A lot of Chinese customers adopt a “natural” lifestyle by eating more fruits, vegetables and also using some organic or bio products.
We believe that organic ingredient is one of the next big things in cosmetics in the near future. It is also estimated that in 2018, 70 per cent of mainland buyers will be looking for organic beauty products.
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Increase of Organic Beauty
China’s booming of e-commerce sector is opening the door to many premium brands and reach deep into China’s heartland without the expense of bricks-and-mortar retail. In 2017, premium brands such as Guerlain, Cle de Peau, Fresh, Kiehl’s, Amorepacific’s Hera and Shiseido’s Elixir brands have all opened flagship stores on e-commerce giant Tmall.
A major beneficiary of this trend was Estee Lauder (a group that owns brands including La Mer, Bobbi Brown, Origins and Clinique). Its recently released full-year sales climbed faster in China than in any other market, with strong double-digit retail sales growth, and a doubling of its online business.
The money is not the problem for Chinese people, the biggest concern for them is the quality, and they are believed natural and organic ingredients are the key to valuable beauty products. Of the 3055 US, UK and Chinese respondents who rated 470 brands, it was found that 69 percent of the Chinese consumers were willing to purchase a completely natural product at a “premium” price.
Challenge: distribution infrastructure
Even though Chinese people like organic beauty products very much, distribution is a major challenge for natural&organic cosmetic brands.
It does not have the same distribution infrastructure for natural&organic products as Western markets, according to Ecovia Intelligence.
However, multinationals are looking to expand their presence in the Chinese market, such as P&G. Therefore, e-commerce is the best way to connect and sell to all over the world.
How to sell organic beauty products in China
Positioning yourself is priority
Because organic beauty products are still the new trend in China, it is better to locate your own position for business.
A foreign Brand has to be seen as a popular product overseas, a product that will be famous soon, a product of very good quality. Repeating these positive messages on the right platforms for your target will influence the Chinese Consumers. In the digital age consumers are more connected than ever and more receptive to quality content marketing.
Never sell yourself as a ‘new brand’, instead establish yourself online (the key portal for information for Chinese consumers) as successful, popular and reputable in your home country and as a growing trend in China too.
Sell your products on the e-commerce website suitably
With over than 900 million internet Chinese users, it is worthy to try to sell your products on popular e-commerce websites.
Tmall, Taobao and JD are the giants of the e-commerce. They are the bigger platforms and also the bests in terms of quality and safety.
Because these e-commerce platforms are very popular in China, it’s not easy to sell on that platform. Most of them only accept brands that have already a significant presence and realized high sales in China. That’s why most of the spirits brands failed to sell on the giants’ platforms, Tmall, Taobao or JD.
If you are the famous brand or have tight connection with big brands, you can try to sell on Tmall and JD because the 2 platforms want to keep a high ranking and only offer to their consumers’ famous brands and quality products. That’s why they are so selective.
If you are not very famous yet, Wechat store also provides good e-shops. It’s a bit more accessible for beginners of the spirits market.
Rank top on SEO
First of all, it is initially to establish your official website for your business and make it visible on the SEO, especially on Baidu. 75% of the researches in China are on Baidu. You need to have a good ranking on Baidu to be visible. Chinese consumers will only buy brands which have a good ranking on Baidu. They also focus on good comments and recommendation online.
To develop your visibility on Baidu, you can use different marketing solutions as Pay Per Click (PPC) or Search Engine Marketing (SEM).
Spread your reputation through social media
It is quite convenient for a business new player to start a business on WeChat as it has created a number of e-commerce options for retailers, including its latest development, Mini Programs.
Except Mini Programs, WeChat can be more and more useful. Users can follow the brands’ accounts or tags on WeChat. QR codes are quite handy for promoting the followers or doing the payment.
It is crucial to use social media to attract Chinese consumers. Besides WeChat, Weibo is also a good platform for marketing. Weibo is the second-most mass-used social networking site in China, with around 82% penetration rate across the country and more than 50 million active users per day in 2016.
The microblogging platforms encourage people to post comments and contents on all subjects without suffering of the censorship. The social media platform attracted more than 130 000 companies, because it’s a really effective way to develop your e-reputation. Brands have to create a Weibo Official Account to improve their presence in China and attract more followers. More than 56% of Weibo users follow at least one brand on Weibo.
Branding is the key
Beauty growth in China is driven by prestige. Millennial consumers are eager to have the best, they don’t want to settle for what’s average, and as soon as they can stretch themselves, they will opt for higher quality and better performance.
Branding in China is one of the most important things. Chinese consumers buy the name of a brand. They want to buy premium, reputable brands.
You need to build a strong image of your brand. Branding is a way to be popular in China. Make people dream, make beautiful story around your brand name. It’s the key of success in China.
Gentlemen Marketing Agency is specialized in the digital marketing in the Chinese market. Do not hesitate to contact us if you want to discuss any projects in China.