叶洪新现身IFA 徕芬全球化按下"加速键"

This article outlines the key update that Laifen, a Chinese personal care brand, is accelerating its global expansion via the 2026 IFA Berlin trade show. Key takeaways are as follows:

1. Brand fundamentals: Laifen initially broke into the market with its high-speed hair dryers. According to Euromonitor International certification, Laifen became the world's top-selling high-speed hair dryer brand by 2025, and has held the top spot in both sales volume and revenue in China's hair dryer market for three consecutive years.

2. Strategic signal from the trade show: Founder Ye Hongxin personally visited Europe to inspect the market and local industrial ecosystem, marking that Laifen's overseas business has officially upgraded from incremental trial operations to the absolute core strategy of the brand's next development phase.

3. Product portfolio and growth performance: Hair dryers are no longer the brand's sole focus at this exhibition; Laifen launched new products covering hair care, beauty, oral care and other categories. Its overseas business is growing strongly, with H1 overseas revenue already exceeding the full-year total of 2025, and the brand has gained access to multiple major European retail channels.

This article discloses the latest progress in the global expansion of Chinese consumer technology brand Laifen, offering actionable insights for cross-border brands across multiple operational dimensions. Key takeaways are as follows:

1. Strategic reference: Laifen has upgraded its overseas business from incremental trials to a core corporate strategy. The founder personally engages with local European partners, conducts on-the-ground market research, and uses a top-tier industry exhibition to announce its strategic positioning and build local brand awareness. This approach offers a valuable framework for peer brands.

2. Product R&D and brand extension: Leveraging user recognition built by its hit single product, the high-speed hair dryer, Laifen has expanded into a multi-category product portfolio covering all scenarios of consumers' daily personal care, converting single-product recognition into full-category brand awareness.

3. Channel development and existing challenges: Laifen has completed the initial layout of online and offline channels: it achieved rapid growth online via Amazon, and has entered mainstream offline European channels including Boots and Costco. The article also notes that the core challenge in mature markets is converting single-product recognition into full-brand trust to enable long-term growth.

This article presents the latest progress of a Chinese personal care brand expanding into Europe, providing opportunity insights, operational experience and risk alerts for cross-border sellers. Key takeaways are as follows:

1. Market opportunity assessment: Chinese consumer technology brands have moved from trial expansion to in-depth global layout, and the European personal care track still retains ample room for growth. Laifen's growth data confirms strong momentum in the sector: its H1 overseas revenue surpassed the full-year total of 2025, overseas GMV grew 85% year-over-year during Amazon Prime Day, and hair dryer sales in Europe rose nearly 90% year-over-year.

2. Actionable best practices: Brands can first build a hit single product to accumulate user recognition, then expand into a multi-category product ecosystem based on the trust built by the hit product. For channels, an omni-channel approach combining online and offline is recommended: leverage mature cross-border platforms for online growth, and enter mainstream local retail channels for offline penetration.

3. Risk alerts: The European market is mature and highly competitive. Completing channel layout does not equal securing a stable market position. Brands must continuously work to convert single-product recognition into full-brand trust, and refine localized operations to turn short-term growth into long-term competitiveness.

This article introduces the latest developments in Laifen's global expansion, offering demand insights and development enlightenment for factories in the personal care and consumer electronics sectors. Key takeaways are as follows:

1. Shifts in product production and design demand: Overseas consumers' demand for personal care products has shifted from single-function items to multi-scenario, full-category offerings. Laifen has expanded beyond its core high-speed hair dryer category to multi-category products including smart curling irons, smart makeup mirrors and electric toothbrushes, covering hair care, beauty, oral care and men's grooming. Factories can adjust their production and design strategies accordingly to match the multi-category expansion needs of brands.

2. New business opportunities: Chinese brand global expansion has entered an acceleration phase, and Laifen has explicitly upgraded its overseas business to a core strategy, aiming to drive global expansion with Europe as a foothold. As brands expand their product portfolios, they will release more production order demands, bringing new growth increments for factories.

3. Enlightenment for digital and e-commerce transformation: As brands increasingly prioritize localization and fast turnover for large SKU assortments in global expansion, factories need to accelerate digital transformation and upgrade flexible production capabilities to meet the new requirements of brands' global development.

This article discloses the latest development stage of Chinese consumer brands expanding into Europe, clarifying industry trends, client pain points and growth opportunities for cross-border service providers. Key takeaways are as follows:

1. New industry trends: Chinese brand global expansion has evolved from early trial participation in trade shows and incremental trials to positioning overseas business as a core corporate strategy. Leading brands have shifted from exporting a single hit product to building a full-category local ecosystem, with founders personally leading on-the-ground market layout. This marks that Chinese brand globalization has officially entered the deep water phase.

2. New client pain points: Leading cross-border brands have completed initial channel layout and entered a new development stage. Their core pain point is no longer channel expansion, but how to convert consumer recognition of a single hit product into trust for the full brand's multi-category offerings. They also need to continuously improve localized operations and brand building to convert short-term growth into long-term competitiveness.

3. New business opportunities: Service providers can develop targeted services to address these new pain points, including localized brand marketing, local operation consulting, and multi-region compliance management, to match the new demands of brands in the deep water phase of globalization and expand their own business scope.

This article introduces Laifen's latest developments in expanding into Europe, providing insights into brand demand and operational direction for cross-border platforms. Key takeaways are as follows:

1. Evolving brand demands from platforms: Leading Chinese cross-border brands are no longer satisfied with basic traffic and sales services. As they expand into multi-category offerings and build local brand awareness, they need platforms to provide more localized operation support and brand promotion resources to help them upgrade from single-hit-product recognition to full-brand awareness.

2. Reference for recruitment strategy: Leading Chinese consumer technology brands are accelerating global expansion, and have generally upgraded overseas business to a core strategy with strong demand to enter the European market. Platforms can launch targeted support policies to attract these high-quality brands, enrich their premium brand supply, and improve overall platform competitiveness.

3. Operational guidance and risk mitigation: The European personal care market is mature and highly competitive, and brands still face the challenge of converting brand awareness after completing initial channel layout. Platforms can help brands connect with local resources and launch localized marketing campaigns to reduce cross-border expansion risks, support brands' long-term growth, and improve the platform's own user trust and revenue.

This article presents the latest industry trends of Chinese consumer technology brands going global, offering a typical case reference for industrial research. Key takeaways are as follows:

1. New industry trends: Chinese consumer brands have completed initial market accumulation, and moved from the trial phase of building awareness via trade shows to a new stage where founders personally lead on-the-ground layout, and overseas business is upgraded from incremental trials to core corporate strategy. Leading brands have shifted from exporting a single hit product to rolling out a full-category product ecosystem with omni-channel layout in mainstream local markets.

2. New core industry questions: As cross-border brands enter this new development stage, the core challenge is no longer channel expansion. Instead, it is how to convert user recognition of a single product into user trust for the full brand's multi-category offerings in mature, competitive overseas markets, and how to convert short-term high-speed growth into long-term global competitiveness via localized operations.

3. Reference for business model research: Laifen's globalization path of "break out with a single hit product, extend to multiple categories, expand globally with a full ecosystem" provides a typical case for researching the new business models of Chinese brands going global. The European market will also become an important research window for observing the development of Chinese brands in the deep water phase of globalization.