Pane's rise wins over global shoppers

On a weekday afternoon at Beijing's Taikoo Li Sanlitun, one of China's busiest shopping complexes, many of the customers browsing a small sneaker boutique were speaking languages other than Chinese.

Inside, international shoppers tried on retro-inspired trainers before lining up at the register to pay. For many, their destination of choice was not Nike or On, whose stores are nearby, instead they headed to Pane, a four-year-old Chinese sneaker label that has quickly become one of the country's latest retail sensations among overseas visitors.

After Pop Mart International Group Ltd's Labubu dolls became a must-buy souvenir for tourists, Pane is emerging as another example of how a new generation of Chinese consumer brands is attracting global shoppers.

The brand's rise reflects a broader shift in China's consumer economy. After decades of serving primarily as manufacturers for foreign companies, Chinese businesses are becoming increasingly adept at building brands as well as products.

That transformation is visible across multiple sectors. Handbag maker Songmont has cultivated a large overseas following through its standalone website and social media, with nearly 600,000 followers on its primary Instagram account. Jewelry brand Laopu Gold has gained attention for combining traditional craftsmanship with Chinese cultural storytelling. Together, these homegrown premium brands have delivered strong sales growth, outpacing some of the world's largest luxury houses.

Pane, meanwhile, stated in a reply to questions from China Daily that it is preparing several new initiatives and projects for the second half of the year.

Its formula for success is not low prices, but design, branding and social media appeal.

"I learned about Pane from my sister after she saw it on Instagram," said Elena Bak, a 37-year-old visitor from Russia, leaving the Beijing store with a new pair of sneakers. "They're very comfortable, the quality is good and the price is reasonable. There are so many styles that everyone can find something they like."

Founded in 2022, Pane occupies an increasingly crowded space between performance sportswear and luxury fashion. Its sneakers, which retail for about 800 yuan ($118) a pair, compete less with performance running shoes than with minimalist lifestyle brands.

As quiet luxury reshapes consumer tastes, retro-inspired sneakers have become a universal fashion language. Rather than chasing technical innovation, Pane has built its identity around clean lines, muted color palettes and understated styling. Comfort is the brand's second major selling point.

Behind that promise lies one of the country's greatest competitive advantages: a footwear manufacturing ecosystem refined over decades of producing shoes for global brands. That industrial base allows emerging domestic labels such as Pane to combine premium materials and craftsmanship while keeping prices relatively accessible.

The third pillar of its strategy is visual storytelling. From the outset, the company invested heavily in branding, producing campaigns that resemble vintage fashion editorials rather than conventional product advertisements. Faded color palettes, nostalgic imagery and carefully curated social media feeds reinforce a consistent minimalist identity, helping the brand stand out in the crowded e-commerce landscape.

That branding has also translated into rapid offline expansion. After opening its first flagship store in Shanghai in mid-2024, Pane has expanded to eight stores across Shanghai, Beijing, Guangzhou and Shenzhen of Guangdong province. Each location adopts its own theme while maintaining a shared architectural language that blends Greek Revival elements with modern minimalism.

wangzhuoqiong@chinadaily.com.cn