Could social retailing take over from e-commerce in China?

Social commerce is gaining traction in the Asian market, so what can beauty brands do to capitalise on this new form of retailing?

Elena Gatti

Thanks to the rise of China's growing middle class and disposable income, the Asian market has become an affluent trading ground for beauty brands.

Just this month Feelunique developed a retail concept with large e-tailer Secoo, while Unilever agreed to a logistics deal with back in August.

Now, Chinese consumers are adapting a new form of retailing through social media. Here, Elena Gatti, Managing Director of DACH Azoya and China retail expert tells Cosmetics Business how beauty brands can capitalise on this new form of retailing and why it's so successful in the Asian market.

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