374Did you know? The global silk market is experiencing a "boom"!
According to data from futuremarketinsights, by 2024, the global silk market will be valued at $20 billion, and by 2034, this figure is expected to soar to $44.6 billion.
When it comes to silk, many people may still have the stereotype of "high luxury" in their minds, but today, silk is integrating into daily life in a brand-new way. From silk pillowcases to comfortable pajamas and lightweight sleep caps, it is no longer a luxury item, but a quality choice for more and more people.
Among them, there is one name that must be mentioned—Lilysilk. This Chinese brand has not only brought silk back into the spotlight, but also won countless fans in more than 150 countries worldwide.
From a traditional cultural symbol to a fashion item, how did Lilysilk reshape the image of "Chinese silk"? Today, let’s reveal the secret to its success together!
Image source: Google
Starting from France, how did Lilysilk win its "first battle" in silk?
In 2009, Lilysilk founder Lily had already accumulated years of experience in the French silk industry.
She found that high-end silk products were often given hefty price tags in the international market, while many consumers’ impressions of Chinese silk remained at the OEM stage. This sparked a bold idea in her mind:Why not bring high-quality Chinese silk to the world in a more accessible way?
With this original intention, Lily and her husband Mike founded Lilysilk in 2010, focusing on silk clothing and home products. The brand’s first stop was France, the birthplace of luxury and fashion, where silk products are highly accepted.
However, unlike traditional luxury brands, Lilysilk entered the market with high cost performance, launching a series of silk pillowcases and bedding. These products maintained high-quality materials while meeting the needs of more consumers through reasonable pricing, allowing Lilysilk to gradually gain a foothold in the fiercely competitive market.
The success in the French market opened the door to internationalization for Lilysilk. Subsequently, the brand accelerated its expansion, extending its business to the UK, Germany, and other places through third-party e-commerce platforms such as Amazon and eBay. Lilysilk did not simply copy the French market model, but gradually enriched its product line according to the consumption habits of different regions, adding home products such as pajamas and sleep caps to meet diverse needs. This strategy of being close to local markets has enabled Lilysilk to successfully establish itself in multiple markets worldwide.
Image source: Google
From independent sites to global reach, how does the influence of Chinese silk extend?
In addition to relying on e-commerce platforms such as Amazon, eBay, and AliExpress, Lilysilk has also brought Chinese silk to more consumers through its own independent brand sites. It is reported that Lilysilk has set up 14 official sites in the UK, Germany, France, Italy, and other places, and has been recommended many times by internationally renowned magazines such as SWEET, VOGUE, and ELLE.
Image source: Lilysilk independent site
Now, Lilysilk’s independent site has become the main sales channel, accounting for more than 60% of the brand’s total revenue. The traffic performance of the independent site is also very impressive. As of December 2024, its average monthly visits reached 1.275 million, and in the past three months even reached 3.827 million, far surpassing many brands in the same field.
Image source: similarweb
Multi-channel synergy: capturing both traffic and reputation
In terms of traffic sources, LilySilk’s main traffic comes from direct visits, accounting for as much as 44.16%, followed by social search (20.21%) and organic traffic (16.88%). This diversified traffic source benefits from the brand’s deep cultivation in multiple channels, especially its successful layout in social media and influencer cooperation, which has brought continuous organic traffic.
Image source: similarweb
TikTok strategy: showcasing the beauty of silk in multiple scenarios
As a popular global short video platform, TikTok provides LilySilk with an important channel to showcase products and reach young consumers. By posting lifestyle outfit videos on its TikTok account, the brand integrates silk clothing into daily scenarios, demonstrating the comfort and elegance of its products, attracting 24,900 followers, many of whom are highly targeted fans.
Image source: TikTok
In addition, LilySilk also collaborates with fashion TikTok influencers, leveraging their creativity and influence to accurately promote the brand to target audiences. These influencers usually share outfit tips, material features, and user experiences in short video form, allowing consumers to intuitively feel the texture and design of the products, which can effectively stimulate viewers’ desire to purchase.
Image source: TikTok
Social media matrix: comprehensively showcasing product highlights
In addition to TikTok, LilySilk’s presence on other social media platforms is also noteworthy.
On Instagram, LilySilk has 1.09 million followers. The brand combines model videos and new product showcases to present the wearing effect, texture details, and daily application scenarios of silk clothing from multiple angles, highlighting the elegance and practicality of silk products.
Image source: Instagram
On YouTube, LilySilk has 33,600 subscribers. Its content strategy mainly focuses on unboxing reviews and usage tutorials produced in cooperation with influencers, deeply showcasing the material and wearing experience of the clothing, providing more decision-making references for consumers.
Image source: YouTube
The content on these platforms showcases the advantages of LilySilk’s products from different perspectives—not only highlighting the high quality of silk itself, but also demonstrating its application value in daily life, making it easier for consumers to understand product features and establish an emotional connection with the brand.
Celebrity endorsements: enhancing international recognition
In addition, LilySilk has also gained the love and support of many overseas celebrities.
For example, Nina Dobrev from "The Vampire Diaries," Melissa Rauch from "The Big Bang Theory," and Grammy-winning singer Meghan Trainor have all appeared on camera wearing LilySilk’s silk clothing. Especially in the music video "My Kind of Present," Meghan Trainor’s LilySilk silk robe and pajama set were a major highlight, earning the brand greater attention.
Meghan Trainor wearing LilySilk pajama set in the MV Image source: YouTube
Chinese silk goes global, the future is here
From the ancient Silk Road to today’s digital era, Chinese brands are going global in a brand-new way.
Domestic brands like Lilysilk interpret tradition with innovation and win reputation with quality, transforming Chinese silk from a "cold and distant" cultural symbol into a part of modern life. Its success not only demonstrates the resilience and innovation of domestic brands, but also proves that traditional craftsmanship still has infinite possibilities in the modern market.
The journey of Chinese brands going global may not be smooth, but every attempt to break boundaries will open up new opportunities and possibilities for "Made in China"!
