Oct 19, 2021 03:54 PM (GMT+8) · EqualOcean
In the context of the general rise in global raw materials, overseas beauty brands not only did not raise prices for tmall double 11, but also released "floor prices" that were more cost-effective than those of origin and duty-free stores. Among them, Shiseido, a Japanese Beauty Group, has close sales in the Chinese market to Japan. According to its financial report, in the first three months of 2021, Shiseido's sales in China approached us $600 million, an increase of 47% over the same period last year. At the same time, its local market sales were US $687 million, down 12% from the same period last year. With the booming Chinese market, overseas beauty brands also regard double 11 as an important battle that can not fail. According to tmall, in order to prepare for the double 11, Japanese skin care brands launched a large purchase and gift activity of "cheaper than local Japan". At the same time, the 11 and 50% discount of this tmall double has become the "basic operation" of the brand side. Among them, Korean brands have the largest purchase and gift strength, with a minimum discount of less than 30%, which is more cost-effective than duty-free stores. In addition, Hermes, Chanel, Dior, Gucci and other top European and American brands of high setting beauty make-up are not as generous as Japanese and Korean brands, but their "sense of enjoyment" is sincere. For example, Hermes, who participated in tmall's double 11 for the first time, did not distribute goods, did not queue up, and sent small samples for pre-sale. In addition, some popular items in Europe and America did not live up to expectations, and took out the annual lowest price cheaper than the origin to participate in double 11. This year, tmall's double 11 pre-sale is 4 hours ahead of schedule, and the deposit will be added at 8 p.m. on October 20.
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