Sisley China "Turns to" Offline Incremental Market
- Chaileedo Press
- Jul 4, 2022
- 2 min read
Sisley China recently held a shopping festival for fans at its offline counters, which not only gives full play to the brand's channel advantages, but also cultivates brand loyalty among consumers.
On July 1, China Standard Time, Sisley, a well-known French cosmetics brand, launched a month-long shopping festival for fans, in which a series of discounts and gifts were included.
CHAILEEDO learned that Sisley's skincare, makeup, hair care and fragrance products will all participate in the event. Among them, the skin care products represented by the Ecological Compound, Black Rose Skin Care Series and Phyto-blanc Lightening Series are the products that the brand is highlighting in this event.
In July, Sisley brand members can get multiplier points, free samples or peripheral products of the spokesperson when they shop at counters. In addition, there are many hidden discounts waiting for consumers to visit counters or beauty consultants to reveal.
In fact, as a high-end cosmetic brand, Sisley's professional skincare approach in stores not only provides consumers with a unique experience, but also establishes a competitive advantage for differentiation.
According to CHAILEEDO, this high-end beauty brand from France has been in the Chinese market for 16 years. Currently, Sisley has 146 offline stores in China.
In 2016, Sisley entered Tmall, thus officially opening up the channel for online sales . Since then, the brand has been present on two other e-commerce platforms, JD and TikTok China. On both Tmall and JD, the brand's best-selling products are Ecological Compound, (priced at $172) and Black Rose Skin Infusion Cream (priced at $224).
It is worth noting that the brand generated $35.82 million in sales during this year's Tmall Double Eleven Shopping Festival, ranking 18th among all skincare brands, while it did not make the Top 20 skincare brands on Tmall's list during the same period last year.
However, Sisley, which has achieved outstanding results in the online channel, is not satisfied with this. Shortly after the end of the 618 Shopping Festival, Sisley launched a shopping festival for fans in counters. Obviously, the launch of this shopping festival makes the brand realize the linkage of online and offline promotional activities.
In recent years, as a shopping carnival created by the e-commerce platform JD, the 618 Shopping Festival has gradually covered all channels. Although Tmall and JD are the main e-commerce platforms, cosmetic brands represented by Estee Lauder, Lancôme and Guerlain have started to carry out promotions in offline channels simultaneously during the promotions launched by e-commerce platforms.
Although e-commerce and live e-commerce are becoming the choice of more and more consumers, the offline channel is still of irreplaceable value to brands with online channels. The acquisition of online customers costs is getting higher and higher, the margins of live-streaming are getting smaller and smaller, and the growth margins are not enough. Otherwise, more and more cosmetic brands are seeing the experience and service of offline channels as an important weapon to enhance the added value of their brands.
Sisley, which has more than 100 offline stores in China, has a relatively obvious advantage in the breadth of offline channel layout. This shopping festival for the offline channel can give full play to this advantage and also cultivate consumers' brand loyalty.
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