They are increasingly using it to sell in China. But how western health & beauty brands can enter China’s $800bn e-commerce market? Here is five ways to start, according to Profitero.
Western health & beauty brands are successfully competing with local Asian brands in China’s $800 billion ecommerce market, according to findings from ecommerce analytics firm Profitero.
This is particularly true in the make-up remover category, where products from French brand Bioderma and US brand Maybelline account for three of the top four best-selling products on China’s biggest online retail site Tmall. However, in the toothpaste category, only one western brand – Colgate – has a product among the five best-sellers.
Profitero director of strategy & insight for China, Angela Liu, explains: 'China is one of the most lucrative markets for global consumer brands to tap, but it’s also one of the toughest. With more internet users than any other country, China is the world’s largest and fastest-growing e-commerce market – driven by the rapid pace of mobile adoption. Huge opportunities await brands prepared to win over Chinese consumers, adapt to local market nuances, and put strategies in place which effectively adjust to a dynamic – and mobile-centric – ecommerce environment.'
These are the five most important ways for brands to get started in the Chinese ecommerce market, according to Profitero.
Lead with a mobile-first strategy
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