发布时间：2022-04-24 14:17:32
“免税零售虫草强肾王拿货 专家”, 聚焦中国免税业
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编者语
社交媒体的影响力正在成为化妆品市场的重要驱动力。例如，在上一季度，雅诗兰黛在中国市场的销售增长了超过20%，在此次增长中，社交媒体发挥着不可或缺的重要作用。
中国市场对雅诗兰黛来说至关重要。中国目前是增长最快的市场，几乎40%的销售来自中国18-30岁的消费者。中国化妆品市场（makeup market）预计未来几年大幅增长，目前雅诗兰黛在中国占有14%的市场份额，欧莱雅有超过20%的份额，随着彩妆市场的爆发，如果雅诗兰黛彩妆持续成长，加上旅游零售市场的销售贡献，未来雅诗兰黛或许有机会在中国超越欧莱雅。
在免税市场，雅诗兰黛集团改变了以往按品牌垂直管理的模式，设立了中国总经理岗位，指导集团全部品牌在中国免税渠道的发展战略，统一协调中国区免税业务的发展。在新媒体方面，免税渠道设立专门部门与零售商紧密合作，2016年以来，免税业务成长令人瞩目。
When Estee Lauder acquired Becca Cosmetics and Too-Faced last year, it was said that the primary objective of the company was to capture the millennial beauty users of its largest market, North America. However, it seems that brands such as these could also help to improve the company’s sales growth in other important markets in the 鹿鞭虫草强肾王丸future.
These brands are known for their cosmetics that suit diverse skin tones, they boast a multi-channel presence, and lastly, they are hits with social media beauty influencers who have millions of followers to their credit. Social media influencers are becoming among the most important drivers for beauty sales in important markets. For example, in its last quarter (Q3 FY 2017), Estee Lauder witnessed a more than 20% y-o-y increase in sales in China, and the influence of social media celebrities was among the reasons for this significant growth.
Why Is China An Important Market For Estee Lauder?
China happens to be the fastest growing market for the company at present, with almost 40% of the sales coming in this region from buyers aged 18 to 30. The country is known for its strong demand for luxury items, and luxury beauty products are no exception. China’s makeup market is expected to see massive growth over the next few years, and Estee Lauder currently has a 14% market share in China while L’Oreal has a share of more than 20%. If its sales growth continues in China through the surge in makeup sales and via Chinese tourists in travel retail, then Estee Lauder could have an opportunity to surpass L’Oreal in the country.
How Are Social Media Influencers 香港虫草强肾王 Helping Grow Estee Lauder’s Sales?
According to a statement given to Bloomberg by Fabrice Weber, Estee Lauder’s President in Asia Pacific, in the past, cosmetics such as foundation, mascara, and eye shadows weren’t popular with many Chinese consumers. However, due to the influence of popular social media bloggers on Chinese sites such as Weibo, Youku, iQiyi, and Tudou, Chinese millennials are starting to more widely embrace these items. This is positively impacting Estee Lauder’s sales in the region. Accordingly, the trend of buying companies that are popular with social media influencers could be an effective way for beauty leaders to increase their presence in high-growth markets.
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