China Market Entry - Beauty

Building a sales chain and brand awareness in the beauty industry

Like females worldwide, Chinese women want to relax, pamper themselves and look good at all times. But unlike in the West, the idea of incorporating spa and beauty salon visits into everyday life is relatively new for this enormous target audience.

So when a renowned European spa and beauty salon supply company wanted to establish a distribution network in China, they turned to Streamline Markets for help. Streamline approached the problem creatively, with stellar results.

 

Quarterly meetings and exhibitions

Streamline Markets tackled this assignment by first building its clients visibility. It launched a series of meetings and exhibitions in Shanghai and Beijing, two of China’s largest cities.

Streamline designed these events and promotions to:

• Engage customers by allowing them to participate in product training as well as watching lively and sophisticated presentations.
• Stir the interest of independent distributors of spa and beauty salon supplies invited from all over China.
• Sell the client’s beauty supplies directly to customers.
• Improve brand equity by placing their name on impressive industry events attendees enjoy and value.
• Associate the brand with attendee networking opportunities and exchange of the latest industry news.

 

Monitoring everything—from merchandising to advertising

Streamline Markets’s full-time marketing team travels around the country to monitor the merchandising, distribution and promotions of its clients’ products. They take note of pricing, discounts and local advertising in local Chinese markets. The client gets regular reports on how Streamline markets their products in different cities and regions—all valuable feedback for future sales and distribution efforts.

National brand awareness is crucial in the beauty products industry. Streamline Markets also manages national advertising and PR campaigns for the client. Streamline has given them a major presence in a country where, a short time ago, they were virtually unknown.