Global brands, operating differently in China.
How foreign brands are using the YASO platform to enter, switch, and scale in the world's most advanced retail market.
Same model,
different approaches
Every brand partner below runs the YASO platform. Each one leverages our team's deep China knowledge and brand experience. The model stays the same, the success is consistent, but the strategy is bespoke.
Borghese
Countercyclical growth:
This year's 618 was a tough one for beauty, with China's skincare category falling around 13% year on year. Against that backdrop, Borghese, the Italian spa skincare house, delivered a standout result: net sales grew 154% year on year on its Tmall flagship and 156% on JD. In a soft market, the gap was opened not by budget size but by strategy.
Proven content-to-conversion system:
We seeded demand ahead of the peak with Xiaohongshu (RedNote) creator and everyday-user content, put paid amplification behind it to surface the pieces that actually moved product, then ran conversion ads linking straight to store. The point was never a one-off spike, but making content, traffic and conversion work as a system that repeats.
Disciplined paid efficiency:
This performance did not come from simply spending more. Across the campaign, paid media held a steady return on ad spend of around 2.0, with front-end content metrics beating industry benchmarks across the board, proof that the growth was efficient and durable, not bought.
Profile & bundle strategy:
We widened the focus from a single hero SKU to bundles and new opportunity lines. On Tmall, the green mud double-pack grew over 465% year on year and the white mud over 746%, becoming the two engines of this 618.
- +0%
- Net revenue YoY growth (vs -13% at category level)
- +0%
- Hero SKU growth on Tmall YoY during 6.18 2026
- No.0
- Ranked pore-cleaning mask on Tmall in the latest 618
Built for how China moves now
The market moves faster than the model most brands still run on. Traditional distributor and TP structures were built for a slower era, at YASO we do things differently.
PLUG IN. SCALE UP
See what this looks like for your brand.
A 30-minute demo. We'll show you exactly how YASO gets brands live in China and
what the first 90 days look like for a brand in your category.