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[China] EC cosmetic sites open offline shops where customers can freely browse and try on their products

  • Release date: Jul 30, 2020
  • 2238 Views

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Offline store where you can casually try out all the products handled in the EC site

A cosmetics-related EC app has opened an offline store in Shanghai, attracting a lot of attention. China's leading e-commerce app with social networking service, Xiao Hong Shu, is said to be used by about 200 million Chinese women who are interested in cosmetics and beauty. At the offline stores opened by "Little Red Book" in two major malls in Shanghai, all the products are displayed in their original packaging so that customers can actually try out the feel, scent, and color of the products. In addition, there are several social networking backdrops in the stores, and customers can take pictures of themselves doing makeup in the stores and upload them on social networking sites. The same cosmetic e-commerce app, "Story Plum," has also opened an offline store where customers can purchase at the same price as on the app.

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Taking photos in the store, getting advice from other brand's staff... A new kind of consumer store that overturns conventional rules

In Shanghai, it has become common to buy cosmetics through EC apps, but on the other hand, there are a certain number of people who are concerned about fragrances or have sensitive skin and want to try before they buy. In such a situation, offline stores appeared and became the talk of the town, as they not only allow customers to try products freely, but also to take pictures freely, to get objective opinions from sales clerks of various brands, and to make purchases through an app and have them delivered later, so that customers do not have to carry their purchases in their luggage, which is impossible in department stores or drugstores. It has become a hot topic. Department stores and malls have welcomed the opening of these stores as a new style of consumer goods stores.

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This article is co-authored by TNC Lifestyle Researcher (http://lifestyle.tenace.co.jp/) and Intage's Global Researcher. Translated with AI Translator

  • TNCアジアトレンドラボ

    Author profile
    TNC ASIA Trend Lab

    This article is co-authored by TNC Lifestyle Researcher (http://lifestyle.tenace.co.jp/) and Intage's Global Researcher.

  • Intage Inc

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    Intage Inc.

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