer time for discussion during which the future employee can ask questions and where everyone can share their experiences and work practices.

Mentoring and incubation by Chinese employees

Mentoring is an effective way of helping foreign employees adapt more quickly. By assigning a Chinese mentor to each new arrival, you create a supportive relationship that makes it easier to learn cultural and professional nuances.

Reverse mentoring programme

As mentioned earlier, reverse mentoring can also be beneficial. In this model, young Chinese employees mentor foreign managers, bringing a fresh perspective and reversing traditional roles. This encourages a mutual exchange of knowledge and skills, promoting greater cultural understanding on both sides.

Incubation: supporting your employee step by step

In addition to freelance administration, some companies specialising in HR offer an incubation service. At VVR International, we can carry your employee: in this case, we take charge of his or her legal and administrative management. To help them get up and running quickly, our teams welcome them and support them as they set up in China. With the possibility of working on our premises, they will have local contacts, training and a workspace that will enable them to quickly take charge of their new role within your company.

Organising social activities to strengthen ties

Social activities are crucial to strengthening relationships between employees and creating a sense of camaraderie and trust. Regular events allow employees to get to know each other outside the workplace.

Innovative approach : Intercultural team-building events

To take this a step further, team-building events dedicated to intercultural issues in the workplace can help to highlight cultural differences and raise your employees’ awareness of their implications for their day-to-day work, while at the same time strengthening links between teams. For example, cooking workshops in which employees prepare traditional Chinese and Western dishes together, or cultural excursions to explore the local culture can be interesting team-building activities to strengthen the bonds between French and Chinese employees.

Overcoming common challenges

Even with well-planned integration strategies, companies can encounter difficulties when integrating foreign employees into Chinese teams. To avoid these pitfalls, a good knowledge of the points to watch out for can help to achieve a successful and lasting integration.

Managing language differences and misunderstandings

Language barriers can often lead to misunderstandings and frustration. Although many professionals in China speak English, it is essential to recognise the nuances and challenges of multilingual communication.

Technological tools and language training

Technological tools such as real-time translation applications and multilingual communication platforms are invaluable in making day-to-day exchanges more fluid. To take things a step further, language courses tailored to the needs of your foreign employees can be a worthwhile investment in improving the skills of your staff. These courses will focus on terms specific to your sector and expressions commonly used in the workplace. Today, there is a wide range of language learning software with virtual reality functions available, which can be an interesting alternative to traditional language courses. This makes learning more flexible and less expensive.

Adapting management styles to bring them into line with Chinese expectations

Western management styles can sometimes be perceived as too direct or individualistic in China. Adapting these styles so that they are more in tune with local cultural expectations is crucial to effective management.

Innovative approach : Intercultural leadership workshops

An inclusive work environment is essential for employee satisfaction and productivity. This means respecting cultural differences and promoting an atmosphere of respect and collaboration.

Organise cross-cultural leadership workshops where foreign managers can learn to adapt their management style to suit Chinese expectations. These workshops can include role-playing, case studies and group discussions on best management practices in a cross-cultural context. Integrate e-learning platforms to offer continuous training modules and resources that can be accessed at any time.

Conclusion: successful integration is a worthwhile investment

Integrating foreign employees into Chinese teams is essential for success in China. By understanding the working culture, adopting innovative integration strategies and overcoming common challenges, companies can create a harmonious and productive working environment. Successful integration has a direct impact on a company’s overall performance.

VVR International and its HR department can help you create or strengthen your teams in China. Thanks to our teams and our coaching and portage services, we can take charge of your employee and support him or her in settling in and integrating, both culturally and legally and administratively. With VVR International, you benefit from local expertise and personalised support to ensure the successful recruitment and integration of your employees in China.

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Recruiting in China and Europe: Key Differences and Practical Insights

Recruiting in China and Europe: Key Differences and Practical Insights

1. Introduction

For global businesses, recruiting in China and Europe is more than just filling positions. It requires navigating labor laws, cultural norms, and fast-changing recruitment channels. The hiring process in China differs greatly from European recruitment practices. Companies that adapt can build efficient, compliant teams. Those that do not risk compliance issues, higher costs, and talent shortages.

This article compares recruitment and selection practices in China and Europe, providing practical insights for foreign companies. We – VVR RH, cover staffing systems, wage calculations, expat hiring, labor relations, digital platforms, and cultural factors. We also highlight how sustainability and workforce strategies will shape HR in 2026. 

2. Recruiting in China vs Europe: A Comparative View

HR strategies vary widely between China and Europe. Differences stem from regulation, culture, and economic structures. Understanding them is essential for foreign companies hiring employees in China, entering the Chinese market, or expanding into European markets.

  • Wage and benefits calculation systems

Payroll outsourcing in China is complex due to the mandatory contributions required. Employers must handle salaries, social insurance, and housing funds. Rules vary by city, making compliance difficult without local expertise. In Europe, wage structures vary, but contributions to healthcare, pensions, and unemployment insurance are universal. Compensation benefits are often influenced by collective agreements and vary by sector. 

China’s wage determination combines national legislation, local regulations, and individual negotiations.

China’s wage determination combines national legislation, local regulations, and individual negotiations.

  • Hiring foreign citizens and expats 

Hiring expats in China requires strict work permits. Employers must prove that no local candidate can fill the role. Permits are tied to qualifications and company quotas. The process is detailed and time-consuming. In Europe, mobility is simpler. The EU Blue Card allows skilled professionals to work across member states. Intra-EU mobility makes expat hiring easier, although each country still applies its own rules. 

  • Labor relations and contracts 

In Chinacontracts are non-negotiable. Employers must issue them within 30 days of hiring. Non-compliance triggers penalties. Labor disputes fall under Chinese labor law, which strongly protects employees. In Europecontracts are also mandatory but vary by country. Many states allow flexibility through collective bargaining. 

Labor contract termination is sensitive in both China and Europe regions.

Labor contract termination is sensitive in both China and Europe.

However, termination is sensitive in both regions. In China, employers need lawful grounds such as redundancy or misconduct. Documentation and severance are required. Procedures are formal, and employee protections are strong. In Europe, termination depends on national law. The UK allows relatively more flexibility. Germany and France require strict justification and works council involvement. Therefore, plan exits early, document performance, and seek legal advice before acting. 

HR comparative table between China & Europe

Recruitment factors  China  Europe 
Hiring channels  WeChat, 51job, Zhaopin, referrals  LinkedIn, EURES, agencies 
Contracts  Mandatory written contracts, strict labor law  Country-level rules, collective agreements 
Expats  Strict permits, quotas, cultural barriers  EU Blue Card, intra-EU mobility 
Termination  Complex, highly regulated  Varies, generally more flexible 
IP & confidentiality  Must be enforced by employers  Strong EU-level protections 
Employee relations  Guanxi (relationships), hierarchy  Transparency, work-life balance.

3. Types of Labor and Employment Flexibility

China’s labor market is heavily shaped by state regulation. Full-time contracts remain the dominant form. Part-time or gig roles are limited in scope. This reflects the government’s priority on social stability and predictable employment. For foreign companies, this means less room to experiment with short-term hires or flexible project-based models.

Europe, in contrast, is built on a wider range of labor types: permanent, temporary, agency, freelance, and apprenticeship contracts. Countries like the Netherlands and Denmark apply the Flexicurity model, which balances employer flexibility with employee security. Workers may move between jobs more easily because unemployment protection and retraining programs are strong.

Practical takeaway: In China, expect a formal and regulated approach when hiring employees. In Europe, foreign firms can adapt contracts to business cycles but must respect country-specific labor laws.

4. Employee Development and Retention 

Retention is one of the top HR challenges worldwide, but strategies diverge between China and Europe. 

In China, employees often seek rapid career development and visible growth paths. The country’s fast-changing economy fuels strong competition for talent, especially in IT, engineering, and e-commerce. Many young workers value training, certifications, and international exposure. Companies that invest in training and clear promotion tracks tend to retain talent more effectively. In Europe, employees emphasize work-life balance and workplace stability. High expectations for benefits, flexible hours, and remote work are common. 

Both regions also embrace digital transformation in training. E-learning platforms, AI-driven career planning, and employer branding campaigns highlight opportunities for long-term growth. 

Practical takeaway: In China, focus on career growth, training, and rapid advancement. In Europe, you should invest in flexible policies, recognition programs, and meaningful work culture. Aligning strategies with these expectations ensures lower turnover and stronger engagement

5. Recruitment Channels & Digital Platforms: China vs Europe

Both the channels and the digital execution of recruitment are different in China and Europe.

Both the channels and the digital execution of recruitment are different in China and Europe.

In Chinahiring is local and mobile-first. WeChat anchors outreach, screening, and follow-up. Job boards such as 51job and Zhaopin remain popular, while referrals based on guanxi (relationships) play an important role. Foreign firms often engage a recruitment company in China or use HR outsourcing services to stay compliant with Chinese labor law. 

In Europe, recruitment is more structured. LinkedIn dominates for skilled and managerial roles. EURES (European Employment Services), national portals, and specialist agencies connect employers with talent across borders. In addition, Applicant Tracking Systems (ATS) and AI-driven platforms streamline selection while ensuring GDPR compliance. Employer branding campaigns are critical in attracting talent in competitive markets. 

Practical tip: In China, add WeChat and local boards to your hiring mix. In Europe, pair LinkedIn with ATS and branding. If compliance and speed are priorities, consider outsourcing the hiring process to a local HR partner. 

⇒ Discover more information about how to build efficient recruitment and portage in China. 

6. Understanding Cultural & Social Differences between China and Europe 

Culture shapes the hiring process as much as labor law. For foreign companies, ignoring cultural differences can create misunderstandings and poor hiring outcomes. In Chinaguanxi (personal relationships and networks) is central. Recruitment often goes beyond résumés and job descriptions. Employers value loyalty, respect for hierarchy, and a strong sense of belonging to the group.  

Personal questions during interviews are common, as they help assess whether a candidate will fit into the company’s social fabric. Decisions may also be influenced by recommendations within networks. This reflects China’s collectivist orientation in Hofstede’s model, where cooperation, trust, and long-term relationships matter more than individual achievement. 

European recruitment is usually more structured and transparent. Employers rely on standardized job postings, competency frameworks, and formal interviews. Equality, compliance, and non-discrimination are central values. This reflects a more individualistic culture, where skills, personal merit, and career potential outweigh networks or personal connections. Candidates are judged by their qualifications and performance, not their relationships. 

Hofstede’s model further highlights other contrasts: 

  • Uncertainty avoidance. Many European countries have higher scores, leading to structured recruitment processes, detailed contracts, and formal compliance to reduce risk. China scores lower, showing more tolerance for ambiguity, which translates into flexible and adaptive hiring methods. 
  • Indulgence vs. restraint. Europe leans toward indulgence, supporting work-life balance and open expression during interviews. China is more restrained, where professionalism and modesty dominate recruitment interactions. Candidates are expected to show discipline and respect for authority rather than personal ambition. 

Practical takeaway: In China, build trust through relationships and demonstrate respect for hierarchy. In Europe, prepare for structured assessments and emphasize skills and transparency. Adapting to these cultural expectations not only improves recruitment success but also strengthens long-term employee engagement. 

7. Sustainable Workforce in China: Pros & Cons

Recruiting for a multinational enterprise in China presents challenges: 

  • Complex compliance under Chinese labor law. 
  • Intense competition for skilled talent in technology and engineering. 
  • Cultural gaps that require adaptation. 
  • Employee turnover in urban hubs is especially high among younger staff. 

Despite challenges, China offers vast potential: 

  • Large talent pool in STEM fields. 
  • Government incentives for high-tech, advanced manufacturing, and green industries. 
  • Expanding middle class driving demand for foreign employees. 
  • Specialized recruitment companies in China and HR outsourcing services to support compliance.

Read more related articles


8. Conclusion: Key Takeaways for Companies Recruiting in China

Foreign companies need balanced HR strategies. Compliance with Chinese labor law is non-negotiable. At the same time, cultural adaptation is essential for successful hiring in China. Partnering with recruitment companies in China or using HR outsourcing services in China ensures compliance and efficiency. Leveraging digital tools like WeChat for hiring employees in China gives access to a wide talent pool. 

Finally, when comparing recruiting in China vs Europe, remember: 

  • China requires more compliance and local expertise. 
  • Europe offers more flexibility, but it varies by country. 
  • Both regions reward companies that adapt culturally. 

To sum up, recruitment is never one-size-fits-all. Foreign firms must adjust their strategies for recruiting in China and Europe. From contracts to culture, each factor impacts success. For companies hiring employees in China, the key is to navigate labor law, use the right recruitment channels, and build strong relationships. For Europe, success comes from transparency, flexibility, and employer branding. 

👉 By partnering with trusted experts such as VVR International, foreign companies can simplify the hiring process, remain compliant, and secure the talent they need to grow.  📩Contact us today to discover how to recruit in China. Explore how our HR outsourcing services can help your business hire employees, manage payroll, and stay compliant. 

Share your project with us via contact@vvrinternational.com.

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FAQ

  • What are the main HR challenges in China that outsourcing helps foreign companies solve?

The main HR challenges in China include compliance with labor contract law, managing payroll across different cities, handling social insurance and housing fund contributions, and navigating work permit requirements for foreign employees.

HR outsourcing for foreign companies in China addresses these issues by providing local expertise, payroll outsourcing services, contract management under mutual agreement rules, and support for work permits. This allows companies to operate smoothly while minimizing legal and operational risks.

  • How do HR outsourcing services in China support strategic HR management and long-term growth?

HR outsourcing services in China support strategic HR management, aligning with modern HR practices in China, including digital HR solutions, employee retention strategies, and ESG-focused HR policies. By outsourcing HR functions, companies gain access to market insights, salary benchmarks, and compliance monitoring, enabling them to build sustainable teams in China while adapting to workforce trends and long-term business objectives.

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China opens opportunities for foreign-owned hospital operations: What foreign healthcare companies should know

China opens opportunities for foreign-owned hospital operations: What foreign healthcare companies should know

Foreign-owned companies can now direct clinical operations and open 100% foreign owned hospitals in some Chinese cities. On September 7th 2024, China’s Ministry of Commerce, National Health Commission and the National Medical Products Administration announced the opening up the medical sector and, in particular, medical innovation to international players. As of this date, foreign-owned companies are now allowed to:

  • Direct clinical operation of gene and cell therapies, as well as genetic diagnostics, for regulatory registration purposes (NMPA), in the special economic zones of the three major coastal cities (Beijing, Shanghai, Guangzhou) and on the island of Hainan;
  • The opening of 100% foreign-owned international hospitals (excluding traditional Chinese medicine and the acquisition of a public hospital) in Beijing, Tianjin, Shanghai, Nanjing, Fuzhou, Suzhou, Guangzhou, Shenzhen and Hainan Island.

What do these policy changes mean for foreign healthcare companies in China?

In a way, this announcement resonates as a counterpoint to VBP (Volume Based Procurement), deployed in 2020, a policy aiming to achieve a lower price of medical care through high-volume procurement, whose intentions, while logical and laudable in macro-economic terms, demonstrated during the system’s implementation that is sometimes counter-productive on the innovation front. Indeed, in many cases, the economic equation for innovative products on the Chinese market can prove untenable for foreign innovators, with purchasers preferring so-called “museum” products in the VBP context.

This announcement therefore illustrates the Chinese government’s recognition of this situation, and its ongoing determination to attract innovation in health products and services, under economic conditions that are once again attractive to international healthcare innovators.

In concrete terms, after the major efforts made in the post-Covid period to digitalize the patient pathway (to an extent already ahead of many Western countries), the aim is to continue to drive the ongoing progress of the entire medical industry:

  • In terms of healthcare provision, the procedures for purchasing from public hospitals and validating the level of reimbursement by the Chinese social security system often delay the deployment of new therapeutic and diagnostic approaches by several months or even years.
  • In hospital management, to avoid the wasteful practices that still exist at various levels of hospital administration.
  • In terms of patient satisfaction, as the measured levels of satisfaction with public hospitals in China still leave much to be desired.

Moreover, as is customary with the Chinese government, the decision is multifactorial. Thus, the positive consequences of this announcement for the country, its population, and the general environment of the healthcare industry are numerous.

How the opening of China’s medical industry benefits patients

  1. Mobilize savings from the middle and upper classes towards the real economy, at around 45% in 2021, China’s savings rate significantly surpasses the global average savings rate of 26.5%. China bets here that wealthy Chinese will allocate an ever-increasing share of their family budget to healthcare, as can already be seen in existing international hospitals, where Chinese patients are by far in the majority compared to foreign patients – which was not the case just ten years ago.
  2. Accelerate the growth of the private medical insurance sector, in terms of both volume and actuarial skills, in order to continue to control public health spending and develop a whole area of financial services that is currently immature compared to the major Western countries. Notably, the situation in this field has already been improving for several years, thanks in part to innovative public-private partnerships.

China’s healthcare professionals benefit from the entry of foreign-owned healthcare

  1. Providing new career opportunities for the strictly “medical” staff of the public hospital, private hospitals in China are known and recognized for paying better salaries and offering better working conditions.
  2. Continue the process of specializing public hospitals in translational and clinical research (many large public hospitals are affiliated to a university with a medical curriculum), by increasing funding for physician-researchers and multiplying the number of world-class clinical trial centers – a trend already underway since 2018.
  3. The aim is to create an incentive for young Chinese to enter the medical and medical-scientific professions, by restoring the attractiveness they have lost in recent years due to the imbalance between pay and workload and the “glass ceiling” that has been reached too quickly.

How China’s healthcare opening boosts innovation

  1. Promote medical innovation, by facilitating the rapid market entry of innovative drugs and medical/diagnostic devices via private hospitals: these are not subject to the strict rules of public tenders (VBP or others), and therefore purchase their healthcare products at more or less “international” prices. With the combined population of the above-mentioned cities and their immediate surroundings exceeding 150 million, there is little doubt that such a market will prove profitable;
  2. Encourage the emergence of specialized medical distributors in the private hospital channel: as this type of distributor is still relatively rare, it is highly likely that new, high-caliber players will emerge in the next few years. This will enable innovative healthcare products to penetrate the Chinese market via multiple channels, with accelerated profits from the “private” channel supporting gradual entry into the “public” channel.

What is the next step for foreign health and medical tech companies to enter China?

In the ever-changing context of China’s human health and medical technology industry, it is essential for innovative health companies to obtain information and data from sources that are in direct contact with the country’s real developments and therefore understand the nuances of the market. We equip human health and med tech companies with clear, substantiated recommendations, backed up by a realistic, costed action plan.

VVR Medical/Daxue Consulting, leaders in strategic and operational support for companies in the medical sector on the Chinese market. Don’t hesitate to reach out to sustain your healthcare company’s presence in China. We look forward to hearing from you!

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Press release: Daxue Consulting joins VVR International

Press release: Daxue Consulting joins VVR International

Press release

Consulting and business services – China / Asia
Daxue Consulting joins VVR International

Paris / Shanghai, July 25, 2024 Daxue Consulting, a market research and strategy consulting firm that has supported over 400 clients in China and Asia since 2012, and VVR International, a consulting and organization services provider having facilitated the industrial and commercial development of over 1,000 companies in China since 1999, today announce their strategic merger to form a leading group on China-related issues.

The skills and expertise of Daxue Consulting, specialized in identifying and mobilizing the growth levers of its customers in China and Asia, remarkably complement the operational capabilities of VVR International, whose mission is to define and implement innovative organizational models that will enable the Group’s clients, whatever their sector of activity, to develop in these markets ambitiously, securely, and sustainably.

With more than 70 consultants combined (excluding PEO employees), including over 60 in China, spread across 8 offices managed by an Executive Committee of 9 French and Chinese partners, the Group aims to become the leader in strategic and organizational consulting for companies in China. VVR International and Daxue Consulting provide their global clients – multinationals, ETIs, SMEs and start-ups alike – not only with a clear, quantified vision of their growth opportunities, but also with the ability to implement this vision, via a set of particularly innovative and solid operational, regulatory and HR services.

Capitalizing on their strong brand awareness, both entities will continue to operate under their own brand names. The Daxue Consulting and VVR International teams in Shanghai are joining forces immediately, to accelerate synergies and foster the rapid development of an integrated consulting and services offering. In particular, the Group will increasingly draw on the unrivalled expertise of its consultants in the fields of business development, digital, medical technologies and capital partnerships in China.

Matthieu David, CEO and founder of Daxue Consulting:

The alliance between Daxue Consulting and VVR will enable companies worldwide which are invested in China to benefit from business development solutions at both strategic and operational levels. For Daxue and its team, VVR’s operational offering is the ideal complement to Daxue’s mission to serve our clients in both the strategy and execution of their ambitions in China. It should be added that this merger will enable Daxue to draw on VVR’s expertise in the medical field, negotiation, and distribution issues.

Camille Verchery, CEO and founder of VVR International:

The integration of Daxue Consulting’s expertise will enable us to offer our clients high-quality strategic market research and relevant marketing skills, particularly in the healthcare and BtoC sectors. The new group will achieve sales of 10 million euros. What’s more, the group’s growth will justify greater investment in new technologies. Last but not least, the culture, the DNA of our teams and our values are incredibly similar, which is ultimately the most important thing for the development of our employees, and therefore performance for our clients“.

About Daxue Consulting

Founded in 2012, Daxue Consulting is a strategic market research and consulting firm specializing in the Chinese market, with offices in Beijing, Shanghai and Hong Kong.
Through strategic market research tailored to the needs of its clients (large international companies and SMEs), Daxue Consulting’s team defines unique and fine-tuned growth strategies in the Chinese market.
Thanks to a combination of digital data collection tools and traditional investigation methods, Daxue Consulting has supported over 400 clients through 600 projects, in sectors as varied as F&B, beauty, food, cosmetics & luxury, healthcare, video games, e-commerce and numerous industrial sectors.

About VVR International

Founded in 1999, VVR International is a consulting and services company that assists companies from all over the world in their industrial and commercial development in China.
VVR International’s core business is to secure and perpetuate its clients’ development in China by setting up sustainable and innovative organizations.
Over the past 25 years, VVR International has managed more than 1,000 projects in China, including over 350 distribution projects (strategic diagnosis, development of sales networks, recruitment, PEO and setting up of sales structures), 250 capital partnership projects (technology transfer, setting up of own operations, joint ventures, fund-raising, mergers, acquisitions), and over 400 purchasing/quality projects (sourcing, auditing, product development, quality control) in 20+ business sectors.
VVR International is a founding member of Globallians and Medicallians.

Download the press release:

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Cosmetics regulations in China: What foreign brands need to know

Cosmetics regulations in China: What foreign brands need to know

The Chinese cosmetics market has become a major global player, attracting many foreign brands. However, setting up a successful business in China requires a thorough understanding of the strict regulations that govern the sector. This article examines the key regulations concerning cosmetics ingredients in China, their importation, marketing and commercialisation, with a particular focus on the implications for foreign brands.

The new CSAR regulations

On 1 January 2021, China introduced a new global regulatory framework for cosmetics: the Cosmetic Supervision and Administration Regulation (CSAR). This regulation replaces the old rules dating back to 1989 and aims to improve the safety, quality and efficacy of cosmetic products on the Chinese market. The CSAR introduces an obligation to assess the safety of each product and strengthens control throughout the product life cycle. The regulation also introduces new requirements for efficacy claims and new definitions and classifications for cosmetic products and their ingredients.

Although the CSAR has officially been in force since 2021, its full implementation is being phased in gradually until 2024, with the introduction of additional implementing regulations. The list of prohibited ingredients drawn up by the National Medical Products Administration (NMPA), for example, has been regularly amended and extended since 21 March 2024 to include 5 new ingredients. At the same time, the testing protocols have been modified and will come into force in December 2024. This change introduces 11 new test methods and revises 3 already in use.

From 1 May 2024, all cosmetic products marketed in China will have to undergo a full safety assessment, replacing the simplified version currently accepted.

The inventory of cosmetic ingredients (IECIC 2021) has been updated. It lists the 8783 authorised ingredients. Safety data for all new ingredients must be submitted to the authorities. The aim of this regulatory update is to better control the quality and safety of cosmetics imported or produced in China, in a fast-growing market.

Importation of Cosmetic Products

Product registration :

Before importing cosmetic products into China, foreign brands must register their products with the National Medical Products Administration (NMPA). This process can be complex and time-consuming, requiring the submission of detailed technical files, safety tests and compliance with local standards. For example, so-called ‘special cosmetics’ (such as sun protection products, hair dyes and hair loss products) must be registered and tested, a process that can take several months.

Animal Testing Requirements :

Historically, China required animal testing for all imported cosmetics, which posed an ethical problem for many international brands. Since May 2021, so-called “ordinary” cosmetics (such as skin care products, hygiene products and make-up) can be exempted from this requirement if certain conditions are met, such as Good Manufacturing Practice (GMP) certification by the country of origin.

Marketing and Sales

Advertising regulations :

All products, whether sold on the domestic market (offline or online) or on cross-border e-commerce (CBEC), must comply with Chinese advertising laws. Claims requiring administrative approval from the Chinese government are not permitted without the corresponding certificate. For example, cosmetics advertised as being for sensitive skin or simply improving skin elasticity must undergo efficacy tests on humans or consumer tests to assess the efficacy claim.

Product Supervision Solution
Cosmetics with general claims: moisturising, anti-oxidant, etc. Less strict Regulatory restrictions can be avoided by using alternative arguments
Cosmetics with specific claims: sensitive skin, etc. Very strict supervision Sanctions will be applied if these claims are not accompanied by efficacy tests on humans or consumer tests.

 Sales channels :

  • Cross Border E-Commerce: Supervised by the General Administration of Customs of China (GACC), trademarks will be reported to the local authorities by anti-counterfeiting professionals against the illegal use of arguments.
  • Domestic market: Overseen by the State Administration for Market Regulation, advertising and designations are strictly supervised.

Ingredients and Formulation

List of Prohibited and Restricted Ingredients :

The NMPA maintains a list of prohibited and restricted ingredients in cosmetic products. Brands must ensure that their formulations comply with this list. For example, certain preservatives and colourings commonly used in other markets may be banned in China.

Certification of Ingredients :

Brands must also provide detailed information on the ingredients used in their products, including certificates of analysis and evidence of safety. New substances used in cosmetic products must be approved by the NMPA before being placed on the market.

Labelling and Packaging

Labelling requirements :

Cosmetic products sold in China must comply with strict labelling requirements. This includes the translation into Chinese of all relevant information, such as the name of the product, the list of ingredients, instructions for use and precautions. In addition, the label must include the name and address of the Chinese importer, and of the responsible body in the event of an incident.

Mandatory information :

The label must also indicate the date of manufacture and the product’s shelf life. Cosmetics intended for children or people with sensitive skin must include specific warnings. Failure to comply with labelling requirements may result in products being withdrawn from the market.

Cosmetics advertising

Cosmetics advertising in China is subject to strict rules to protect consumers from misleading information and unsubstantiated claims.

Prohibitions on advertising :

  • Falsify or exaggerate the name, manufacturing method, ingredients, effectiveness or performance of cosmetic products.
  • Using another person’s name to guarantee or mislead others as to effectiveness.
  • Communicate medical effects or use medical terminology (e.g. cosmeceuticals, prescriptions, antibacterials, sterilisation, etc.).
  • Denigrate the similar products or services of other producers or operators.
  • Using or concealing the name or image of a State body or its staff.
  • Indicate or imply that the efficacy, quality or safety of cosmetic products have been recognised by the State authorities through registration, filing, certification and other activities of State bodies.

Authorised claims :

  • Advertisements must be consistent with the content of the product registration or filing documents. For example, a product registered in China as having a whitening function cannot use the argument of sun protection.
  • The following effects are authorised in China: hair dyeing, perming, freckle whitening, sunscreen, hair loss prevention, acne elimination, moisturising, anti-wrinkle, soothing, etc. Cosmetics claiming to have additional effects or to be suitable for specific groups must provide a special registration certificate.
  • The data and quotations used in advertising must be true and accurate, and the source must be indicated.

Restrictions on Terms and Claims :

  • It is forbidden to use terms such as “national level”, “superlative”, “best”, “first”, “premium”, “top”, “latest innovation”, “pure natural products”, “organic products”, “without side effects”, “food quality”, etc.
  • The arguments “gentle and non-irritating”, “sensitive skin”, “does not sting the eyes” require an assessment of efficacy, including human efficacy tests, consumer tests or laboratory tests.

Conclusion

The cosmetics market in China represents a considerable opportunity for foreign brands, but it is governed by strict regulations that can be complex. Understanding import, marketing, formulation and labelling requirements is essential for a successful and sustainable business. Despite the challenges, brands that are able to comply with regulations and adapt their marketing strategies to local preferences can thrive in this dynamic and growing market. With growing demand for beauty products and an increasingly sophisticated consumer population, China offers exciting prospects for the global cosmetics industry.

If you are interested in the cosmetics market in China and would like to find out more about consumer habits, Chinese regulations governing the import and sale of skincare products and cosmetics, or the role and importance of the responsible body, contact VVR International. Our experts in the field will be happy to answer your questions.

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The cultural and creative industries market in China

The cultural and creative industries market in China

China plays a central role in international trade, industry and technology, and now also in art and culture. Indeed, since the early 2000s, aware of the potential of these fields for the country’s economic growth and influence around the world, the Chinese government has been supporting the sector through a number of policies and massive investments. China’s creative and cultural industries are multiplying and diversifying their activities. The expansion of the middle class in China, accompanied by a general increase in purchasing power, is contributing to the growth of the cultural and entertainment sector. As per capita disposable income rises, people are more inclined to increase their spending on leisure, cultural and artistic outings. These dynamics support players in the sector and create new opportunities.

The emergence of the art and culture market in China

The contemporary art market

In the early 2000s, China’s economic expansion was accompanied by an opening up to the world of contemporary art. Marginal in the early 2000s, China is now at the centre of the world contemporary art market. By 2021, China will be the world leader in contemporary art, ahead of the United States, with a market share of nearly 35.5%.

This meteoric rise can be explained by a number of factors.  Between 2005 and 2008, the government introduced policies to make the contemporary art market more flexible and facilitate sales. The aim of these policies was to legitimise and promote Chinese contemporary art internationally. The aim was also to promote national creation within the country by lifting the ban on exhibiting works of contemporary art in public museums, which had been in place since 1989.

Over the last twenty years, an affluent class has developed and expanded. Made up of entrepreneurs, often urban dwellers with substantial incomes, this affluent class is developing a taste for art, which is expressed in leisure activities as well as in the purchase of works of art. In China, for example, the number of contemporary art collectors continues to grow. This dynamism is also illustrated by the significant growth in auction sales by internationally renowned Chinese artists such as the visual artist Zeng Fanzhi, born in 1964.

The arts and culture sector at the heart of China’s strategy

In recent years, the Chinese government has initiated a policy of financial support for the creation of public and private contemporary art museums across the country. These massive investments have helped to develop cultural infrastructures across the country: between 2000 and 2019, 42 new contemporary art museums were created. In addition to these public institutions, the State has also contributed to the opening of 88 private contemporary art museums over the same period.

Numerous public initiatives aimed at promoting the cultural and creative industries are being carried out at national, regional or local level, such as the creation of creative clusters in major cities like Beijing and Shanghai. At the heart of megacities with intense economic activity, the aim of these clusters is to bring together players and companies in the creative sector in a restricted area in order to create synergies, stimulate creativity and develop ambitious, innovative projects. These zones bring together companies in the sector and benefit from support to stimulate innovation.

This development of creative and exhibition spaces to showcase the country’s creative wealth has helped to boost the contemporary art market. Private players – art galleries and art centres – have multiplied, supported by the development of major contemporary art fairs such as Art Basel in Hong Kong, which bring together art market players, artists and collectors from all over the world . This combination of political will, the commitment of private players and the growing interest of the Chinese public is contributing to the dynamism of the arts and culture sector in China.

The creative and cultural sector: economic leverage and influence

The importance of the cultural and creative industry sector is not only economic, but also geopolitical. China is exporting more and more cultural products such as films, animation and visual arts to foreign markets. These exports help to promote Chinese culture around the world, strengthen its influence and shape a certain image of China.

A number of major international events take place in China every year, helping to establish its importance in the field of cultural creation. At the crossroads of entertainment, production and technology, video games occupy a strategic place in the Chinese economy and in its influence on the cultural and creative industry sector. The number of players involved and the number of dedicated events bear witness to its importance and dynamism. The China Joy (China Digital Entertainment Expo & Conference), for example, which takes place every year in Shanghai and brings together the main Chinese and international players in this creative industry, is considered to be one of the biggest video game trade fairs in Asia. At its 17th edition 5 years ago, China Joy brought together more than 1,360 Chinese and international exhibitors and attracted nearly 365,000 visitors. This success illustrates the importance of the video game and digital entertainment sector in China in recent years.

What opportunities are there for foreign cultural and creative industries (CCIs)?

For the year 2021, the Chinese government’s annual budget allocated to the “culture, tourism, sport and communication” sector was EUR 2.45 billion, with EUR 433.28 million allocated directly to culture and tourism (services, museums, halls, libraries, artistic dissemination, management).[6] This amount testifies to the importance of the sector in the Chinese economy. This vast market, with its many players and diverse activities, offers great opportunities for foreign companies. By contributing their know-how, their cultures and their unique artistic and cultural offerings, they have everything they need to establish themselves successfully in China.

There is strong demand for foreign cultural products in a wide range of fields, including live performance, music and the support and creation of large-scale cultural projects (galleries, fairs and museums). What’s more, the development of world-class cultural infrastructures and facilities initiated in the 2000s offers major opportunities for dissemination and the creation of partnerships.

Finally, despite certain regulatory constraints and the government’s sometimes cautious approach to foreign investment, China welcomes and encourages the growth of the cultural and creative industries through public funding, which is seen as a new economic and job-creation engine. Nevertheless, investing in the Chinese culture and entertainment market requires a prior understanding of its specific features and the rules that govern it, particularly the import quotas for foreign cultural content, which still limit opportunities.

Finally, products and services need to be adapted to the Chinese market, not only to match the tastes and practices of the target audience, but also to comply with the rules governing the creation and distribution of cultural content in China.

Conclusion

The cultural and creative industries market in China is flourishing. Boosted by public investment, the emergence of creative clusters and the middle class’s appetite for leisure and culture, accelerated by the digital transition, it is continuing to grow rapidly while becoming increasingly international.

Are you in the Cultural and Creative Industries sector? Are you interested in the Chinese market? Did you know that there is a development support programme in China dedicated to CCIs?

Download the Cultur’export China programme brochure here

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The Cosmetics Market in China: developments and outlook

The Cosmetics Market in China: developments and outlook

The China Beauty Expo (CBE) 2024, held in Shanghai from 22 to 24 May, brought together more than 10,000 brands and 70,000 beauty products, from global giants such as L’Oréal and Shiseido to trendy niche brands and national leaders such as Proya and Bloomage Biotech. More than 1,500 companies from the beauty supply chain were also present on 100,000 m² of exhibition space. This event is a showcase for the vitality of this sector in the Chinese market.

Indeed, the Chinese beauty market is growing by leaps and bounds, making it one of the most dynamic and lucrative in the world. With a population of over 1.4 billion and a rapidly expanding middle class, demand for beauty products continues to grow. This article explores the key factors behind this growth, as well as the emerging trends that are shaping this market.

Focus on the Chinese cosmetics market

Is the growth of the cosmetics market in China sustainable?

China has become the second largest cosmetics market in the world, just behind the United States. According to data from Statista, the Chinese cosmetics market will be worth more than 390 billion yuan (around $60 billion) in 2023. It is interesting to note that, although China is the world’s second largest market, per capita cosmetics consumption is significantly lower than that of US consumers. In fact, in 2022, the average American will spend $333 a year on beauty products, while the average Chinese will spend just $41. The growth potential of the Chinese market is therefore considerable.

However, following strong growth between 2018 and 2022, with an average annual growth rate of almost 10.7%, the market is expected to fall slightly to around 7% per year over the next 5 years. This expansion is underpinned by several factors:

Urbanisation and rising incomes:

Migration to urban areas and rising disposable incomes have led to increased demand for sophisticated beauty products.

Growing awareness of beauty and well-being:

Chinese consumers are attaching increasing importance to their personal appearance and well-being, boosting demand for skincare and make-up products. The dietary supplements market is also benefiting from this growing interest in well-being (for more information, see our dedicated article: The vitality of the dietary supplements market in China – VVR International, strategic development, production, sourcing, distribution… )

Influence of social media :

Social media platforms such as WeChat, DouYin, Weibo and Xiaohongshu play a crucial role in the emergence of trends and the promotion of cosmetic products. In China, livestreaming on social networks is enjoying considerable success. During these lives, influencers test, comment and advise their followers on new products to buy. These livestreams are very popular, and can generate a lot of sales! (For more information on social selling and its influence in China, see our article: Focus on the extraordinary phenomenon of social selling in China – VVR International, strategic development, production, sourcing, distribution…)

Among foreign brands, France, Japan and Korea are the main importers.

Since 2022, France has dominated the imported cosmetics market, with a market share of over 24%, or 36.4 billion yuan (around 5.6 billion dollars). In China, the premium cosmetics market has historically been largely held by foreign brands, while Chinese brands have mainly exported products with low added value, creating a trade deficit in this sector. In recent years, however, there has been an increase in the power and quality of domestic cosmetics brands.

The rise of Chinese brands:

Until the 2010s, the skincare and cosmetics market was largely held by foreign companies. In 2013, for example, they accounted for 72% of the make-up market, compared with 46% in 2022. Today, buoyed by changing consumer habits, local Chinese brands such as Giant Biogene (巨子生物), Syoung (水洋股份), Proya, Jahwa, BTN or even Bloomage Biotech are gaining in popularity, rivalling the international giants. Since 2020, they have held more than 50% of the local make-up market.

 This rapid development is due to three main factors:

  • Firstly, these brands have been able to adapt more quickly than foreign brands to new consumption patterns and changing demand. Being closer to their consumers, they have observed and understood their changing habits. What’s more, they are often smaller companies, more agile in organising R&D and implementing marketing plans, and able to adjust their prices more easily. Companies such as Perfect Diary, Florasis and Chando have managed to capture the attention of consumers with products tailored to local preferences and innovative marketing strategies. What’s more, the distribution strategy chosen by these brands is often based mainly on online sales, which allows them to be more responsive (online sales are the preferred marketing method for these brands, as is the case with Proya, which achieves over 90% of its sales online).
  • Secondly, young consumers are more inclined to consume national brand products. Generation Z represents almost 19% of the Chinese population, and includes many consumers of cosmetics. Born during a period of prosperity for China and its international influence, young people are proud to buy national brands, which creates excellent development opportunities for Chinese companies.
  • Finally, the desired effects and specific functions of cosmetics have become increasingly important when it comes to purchasing products. Social networks and the internet have helped to raise awareness among the Chinese of skin problems and the various treatments available to deal with them. Domestic brands were quick to pick up on these new consumer concerns. They have been able to adapt, for example by increasing the number of partnerships with medical institutions in order to reinforce their image as experts in skin care. At the same time, they have consolidated their online distribution strategy.

Challenges and opportunities for foreign brands

French cosmetics: brand image and luxury

Brand image and the perception of quality play a crucial role in purchasing decisions. Chinese consumers are particularly sensitive to well-known brands and luxury products, which they associate with high social status and a guarantee of quality. Many French brands enjoy an image of luxury and quality that is highly prized by Chinese consumers. For example, brands such as Chanel, Dior and Lancôme enjoy strong recognition and loyalty from Chinese consumers. Made in France” is seen as a guarantee of prestige and quality, particularly in the skincare and fragrance segment.

Foreign brands can also capitalise on the growing interest in natural and organic products. Demand for products that are free from harmful ingredients and respect the environment is on the rise, paving the way for brands such as Caudalie and L’Occitane to promote their natural, sustainable formulas.

Adapting to the Chinese market: challenges for foreign brands

Enhanced regulations:

China is continuing to tighten its regulations on the safety and quality of cosmetic products. Brands must remain vigilant and ensure that they comply with these standards to avoid any risk of withdrawal from the market or penalties. Compliance with local regulations is essential to maintain the confidence of consumers and the authorities.

Establishing a suitable distribution network:

Beauty products are distributed in China through a combination of online and offline channels. E-commerce platforms such as Tmall and JD.com are still major players, but their leadership position is being challenged by social selling and the growing importance of livestreaming. Physical shops continue to play an important role, offering immersive shopping experiences and personalised consultations. In 2020, online sales of cosmetics accounted for around 38% of total sales in China. In recent years, the rapid expansion of cross-border e-commerce (CBEC) in China represents a major opportunity for foreign brands. Specialised CBEC online sales platforms such as Tmall Global and JD Worldwide give foreign brands direct access to Chinese consumers without the need to register their products. Participating in major online events such as the ‘Double 11’ can generate massive visibility and sales in a short space of time, however it is important to note that Chinese consumers will expect a strong discount on the price of products at these festivals.

 

Conclusion

In conclusion, the cosmetics market in China offers considerable opportunities for both French and foreign brands. However, success in this market requires an in-depth understanding of consumer preferences, an ability to innovate and personalise offerings, and constant vigilance with regard to local regulations. Brands that are able to navigate this dynamic and ever-changing landscape will be able to capitalise on the market’s continued growth and strengthen their presence in China. With a vast and diverse population, China continues to represent fertile ground for the global cosmetics industry, promising great prospects for years to come.

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