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For western companies such as Coca-Cola, Maybelline and Nestlé, products made over the past hundred years have been more profitable than their Chinese competitors.

But these established groups are under great threat from Chinese founders whose size has been changed by social media marketing and better delivery technology.

The change was confirmed at the ecommerce annual “618” conference, China’s second largest conference, as Babycare surpasses Procter & Gamble’s Pampers in terms of sales volume, according to a report released by the Alibaba website.

That’s not all: Genki Forest, a Chinese beverage company, surpassed Coca-Cola and Pepsi in online shopping last year. “Singles Day”, Billions of dollars which is the biggest holiday in the country.

Last year, Perfect Diary, home cosmetics, skipped Maybelline and Estée Lauder to be the first on Singles Day, while in 2019, the Three Squirrels caught Nestlé.

“Foreign companies were interested in the Chinese market to represent the Western high standard. But Chinese consumers are now confident in ‘China style’,” said Albus Yu, chief financial officer at China Growth Capital, a fundraiser that has helped brands such as Maia Active , a Chinese critic in Lululemon.

The popularity of Chinese nations reflects the transformation in a country where foreign goods are considered safe and high-quality. It also poses a serious threat to the growing number of foreign countries looking at China growth.

It is also interesting in Chinese politics. President Xi Jinping has urged the country to look for household needs growth.

“The next decade will be China’s decade,” said Elijah Whaley, vice president of Asia-Pacific marketing at Launchmetrics, an analytics company. “Domestic brands will sell more in China.”

In the first three quarters of 2020, domestic sales for Chinese fast-moving retailers rose by 2% while exports fell by 6% per year, according to a report by Kantar Worldpanel and Bain.

Much of the recent success of local companies comes as a result of the huge economic impact on advertising, especially on television, researchers said. This has been encouraged and strongly supported from the capital.

“Advertising has cooled China’s economy. They don’t have a legacy that they are trying to protect, which means they are ready to take risks and move quickly, “said Mark Tanner, executive director of Skinny China, an advertising company.

Advertising can account for more than 60% of Chinese retail sales, according to Launchmetrics, compared to 15-25% of Chinese foreign exchange.

“Offshore varieties are commercially viable, require a slow growth, and operate in certain markets. But here it is all accelerated because there is a lot of work involved involved, “said Jenny Chen, co-founder of WalkTheChat, an advertising agency.

The Chinese tribes were also meaningless in making their chains. Being close to China’s manufacturing clusters, they have formed relationships with retailers, allowing them to promote the development of new products and small prices. In most cases, these vendors are the same through the external components that produce the goods.

“Magic is a small group of invaders. You can make thousands of things to see what sticks,” says Rui Ma, a Chinese technology researcher at TechBuzz.

Shanghai Chicmax, a brand of cosmetics, started making its own design and selling the face mask for three days. This took an outside shampoo for three years, Skinny China’s Tanner said.

Variety and speed because young Chinese consumers have magical tastes and are more willing to push what they are doing than their western counterparts, researchers said. While GlaxoSmithKline had 400 European customer items in one oral care group, it had 12,000 Chinese, Tanner added.

Young Chinese consumers also expect a advanced ecommerce technology. When she buys lipstick, she can see an interested person promoting it on Douyin, a Chinese TikTok brand, and then switch to social media Xiaohongshu for review by bloggers before they can buy at Alibaba’s Taobao after asking for customer feedback and photos.

One Chinese leaders found great fans, such as “Lipstick King” Li Jiaqi, who has Douyin’s 45m followers. Li’s approval could result in the item being sold in a matter of minutes and criticized international brands such as Hermès and Chanel.

It was a reflection of Li’s life when Zhang Qiping, a 28-year-old Chinese company, discovered the Florida Florasis and Perfect Diary.

“I thought the lip gloss looked good, then I went over to Xiaohongshu and found that there were a lot of people praising them so I kept buying them,” said Zhang, who has already bought lipstick from Dior and Yves Saint Laurent.

But the “few directors”, with a minimum turnover of less than 10,000, are also an important group in marketing. They are often ordinary customers whose companies transform them into partners, providing them with free or low-cost products.

“In Chinese manufacturing companies, you can get a price for almost anything: a sponsored campaign that seems to be written or a small text by an opponent,” says ChenThe WalkTheChat.

Another way to help businesses reach customers in China is through platforms such as Tencent’s WeChat, where they only use 500 users. This allows brands to interact with consumers in the vicinity, but some western companies see them as offering unsecured sales.

“Chinese literature is eager to do this,” Whaley said.

Chinese journalists wrote how the Perfect Diary launched thousands of WeChat groups under the direction of “Xiaowanzi” or “Abby”. a showrunner with the help of a large business group.

At the end of the last week of the 618 promotion, one Abby’s WeChat group of 200 people was filled with advertising, as customers posted pictures, asked questions and answered.

Asked for an interview via WeChat, Abby replied that a volunteer had responded by sending a photo of a drawing mouse to Jerry holding a flower.

Asked how international businesses would be successful, Zhang, a buyer at a foreign company, replied: “When it comes to business transformation, I look forward to commenting on Douyin and Xiaohongshu. It depends on whether the business can find good bloggers to advertise.”