EconomicWatch:ChinesecosmeticstakeSoutheastAsianbeautyeconomybystorm_GuangmingOnlineGUANGZHOU,Feb.28(Xinhua)--SittinginherofficeinGuangzhou,HuangSuqinalwaysknowswhatthemostpopularhaircolorsareinIndonesia,amajordestinationforhercompany'shairdyes.HuangisthegeneralmanagerofGuangzhouBiqianCosmeticsCo.,Ltd.,whichsellsarangeofhairandskinproductstoRegionalComprehensiveEconomicPartnership(RCEP)membercountriessuchasThailand,MalaysiaandSingapore."InIndonesia,we'verolledoutmorethan20haircolorstocatertolocalyoungconsumers,whofavorbrightcolorslikegreenandpurple,"Huangsaid.AndBiqianisnottheonlyhomegrownChinesebeautybrandwinningheartsinSoutheastAsiaafterachievingsuccessinthedomesticmarket.InGuangzhou,thecapitalofGuangdongProvinceandthecountry'stopproducerofcosmetics,manycosmeticsproducershaveseensurgingexportsaftergainingafootholdinRCEPmarkets,especiallyinSoutheastAsia.AccordingtoGuangzhouCustoms,thecity'scosmeticsexportstoRCEPmembersrose72.5percentto2.59billionyuan(about360millionU.S.dollars)in2023,withChinesebrandsaccountingfor1.39billionyuan,ayearlygrowthof205.6percent.ComparedtobigglobalnamesthathavelongdominatedSoutheastAsianmarkets,Chinesebeautylabelsoftenboasthigh-efficacyproducts,lowpricesandsocialmediamarketingproficiency,makingthemparticularlypopularamongyoungbargainhunters.Biqian'sbestsellinghairdyes,forexample,arepricedbetween2yuanand15yuan,Huangsaid,notingthatthecompany'sChinesedesignersareteamingupwithlocalsalesagenciestorespondquicklytothelatestfashiontrendsamongyoungIndonesians.FangXing,thefounderofanotherGuangzhou-basedcosmeticscompany,saidthecompanyoperatestwolivestreamingteamsinIndonesia,whereitssaleshaveseenexponentialexpansion."OurlivestreamingeventsandourpresenceonnewplatformslikeTikTokandShopeehelpsavepromotionalfeeswhileincreasingcustomerloyalty,"Fangsaid.Backathome,acompleteindustrialchainhascontributedtothepricecompetitivenessofChinesebrands.ThecityofGuangzhou,forexample,ishometoallsortsofcosmetics-relatedfirms,fromthoseengagediningredientprocessingandproducttestingtothoseinvolvedinpackaginganddesign.Thisscaleeffecthashelpedlocalcosmeticsbrandsraisetheircost-effectiveness,saidLiangJiabin,vicepresidentofGuangzhouLandierBiotechnologyCo.,Ltd.SinceenteringSoutheastAsiainlate2022,thecompanyhasseenitsexportstoIndonesia,VietnamandthePhilippinesmorethandouble,accordingtoLiang.WangMaochun,deputyheadoftheChinaChamberofCommerceforImportandExportofMedicinesandHealthProducts,saidthatChinesecosmeticscompanieshaveleveragedlong-terminvestmentandinnovationtoemergeaspowerfulplayersinthedomesticmarket."AsmarketsinEuropeandtheUnitedStatesarebecomingsaturated,theseChinesecosmeticsbrandsarenoweyeingthegreatpotentialintheRCEPmarkets,"Wangsaid.■Editor:DisclaimerTheviewsandopinionsexpressedinthisarticlearethoseoftheauthor's,GMW.cnmakesnorepresentationsastoaccuracy,suitability,orvalidityofanyinformationonthissiteandwillnotbeliableforanyerrors,omissions,ordelaysinthisinformation.