GoLong
Brand asset management for global beauty companies.
| Date | Investors | Amount | Round |
|---|---|---|---|
| investor investor investor | €0.0 | round | |
| N/A | €0.0 | round | |
* | N/A | - | |
| Total Funding | 000k | ||
GoLong Holdings, founded in 2012 by Gao Langhua, is a global beauty brand management company that incubates and develops niche, international beauty brands for the Chinese and global markets. Gao, who has a master's degree from Pohang University of Science and Technology and studied at the University of Cambridge, identified an opportunity in China's growing consumer demand for international beauty products and established the company to serve this market.
The company's business model is centered on a comprehensive brand asset management system that includes global product sourcing, new media marketing, full-channel operations, and supply chain management. GoLong assists emerging brands in navigating the market from initial launch to scalable growth. It operates through various online and offline channels, including B2C, B2B, M2C, and O2O models, and has established a robust logistics and warehousing infrastructure. The firm has successfully worked with over 50 brands from countries like Spain, Japan, France, and the United States. Notable successes include incubating the Korean brand SNP, which later went public in Korea, and significantly growing the Japanese brand Bb Laboratories' annual sales.
GoLong has also pursued strategic acquisitions and partnerships to enhance its capabilities and brand portfolio. In 2019, it acquired the French brand Jean D'Estrées and entered into a strategic partnership with Procter & Gamble's venture fund to co-develop and incubate overseas brands. In 2020, it formed a joint venture with Unilever's high-end beauty division to build a local premium beauty group. The company has received significant venture capital backing, including a Series A round of RMB 200 million in 2018 and a Series B round in 2019 led by C Ventures. Although GoLong initiated an IPO process in 2021, it later withdrew its application in June 2024 to adjust its listing plans.
Keywords: beauty brand management, brand incubation, cross-border e-commerce, beauty brand accelerator, international cosmetics, skincare brands, brand asset management, China beauty market, new media marketing, supply chain management, cosmetic distribution, e-commerce services, brand strategy, global beauty, venture capital, online retail, offline retail, brand acquisition, joint ventures, product sourcing