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R R E E P P O O R R T T

DIGITAL AND OMNICHANNEL STRATEGIES OMNICHANNEL STRATEGIES AND KOL INFLUENCES
the omnichannel approach is crucial for success in china’s In the dynamic landscape of china’s fragrance market, brands
fragrance market. consumers utilize multiple channels to must adopt an omnichannel approach to remain competitive
research and purchase fragrances, from online platforms to and relevant. the omnichannel strategy involves integrating
physical stores. Brands must ensure a seamless and integrated various sales and marketing channels, both online and offline,
shopping experience across all touchpoints. Digital marketing, to provide a seamless and cohesive customer experience. this
including social Tmall Jo Malone Official Online Store media approach is particularly crucial in china, where consumers often
campaigns and collaborations with influencers and KOLs engage with multiple platforms before making a purchase.
(Key Opinion Leaders), plays a vital role in building brand
awareness and driving sales. Platforms like tmall, JD.com,
and Xiaohongshu (ReD) are essential for reaching chinese
consumers.

GREEN AND SUSTAINABLE PRODUCTS
As previously mentioned, there is a growing demand for green
and sustainable products. Brands that prioritize transparency in
their sourcing and production processes, and offer eco- friendly
and natural ingredients, are likely to attract environmentally DIGITAL PRESENCE
conscious consumers. this trend aligns with the global Online platforms such as tmall, JD.com, and Xiaohongshu (ReD)
movement towards sustainability and ethical consumption. are indispensable for reaching chinese consumers. these
e-commerce giants not only facilitate sales but also play a
LEGISLATION AND MARKET ENTRY significant role in brand building and consumer engagement.
hina has significantly reformed its trade policies, reduced tariff Brands leverage these platforms to provide detailed
barriers, and generally conformed to international practices product information, customer reviews, and personalized
since its accession to the World trade Organization (WtO). recommendations, helping consumers make informed decisions.
However, non-tariff barriers still impede the import of consumer
products. All imported personal care and cosmetics products SOCIAL MEDIA AND INFLUENCER MARKETING
must have Registration credence of Imported cosmetics of Social media plays a pivotal role in influencing consumer
Non- special Purpose or the Document for Hygiene Permit for behavior in china. Platforms like Weibo, Douyin (the chinese
Imported cosmetics for Special Purpose from the chinese State version of tiktok), and Wechat are powerful tools for marketing
Food and Drug Administration (SFDA). and consumer engagement. Brands collaborate with KOLs (Key
the new chinese cosmetic regulation, the cosmetic Supervision Opinion Leaders) and influencers to create compelling content
and Administration Regulation (cSAR), entered into force on that resonates with their target audience. In 2022, 67% of
January 1, 2021, with related administrative measures and chinese people surveyed said that KOLs’ opinions swayed them
documentation requirements effective from May 1, 2021. These to buy endorsed products. However, it is essential to ensure the
new rules bring significant changes to the regulation of cosmetic authenticity of these influencers, as 45% of invalid KOL followers
ingredients and products in China. The most significant change were detected across major media in china in 2021.
is that General cosmetics can now be imported into china
without animal testing.

Douyin Yi mengling, Beauty KOL
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