‘BD Beach’ is a brand that successfully established Shinsegae International, a fashion company, in the beauty market. At the same time, Vidivich successfully settled in the Chinese market, earning the nickname ‘Petit Chanel’ with the launch of a hit product aimed at Chinese millennials.
Shinsegae International, which has established itself as a beauty company based on the popularity of Vidi Beach, is expanding its stride in the Chinese market. Following Vidi Beach, Shinsegae International launched its own cosmetic brand ‘Sunjak’ in 2018, receiving a lot of love calls from China. In addition, Swiss Perfection, an overseas luxury skincare brand that Shinsegae International acquired a 100% stake in in July last year, is targeting upper classes in China.
'Serial series', which is rapidly growing in recognition in China
On June 10, Shinsegae International announced that the series will officially enter the Meitusiou app in partnership with Meitu, China's largest beauty app, this month. The decision to enter the store comes after receiving an offer from Meitu earlier this year. Meitu develops and operates 10 beauty apps, including Meitu, a beauty app with the same name, Beauty Plus, and Makeup Plus, which are famous in Korea. It has 2 billion users worldwide, and it is so influential that 90% of Chinese women use Meitu's app.
In addition to Meitu, the series has received love calls from various companies such as TikTok, the most popular social media live broadcasting channel among the MZ generation around the world, and Pinduoduo, a newly emerging joint purchase platform in China.
In particular, Tmall Global, China's largest reverse direct purchase platform, has selected the series as a brand for new development from 2021 to 2022 and promised active support. Last year, Tmall Global's most influential general manager showed great interest in the series and directly purchased the outpost concentrate set through a domestic duty-free shop, which became a hot topic.
A representative of Shinsegae International's series said, "By signing a contract with a global beauty app company representing China, we are able to increase our brand awareness and market share."
In China's upper class consumer market, SWISS PERFECTION, a luxury skincare brand famous for its 'Swiss Lady Cosmetics', launched an attack. It plans to solidify its status as a luxury cosmetics brand by not only entering a luxury online platform, but also a top-notch hotel spa and duty-free shop.
On July 1st, Shinsegae International opened the Swiss Perfection flagship store on ‘Luxury Pavilion’, a platform dedicated to luxury goods in Tmall, China, and fired a signal to advance into the Chinese luxury market. Luxury Pavilion is an online platform dedicated to the best luxury goods in China created by Tmall for its VIP customers in 2017, and only luxury brands directly selected by Tmall can enter.
Shinsegae International has partnered with Baozun, the No. 1 retailer in Tmall, to act as a local distribution agent for the Swiss Perfection Brand Pavilion. In the future, Shinsegae International will be in charge of all marketing activities, promotions, product sales, and customer management of the Tmall Swiss Perfection Brand Pavilion, while Baojun will support the platform network, logistics, and IT support necessary for local distribution.
Swiss Perfection aggressively enters five-star hotels and duty free shops in major cities in China at the same time as the opening of the Tmall brand hall. At the end of this month, it will enter the Spa at the Four Seasons Hotel in Shenzhen, and in the second half of the year, it will open in four spas at the Four Seasons Hotels in Beijing and Shanghai and the Bulgari Hotel Spa, expanding contact points with top VIP customers in China. An official from Shinsegae International said, “The Chinese government is pushing for a store in Hainan Duty Free, which has been intensively fostered through its duty-free shopping support policy, and we expect to be able to open a store in September as soon as possible.”
