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Adore Beauty expands to China

Australian online retailer, Adore Beauty, is venturing into the lucrative Chinese market, opening a store on Alibaba’s Tmall Global marketplace today.

The Tmall store will launch with six natural or high-performance Australian brands that are not currently available in China.

“I think the brands we are going in with are really going to fit with what the Chinese consumer is looking for,” CEO Kate Morris told Internet Retailing.

“As the Australian beauty authority we have built up some really good relationships over the years with locally-made brands. It just all kind of made sense.”

The health and beauty category has been a major beneficiary of the growing Chinese middle class and its demand for products which aren’t available domestically.

“You’ve got to go with what each market wants and what your strengths are going to be in each particular market. A lot of the international brands that we work with here in Australia already available to Chinese consumers. It doesn’t make sense for us to be looking at those,” Morris said.

Adore Beauty will introduce products from Evo, Lanopolis, Asap, Alpha-H, Skinstitut and Eleven, capitalising on Australia’s reputation within China for producing “clean, green” products. Selling via Tmall also allows brands to avoid animal testing, a rule which has kept many beauty brands out of China in the past.

“They [the brands] all have an ethical standpoint that has prevented them launching in China previously because of the requirements around animal testing,” Morris said. “It meant that pretty much all these brands were not going to make themselves available for Chinese consumers because of that.

“But the good thing about the new cross border e-commerce is that it means we can introduce them to Chinese consumers for the first time.”

Now in its 16th year, Adore Beauty, increased revenue by 70 per cent in the last 12 months and lifted its product range from 6000 to 10,000. Further international expansion could also be on the cards later this year. 

“I think there is certainly more scope to look at other markets in the Asia-Pac region. We’ve got some plans for New Zealand later this year, but that will be much more similar to our Australian offering.”

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