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Bellabox expands to China

Australian beauty subscription service and e-commerce platform, Bellabox, has confirmed its expansion into China in partnership with Australia Post’s Tmall store-front platform.

The move is part of the beauty company’s growth strategy to become the dominant beauty e-commerce platform across Asia.

Supporting its push into China, Bellabox will be moving away from its subscription-based model and introducing limited edition themed beauty boxes exclusively for the Chinese market.

According to the company these will feature “the best of Australian beauty and cosmetic brands” to provide discerning and brand aware Chinese shoppers with more choice and variety.

“Chinese consumers are sophisticated shoppers who are selective about the brands they use and buy. We are seeing strong demand for Australian brands as they are perceived to be higher quality and environmentally friendly, for this reason the market represents a huge opportunity for our business,” said Bellabox, CEO and co-founder, Sarah Hamilton.

Hamilton adds that China is a key market in the company’s continued expansion across the region.

“The market potential is huge with analysts predicting the cosmetic market will become a US$113.9 billion industry by 2017, of which 25 per cent coming from online sales fuelled by tech savvy millennial. China has a high adoption rate of smartphones and online shopping, it provides the perfect platform for growth and we look forward to working with Australia Post to build our position in the market. ”

Australia Post’s Tmall service opens the door for local e-commerce players to access China’s traditionally challenging market by crossing language and cultural barriers, and cutting through red tape to sell on a unique marketplace.

With an audience of more than 300 million estimated Chinese consumers who, in 2014, spent more than half a trillion US dollars online, Tmall presents a strong opportunity for Australian e-commerce businesses.

Ben Franzi, GM global e-commerce platforms and digital at Australia Post said, “We’re focused on delivering e-commerce solutions that make it easier for Australian retailers to grow, compete and succeed online.

“Australia Post’s Tmall storefront ( is helping home grown businesses, like bellabox, sell into China – one of the world’s largest consumer markets.”

“Bellabox has a tremendous opportunity to benefit from the trust, broad reach and revenue opportunities that comes with Tmall’s reputation and high visitor traffic. We’re excited to partner with bellabox to launch this exclusive offer that ticks the boxes against China’s growing consumer demand for authentic, quality, Australian-made beauty products,” said Ben.

Bellabox is now one of 36 Australian brands with a virtual storefront on Australia Post’s Tmall store, which this month celebrated its first birthday.

Bellabox is headquartered Melbourne and works with more than 900 beauty brands to create monthly-customised boxes for 40,000 subscribers.

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