China Market Entry Strategies for Overseas Niche Beauty Brands
Ye Chen
Monday , 14th Sep 2020
Webinar Overview
China Market Entry Strategies for Overseas Niche Beauty Brands

Most niche overseas beauty brands often find it difficult to compete in China’s market due to the limited budget for channels and marketing. However, if niche brands can find suitable entry strategies, they can still make a strong market footprint.

In this webinar, ChemLinked will teach you how to explore the proper entry strategies for niche beauty brands, including new cosmetic stores and Cross-Border E-Commerce (or CBEC) cosmetic stores. 

A batch of new cosmetic store brands are quickly emerging in China. The Colorist has opened more than 100 offline stores and plans to increase that to 200 stores in 2020. Its first store attracted more than 15,000 visitors on the first day and created over 4 million yuan sales in the first month. WOW COLOUR plans to open 300 offline stores in 2020. Its first store achieved over 210,000 yuan sales in the first day. HARMAY, H.E.A.T, and G. Beauty also performed well in 2020 despite the outbreak of COVID19. These cosmetic stores primarily sell niche and affordable brands, and most of them welcome the entry of niche overseas brands.

Cross-Border E-Commerce (CBEC) is a good choice for new overseas brands in order to tap into China’s market, especially for some niche brands don’t have enough budget and enough SKUs to open their own stores. CBEC cosmetic stores will be a good option for them.

Ye Chen
ChemLinked Research Analyst
Ye Chen graduated from University College London with a master's degree and now works as a research analyst with ChemLinked Market Team. She mainly tracks the latest market changes about imported consumer goods in China and the rest of the Asia Pacific area and has published many market analysis articles on the website & provided customized consulting services for clients. Her research and opinions are often quoted by other overseas and domestic media. Areas of expertise: cosmetics, DTC brands, CBD, clean beauty, marketing strategies, fashionable trends, perfume, luxury products.

l  Background

l  Offline cosmetic stores

-          Overview

-          Case study

-          Suggestion

l  CBEC cosmetic stores

-          Overview

-          Suggestion

l  Conclusion