VIVAIA is a China-born DTC footwear brand that quickly scaled globally through product innovation, flexible manufacturing, and a focused global strategy. Learn how it outpaced Allbirds and became a leading sustainable fashion brand.

When discussing China’s new-generation beauty brands, 🌸Flower Knows (花知晓) stands out as one of the most distinctive success stories. Founded in 2016 by two post-90s male cosplay enthusiasts, the brand quickly rose to prominence with its dreamy, 少女心 (fairytale-girlish) packaging and pastel palettes.

Brands invest in Xiaohongshu influencer seeding, create buzz. Yet when it comes to actual sales, there’s little to show for it: no clear conversion, and certainly no repeat purchases. So what’s going wrong?