The growing appetite of Chinese cosmetics customers to buy overseas

Taobao just released a new report saying that 2015 is the year during which we assist at the increase on online shopping overseas with new buyers accounting for 28% now. Crossborders shopping is booming and it’s an amazing way for brands to enter the market as it can be tough to get into the Chinese cosmetics market.

Cosmetics products are the more attractive for Chinese overseas buyers.

Cosmetics products and skin care products are the more popular products categories when it comes to buy abroad. In fact, half of the 28% new comers have already bought these kind of products. It’s a fact, newcomers prefer cosmetics.

Then, how to attract Chinese cosmetics consumers when selling on cross borders websites?

First, it’s important to have a presence on several e-commerce platform.

Tmall Global

Tmall global is right now the most famous platforms. But there are also several specialized cosmetics platforms on which it could be wise to sell. is for example one of these platforms on which Chinese consumers love to go to buy cosmetics products. The website gather several brands from all around the world and that’s Chinese consumers really enjoy on

A communication and a branding strategy should be run at the same time to increase the brand awareness. 

Have a good image and a good visibility in China is crucial if you want to sell your products to Chinese consumers. The best cost effective way to do it is to use internet.

Chinese consumers are hyper connected and hyper mobile as well. Internet is the best channel to reach them.

In your online campaign you should use the Chinese social medias such as WeChat and Weibo. It’s an amazing breeding ground for brands looking to communicate but you need to have a real strategy. On social media content is crucial. You must be able to build a strong relationship with your customers and understand what they’re looking for.

It’s important to differentiate your brand from those of your competitors.

Let’s have a look at what La prairie, the Switzerland cosmetics brand is doing on social media. They are very active on WeChat and they achieve to have up to 10 000 views per posts.

They’re diffusing their brand values and positioning.

WeChat La Prairie


WeChat La prairie cosmetics

Their Weibo page is used to promote their products and introduce them to Chinese consumers. They used it to explain the products properties based on the ingredients.


A PR Strategy is as well essencial

Social media are crucial but brand selling on cross borders websites such as La Prairie on Tmall Global can also used PR to diffuse information on the media. This is very helpful and it will help Chinese customers to increase the trust they have for a brand.

La Prairie is doing it well. Here is for example one of their PR on ELLE China.

La prairie PR elle china

You’ve understand with this example that if you want to be successful on cross borders websites you need to have a clear and precise branding strategy. If customers can’t find any informations about your brand and your products online, they’ll find is strange and won’t buy your products.

Cosmetics brands advertising is crucial in China if you want to stand out from the crowd.


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  • The imported cosmetics products may be safer or better than those make in China but it may not suitable for Chinese ! Because some products are specially make base on the weather and condition for that area . As the weather and condition are different from China , it may not suitable for you . Example there was no 4 seasons in Singapore the products here all are having UV protection and less moisturizer as compare to the product in the country which having 4 seasons which need less UV protection and more moisturize

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