This article was commissionned and published by Premium Beauty News
|Julie Bonnet - Nuxe Chief Digital Officer|
Currently operating in 83 countries, Nuxe has been taking for granted the need to reach the Chinese market. This was done in May 2017. Julie Bonnet, Chief Digital Officer at Nuxe, explained at a China Connect Morning how the French company used e-commerce – mainly the Tmall Global platform of the group Alibaba – to promote the brand and test the Chinese market.
Allowing foreign brands to sell products in China without bearing the burden of costs and administrative duties of a physical location, cross border BtoC e-commerce has experienced significant growth over the past few years in China, which should count 74 million of cross border shoppers in 2018, according to iiMediaresearch. Supported by Chinese authorities which see e-commerce as a tool to foster national consumption at the expense of purchases made by Chinese tourists abroad, the procedure is yet highly regulated.
For instance, Alibaba requires brands to resort to a TP or “Tmall Partner” based in China to make the link with the platform. Nuxe has thus partnered with NextBeauty, a company founded by Grégoire Grandchamp comprising a team of Chinese experts formerly employed by L’Oréal China and Alibaba. “Don’t go thinking that platforms will do the job for brands”, he asserts. “Our role is to understand how to collaborate with brands and to develop a sales and marketing strategy to make them succeed on Tmall”. To attract the largest possible number of Chinese internet users, the TP encourages brands to make good use of the Tmall agenda which revolves around 6 major promotional events, notably Singles’ Day on November 11th or “11/11”, an online 24-hour shopping day launched in 2009 by Alibaba.
Upstream preparation of 11/11