GoLong

About GoLong

Established in 2012 by founder and CEO Gao Lang, GoLong Holdings (杭州高浪控股股份有限公司) operates as a brand asset management firm with a sharp focus on the beauty sector. The company is strategically positioned to identify and acquire promising overseas niche beauty brands, acting as an incubator to launch and scale them within the competitive Chinese market. Gao Lang, who holds a master's degree from a Korean university, leverages his industry experience to guide the company's global vision.

GoLong's business model transcends that of a traditional trade partner by often taking equity stakes, acquiring, or forming joint ventures with the brands it represents, thus building its own brand matrix. This approach involves a comprehensive service offering that includes brand incubation, strategic market planning, global channel management, and asset optimization. The company has demonstrated a track record of success, notably incubating the South Korean brand SNP, which subsequently completed an IPO, and driving brands like Spain's Sesderma and Japan's Bb Laboratories to achieve annual Gross Merchandise Volume (GMV) figures in the hundreds of millions of yuan.

The firm's methodology centers on a full-funnel strategy, utilizing content marketing across social media platforms like Weibo, and Douyin to build brand awareness and drive traffic to e-commerce channels, primarily Tmall. This is complemented by an omnichannel sales network that encompasses B2C, B2B, and O2O models. GoLong has established a significant global footprint, with a sales network spanning over 25 countries and regions, and has integrated international resources, including R&D labs and factories in Spain, France, and Japan, to enhance its product development capabilities.

Financially, the company has attracted substantial venture capital, securing RMB 200 million in a 2018 Series A round and tens of millions of dollars in a 2019 Series B round led by C Ventures. It has also forged strategic partnerships with industry giants, including a joint venture with Unilever's high-end beauty division in 2021 to cultivate new premium brands in China. While GoLong initiated and later terminated an IPO process, it continues to operate as a key player in bringing international beauty innovations to the Chinese consumer base.