Exports of Donghai's press-on nails take off

Press-on nails made in Donghai county in Lianyungang, Jiangsu province in China, are gaining popularity among international consumers, thanks to their better quality, lower prices and the development of cross-border e-commerce.

Press-on nails are pre-designed artificial nails that adhere to natural nails with adhesive, offering a quick and easy alternative to traditional manicures. They are reusable, easy to use and save both time and money for consumers.

According to Donghai county's press-on nail industry association, sales in the county reached nearly 8 billion yuan ($1.09 billion) in 2024, an increase of 166.7 percent year-on-year.

Nearly 40 percent of the sales were from overseas markets, with approximately 80 million pairs of original press-on nails crossing borders, bringing the "finger-tip "beauty of China to consumers around the world, the association said.

"We are working on creating a collective trademark for authorized press-on nail manufacturers, aiming to build the Donghai press-on nail brand and expand its global reputation," said Fu Meng, president of Donghai county press-on nail industry association.

In 2024, Donghai county boasted nearly 25,000 press-on nail businesses, with a daily production of 550,000 pairs, said the association.

Among them, there are 12,000 e-commerce businesses, generating annual sales of 4.5 billion yuan, with cross-border e-commerce accounting for around 20 percent. The products are exported to Europe, the United States, Southeast Asia, Japan, South Korea, the Middle East and other regions.

"Thanks to the development of technologies, cross-border e-commerce platforms can help producers sell products to a broader range of markets and reach more diverse customers, selling larger amounts," said Zhou Mi, a senior research fellow at the Chinese Academy of International Trade and Economic Cooperation.

To grow exports, the association has managed to ensure fast shipping of small parcels to countries worldwide, Fu said. "Deliveries typically reach Southeast Asia in about three days, and Europe and the US within 10 days," she added.

The inexpensive prices and flexibility to meet high-end customized consumer demand are also reasons for the popularity of Donghai press-on nails in overseas markets, said Fu.

For instance, some of the most popular press-on nail products by Donghai manufacturers include handcrafted designs featuring the application of intricate traditional Chinese painting styles such as Jingtailan.

"We chose to focus on high-end handcrafted press-on nails, offering tailored customization for customers to strengthen brand value through integrating Chinese cultural elements," Fu said.

Bao Shuai, an executive of Furenjia Handicraft Press-on Nails Co, concluded from his experiences in developing overseas markets that sales of press-on nails with distinctive Chinese styles are on the rise.

Thanks to insisting on cultivating the medium and high-end markets, Jiangsu Tuhua has enjoyed faster growth than many of its fellow 300-odd press-on nails enterprises in Donghai county.

Optimistic about overseas prospects, the press-on nails sector in Donghai is expected to further expand exports to international market.

The association plans to develop industry standards and establish guidelines to ensure quality, thereby promoting the healthy and sustainable growth in the press-on nails sector, said Fu.

In addition, the association plans to establish a professional training school in collaboration with design universities to nurture talent, said Fu. "High-quality press-on nail products can be manufactured locally, with copyright registration," she added.

Press-on nails featuring cultural elements can help wearers gain attraction on social media, which contributes to their popularity, according to Zhou, the senior research fellow at CAITEC.

To bolster their charm to customers as well as promote cultural exchanges, he expects more cultural elements from other regions of the world will be introduced into the design of Donghai press-on nails in the future.

Yin Mingyue contributed to this story.

cangwei@chinadaily.com.cn