10 Digital Strategies for your cosmetics E-Commerce Website in China

Today, China represents the second-largest market for cosmetics, and the growth is far from finished. Furthermore, a huge part of the sales come from the e-business (30%). It’s important if you want to succeed in this field, to know some local factors, and here we are going to give you some advice in order to make you more efficient in your digital marketing for your cosmetic brand in China.

Develop your Chinese website 

The first thing to do if you want to succeed in China is to create or translate, your website into Chinese. Then it’s important for you to make your website hosted in China because Chinese people don’t all read English and they are more trustful when they see a website with .cn. Find more information here.


If you decide to sell online… you have better have Nice Design. 

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KOL : because your need a brand ambassador

Whether your brand is already famous or not, for your digital marketing strategy we strongly recommend you to engage a KOL. A Key Opinion leader is usually someone really famous who has a huge community behind him and who has the power to influences them in their way of life. They are used as brand ambassadors and their messages are spread really quickly. It’s always good to associate your brand with one of them especially in China, where people really like this kind of initiative. Find more information about KOL here.

L'oreal china

Good SEO on local search engine

To have a good website, in Chinese and hosted in China is far to be enough to succeed in this competitive market. You also have to promote it on local search engines. The problem is that Google doesn’t exist so you will have to adapt your SEO strategy to Baidu, the main important engine in China. If you are viewable on Baidu, it will improve your chance of success and it is one of the most important things to include in your digital marketing in China for your cosmetics e-business website. Here you will learn more about SEO in China.

Use your website as a showroom and sell on online platforms

Even if in your country your e-business website is really efficient, we advise you to set up a different strategy in China. There 88% revenues of online sales come from e-business platforms. People are used to buying products via websites like t-mall which is the biggest in his category. Furthermore, people already know how to use it and trust those platforms better than other websites.

TMALL - Landing page

Cross border shopping: a new trend in China ! 

If unfortunately, you are not able to settle down in China, there is still an efficient solution to sell your product via the internet: cross borders platforms. With good communication on social media, you can easily promote a product and then sell it on Amazon, which is getting more and more famous in China. Some companies are using a lot this way because it has advantages for brands as well as for the customers. More information here.

Before to enters the market learn about the differences (Payments, communication channels…)

The Chinese market presents an optimal opportunity to grow your company. But it’s not easy to enter on it. There are a lot of differences between the Chinese way of consumption and the Western ones. For example, communications are absolutely not the same, forget about e-mail newsletters and start to learn about WeChat! You also have to know what are the payment habits, here one of the most popular way to pay is not by bank card like in western countries but cash on delivery. They are also used to pay with their most famous communication app: WeChat.

wechat Marketing Social

Use Chinese social medias 

People are really sensitive about promotions and consumer opinions. In order to attract them, you have to be present on the local social media in order to communicate with them and let them give their opinion about your products. You also have to be part of the conversation. The most used social media in China are WeChat and Weibo, you need to have an official account in both of them to succeed in your digital marketing campaign.

wechat offers cosmeticsQuality visuals are key to promote cosmetics

It’s a fact, a beautiful picture will attract our eyes better than everything but Chinese customers pay special attention to refined products and the physical appearances of these so if you want to improve your sales you will have to take care to your visuals. Furthermore, the Chinese estimate that a beautiful picture is a sign of a quality product. More information about pictures in cosmetics.


Be aware of the types of product preferred by Chinese

Like everywhere, there is some best sellers products and you have to be aware of which kind of product it is to arrange your campaign around these products. Chinese will prefer to buy skincare perfecters and specific products to fight against the effect of humidity which is a big issue in China. For make-up the best-sellers are eyeliner.

Give a lot of attention on your online-reputation

If you consider all this advice, you will improve your e-reputation. Chinese strongly care about that because they need to trust you. You will need to control information about your website on social media and with public relations. Your KOL will make people assimilate your brand to their idol and your SEO strategy will allow them to find you quickly. If you need to improve that or if you want more information, feel free to contact us: agency@marketingtochina.com

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