Background
Established in 2012, the beauty brand specializes in skincare and makeup products. Over the years, it has expanded its product line, offering innovative and high-quality beauty products. The brand has gained a strong reputation for using natural and organic ingredients in its country of origin.
Objective
The brand aimed to broaden its customer base in China and establish a market presence. To test the Chinese market, the brand adopted a multi-faceted approach, entering multi-brand stores on Tmall Global and Douyin (TikTok) while implementing an offline-to-online (O2O) strategy.
Strategy
To reach Chinese consumers, the beauty brand partnered with two multi-brand stores. The first partnership was with a well-established and traditional channel, Tmall Global, while the second was with Douyin, a popular emerging platform. This made the brand’s products available to Chinese consumers.
The brand also launched an O2O approach, enabling customers to purchase products online after experiencing them in physical stores. The brand leveraged social media marketing and influencer collaborations to create excitement and generate interest in its offerings.
(Holistic Solution – Our Core Cycle)
Operation
Tmall Global served as the platform for a more conventional e-commerce approach, focusing on driving traffic through traditional performance marketing. Simultaneously, the brand implemented the O2O strategy, seamlessly transitioning customers from offline to online purchases.
Collaboration with multi-brand stores enabled social media marketing and influencer partnerships to promote the brand and generate buzz.
Key Insights and Benefits
Through its partnership with multi-brand stores on Tmall Global and Douyin, the beauty brand successfully expanded its customer base in China. Within just six months, it established a significant market presence.
Leveraging the multi-brand stores’ customer base enabled the brand to reach new customers and increase its visibility.
The O2O approach bridged the gap between online and offline shopping, giving customers a convenient, personalized shopping experience.
Social media marketing and influencer partnerships created a buzz, increased visibility, and drove sales.
This strategy effectively validated the Chinese market through a fast, low-risk cooperation model. Furthermore, as a testament to its success, the brand eventually opened its flagship store to solidify its prominent position in the Chinese market.