Brands grabbing market share from the West

Chinese products are excelling in niche markets

Cui Xiaohong used to be an engineer working for a lighting company in Foshan, Guangdong province. But in 2006, when she turned 33, she decided to swap her gray uniform for a more colorful world, and two years later founded the cosmetics brand Marie Dalgar.

Although global peers have penetrated deep into the Chinese market, in recent years this young cosmetics brand has seen annual revenue growth of 57 percent on average.