Low-profile cosmetics brands can open up the Chinese market across borders

Cosmetics export is no longer an option, but must, especially in many coveted large-scale Chinese markets. After Sade, although exports to China have decreased, cosmetics export has increased significantly. Our reporter interviewed Kim Cheolgi specialist of The Ocean, an oversea marketing expert. Wu, listened to his analysis and prospects for cosmetics market

 The Ocean was established in 2013 as a specialized overseas marketing enterprise and a subsidiary of Junho Korea, a trading company. Just like the name of the Ocean, it helps domestic enterprises to sell overseas and makes good products look like overseas buyers. Encounter, especially dedicated to providing services for small companies, last year opened China's Hong Kong and Chinese supermarkets and other exports reached 10 billion won.

Recently, Chinese buyers were invited to hold a fair and an exportation-related presentation at the Korea International Convention and Exhibition Center (KINTEX). The purpose of it is to guide enterprises through overseas marketing and to publicize the forthcoming cross-border e-commerce exhibition in May. Five major buyers were invited to this event. In fact, the satisfaction of buyers who met Korean enterprises was very high, especially when they prepared a table to display products, saw products on the spot and negotiated, and signed the contract.

Many cosmetics enterprises are unfamiliar with the cross-border e-commerce exhibition.

"The exhibition is hosted by a large Asian exhibition company. The company has also held exhibitions in Berlin, Paris, London and Guangzhou. Recently, the online market has exploded. China has also revised its e-commerce law. The exhibition is specially designed for the e-commerce market. It is expected that China will have 5,000 platforms and more than 6 million retail stores participating in the exhibition, hoping to go online. It is very important for enterprises exporting cosmetics to take the lead in the market.

What are the reasons for the recent attention to the Internet and cross-border issues?

"Up to now, it takes a long time to pay and distribute through overseas direct purchases, and also pays expensive taxes. However, most of the cross-border purchases are made through 37 bonded windows. After signing the contract, the goods can be delivered to the bonded window, which can be delivered to consumers in 2-3 days. E-commerce can play a tentative role in opening up the world market. Because cosmetics are the way consumers buy directly, there is no pressure to apply for a health license, so it is very suitable for new products with low visibility. 

What's the forecast for China's cosmetics market this year?

According to statistics,, the scale of the skin care market is six times larger than that of the cosmetics market. In other words, the potential of the cosmetics market is huge, especially Korean products are more suitable for Asian skin than European products, and the demand for cosmetics products will continue to increase in the future.

What are the national markets attracting attention in the post-China era?

Personally, it is India and Russia. With the development of the e-commerce market, India with a large population will have more favorable online contact than offline direct contact. With the stability of President Putin, Russia will have a better future. Southeast Asia has become a very attractive market. Vietnam, a particularly popular market, is gradually becoming one of the three major trading target countries of Korea. On the contrary, Laos. Cambodia, Myanmar and other countries have great market potential, but their infrastructure is insufficient. 

Are there any difficulties with the development of business?

"Overseas marketing is carried out through government budget in many cases in terms of its characteristics, but it is a pity that overseas marketing budget seldom increases and the efficiency will be hindered because it needs less money to achieve the greatest results."

What are the plans for the future?

Plans to attend Shanghai, Hong Kong and India Expos in May, August and September this year. Our competitiveness in the field of overseas marketing has been recognized because of differentiation. We will also strive to tap good purchasers and quickly respond to new trends in the future. "

What suggestions do you have for cosmetic brands?

"Just like the saying goes, dung beetles say their children are fragrant, hedgehogs say their children are light, many cosmetics representatives worry that their products are good, but they can not sell in the market. How hard they work is different from how competitive they are in the market. Ultimately, cosmetics are chosen by many consumers and need to know the wisdom and vision of the market. Grasp the attitude of the trend, hope that the brand can understand what the market needs through objective analysis, and then respond quickly.