New beauty retail chains have been creating in China these year, and expanding (like Watsons and Sephora)
The Colorist is becoming super popular in China and developping in China super fast before covid.
The Colorist: Cosmetics Retail Revolution in China”
China’s cosmetics retail scene is rapidly evolving, and The Colorist is leading the charge. Here are the key highlights of this trailblazing retail chain:
- E-Commerce Surge: In 2018, e-commerce surged to 27% of all marketing channels in China’s cosmetics market, overtaking hypermarkets for the first time.
- Rise of Cosmetics Retail Chains: While traditional hypermarkets have seen a dip, cosmetics retail chains are on the rise, challenging established players like Watsons and Sephora.
The Colorist’s Explosive Growth:
- Data-Driven Approach: Operated by KK Group (Guangdong Kuaike E-Commerce), The Colorist leverages data-driven strategies. It opened its first stores in Guangzhou and Shenzhen in October 2019.
- Impressive Store Expansion: By April 2020, The Colorist expanded to over 60 stores across 20 cities. Plans are underway to open 30 more stores, including in Shanghai.
- Record-Breaking Sales: The chain witnessed remarkable sales figures, like 200,000 rmb on the first day in Beijing and 2.2 million yuan within 12 days in Changsha. source
Innovative Store Design and Customer Experience:
- Target Demographic: Focusing on women aged 14-35, the stores feature open floor plans and vibrant interior designs, perfect for social media sharing.
- Social Media Virality: Instead of relying on influencers, The Colorist encourages natural virality through customer experiences and photo-friendly setups like the Beautyblender wall.
- Customer-Friendly Environment: The stores offer plenty of product testers and prioritize customer privacy, with staff only assisting upon request.
How to enter to The Colorist stores ?
Selling to beauty stores like The Colorist in China requires a multifaceted strategy that encompasses branding, digital presence, and product innovation. Here are ten tips to effectively market your beauty products in this dynamic landscape:
- Establish a Strong Brand in China: Cultivate a distinctive brand image that resonates with Chinese consumers. Your branding should reflect both the quality and uniqueness of your products.
- Strong Presence on Social Media: Build a e-presence on platforms like Douyin, WeChat, and Xiaohongshu. Regularly engage with your audience through creative content, updates, and interactive campaigns.
- Leverage Xiaohongshu for Testimonials and Positive Reviews: Encourage satisfied customers to share their experiences on Xiaohongshu, a platform highly influential among beauty product consumers in China.
- Collaborate with Influencers: Partner with KOLs (Key Opinion Leaders) who align with your brand values and have a strong following in the beauty sector. They can significantly amplify your reach and credibility.
- Ensure Product Registration for the Chinese Market: Navigate China’s regulatory environment efficiently. Make sure your products comply with local regulations and are registered appropriately for sale.
- Competitive Pricing : Set attractive price points without compromising on quality. Consider the market segment you are targeting and price your products competitively to stand out in the crowded market.
- Engage with PR and Media for Reviews: Utilize PR campaigns to get your products reviewed by popular beauty magazines, online platforms, and bloggers. Positive media coverage can boost brand credibility and awareness.
- Innovate with Your Product Offerings or packaging: Continuously innovate and introduce products that cater to the evolving preferences of Chinese consumers. Stay ahead of trends and offer unique solutions in your product line.
- Create an Interactive In-Store Experience: If you have a physical presence, design your store to be engaging and interactive. This approach encourages customers to share their in-store experiences on social media, boosting organic publicity.
- Get the Right contact and participate to entry Fees
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By implementing these strategies, you can effectively position your beauty brand for success in China’s dynamic retail environment, meeting the demands of a highly digital and competitive market.
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