Hou Juncheng now weighs over one billion. However, everything suggests that his economic influence is just beginning. We meet him on the day precisely when Emmanuel Macron embarks on a state visit to the Celestial Empire.
“To be great is to acknowledge one’s smallness.”
We are faced with a humble man, unassuming yet amiable, genuinely touched when he discovers the Provençal liqueurs we offer him. He doesn’t hesitate to move that cumbersome armchair himself to capture the essence of our conversation in this magnificent suite at the Fouquet’s. Mr. Hou is a study in contrasts, a master of subtlety. Perhaps it is here that we find the first clue to explain the astonishing success for which he is the main architect. Proya Group, the undisputed leader in the Chinese cosmetics market, is driven by a remarkable dynamism. Nothing seems to hinder its progress: not competition, nor consumer fatigue, as Proya consistently delivers exemplary quality across its product range. This is because a digital strategy was launched like a battering ram in the internet battlefield. However, Mr. Hou, born in 1964, hails from an era that could not have envisioned the emergence of TikTok and its array of novel ways, including the live shopping phenomenon that Proya has capitalized on extensively. Surrounded by young, ambitious, and hardworking teams, he has tapped into customer needs to forge a path of constant growth.
It is a tale of self-reflection and humility, one of the industrialist’s main attributes. Visitors to his office catch a glimpse of a calligraphy that reads “Be Grateful.” It remains unknown if this attitude is innate within him. What is certain is that the man is a collective construction, fully aware of his indebtedness. Mr. Hou speaks repeatedly of “luck.” Grateful for living in a time still conducive to entrepreneurial adventures, grateful for the intelligence he attributes to his people. It comes as no surprise that he attributes his success to the combination of personal effort and a favorable environment. Is this common? Yes. Is it insignificant? No. No, because the universality of this recipe leads to a human condition that deeply resonates with our interlocutor. Yes, there are entrepreneurial challenges. Yes, there are economic challenges. But there are also societal issues he refuses to ignore, and a global concern to which he wholeheartedly commits. “We suffer together, we succeed together…”
To gain without giving back is to lose it all.
Hou Juncheng simplifies things in a straightforward manner: “Spiritual balance is not achieved when personal success is not accompanied by service rendered.” He gives the impression of seeing himself as a core meant to radiate, not driven by the arrogant desire for visibility, but to attain a state of harmony both internally and externally. Beauty is achieved through nature, investing in biotechnology, and collaborating, for instance, with the French research laboratory, Codif Technologie Naturelle. However, even if it delves into sentimentality, he doesn’t disconnect this beauty from inner radiance. With its R&D centers and a desire to contribute to innovation, along with the dream of promoting a prestigious and value-driven label, a “Created in China,” Hou Juncheng develops cosmetic products to enhance the skin. But, at the same time, he represents a global perspective that needs to be addressed… This will involve eco-responsibility, green development, and a significant reduction in carbon footprint, which he fully embraces. During a recent dinner with Lu Shaye, the Chinese Ambassador to France, the latter referred to himself as a representative of the government, while Hou Juncheng, in his eyes, embodies a representative of the people. He greatly appreciates this characterization because his wealth never disconnected him from the land of humanity. On the contrary.
In France, he seeks inspiration with a firm intention to further enhance the quality of his service. He sees it as the fashion capital and a land where young talents gather, envisioning a harmonious combination of East and West. That’s why he arrived with a delegation, firmly believing that this journey will open up many opportunities. In 2015, during a meeting with Emmanuel Macron, who was then Minister of Economy, he boldly stated, “You have the city of Grasse; we need the same in China!” This gave birth to China Beauty Ville. He serves as the President of its board of directors and remains its foremost commercial representative.
As we bid him farewell, he enthusiastically invites us to visit China, particularly Hangzhou, where the cosmetic industry thrives. He also shares his secret ambition for the visit: to ensure that Franco-Chinese relations remain eternal.
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