Prosperous International Jewelry
In the cross-border jewelry sector, Fansheng International Jewelry is a representative domestic light luxury jewelry brand, and its overseas expansion strategy and operating model are noteworthy.
Brand Background and Positioning: Founded in 2017, Fansheng International Jewelry positions itself as a light luxury fashion jewelry brand, focusing on original designs and everyday styling, competing with international brands such as Swarovski and Pandora. Its founder, Xu Yibin, has a family background in the jewelry supply chain and thirty years of experience in the jewelry industry, providing support for the brand's design capabilities and international vision.
Prosperous International Jewelry
Overseas Expansion Strategy and Market Selection: Fansheng International Jewelry began systematically exploring overseas markets in 2025, prioritizing the European and American markets and Southeast Asia. Its strategy is a "dual-track approach":
Third-Party Platforms: Entering markets such as Hong Kong, Macau, Taiwan, and Southeast Asia through platforms like Taobao Global, this channel contributes half of its total overseas sales.
Independent Website Development: To penetrate the European and American markets, Fansheng International Jewelry launched its independent brand website in the fourth quarter of 2025 to directly reach local consumers and build brand equity.
Brand Building and Marketing: Prosperous International Jewelry continues its core methodology from its domestic strategy of "clear positioning, content marketing, and collaborations with celebrities and bloggers" in overseas markets. It collaborates with fashion influencers on social media platforms such as Instagram and TikTok to build connections.
