Thai cosmetics become popular in China

Thai cosmetics become popular in China

The times have opened up a rift, allowing Thai cosmetics, which once survived in the cracks, to become popular in China as a "rising star".

In recent years, with the rise of a number of cross-border e-commerce platforms such as Yangquan, Meimei, and Xiaohongshu, the era of domination by European and American brands fell, and Japanese and Korean brands rose to prominence in mainland China, and a period of hundreds of small and medium-sized cosmetic brands competed for supremacy. Until today, the situation of multiple masters still exists, but with the change of consumer trends, the import industry will also enter a new round of reshuffle. Thai makeup in this round of reshuffle emerged.

The previously unknown Thai cosmetic brand RAY, in the stars, Netflix, micro-businesses, the common grass, almost "overnight" on the dressing table of countless Chinese consumers.

Mistine, Thailand's No. 1 cosmetic brand, has been in China for two years, and its performance has already exceeded 1 billion - during last year's "618 promotion", it set a record of 20 million sales and broke into the top 10 of Tmall's international beauty category. During the Double Eleven period, its overseas flagship store sales increased by 200% year-on-year; a month later, it took the opportunity of its 30th anniversary to open its first single-brand store in Shanghai.

However, accidents are also a product of the times.

The tremendous shock caused by the Sade incident around 2017 still rests in the memory of contemporary people, and Lotte Group was thrust into the limelight as one of the spearheads of the incident.

The public besieged Lotte supermarkets, several brands announced their removal from Lotte Mart, and over 90% of Lotte's malls in China were suspended for renovation ...... A series of events continued to ferment, eventually escalating into a nationwide boycott of Korean products in China. Ctrip, Tuniu, Tongcheng and other websites have taken down all Korean tour products; airlines have also joined the "anti-Korea" team, and many routes to Korea have been grounded, resulting in a sharp drop in the number of domestic consumers traveling to Korea.

In this period, the quality of more competitive Japanese cosmetics, affected by the "consumer choice trend change", has not yet completely from the performance of the mire out.

All kinds of coincidental opportunities to give Thai makeup "opportunity", and the achievement of the best dividend period of Thai makeup into China.

Chinese tourists do not go to South Korea, Thailand has become China's largest outbound tourism destination country. 2018, the number of Chinese tourists to Thailand exceeded the 10 million mark for the first time, the same year, Thailand's tourism revenue of more than 57 billion U.S. dollars, ranked fourth in the world's largest tourism revenue countries, the first in Asia.

The WeChat circle of friends is a "national live broadcast" for this powerful, large-scale cross-border travel. On the one hand, more Chinese consumers were exposed to the customs and religious culture of this Buddhist country; on the other hand, Thai cosmetic brands were given the opportunity to enter the vision of the majority of Chinese consumers. It can be said that the Thai tourism fever that has swept through China has given Thai cosmetics the prerequisites to be blown up.

Today's big hit RAY mask, early in the tour bus in Thailand, through the guide to sell by some Chinese tourists and shopping agents familiar with, and brought into China. A host of big local Thai brands such as Mistin, Beauty Beefy and SNAIL WHITE also entered the Chinese market under this background.

At the beginning of 2018, Fan Bingbing became the 2018 global spokesperson of King Power Duty Free and casually picked up a box of RAY masks at the counter and took a promotional photo while attending an event - after Fan Bingbing had long been the number one spokesperson in the micro business. The rumor of "using more than 700 masks a year" has been packaged by micro-businesses as a "maxim" to inspire thousands of women to become beautiful; a number of products with "Fan Bingbing's same model" have been sold to the point of She has also become a recognized queen of the industry. This publicity photo, by the rise of a large number of Thai makeup agency, micro-businesses to promote the use of the first high moment of RAY.

RAY's second big hit in China was on Little Red Book. Shortly after returning from Thailand, Fan Bingbing opened a Little Red Book account and published a post of "China, Japan, Korea, Thailand mask contest", which was highly praised and commented on, making RAY one of the most popular mask brands in the Chinese market. This was the heyday of Fan Bingbing's personal business value, and also the period of traffic spurt when Xiaohongshu started the star-studded model. The two forces joined hands to trigger a huge wave of wind, so RAY was like a "pig" standing under the wind of the times, and was quickly "swept up to the sky".

Ltd. (hereinafter referred to as "Chuanxi") professional manager Chang Kai, Hangzhou One Plus One Brand Management Co. (hereinafter referred to as "One Plus One") and Zhang Xiaoyan, general manager of Hangzhou One Plus One Brand Management Co.

It must be said that Fan Bingbing has played a vital role in the popularity of RAY. But a Fan Bingbing is only the tip of the iceberg in the business world. Behind the scenes, it means the coming of an era and a change of business model - the cross-border e-commerce platform as a whole has entered a period of blowout, and the PUGC (Professional User Generated Content) model, which is dominated by celebrities, netizens and stars, has become a hot way to attract traffic nowadays.

Mistress also timely "rode" on this wind. The brand, which has been familiar to Chinese consumers since its early days through overseas travel and overseas purchase, entered China officially in 2016 and firmly grasped the dividend period of cross-border e-commerce, and was stationed in Tmall, Vipshop, Jingdong, Xiaohongshu, Netease Kaola and other mainstream e-commerce platforms one after another. After that, Mistress invited popular Thai actor Mike to be the brand spokesman in China, and cooperated with Chinese celebrities such as Qi Wei and You Changjing, using the marketing strategy of "using celebrity marketing to promote brand building and content marketing to cover brand volume" to gain a firm foothold in China step by step.

Whether RAY such accidental popularity of small Thai makeup, or Misty represented by the Thai makeup "regular army", are pushed to the "front" of the times. The difference is that RAY's popularity is a bit of luck, while Misty is a bit of rational business judgment and choice.