Key lessons from Chinese brands who survived the impact of coronavirus

As life in China makes a return to normality, beauty brands are reflecting on the successes of the past few months – and surveying the damage. But what can outsiders learn from the country's highs and lows?

Elena Gatti

The impact of the coronavirus (Covid-19) has left cosmetics companies in a state of limbo as many have been forced to temporarily close their stores and capitalise on online sales.

Now eyes are turning to China, the epicentre of the virus outbreak, for a glimpse into what the future could hold for beauty brands operating in the West.

Here, Elena Gatti, Managing Director of Azoya EU, a China cross-border e-commerce specialist, talks to Cosmetics Business about the post-Covid landscape in China and what the key takeaways are for beauty brands still at the mercy of the virus elsewhere...


What was it like for Chinese beauty retailers and beauty brands during the height of the Covid-19 outbreak in China?

The demand for cosmetics declined sharply because no one was going outside, so there was no need to put on makeup. Demand for skin care remained more stable as women still use skin care products at home.

In China, the majority of sales come from skin care products, not cosmetics.

Both online and offline merchants adjusted strategies to allocate more resources to online marketing and livestreaming e-commerce.

The crisis has, however, forced retail players of all sizes to double down on their online marketing efforts.

What is the marketplace like now that Covid-19 cases are slowing?

According to the latest data from Tmall, since March, purchasing power has bounced back.

In particular, Women's Day 3.8 festival (March 5-8) was the major turning point.

In February, imported goods purchased by consumers on Tmall Global increased by over 52% year-on-year. During . . .

This is a small extract of the full article which is available ONLY to premium content subscribers. Subscribers sign-in (top right) to read the article.

Or

Subscribe now to premium content on Cosmetics Business

Companies