Watch: Takeaways from Hot Pot at Cosmetic Business Live 2022
Hot Pot China’s Jonathan Travers-Smith and Yihu He recently had the pleasure of speaking about Chinese Digital Marketing trends at Cosmetic Business Live, a learning event for the beauty, personal and skincare industry. Check out the video below.
Jonathan Travers-Smith and Yihu He from Hot Pot China presenting at this year’s Cosmetic Business Live
Jonathan and Yihu gave a whistle-stop tour of a number of intriguing digital marketing case studies and trends emerging from the Chinese beauty and cosmetics sector at the moment. You can check out the full video above, but a snapshot of the key takeaways are below:
Why product-market fit is fundamental to successful entry into China, as demonstrated by Sesderma's entry.
The rights and wrongs of brand ambassador and influencer selection, and why a few large-follower-count brand ambassadors should be supported by key grassroots influencers, or Key Opinion Consumers.
How brands looking to grow fast in China can use behaviour in WeChat groups as a means of deep engagement and product testing, as shown expertly by the Perfect Diary case study
Speaking on the nuances of Chinese digital marketing, and in particular word of mouth, within beauty and skincare, Yihu He, account manager at Hot Pot, said:
‘We all understand the significance of word of mouth, however it plays a little bit differently in the Chinese market, typified within the Chinese app called Xiaohongshu, or RED, an e-commerce sharing platform and young Chinese millennial’s holy grail. To Guerlain’s benefit, understanding was transformed recently in the Chinese market of overnight recovery within skincare, and this was a concept brought to prominence simply through [Guerlain instigating] people talking about it on RED’
For more information and to learn how you can supercharge your beauty brand’s growth in China, get in touch with our team at nihao@hotpotchina.com.
