MILAN, Apr 4 (Class Editori) - China will have a leading role in the world of cosmetics in the near future, as emerged at the third edition of the Beauty summit organized by Pambianco Strategie d'Impresa, in partnership with Condé Nast Italia.
This trend was confirmed by the partnership signed in recent days by Shiseido with Alibaba. and the one that will be implemented shortly also by BioNike.
Carolina Solari, Beautiful & Personal Care Business Development Manager at Alibaba, building on Kiko's recent experience, explained what it can mean for a company to join Tmall: "In the first two hours of the launch event, twenty thousand people visited the brand's e-commerce site. Since June 2018 Kiko has become a success story with its over 25 million visitors. Marvis, which today is the best known international toothpaste by Chinese people, has experienced the same success, to such an extent that even its parent company Proraso chose Alibaba for its entrance in the Chinese market."
But while on the one hand China is a big market, the internet is undoubtedly the huge and essential showcase for businesses. According to Fulvia Aurino, Marketing and Omnichannel Officer of The Estée Lauder Italia, "The advent of e-commerce has changed the buying habits of consumers, but it has not replaced those of physical stores. Also, the spreading of social networks changed the world of communication."
"This path is leading to a transformation of the prestige range, especially as regards make-up, taking into account that this segment needs a more sophisticate system to tell experiences." Aurino also added that "it is fundamental to keep in mind that the key to success is the omnichannel integration of sales, including travel retail between the determining factors in sales."
But that's not all. Even in the cosmetics field, finance is increasingly present. As managing partner of Made in Italy fund Walter Ricciotti said: "so far, fourteen out of twenty companies of the sector have received major investments. These companies, excluding two high-impact operations and three start-ups, have a turnover of 43 million euros on average and an ebitda of 6 million. As regards the fund, we will have to complete two further acquisitions by summer," added Ricciotti.
(Source:Class Editori)
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