From Shanghai to the World Lily and Bing Journey
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- 来源：CN Lingerie Hub
Ever wondered how two dreamers from Shanghai turned their passion into a global movement? Meet Lily and Bing — the dynamic duo who went from sipping bubble tea in Jing’an to speaking on stages in New York, London, and beyond. Their story isn’t just inspiring; it’s a masterclass in hustle, heart, and smart strategy.
Lily, a former marketing exec, and Bing, a self-taught designer, launched their lifestyle brand East & Echo in 2018 with just ¥50,000 and a tiny studio apartment in Xuhui. Fast forward to 2024, and they’ve hit over $12 million in global sales, expanded into 30+ countries, and built a cult-like following on Instagram and Xiaohongshu.
The Secret Sauce: Culture Meets Creativity
What sets Lily and Bing apart? They didn’t just sell products — they sold a story. By blending traditional Chinese aesthetics with minimalist modern design, they tapped into a growing demand for authentic, cross-cultural goods. Think silk scarves with digital art prints, or bamboo phone cases inspired by Song Dynasty poetry.
According to a 2023 McKinsey report, 68% of Gen Z consumers prefer brands that reflect cultural authenticity. Lily and Bing nailed this trend early. Their first breakout product — the 'Shanghai Dream' journal — sold out 10,000 units in 48 hours.
From Local Roots to Global Reach
Their journey wasn’t overnight. Here’s a snapshot of their growth trajectory:
| Year | Revenue (USD) | Markets Entered | Social Followers |
|---|---|---|---|
| 2018 | $80,000 | China only | 12,000 |
| 2020 | $1.2M | US, Japan, Australia | 410,000 |
| 2022 | $5.7M | 18 countries | 1.8M |
| 2024 | $12.3M | 32 countries | 4.6M |
They credit their success to three core strategies:
- Hyper-local storytelling: Every product launch includes a short video filmed in Shanghai lanes or Suzhou gardens.
- Digital-first community building: They host monthly live Q&As in both Mandarin and English, creating a bilingual fanbase.
- Smart e-commerce partnerships: Sold on Taobao, Amazon, and their own DTC site, optimized for global shipping.
Lessons for Aspiring Global Creators
You don’t need a massive budget — just a clear voice and relentless consistency. Lily once said in a TEDx talk: "We didn’t go global because we were perfect. We went global because we were real."
If you’re dreaming of taking your idea worldwide, start small but think culturally. What local flavor can you amplify? How can you turn your city’s soul into a universal language?
Lily and Bing proved that from the bustling streets of Shanghai, a whisper can become a roar — if you’ve got the courage to share it.