Bryce Whitwam
May 5, 2022

What Chinese beauty brands need when going global: smart data tools and desirability

SHANGHAI ZHAN PODCAST: Lisa Shiqi Yu, CEO of brand incubator, Genlab and Elijah Whaley, VP of Marketing at Gainfluence, see Chinese beauty brands needing to combine sophisticated data tools with brand purpose if they want to expand outside of China.

What Chinese beauty brands need when going global: smart data tools and desirability

“Foreign brands can learn from China’s quick-starting ‘Year Zero to Year One’ beauty brand launch model, says Lisa Shiqi Yu, Genlab CEO and former digital transformation head of L’Oreal China, “but when it comes to long-term brand building, the local beauty brands can learn a lot from foreign brands.”

Finding brand desirability, according to Yu and Whaley, comes from combining superior product quality with defining your brand purpose, delivered through extraordinary customer experiences.

Local Chinese beauty megabrand, Perfect Diary, was initially a social media innovator with a strong portfolio of products that could potentially propel it to a global audience.

But it still lacks a “look” that would differentiate itself from the others. “C-Beauty and Perfect Diary lack a defined, distinctive look that would drive awareness and consideration that you see with Korean brand, 3CE, or Los Angeles-based, Urban Decay,” says Yu.

Whaley looks to Chinese fast fashion sensation, Shein’s jump into the beauty business as a potential game-changer. “Shein will use the same predictive tools that it uses to develop fast fashion to deliver beauty products.”

Whaley also predicts another dynamic shift in e-commerce shopping in China due to the recent Covid lockdowns.  “We will see a massive push in live e-commerce, with Bytedance’s Douyin (Tik Tok) becoming the big e-commerce category disrupter,” says Whaley. 

L to R: Lisa Shiqi Yu, CEO of brand incubator, Genlab; Elijah Whaley, VP of marketing at Gainfluence


“Brands have become addicted to live e-commerce because of its direct performance marketing impact.  They are beginning to see a disconnect to sales from indirect social media posts from influencers on platforms such as Weibo,” says Whaley.

Lisa Shiqi Yu and Elijah Whaley’s interview is available on podcast, Shanghai Zhan, now on Apple PodcastsSpotifyGoogleStitcherAmazon Music, Xiao Yu Zho and via RSS

Source:
Campaign Asia

Related Articles

Just Published

2 hours ago

Mondelez reveals strategy behind 'Oreo Milky Way ...

Campaign Indonesia speaks with Mondelez International executives about the Oreo Space Dunk campaign, which launched Oreo biscuits into space.

4 hours ago

Women to Watch 2024: Ruchika Varma, Future Generali ...

Defying the confines of Asian conservatism, Varma successfully balances both profit and purpose by empowering minorities through innovative insurance campaigns.

4 hours ago

Old souls, smart tech—the consumer paradox brands ...

As technology races ahead, a new kind of consumer is emerging—one who wants smart solutions powered by AI, but also the grounding comfort of rituals, nostalgia and analogue charm, observes FCB Interface's Noor Samra.

5 hours ago

Global ad spend surpasses $1 trillion, APAC to play ...

The performance of the region will be driven by China and India, even as Southeast Asia lags behind, according to a new report by Emarketer.