# Jieliya

Scripting the Succession: How a 'Towel Prince' Rebranded a Chinese Manufacturing Giant

Grace, a leading Chinese textile brand, has utilized a 'scripted' family feud involving its third-generation heir to drive massive e-commerce growth. By leveraging viral short dramas and the 'Towel Young Master' persona, the company has successfully modernized its brand image while maintaining a pragmatic corporate governance structure.