MILAN, Sept 16 (Class Editori) - It is named after the criminal couple (Bonnie Parker and Clyde Barrow) who, in the great depression period of the last century, started to commit a series of incredible criminal acts in the USA, becoming iconic thanks to movie versions dedicated to them. But today Bonnie & Clyde (B&C) in China wants to represent new beauty stores able to conquer the market.
The idea is offering niche brands to Chinese travelers who are forced to stay home due to the pandemic: brands which are difficult to find, of European origin. At the basis of the format, there are premium services in stores and omnichannel purchases which are delivered within 4 hours: the platform, which defines itself a «gifting luxury company» sends products to try at home, by leaning on the motto «try online, buy offline».
Behind the brand developed in the last months which has landed in luxury shopping malls in Shanghai, with two stores at the Hkri Taikoo Hui and the Jing'an Kerry Center, there is Ushopal: it is a brand accelerator, which has led some brands such as Aveeno and Caudalie (considered everyday labels in Europe) to win the status of megabrand in China, even though they were previously unknown in the country. The company is specialized in the opening of pop-up shops and in the simultaneous promotion on websites, from Tmall to JD. It is currently focusing on «new consumers», who used to live abroad before the pandemic and purchase alternative brands during their journeys.
This offer, made up of independent brands, is addressed to them: compared to the luxury lines of cosmetic conglomerates which operate in China, they are considered more attractive by residents as well, thanks to tests and the promotion by local influencers and opinion leaders.
“The brands selection is one of the most crucial aspects in order to provide the best possible experience to consumers”, William Lau, CEO of Bonnie & Clyde, has explained in an interview with Jing Daily. “In order to be included in our platform, a brand must have shown a multi-year history based on high-quality products and be leader in its own category.Moreover, it should receive positive reviews both by influencers and consumers”.
B&C boasts among its exclusive brands: Chantecaille, the Spanish Natura Bissé, Suqqu, the Londoner 111Skin, Roos&Roos Paris, Alliance Naturale, Algologie, as well as fragrances labels and products by Juliette Has A Gun, whose founder is Nina Ricci’s great nephew.
Portfolio brands are managed with an omnichannel strategy, which ensures that during online events such as the Single’s Day Shopping Festival (Single’s celebration) on Tmall, promotions and free tests are offered also to the clients in stores. This hybrid model provides a complete consumption experience.
The idea, as the only offline brands’ reseller, is to offer a key penetration in Greater China: in fact, according to the Morgan Stanley merchant bank, the market share of the local beauty sector should grow by 66% in the former Celestial Empire during the following five years, which is equal to an increase in sales by about $38 billion, almost half of the whole global growth in the sector.
Meanwhile, since the pandemic outbreak, the weaknesses of great players have increased: they often concerncommercial regulations, which can be overcome only online, or purchases that are decreasing on platforms. The group has found a solution by reducing the itinerary between brands and consumers, and allowing to try all the products in store and buy them online; then, they will be sent within four hours where the group has already opened the first physical stores in Shanghai, often arriving before the client has come back home.
Another factor for the niche brands launch is the belief that global megabrands are showing signs of weaknesses toward a culture shaped by sectionalism and natural ingredients.
(Source:Class Editori)
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