LVMH accelerates incubation of new brands in China, Sephora settles in Tmall

On May 20, Sephora, a high-end beauty retailer under the LVMH Group, officially entered Tmall International, and the "Sephora Overseas Flagship Store" was launched. At the same time, Sephora and Tmall International jointly unveiled China's first cross-border e-commerce offline brand experience store.

This experience store is located at the Sephora flagship store on Nanjing West Road, Shanghai. The approximately 80-square-meter space includes cross-border brand display areas, cloud shelves, and virtual makeup areas. After the live experience, consumers took out the QR code on the mobile phone Taobao scan code "Cloud Shelf" to enter Tmall International's "Sephora Overseas Flagship Store" to purchase cross-border products.

Many beauty brands that have not yet entered China and the latest overseas beauty products are first displayed in Sephora's overseas flagship stores and displayed simultaneously online and offline. According to reports, the store currently covers more than 600 products from 25 brands of skin care, fragrance, hair care and other beauty products. Among them, 9 overseas popular word-of-mouth brands such as SundayRiley and NatashaDenona are exclusively launched at Tmall International.

"Cooperate with Tmall International to introduce a number of beauty brands that have not yet entered the Chinese market. Through offline display and online purchases, the two-way linkage will continue to meet the needs of Chinese consumers to try new and upgrade beauty products." Sephora Asia District President Hu Weicheng said.

Liu Peng, President of Tmall Import and Export Business Group, said that by leveraging Alibaba Group ’s technology accumulation and capabilities in the new retail field, it will combine Sephora ’s global brand resources to provide consumers with a globally synchronized and rich beauty product and experience without buying abroad global.

In fact, Sephora's entry into Tmall International is another important measure for the LVMH Group to incubate new brands and increase the Chinese market through cross-border e-commerce. In September last year, Fenty Beauty, a Rihanna beauty brand under the LVMH Group, officially entered the Asian market by entering Tmall International. Tmall International ’s overseas flagship store has attracted over 50,000 fans in half a day.

Not only LVMH, but also large global beauty groups have accelerated their cooperation with Tmall International to accelerate the introduction and incubation of new overseas brands through the cross-border import model.