ISDIN is a sunscreen cream brand from Spain. By 2020, it has been launched on Tmall Global for five years. Its sales are now nearly 100 times larger than when it first entered the Chinese market. In 2020, ISDIN’s retail sales in Spain fell by more than 50% due to the epidemic. While in March, ISDIN Tmall Global flagship store achieved a monthly sales value of over 100 million RMB for the first time.
Although patience and long-term commitment are essential for branding, the entry time and product category can also dramatically affect. For example, generally, Chinese consumers are unfamiliar with new entrants/brands. Those brands have figured out how to catch up with important marketing nodes in China and have created a good brand promotion. In Sept. 2019, the South Korean beauty instrument brand Ulike entered China. Two months after its launch, on Double 11, the transaction of its hair growth helmet exceeded the daily sales by more than 2,000 times.
More and more overseas brands are sensing the potential of the Chinese market. Even though under severe COVID-19 global epidemic, it has not stopped foreign brands from entering China. The statistic shows that there are over 200,000 new products launched in Tmall Global from Jan. to Mar. 2020.
After assisting many overseas brands to do branding, providing them one-stop market entry consulting services, Jocelyn collated some common problems and pitfalls. During this webinar, Jocelyn will share her methodologies and experience to help overseas brands establish a basic understanding of China's brand localization.
