Fion, a Chinese handbag brand often criticized for resembling luxury designs, remains successful despite these controversies. Its Qiaojinkaiwu (巧锦开物) tote bags, launched in 2022, are top sellers, with thousands sold in the past year. Although Fion’s designs have faced accusations of copying high-end brands like Dior, the brand has a long history dating back to 1979, with a notable presence in Asia and a strong domestic network. Despite a recent decline in revenue and store numbers, Fion is attempting to modernize and appeal to younger consumers through collaborations and a brand image upgrade. While its focus remains on mid-range markets, there are plans for further expansion and brand positioning, especially in Southeast Asia.