It is not easy for overseas beauty brands to do e-commerce in China, and Kerun and Fulifang’s parent company have invested more.

Reporter | Zhou fangying

Edit | Louchanqin

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10moon28On, Liren Lizhuang and Kao (China) Cosmetics Division was held in Shanghai.2021Cooperation signing ceremony. Liren Lizhuang will be Sophia under Kao (China).SOFINAThe brand’s Tmall flagship store, Tik Tok and Xiaohongshu provide e-commerce operation services.

1887Kao Group, founded in Tokyo, Japan in, owns.“Health and life care"、“Health and beauty care"、“Life nursing"、“cosmetics"、“Industrial chemicals"And other business segments. KaneboKanebo, SophiaSOFINA, Fu Lifang silkFreeplus, KerunCurelOther brands are affiliated to Kao’s cosmetics business.

It is worth noting that Fu Lifang silk.FreeplusThe e-commerce operation service provider behind it is also a beauty makeup. According to the news released by Liren Lizhuang WeChat WeChat official account,2021In the Tmall Double Eleven event in 2008, the official flagship store of Fulifang Silk Tmall operated by it was on the first day of pre-sale.14Within minutes, the whole store sold more than 100 million yuan, among which the star single product amino acid was cleansing.fourSell more than in an hour320Ten thousand, the growth rate is over.100%. At the same time, Fu Lifang silk has been continuousfiveIn 2008, I won the Tmall Double.11Top of the cleansing category.

With the successful cooperation of sister brand Fulifang Si, it is not surprising that Kao once again chooses to cooperate with Liren Lizhuang to run the e-commerce business of another cosmetic brand.

In fact, it is an inevitable choice for Kao to further develop cosmetics business in China.

According to Kao’s release2021Semi-annual financial report, as of2021yearsixmoonthirtyIn the six months of June, Kao Group’s sales increased year on year.1.2%till/extremely6751.8100 million yen, the net profit of returning to the mother increased year on year.3.8%till/extremely525.4One hundred million yen. However, considering the low base due to the impact of the epidemic last year, the revenue performance of Kao Group has not fully recovered to the pre-epidemic level.

During the reporting period, the sales of cosmetics sector increased year on year.0.9%till/extremely1106One hundred million yen. Kao Group pointed out in the report that the recovery of Japanese domestic market affected by COVID-19 epidemic is still slow. The main driving force for the performance in the Asian market is the China market, especially the e-commerce revenue of the two brands, Fulifang Silk and Kerun, continues to grow rapidly.

Compared with Fridays and Kerun, two brands that focus on facial care and have their own strengths, Sophia’s categories are broader. Sophia not only has skin care products, but also is famous for sunscreen, pre-makeup milk and other makeup products.

However, for Japanese makeup brands that focus on make-up, the business in China market is not as good as in previous years. Perfect Diary, Hua Xizi and other domestic brands have proved that China local cosmetics brands have become strong competitors.

But this does not mean that overseas brands have no chance. Interface fashion has been reported from this year’s double11Judging from the pre-sale list, the stamina of domestic makeup brands that have increased rapidly before is obviously insufficient. Estee Lauder,CPBThe key to skin,YSLInternational head brands such as Saint Laurent firmly occupied this year’s double.11The market of the top ten list.

Kao’s cooperation with Liren Beauty Makeup may also be the further expansion of the latter in the field of high-end beauty.2021yeareightIn June, Liren Lizhuang reached a strategic cooperation with international beauty group Coty, which will be owned by Coty.Burberry、Marc Jacobs、PhilosophyAnd other luxury beauty brands provide operational services.

Liren Lizhuang’s experience in operating cosmetics e-commerce in China market may further open the market for Sophia. Since the beginning of this year, Kao itself has made frequent moves in integrating and developing cosmetics business.

2021At the beginning of the year, Kao announced that it would merge its Kanebo (Kanebo Beauty Counseling Co., Ltd.) and sophia (Sofina Beauty Counseling Co.,Ltd.)Two companies set up Kao.Beauty Brands Counseling Co.,Ltd.）。 Kao plans to consolidate the image and value of its cosmetics brand and expand the loyalty and diversification of its customer base.

existfiveAt the first China International Consumer Goods Expo held in May, Kao Group introduced its high-end brand Mercerization to China consumers for the first time.(SENSAI)Harmony color(est), and these two brands have been officially put on sale in Hailv Duty Free Shop.

According to Zhongxin. com, Tanaka Runyi, the head of cosmetics headquarters of Kao Group in Japan, said during the exhibition that Kao Group plans to start with duty-free in Hainan Island, an important stronghold, and then expand its brand awareness through the layout of e-commerce and key cities.