Outbound Brands: Hunting for the Next "Labubu"

·

The global stage is no longer just a marketplace—it’s a battlefield for brand identity. Imagine this: affluent residents in Los Angeles waking up at 3 a.m. to queue for a Chinese product. Young Londoners fighting over limited-edition merchandise. Tokyo’s Ginza district implementing emergency crowd control due to a surge of youth rushing to buy a single brand’s items.

This isn’t fiction. It’s the reality created by Labubu, a character under Pop Mart’s潮玩 (cháowán) lineup, that took the world by storm in 2025. International celebrities like Rihanna have even become unofficial brand ambassadors. Labubu’s viral success has turned Pop Mart into one of the most recognizable Chinese brands abroad—proving that emotional resonance and strong branding can transcend borders.

Beyond physical retail, Labubu dominates cross-border e-commerce. On Amazon alone, over 2,000 Labubu-related accessories have flooded the market. The character has topped rankings in categories like doll clothing and stickers, driving unexpected growth across niche product lines. Other platforms report similar spikes in sales for apparel and themed merchandise.

This phenomenon signals a pivotal shift: 2025 is the breakout year for Chinese brand globalization.

From “Selling Goods” to Building Brands

For years, Chinese exporters relied on cost efficiency and scalable supply chains—the classic “world factory” model. But today, low prices alone no longer guarantee success overseas. Market saturation, rising logistics costs, and increasingly sophisticated consumers have made pure commoditization unsustainable.

As one seller told Xiguang Society: “Even after shipping goods to the port, some buyers cancel orders last minute.” The old playbook is breaking down.

Instead, brand recognition and trust are emerging as key growth drivers. According to Ipsos’ 2024 Global Trust Index for Chinese Brands, the average net trust score among benchmark Chinese brands reached 61.6%, rivaling established brand powerhouses. In the U.S. and UK, consumer trust in Chinese brands rose from 37% and 29% in 2021 to 42% and 39% in 2024, respectively.

👉 Discover how top brands are leveraging global trust to scale fast

This growing confidence has fueled a marketing surge. MoonFox and Statista project China's outbound marketing spend will hit **$51 billion in 2025**, up from $34.4 billion in 2023—a clear signal that companies are investing in long-term brand equity over short-term sales.

Early Movers Are Reaping Rewards

The first wave of brand-focused Chinese companies is now entering its harvest phase.

Take Insta360, the "first stock of global smart imaging," which listed on Shanghai’s STAR Market on June 11, 2025. Despite limited domestic fame, Insta360 has carved out a dominant position overseas—challenging GoPro and competing with DJI in action cameras.

From day one, Insta360 targeted international markets via Amazon. Their store isn’t just transactional—it’s experiential:

This approach doesn’t just sell cameras; it sells adventure, creativity, and innovation—core values embedded in the brand identity.

The results? A stock price that soared 285% on opening day.

Internal & External Challenges in Brand Building

Building a global brand isn't easy. Companies face both internal resistance and external hurdles.

Internal Barriers

Many manufacturers still operate under outdated, quantity-driven mentalities. Employees accustomed to bulk production often resist the precision required for branding—higher material standards, tighter quality controls, longer lead times. These changes increase costs and disrupt routines.

Leaders must drive cultural transformation: shifting mindsets from “making products” to “crafting experiences.”

External Pressures

Logistics delays, payment fragmentation across regions, and inconsistent customer service hurt user experience. But the biggest risk lies in compliance, especially trademark protection.

Consider Luckin Coffee’s legal battle in Thailand. A local entity registered the “Lu Qin” trademark first and opened dozens of stores. Though Luckin eventually won after three years and secured compensation, the cost was immense—legal fees, lost time, and damaged brand integrity.

👉 Avoid costly legal battles with proactive global brand protection strategies

Lesson learned: Trademark registration should be step one, not an afterthought.

Crafting Brand Recognition: The LOFREE Case Study

How do you stand out in a crowded market? Meet LOFREE, a mechanical keyboard brand that cracked the code by targeting an underserved segment: style-conscious female professionals.

While most keyboards sell between $20–$50, LOFREE commands an average price of **$150**—and thrives. Within its first year on Amazon U.S. and Japan, it ranked in the top eight for its category and set a $3 million sales target.

Step 1: A Name That Speaks Volumes

LOFREE blends Love and Free, conveying “love for freedom”—a message that resonates with urban women valuing self-expression and aesthetics.

Such naming isn’t accidental. Tools like Amazon Brand Name Generator use AI to suggest memorable, legally safe names while checking against USPTO databases—accelerating launch timelines.

Step 2: Protect Your Identity

After securing a strong name, LOFREE registered trademarks globally. Then came Amazon Brand Registry, unlocking tools like:

These features enable precise storytelling and audience targeting—critical for building trust.

Step 3: Build a Flagship Experience

LOFREE’s Amazon storefront doubles as a digital showroom. Through immersive visuals and narrative-driven layouts, it communicates a philosophy: “Design better living.”

Research shows high-quality brand stores generate up to 50% more sales than low-rated ones. With Amazon Brand Stores available across 22 global marketplaces at no extra cost, the opportunity for scalable presence is unprecedented.

Advanced tools like Premium A+ Pages and Brand Story modules let sellers combine rich media with strategic ad placements—amplifying reach and conversion.

Core Keywords

Frequently Asked Questions

Q: Why is brand recognition more important than price in overseas markets?
A: As consumers become more informed, they seek authenticity and emotional connection. A strong brand builds trust, justifies premium pricing, and fosters loyalty beyond transactional relationships.

Q: What’s the first step in launching a brand overseas?
A: Conduct thorough market research and secure your trademark early. Use tools like Amazon Brand Name Generator to create a distinctive, legally protected name aligned with local culture.

Q: How can small brands compete with established players on Amazon?
A: Focus on niche audiences, deliver exceptional visual storytelling via Brand Stores, and leverage data from Brand Analytics to refine offerings and ads.

Q: Is Amazon Brand Registry worth it?
A: Absolutely. It provides anti-counterfeit tools, access to premium content features, and enhanced ad options—all essential for sustainable growth.

Q: Can branding really justify higher prices?
A: Yes. LOFREE proves that when a product aligns with identity and lifestyle—like fashion or art—consumers willingly pay more for perceived value.

Q: What role does compliance play in brand success?
A: Critical. Without proper trademark protection, brands risk legal battles, lost revenue, or complete market exclusion. Compliance is foundational, not optional.

👉 Turn your product into a global brand—start with the right strategy today

The era of selling undifferentiated goods is fading. The future belongs to brands that tell compelling stories, build emotional connections, and operate with global vision.

Labubu was just the spark. The next iconic Chinese brand—one that captures hearts worldwide—is already in motion.