Tmall Global welcomes a wave of store openings by beauty giants at the start of the year, with L’Oréal Group opening four stores in a row

HERA and IOPE, subsidiaries of AmorePacific Group, which reduced their offline counters before the New Year , opened stores on Tmall International after the New Year and launched new products through cross-border e-commerce as soon as possible.

"In the past year, the number of new stores opened by major beauty groups on Tmall Global has increased by 100% year-on-year." According to Zou Xiaoran, general manager of Tmall International Beauty, people who shop overseas are very interested in " new products " that are launched simultaneously around the world. Incubating new products and testing new brands in cross-border e-commerce as soon as possible has almost become a consensus for major groups to seek new growth.

Take L'Oréal Group as an example. Its subsidiaries La Roche-Posay and Vichy have introduced new trend products of "sun protection" and "ingredient skin care" through Tmall Global. At the end of February this year, Vichy launched a new isolation sunscreen milk in the platform's sun protection category event. 20,000 pieces of stock were sold out in the live broadcast room within one minute of being put on the shelves. The transaction volume of new members of the store increased by about 400% compared with daily sales, becoming the top two brand in the sun protection category of Tmall.

"Imported beauty products" is a key category for Tmall Global's continued development. Last September, Tmall Global launched its annual beauty and cosmetics new brand incubation plan, joining forces with large groups, high-quality service providers, investment institutions, etc. to jointly incubate new brands, and invest more resources and support policies in marketing, new trend incubation, supply chain optimization, etc. In the coming year, it plans to introduce 1,000 new overseas beauty and cosmetics brands, with the goal of incubating more than 50 new brands with annual sales of over 10 million .

In order to improve the supply chain operation efficiency of cross-border merchants during the epidemic, this year, Tmall Global and L'Oréal Group also cooperated to open up the supply chain operating system of both parties to conduct in-depth end-to-end supply chain collaboration. Using digital technology and intelligent algorithms, sales in different scenarios can be predicted , thereby helping brands to better prepare goods from overseas in advance. At the same time, automatic replenishment can be achieved through the docking of the operating system. This innovation of supply chain integration is the first of its kind in the cross-border industry.

In fact, the global beauty market is experiencing recovery and warming up, and the Chinese market, especially e-commerce platforms, remains the engine for accelerating performance.

In the financial reports released recently by Procter & Gamble, Estee Lauder, Coty, LG Household & Health Care and other groups, the growth and importance of the Chinese market were mentioned. L'Oréal Group included the "Tmall Double 11" results in its financial report. In 2021, L'Oréal became the first "10 billion" group in the history of Tmall Double 11.

As a new cross-border e-commerce platform, Tmall Global continues to attract imported brands to explore cross-border market opportunities. In the past year, more than 5,000 new overseas brands entered the Chinese market through Tmall Global, of which more than 2,000 small and medium-sized brands successfully tested the Chinese market and achieved monthly sales of more than 100,000 yuan.

Compared with the traditional import model, the incubation of new brands and new products with the help of cross-border e-commerce can simplify the research and positioning, application and promotion links, shorten the circulation and feedback cycle of goods entering the market, and greatly reduce the cost of trial and error. At the same time, Tmall International’s improvement in import service capabilities in logistics, warehousing, supply chain, etc., has also accelerated the entry of brands into China.

Tmall Global

Beauty

Store opening boom