Sa Sa Cosmetics: A Cautionary Tale on the Dangers of Not Adapting in China
After ten years of impressive growth, “Sa Sa," Hong Kong's most notable homegrown cosmetics firm, is in the throes of the business equivalent of a midlife crisis, occasioned by dismal sales and rapidly declining profitability. The Sa Sa case study is a cautionary tale underscoring the dangers in over-reliance on a single market, and the consequences of failing to address emerging opportunities in mainland China’s digital economy.