On May 23, a reporter from Beijing Business Daily discovered that Sephora introduced that Rihanna’s cosmetics model Fenty Beauty has accomplished the institution of a whole channel within the Chinese market, protecting 320 shops throughout the nation. At the identical time, Rihanna herself additionally inspired and constructed momentum with Douyin’s stay stream. On the evening of May 21, Rihanna launched her “sport stay broadcast” on Douyin, and appeared in sequence on Qier Leo’s Douyin stay broadcast room, Late Night Teacher Xu’s Douyin stay broadcast room, and Fenty Beauty’s stay broadcast room Douyin.
Feigua’s knowledge exhibits that the very best variety of viewers of a single stay broadcast within the three main stay broadcast rooms reached 4.164 million, with practically 40,000 followers, and stay broadcast gross sales elevated from 3 million to 7.5 million yuan. Later, associated matters akin to #Rihanna真人电视# and #Rihanna在Shanghai Selling Pancakes# obtained practically 100 million views on Weibo, whereas Fenty Beauty model discussions reached 240 million. Apparently, Rihanna wished to benefit from the site visitors wave of Fenty Beauty, which had simply entered the Chinese market, by creating an promoting marketing campaign within the early levels of the June 18 promotion.
Fenty Beauty is a magnificence model launched by Rihanna and the LVMH Group in September 2017. Although it entered the Chinese market with a Tmall International abroad flagship retailer in September 2019, it has not expanded its offline presence in -China till 2024. market system.
Since 2024, Fenty Beauty has achieved loads within the Chinese market. For instance, in February, Fenty Beauty formally introduced its new ambassador Shan Yichun in March, entered Douyin to open an official retailer in April, and formally introduced that it’ll enter Sephora China to arrange offline channels ; on May 21, Rihanna entered Douyin’s stay broadcast room to be promoted on May 22, Fenty Beauty opened a 5-day limited-time location in Shanghai. With a set of “easy and easy” promotions, Fenty Beauty appears “undoubtedly destined” to win the Chinese market.
In the European and American markets, Fenty Beauty has achieved nice outcomes because of the affect of the founder Rihanna. According to public data, gross sales of Fenty Beauty reached US$72 million inside one month after its launch, and associated content material obtained 132 million views on YouTube. According to knowledge from British digital advertising and marketing firm Upbeat Agency, Fenty Beauty’s income will attain 477 million kilos (about RMB 4.3 billion) in 2023, rating first within the record of superstar magnificence manufacturers.
This success additionally allowed Fenty Beauty to concentrate on the worldwide market Rihanna as soon as mentioned: “I hope to advertise Fenty Beauty to the world, together with recommending it to Chinese customers.”
However, within the Chinese market, it can take time to make sure that Fenty Beauty can copy the profitable expertise of Europe and the United States After all, the competitors within the Chinese magnificence market is just not small. Fenty Beauty’s deployment of offline channels by way of Sephora China this time additionally means that it’ll compete head-to-head with different cosmetics manufacturers within the home cosmetics market.
It is known that the unit worth of Fenty Beauty merchandise is between 200-500 yuan, concentrating on the center to excessive market The merchandise embrace basis, lip gloss, concealer and different merchandise. In distinction, within the home magnificence market, mid-to-low-end manufacturers akin to Huaxizi, Caitang, and Juduo occupy a big share of the market. According to public knowledge, in Tmall’s “Double 11” cosmetics record of 2023 TOP10, Caitang and Huaxizi, two main home cosmetics manufacturers, entered the highest ten of the record, Caitang ranked second within the record with gross sales of 997,000. Juduo’s beforehand introduced working knowledge exhibits that retail gross sales will exceed 3 billion yuan in 2023, and Caitang’s income will exceed 1 billion in 2023. At the identical time, these native cosmetics manufacturers additionally continually discover the high-end market, with the unit worth of some merchandise reaching about 300 yuan.
If we have a look at the high-end cosmetics market, Shiseido-owned Nars, L’Oréal’s YSL, Estee Lauder, and many others. holds the very best share. According to public data, within the 2023 “Double 11” Tmall cosmetics TOP10 record, Nars ranked first in gross sales, Ysl ranked third, adopted by SkinKey and 3ce. For Fenty Beauty, this will probably be a problem for it to concentrate on the Chinese market.
According to Zhan Junhao, a widely known strategic positioning knowledgeable and founding father of Fujian Huace Brand Positioning Consulting, Fenty Beauty will face nice challenges and competitors when coming into the Chinese market. China’s cosmetics market may be very aggressive, not solely rising quickly with native manufacturers akin to Huaxizi and Caitang, but additionally international manufacturers akin to Dior and Armani which were established for a few years. These manufacturers have established a deep consumer base and model affect within the Chinese market, and have comparatively full gross sales channels. As a brand new model, Fenty Beauty wants to search out its place on this saturated market and try to realize shopper recognition.
Regarding information associated to the event, a Beijing Business Daily reporter carried out an interview with Fenty Beauty, however didn’t obtain a response on the time of publication.
Beijing Business Daily reporter Guo Xiujuan Zhang Junhua