JIATENG, Born from
a Passion for Beauty
For 27 years we have pursued one purpose — illuminating life through aesthetics. From a small boutique to a lifestyle platform, Jiateng has always believed that beauty is something every woman deserves in her everyday life.
27
Years of Heritage
100+
Stores Nationwide
14
Curated Brands
"Illuminate Life with Beauty, Connect the World with Culture"
Jiateng Platform Mission
JIATENG International Fashion
Pioneer of the Aesthetic Lifestyle
JIATENG, formally known as Taiyuan Jiateng Trading Co., Ltd. and branded as JIATENG International Fashion, was founded in 1998 with a mission to awaken love and beauty in life and build a globally-oriented brand operation platform.
JIATENG is dedicated to researching and promoting culture, lifestyle, art, and fashion. By continuously introducing renowned domestic and international brands and collaborating across industries, JIATENG strives for excellence not only in apparel and accessories but across all aspects of living. By curating the finest representatives of Eastern and Western culture, JIATENG brings world-class products and services to your doorstep, enabling a truly international lifestyle.
VIVA & DAVIE YAN
Founders of JIATENG International, representatives of Shanxi's new Confucian entrepreneurship
Champions of over 20 professional brands
Pioneers of international buyer stores and multi-brand concept stores
Dedicated to the research and promotion of East-West art, fashion, and culture
Created the first omni-channel buyer brand and club stores in the lifestyle sector
Committed to interpreting life through beauty and warming the world with love
Origin — Love & Beauty
During her studies at the Academy of Fine Arts at Shanxi University, founder Ms. Wang Yan, driven by her genuine passion for beauty and styling, keenly identified a gap in the market: fashionable yet reasonably priced products were extremely scarce, and the few that existed were often overpriced and out of reach for most consumers. This inspired an idea: could she venture beyond Shanxi to source stylish yet affordable clothing from across the country, bringing it back to serve fashion-loving women in her home province? Thus, the 'Hundred-Yuan Boutique' was born — marking the very beginning of JIATENG International.
With its precise product positioning and exceptional value, the Hundred-Yuan Boutique quickly became a phenomenon among student consumers. The store was so popular that it once sold out its entire inventory in just three days. From there, JIATENG's retail presence blossomed across Taiyuan like wildflowers after rain.
Jiateng Video Stories
From the annual gala to the yearly review and cultural gatherings, discover the spirit of Jiateng through moving images.
Illuminate Life with Beauty Connect the World with Culture
Jiateng takes aesthetic lifestyle as its core and cultural transmission as its wings — committed to becoming China's leading brand operation platform, making beauty a daily reality for every woman.
Awaken the Love and Beauty in Life Be Every Customer's Lifelong Style Expert
Viva Ye believes that true beauty grows from within. Through 27 years of entrepreneurship, she has practised her care and companionship for every woman's personal growth.
热爱
PASSION
创新
INNOVATION
忠诚
LOYALTY
感恩
GRATITUDE
敬业
DEDICATION
责任
INTEGRITY
A Complete Aesthetic Lifestyle Platform
Viva Ye
Founder of Jiateng · 1998
Eastern Aesthetics for the Modern Age
Sartorial Etiquette
Inheriting the elegance of Eastern dress culture, weaving ceremony into daily wear.
Tea Philosophy
Savouring life's serenity in a cup of tea, feeling the warmth of time.
Humanistic Care
Attending to the growth and inner strength of every woman, witnessing each person's blossoming.
Classic Dialogue
Conversing with traditional wisdom, weaving classical aesthetics into modern living.
WE ARE
Pioneer of the Aesthetic Lifestyle
WE DREAM
To Be China's Leading Brand Platform
27 Years of Aesthetic Pursuit
Jiateng founded — from a young painter to fashion designer
Multi-brand strategy launched, international designer brands introduced
Lifestyle categories expanded — Tea, Fragrance & Porcelain enter stores
Stores exceed 50 nationwide, covering major cities
Viva personal IP established, aesthetic content system formed
Four pillars completed, aesthetic lifestyle platform positioning confirmed
100+ stores nationwide, continuously serving millions of women
Viva Ye
From young artist to fashion entrepreneur, from brand builder to platform creator — Viva has spent 27 years planting the seed of aesthetics in the hearts of millions of women.
"Everyone has their own story. I'm simply a fellow traveller on the road."
Discover Viva's Story →