How To Capture New Customers In China's Booming Cosmetics Market

4/18/2020 Lokesh kumar 0 Comments

China's e-commerce market is the largest on the planet, with 2019 sales tipped to reach $2 trillion, more than triple U.S. sales of $600 billion, according to eMarketer. China's strength in e-commerce may be exemplified by the cosmetic sector. A recent report produced by market-research firm Kantar for Tmall indicates that yearly online sales of cosmetics, skincare, and personal-care items in China grew at a sizzling 46%, 40%, and 37%, respectively, over the previous a year, outpacing the overall consumer merchandise category, which increased by 34%.

Online cosmetics in China is a major business and becoming bigger–yet how can it work? Let's gander at three marketing strategies employed by both Chinese and international brands in China.


Co-branding permits established brands to get a lift from a new partner brand. Maybelline partnered with BigEve, a beauty brand founded by 31-year-old Zhang Dayi, a key feeling leader (KOL) who likewise goes by the name BigEve Zhang. Their co-branded collection called BigEve × Maybelline contained lipsticks, "gentle," "little cute," "cold little devil," and "white red tomato." BigEve's 11 million Weibo followers, for the most part Gen Z, urban women from tier-two and - three cities, made the cooperation a solid match. The lipstick collection generated some $114,000 in sales in the initial three months of its dispatch.

Beyond two-way associations, brands can likewise seek multi-party initiatives. Watsons, the largest beauty and personal care chain store in Asia, teamed with the "163 Music" application and reality show Idol Producer to dispatch six music-themed searches for brands featured in their China retail areas. These six makeup looks represented Jazz, Pop, Hip-Hop, Light Music, Ballad and Antique. Watsons invited kid groups from Idol Producer to perform, encouraged attendees to sing the melodies from "163 Music," and offered makeup services to all. As a result, the Baidu search index for Watsons more than doubled all through the event.

Intellectual property marketing

IP marketing involves collaboration with unique content, for example, movies, novels or movement. From hashtags alone, this tends to generate the greatest computerized buzz in the Chinese cosmetics market.

Cross-category marketing

Cross-category marketing refers to branded collaboration with workmanship and social events. Numerous brands have launched limited-edition items in collaboration battles with museums. Perfect Diary, one of the more successful Chinese cosmetics marks in the previous two years, collaborated with the British Museum, to dispatch two "Awesome" eye shadow units.

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