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A 12-person team at Tongxiang Janefur Co Ltd, based in Jiaxing, East China's Zhejiang province, is helping the company turn local fur products into a global sensation.

The fur coats from Tongxiang Janefur Co Ltd are displayed on clothing racks. [Tide News]

With over 500,000 followers across major overseas platforms and an average of over 100 million monthly video views, Janefur is tapping into international e-commerce markets.

An employee of Janefur checks product video views on Instagram. [Photo/Tide News]

"Right after shipping to a client in Europe, we got a full container order from the United States," said Zhou Jie, general manager of Janefur. The company's fur vests and coats are now gaining popularity worldwide.

An employee packages fur products at a factory of Janefur. [Photo/Tide News]

Zhou began targeting overseas customers in 2013, after facing fierce domestic competition on e-commerce platforms. She started by posting product images on international social media, then shifted to video content.

Their success also comes from collaborations with influencers. One TikTok livestream generated about 20,000 orders in a single session. Janefur products have since appeared at high-profile events, gaining celebrity endorsements without paying for them. Orders even come from distant markets like South Africa and Tanzania.

Zhou now shares her expertise as an industry mentor at Jiaxing University, helping other local brands expand globally.