mardi 3 mai 2016

Australian cosmetics brand "Adore Beauty" plans to enter into the Chinese market

It's been 16 years since Kate Morris founded Adore beauty of his garage, but is far from being extinguished, the successful entrepreneur is using the milestone that take online retailer of cosmetics to China to open a crack in a beauty market worth billions of dollars.
The expansion, which officially wheel today, is being led through electronic commerce Tmall, one of the brands owned by Chinese giant Alibaba platform.
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Morris will not be used any hard and fast target has been set for Chinese expansion, instead saying SmartCompany is going to take a conservative approach and responding to customer demand rather than telling people what they want to buy.
Because of this, Adore Beauty initially offer about six brands of Australia to Chinese consumers through Tmall order to "dip your toe in the market."
Brands include Lanolips, Evo, as soon as possible, Alpha-H, ONCE and Skinstitut.

"We will consider China first, which is a big enough piece to bite," says Morris.

"But I certainly think that if we consider China, there is much more potential in the APAC [Asia Pacific] region and that is definitely where we will focus our attention. As some success in China, and then we will expand our spectrum ".

The initial product range will focus on high quality, ethical hair care and skin care products in order to seize the Chinese market appetite for all things in Australia.
"It's a small selection of each of the brands and let's just try it and see what works," says Morris.
"A market [as Tmall] is the most obvious choice so far in China. If you make your own website there is definitely pushing a rock up a hill. We wanted to be where they were shopping shoppers Beauty" .
For Morris, the Chinese expansion feels like coming "again to the starting point" given the beauty Adore began exporting beauty products in much of Australia before focusing heavily on the local market.

"China is the largest market of beauty in the world," says Morris.
"But we also recognize that it is not without its complications."

Adore Beauty is on track to deliver about $ 15-16 million at the end of this year.

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