Grab Festival Opportunities

Some traditional festivals in China go hand in hand with gift-giving, and China has never-ending e-commerce festivals. It’s important for brands to target festivals with high demand for cosmetics products, such as Women’s Day, Girls’ Day, and Mother’s Day, which are the peak festivals for gift-giving and self-purchases. Chinese Valentine’s Day and May 20 (which sounds like “I love you” in Chinese) are the peak occasions for male consumers to buy beauty products as gifts for women.

It should be noted that consumers’ demand for different beauty products changes depending on the festival. For example, small, single items, like perfume and lipstick are more popular on Chinese Valentine’s Day, while some skincare gift boxes are more popular on Mother’s Day. It’s important to define your marketing focus before you participate in e-commerce festival marketing. We can provide you with valuable information about the latest Chinese beauty market trends and industry best practices.

A limited or single-channel focus has transformed into multi-layered content marketing

Leading international cosmetics brands have had lots of successes as they have adjusted their information delivery approaches in China. This has been achieved with a combination of quality, efficiency, product recommendations and building mature marketing ecosystems. Lancôme and L’Oréal Paris, for example, have continued to drive ad traffic growth through digital innovation even though they are already dominant market brands. 

Since beauty lovers and consumers are heavy social media users, we provide you with ad and campaign strategies for the top social media outlets that focus on the cosmetics sector, such as Red, WeChat, and Weibo, and some influential niche platforms.

Long-term product recommendation promotion

For beauty brands, beauty recommendation platforms, such as Red, are the most important channel for Chinese users looking for beauty information. It’s crucial to mount promotions with sales conversion capabilities on platforms like this.

We provide one-stop social media services that help brands that are starting from scratch achieve success on Chinese social media. This spans the range from strategy development and social media marketing execution, to planning and support services for content, KOLs/influencers, and arranging big promotional events.

We can also provide brands with continuous competitor monitoring and in-the-moment recommendations about the latest industry best practices. 

For enterprises, we produce industry reports and our CMC (China Marketing Circle) provides the latest Chinese trends and customer insights.

Working with KOLs/influencers to increase brand power

Whether it’s a new brand focusing on expanding consumer groups or traditional brands in urgent need of transformation, working with influencers with strong recommendation and sales power and building an official brand account to enhance discussion, attention and traffic is the key to establishing and expanding brand power.

We have a professional KOL management team, providing one-stop KOL services such as video content development, live streaming, KOL/ influencer cooperation management and more. We audit and carry out risk assessments on KOLs before any event. We delete internet figures who use fake followers from our lists. We also evaluate the performance of each KOL in detail after each event and update our KOL database accordingly. Through our network of effective influencers that we’ve worked with in the past and our searches for new talent, we ensure you always get the best mix of influencers.

Promote brand with hot-selling product 

Brands with the advantage of popular products in China can build a sudden rise in brand influence. 

Among cosmetics stores with more than 3 products, the category with the highest sales volume accounted for more than 45% of total cosmetics sales on average. 

The second most popular category had an average sales share of just about 20%. This means that the top two categories account for more than 65% of sales. 

This is why stores generally focus on promoting one or two explosive products to lead the whole brand. This marketing strategy may be the fastest and most cost-effective direction at present, but the brand must have accumulated enough product strength to have at least one product that is a runaway hit.