Of global ambitions, product differentiation and ‘honest pricing’: China’s lifestyle brands aim to conquer the world
Three of them tell The Business Times why they believe they have the winning value proposition to do just that
BOLONI
BOLONI produces contemporary modular carpentry and premium interior-furnishing solutions. Last month, it launched its first “experience centre” in Delta House in Singapore, a 5,000 square foot (sq ft) flagship showroom targeting the high-end residential market.
In modular construction of furniture, pre-fabricated components such as cabinets, wardrobes and shelves are manufactured in a controlled environment, and then assembled on-site. Unlike European furniture brands that specialise in specific segments such as kitchens or wardrobes, Boloni distinguishes itself by offering a one-stop, whole-house customisation – right down to soft furnishings.
To stay ahead of trends, Boloni collaborates with artists, designers and fashion houses.
The brand integrates German technology with Italian design. In China, it has a high-profile clientele that includes celebrities and other prominent figures. In Singapore, it runs a commercial and a residential division focusing on landed properties, with the latter helmed by Kee Jing Zhi, founder of Freight Architects.
He says: “Singaporean clients are accustomed to sourcing individual design elements separately, whereas in China, a holistic modular approach is the standard.
“Our goal is to demonstrate how modular solutions offer efficiency, superior quality and a hassle-free experience by providing a fully integrated system, from design to installation.”
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Benedict Choa, chief executive officer of Boloni Singapore and its parent company, The Modular Builder, says that by leveraging Boloni’s modular carpentry solutions, a typical landed property project would take about six months from order to completion. Its lead times are shorter than those of European manufacturers’ because its products are made in China under “the stringent quality control” of Heiko Vogelsang, Boloni’s chief production director.
Boloni’s modular carpentry system allows for recycling and upcycling, with all its wood materials cultivated for long-term sustainability, and adhering to European standard formaldehyde emissions levels.
Since its first overseas outpost was set up in Germany in the mid-2000s, the brand has grown its presence to more than 500 dealership showrooms in cities such as Kuala Lumpur, Bangkok, Phnom Penh and Sydney.
“We plan to expand further, with three new showrooms scheduled to open in Bali, Johor Bahru and Manila in the first half of 2025,” says Mercury Ma Yanfei, general manager of Boloni International, adding that Boloni also has expansion plans for Oceania this year.
The company, set up in Beijing in 1992, is headed by Frank Cai, an entrepreneurial, engineering-trained Renaissance man with interests in design, art, food, fashion and culture.
GOELIA
Founded by Gordon Woo in 1995 in Guangzhou, Goelia is a Chinese fashion brand that focuses on a global travelling lifestyle and mindset in its approach to designing apparel, or, as it says, “refined outfits suitable for various occasions”.
Its core customer base spans over 60 countries and comprises mainly women aged 25 to 45, although its audience has been widening in recent years.
Goelia’s business model integrates online and offline retail. Targeting iconic commercial sites, it now operates over 200 flagship stores in key cities in China and in prime locations in Sydney and Barcelona. Before it opened stores in Jewel Changi Airport and Wheelock Place from late 2023, its products were already available in Singapore through its website and e-commerce platforms such as TikTok.
Zhao Chuyang, its regional operations manager, says the brand selects premium materials for its apparel, including fabrics in natural and renewable fibres; it also promotes Xiangyun, a traditional Chinese silk renowned for its exquisite texture, and is committed to “genuine craftsmanship in design and production and honest pricing”.
Apart from a global supply chain that ensures seamless worldwide service, it sets up operational branches in various countries to quickly deliver products tailored to the market preferences and consumer profiles of each region.
Zhao notes that Singapore’s women’s wear market is largely dominated by internationally recognised brands, alongside local labels that cater to women’s daily wardrobe needs.
“These brands typically offer comfortable, casual and easy-to-wear fabrics such as cotton, cotton-linen blends and denim,” he says. “But we also offer luxurious fabrics commonly used by high-end brands – silk, Xiangyun silk, cashmere, wool and premium goose down, all at exceptional value.”
These give customers fashion options beyond their daily casual and commuting needs, he adds. In particular, Xiangyun silk – one of the brand’s signatures – adds a unique Eastern touch and presents a differentiated product offering.
“Singapore is a key market we are highly focused on; we’re actively expanding into more prime commercial districts, with plans to enter new ones,” he says. “As a fashion brand committed to global growth, we are also working on expanding to other major markets, including Tokyo, Paris, London, New York, Los Angeles and Dubai.”
ANTA
Since China’s biggest sporting goods brand, Anta, made its debut with a 3,208 sq ft flagship store in VivoCity in July 2023, it has grown its network to 12 outlets.
Matthew Leu, Anta’s regional brand and marketing lead, says: “Anta’s retail experience can be summed up as performance sportswear made accessible. Our products feature top-of-the-line materials, components and designs, and are competitively priced.”
The brand also offers technologically advanced products that come with a premium price tag.
Parent company Anta Sports, whose Greater China region brand portfolio includes Fila, Descente and Kolon Sport, invests heavily in research and development (R&D). In 2023, its R&D expenses surpassed 1.6 billion yuan (S$296 million), a year-on-year rise of 26.2 per cent – or an average daily investment of some 4.4 million yuan.
The company joined the UN Global Compact in 2021, is involved in sustainability projects, and has won multiple awards for its environmental, social and governance achievements. Its products are made from energy-saving and eco-friendly materials such as space leather and recycled nylon.
With an eye on growing its basketball category, Anta signed a five-year collaboration with US National Basketball Association star Kyrie Irving in 2023, and appointed him its chief creative officer. It was a savvy move, which made Anta the fastest-growing sneaker brand on resale platform StockX in 2024, boasting year-on-year growth by more than 1,900 per cent.
The jump was mainly driven by the debut of Irving’s performance basketball sneaker, the Kai 1, which accounts for three out of every four Anta sales on StockX.
Anta chairman Ding Shizhong, who set up the Jinjiang-based brand in 1991, has said: “We don’t want to be China’s Nike, but the world’s Anta.”
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