The move of trend manufacturers into and inside China is reshaping the worldwide market, with the nation’s western area rising as a key strategic frontier. Worldwide manufacturers are establishing a presence in Chengdu as their “gateway to western China,” whereas Chinese language firms are leveraging the ecological and cultural richness of the area — usually known as the “Third Pole of the Earth” — to drive progress and innovation.
Collectively, these traits illustrate a uniquely Chinese language technique: Thriving within the western area with a give attention to inexperienced improvement.
Western China: From Peripheral to Strategic
In China’s financial blueprint, the west has lengthy been seen as a land of alternative — wealthy in assets however traditionally underdeveloped in comparison with coastal hubs. In recent times, nevertheless, it has moved firmly into the highlight as a key space for each financial progress and ecological safety.
Authorities initiatives have accelerated this shift. A collection of supportive measures — from tax incentives and subsidies to innovation and inexperienced improvement insurance policies — is reshaping the enterprise setting. Between 2021 and 2023, the area noticed tax reductions and exemptions exceeding 400 billion yuan, or $56.3 billion, encouraging funding by home and worldwide enterprises. This inflow is stimulating employment, elevating consumption and progressively reworking western China into a brand new highland for trend and way of life manufacturers.
In opposition to this backdrop, the enlargement methods of Los Angeles-based trend label Body and Chinese language magnificence big Chando in September illustrate how each world and native firms are embracing western China. Their strikes mirror the twin emphasis of nationwide coverage: strengthening regional competitiveness whereas embedding sustainability into long-term progress.
Chengdu-Chongqing: The Hub for Constructing Model Communities
On Sept. 10, Body opened its Chengdu retailer at Taikoo Li, one in all China’s most prestigious procuring locations. This marks the model’s second brick-and-mortar presence in Asia-Pacific and its first in Southwest China.
The Body retailer in Chengdu. Courtesy picture.
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The area attracts on the visible id of Body’s world flagships whereas reinterpreting conventional Sichuan courtyard structure in a up to date method. By combining the relaxed city spirit of Chengdu with its hallmark mix of Californian ease and European modernism, Body has designed a retailer that goals to resonate with each world aesthetics and native tradition.
“Regardless of a posh U.S.-China commerce setting, the Chinese language market nonetheless presents large alternatives when aligned with our model’s values,” June-Mee Hong, Body’s Asia-Pacific chief govt officer, instructed WWD China. “Chengdu isn’t just a gross sales channel; it’s a neighborhood hub the place our id as a full-lifestyle model connects naturally with town’s laid-back way of life.”
Body, which generates greater than $250 million in world income, first entered China by Tmall, the place gross sales rapidly grew from $8 million to $10 million yearly to double that inside two years. A Shanghai flagship adopted, and now Chengdu alerts a brand new part of progress.
The corporate plans to open 5 to 10 shops in Asia-Pacific throughout the subsequent three to 5 years, with China anticipated to contribute at the least 15 p.c of its world revenues. A Beijing location is ready to open by year-end, reinforcing Body’s regular bodily enlargement within the area.
ESG as a Worth Benchmark in Western China
Whereas worldwide manufacturers are constructing cultural and shopper connections in western China, Chinese language firms like Chando are leveraging the area’s biodiversity to pioneer sustainability-driven enterprise fashions.
In September, the Shanghai-based magnificence model introduced its 2025-30 Himalayan Biodiversity Conservation Undertaking in Linzhi, Xizang. With greater than 16 years of presence within the plateau area, Chando has developed ecological cultivation fashions in partnership with native governments and universities, turning fragile ecosystems into laboratories for sustainable sourcing.
At its Himalayan Botanical Backyard, crops akin to gentian are domesticated for analysis and cosmetics purposes, lowering harmful wild harvesting whereas supporting biodiversity.
Guided by its philosophy of “taking from nature and giving again to nature,” Chando has invested 28 million yuan, or $3.94 million, in ecological safety initiatives. These vary from planting 6.66 million sq. meters of wheatgrass in Shigatse — creating 950,000 yuan, or $134,000, in dividends for native residents — to offering 5.6 million yuan, or $789,000, in scholarships and coaching for 860 feminine college students. The corporate’s initiatives intertwine environmental safety, scientific analysis and neighborhood improvement, making it a case examine in how ESG commitments can improve each model worth and regional livelihoods.
Chando’s gentian ecological conservation base. Courtesy picture.
“Uncooked supplies are to magnificence what chips are to know-how,” famous a Chando govt. “By securing sustainable sourcing within the Himalayas, we’re safeguarding not solely the business’s future but additionally the well-being of the communities who stay right here.”
Western China as a Progress Pole for Vogue and Magnificence
The trajectories of Body and Chando spotlight complementary features of western China’s rising significance. For worldwide manufacturers, Chengdu-Chongqing provides fertile floor for constructing communities and increasing retail presence. For Chinese language gamers, the area supplies the cultural depth and ecological assets to develop ESG-led narratives with world resonance.
As China’s top-level planning positions the Chengdu-Chongqing Financial Circle as a “progress pole for high-quality improvement,” western China is shifting from the periphery to the middle of strategic model enlargement. What as soon as was considered as a frontier is now a proving floor for the style business’s subsequent chapter — one the place progress and inexperienced improvement are inseparable.
Editor’s word: China Perception is a month-to-month column from WWD’s sister publication WWD China traits in that all-important market.
