bellabox Breaks Into Chinese Beauty Market

By Rory Betteridge | 23 Sep 2015

Homegrown beauty brand bellabox is set to enter the lucrative Chinese market, through a joint venture with Australia Post and Chinese marketplace platform Tmall.

Making use of Australia Post‘s Tmall storefront platform, bellabox will be opting away from their usual subscription model, instead rolling out a range of limited edition themed beauty boxes exclusive to the Chinese market, showcasing ‘the best of Australian beauty and cosmetic products’ to ‘discerning, brand-aware’ Chinese shoppers.

“Chinese consumers are sophisticated shoppers who are selective about the brands they use and buy,” said bellabox CEO and Co-Founder Sarah Hamilton. “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.”

The Melbourne-based company, with over 40 000 members throughout Asia and the Pacific, considers China an important territory in their efforts to expand through the region from bases in Australia and Singapore.

“The market potential is huge with analysts predicting the cosmetic market will become a U$113.9 billion industry by 2017, of which 25 percent comes from online sales fuelled by tech savvy millennials,” Hamilton added. “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.”

Tmall, owned by Chinese marketplace giant Alibaba, represents a huge opportunity for Australian retailers looking at cross-border trade; last year an estimated 300 million Chinese shoppers spent close to U$0.5 trillion online. Australia Post’s Tmall platform takes the hassle out of tailoring a sales channel for the notoriously tricky Chinese market, and has grown to support 36 Australian brands in its first year of operation.

“Our Tmall storefront is helping homegrown businesses like bellabox sell into one of the world’s largest consumer markets,” said Ben Franzi, General Manager for Global E-Commerce Platforms and Digital at Australia Post. “bellabox has a tremendous opportunity to benefit from the trust, broad reach and revenue opportunities that come 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.”

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