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Chinese corporations look to U.S. and Asia as growth slows at home


BEIJING — Some Chinese consumer brands are in search of growth overseas, in markets just like the U.S. and Southeast Asia.

Take Miniso, a Guangdong-based seller of toys and household products. Sometimes called China’s Muji, Miniso opened a flagship store in Latest York City’s SoHo in February.

The shop’s gross merchandise value — a measure of sales over time — is clocking around $500,000 a month, with $1 million a month likely by December, founder and CEO Jack Ye told CNBC in late June.

More importantly, he said that for directly operated stores in america, Miniso’s gross profit margin is well above 50%.

“If we will gain a firm foothold here and create a great business, we can have no problem within the U.S. overall,” Ye said in Mandarin, in line with a CNBC translation. His goal is to turn into the primary “$10 and under” retailer worldwide.

Miniso stores began popping up in mainland China nearly 10 years ago, with overseas expansion starting in 2015 in Singapore. As of March, the corporate said 37% of its 5,113 stores were overseas.

Faster growth outside China

Like many businesses, Miniso saw sales drop throughout the pandemic. Greater than two-thirds of its revenue still comes from China. But within the last several months, data showed a comparatively rapid pickup internationally versus domestically, a results of the various effects of the pandemic.

Within the nine months ended March 31, the corporate said, its China revenue grew by 11% yr on yr to five.91 billion yuan, versus 48% growth overseas to 1.86 billion yuan.

China’s retail sales have lagged ever because the pandemic began in 2020. A slump within the housing market hasn’t helped. Locals’ inclination to save lots of, slightly than spend or invest, has climbed to its highest in 20 years, in line with People’s Bank of China surveys.

“Chinese corporations expanding into overseas markets shall be a significant trend going forward,” said Charlie Chen, head of consumer research at China Renaissance. “China has actually entered a comparatively wealthy stage with a comparatively high per capita GDP.”

He identified that for products like air conditioners, penetration amongst rural households was 73.8% in 2020 — and even higher at 149.6% in urban areas. China Renaissance expects those penetration rates will increase steadily in the following few years.

“There may be very little incremental volume or incremental demand that might be created in China in a brief time period,” Chen said. “For these air conditioner, home appliance corporations, where they’ll get more revenue, it’s overseas.”

Miniso opened its first flagship store in Latest York City’s SoHo in February 2022.


In Southeast Asia, air conditioners have a household penetration rate of 15%, in line with the International Energy Agency.

Home appliance corporations Midea, Hisense and Haier Smart Home have pressed into markets outside China over the past several years. Haier even acquired General Electric’s appliance unit for $5.4 billion in 2016. Hisense’s goal is that by 2025, overseas markets will generate half of its total revenue.

Those corporations are seeing strong growth overseas, if not faster than in China.

“Definitely if [Chinese companies] need to get into overseas markets, [they] need to construct their brand, have to fight with existing competitors,” Chen said. “The price won’t be low. Initially they might not be profitable. But they’re investing.”

If Chinese businesses are in a position to construct their brand overseas, they’ll compete with lower selling prices since they own or work directly with factories in China. That has helped corporations like Shein turn into a global e-commerce giant.

Similarly, Miniso’s Ye said his strategy within the U.S. is combining the corporate’s supply chain network in China with Latest York designers’ work — so products can go from designs to store shelves in about three months.

That process could take six months or perhaps a yr if the design firm needed to seek out its own factories, Ye claimed.

“Overseas, what we lack right away are design ideas suitable for locals,” he said. He said Miniso plans to open its North America product development center later this yr and is in search of office space in Latest York.

June expansions

Other Chinese corporations have pressed on with overseas expansion despite Covid travel restrictions.

Ant Group, the fintech affiliate of Alibaba, announced in June it launched a digital wholesale bank in Singapore after receiving approval from the Monetary Authority of Singapore.

Also in June, Hong Kong-listed toy company Pop Mart tested U.S. waters by opening its first temporary location near Los Angeles. The corporate sells sets of collectible toy figures — in unmarked boxes. Meaning a customer might get a recent toy so as to add to a group, or the identical toy as the client has already bought.

Like Miniso, Pop Mart stores have turn into commonplace in Chinese malls. There’s even a Pop Mart store at Universal Beijing Resort.

Localization challenges

It stays to be seen whether recent overseas growth will last for those Chinese corporations.

For business or geopolitical reasons, many Chinese businesses have not found success abroad. Take ZTE’s failure to expand its smartphone business in America after U.S. sanctions.

Wildly successful corporations like short video company TikTok, owned by Beijing-based ByteDance, have come under U.S. government pressure over data security concerns.

Read more about China from CNBC Pro

That is not to say the inherent challenge of becoming an efficient international organization. A CNBC report on Chinese tech corporations found the business culture at home — which involves heavy use of Mandarin and long hours — often made its way overseas and discouraged local employees from staying.

But whether in electric cars or home appliances, conversations with many Chinese businesses reveal a deep-seated but vague ambition that hasn’t been swayed by the pandemic: to turn into a worldwide company.

Disclosure: NBCUniversal is the parent company of Universal Studios and CNBC.

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