![]() An example in this regard is the streetwear brand Supreme doing collaborations with Louis Vuitton. ![]() The market research firm expects the value of the beauty and personal care sector in China to reach 408.6 billion yuan this year, and 475.6 billion yuan by 2022.ĬMR's Cavender said the crossover trend has not necessarily been just with cosmetics, but also with apparel brands. Last December, nearly 1,000 limited edition makeup palettes were sold in less than half an hour by one of China's largest beverage companies Hangzhou Wahaha Group, China News Service reported. The high profit margin of the sector has also attracted other brands from the food industry. Total revenue of China's beauty and personal care sector surged 35 percent from 292.3 billion yuan ($43 billion) in 2014 to 393.8 billion yuan last year, outpacing the growth rate of packaged food (22.8 percent) during the same period, according to Euromonitor International data.īeauty and personal care sector in itself has remained solid in sales, as it is a category where consumers tend to indulge themselves even when they are going slow on bigger purchases, said Cavender from CMR. An additional 10,000 sets were sold out within three hours on the following day," said Shen Qinfeng, marketing manager of Shanghai Guan Sheng Yuan Food Co Ltd.Īccording to Shen, at least 300,000 pieces have been sold so far, including through brick-and-mortar stores. "The first 920 pieces for presale on Maxam's flagship store in Tmall were snapped up within one second on Sept 20 last year. She was referring to the lip balm launched by White Rabbit creamy candy and Maxam, a brand owned by cosmetics maker Shanghai Jahwa. "I was extremely upset after I failed to get the creamy lip balm on the debut day, but luckily enough could get some later," said Dong. For many like Dong Biyong, a millennial shopper, the crossover products are fond remembrances of her childhood. Millennials, or those people born after 1980, have been the face of the crossover shopping. It allows brands to connect with a broader group of consumers and imbibes a feeling of nostalgia, he said. "There is definitely a broader trend toward brand collaboration happening globally and especially in China," said Ben Cavender, principal of Shanghai-based China Market Research Group (CMR). The lipsticks launched by US soft drink brand Coca-Cola and South Korean makeup brand Face Shop have the smell of Coca-Cola. New crossover products that have made waves recently include a creamy candy shaped lip balm infused with White Rabbit creamy candy, a bottle of pink perfume jointly developed by baijiu maker Luzhou Laojiao, and a paprika lipstick from fast food chain Zhouheiya whose signature product is spicy duck necks. Traditional Chinese firms go beyond the brand borders for greater synergyĬrossover retail or brands building cooperation with each other for new products is the new buzzword for companies looking to gain an edge in China's rapidly changing retail marketplace. Lip balms that look and taste like White Rabbit creamy candy on sale in a supermarket in Shanghai.
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