In China, 68 percent of consumers rely on ecommerce to purchase prestige personal care products, according to a new report by Bomoda.
Bomoda’s “China Prestige Beauty Blueprint” also found that approximately 80 percent of consumers have purchased beauty products abroad, but about 70 percent of those surveyed said they use local ecommerce sites. This shows that there is ample opportunity for luxury beauty and fragrance marketers with a presence in China to make an impact.
“Seventy-eight percent of Chinese consumers have made a prestige cosmetic purchase abroad,” said Brian Buchwald, CEO of Bomoda, New York. “This means that Chinese consumers are truly global shoppers and are increasingly aware of price and product variety differences. It is undeniably an important part of the market.
“Brands must be present on key platforms. In our research, we asked over 2,000 consumers to identify the five platforms they use most in researching cosmetics/beauty products,” he said. “Out of the 6,000+ responses, we found that 80 percent of consumers used the same 50 platforms. This means that brands must be active and visible on those platforms.
“Media spend matters – to a degree. Our models revealed that media spend has an important but not dominant impact on brand awareness, about 27 percent.
“In the absence of media spend, a brand’s visibility and distribution on review sites, store listing sites, and ecommerce platforms in China, as well as the volume of discussion on key ecommerce and mass-market forums can significantly and positively impact brand awareness.”
Read more at Luxury Daily.