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Chinese Consumers Thirsty for German Beauty Products

According to news from Alibaba Group, Cosnova, the German beauty company behind trusted cosmetics brands like Essence and Catrice, boosted sales by 25% YoY by turning to more engaging and interactive shopping experiences using live streaming.

Cosnova applies the Chinese eCommerce giant Alibaba’s live streaming technologies (among others) to raise brand awareness and ensure a smooth customer experience – that simplifies eCommerce purchases and interactions between the live streamer and audience.

Using such digital technologies also played a pivotal role in helping Cosnova appeal to a younger audience who may be more familiar with the medium.

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“China’s rapidly growing and affluent middle class is bringing young consumers with different needs into the market,” said Karl Wehner, managing director of the Germany, Austria, and Switzerland markets at Alibaba Group.

“These consumers want to enhance their lifestyles, and German brands have been particularly attractive as they stand for high-quality and strict manufacturing standards.”

Using influencers and key opinion leaders that customers know, love, and trust in the live streaming sessions works hand in hand for Cosnova.

Customers watch the influencer apply Cosnova’s products in a tutorial-like explanation where they can ask questions about the products in realtime – which in turn drives brand interaction as well as traffic to Cosnova’s website.

“Livestreaming is ideally suited to translate the haptic and sensory buying experience into the digital world,” said Cosnova Founder and President Christina Oster-Daum.

This May, nearly 97% of orders from the German beauty brand were made by first-time customers via live stream, further proving how strong and powerful a medium is for the brand to acquire new consumers.

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To top it off, brands that align to green, environmentally conscious values – like Cosnova – also seem to have a competitive advantage over the Chinese consumer market.

According to Statista, “804.5 million Chinese people are somewhat willing to pay higher prices for environmental-friendly products.”


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The question is, are foreign brands in general or imported products more appealing to younger Chinese consumers – regardless? Either way, the German beauty brand did a great job at rising enthusiasm for its savvy tech shoppers in China.


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