Fang Wang: How to introduce overseas brands to China

18/05/2018

 

When buying overseas products, the most frightening thing for consumers is the specter of the fake product. The dreaded “fake” is also a primary concern for those that distribute genuine products.

 

When introducing an overseas product into the Chinese market, traders must spend a lot of time and energy on selecting products, expanding sales channels and doing promotion. When unscrupulous merchants begin producing an inauthentic version of something that’s proved popular, the traders’ previous efforts are wasted.

Cifnews recently conducted an interview with Fang Wang, a major supplier of mainstream platforms and the founder of the cross-border trading company Benrich Trading Co., Ltd., which is focused on the China-Europe market.

To introduce overseas brands to China

Benrich Trading Co. is the exclusive agent of the Eau Précieuse brand in greater China. In April, Eau Précieuse overseas flagship store was officially launched at Tmall.

Founded in 1890 by the French pharmacist Charles Depensier, the company sells an array of skin care products and lotions.

Based on the experience of promoting Eau Précieuse in China, Fang Wang said that to successfully promote an overseas brand in China, the first thing to do is to select brands and products strategically by figuring out which products and brands Chinese consumer favor.

“In recent years, the beauty products in Europe, especially France, have entered China via channels such as Daigou, a freelance retail consultant, and cross-border e-commerce platforms,” Fang Wang said.
Eau Précieuse is loved by young Chinese consumers due to its amazing acne-removing function.”

After choosing a good brand, Fang Wang believes that traders should employ globalized thinking and localized marketing strategies. They should aim at the development and demand of the Chinese market, develop corresponding marketing strategies, and make timely adjustments based on the market’s competitiveness and its own core goals, Fang Wang said.

For example, Eau Précieuse will adopt a direct + distribution model in China, wit the Tmall flagship store serving as the direct retail channel. It has also re-planned the Chinese supplier distribution system.

Fighting against the fake

The sales volume of a large number of French beauty products in China has increased, making the companies both excited and worried.

The companies are excited to access China’s huge consumer market.  But they worry that, if the product proves popular, there will be a surge of counterfeit versions of the product in China.

Some distributors have not followed the rules in order to undercut competitors with a lower price through unscrupulous sales. A high number of counterfeits can damage a brand’s reputation, as people will no longer trust that they are getting the real deal.

The best thing is to be vigilant and proactive. Six months even before the opening of Eau Précieuse overseas flagship store, Benrich began actively fighting against the fake products expected to crop up.

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