During the last months, the citizens of China took some of the streets of the capital of the tired country of the restrictions imposed by his government. While in the rest of the world, the pandemic has left to be a conditioning as it went it in 2020 and 2021, in China, with his eagerness to achieve a political 'zero-Covid' continued interrupting the rhythm of life of the inhabitants.
The protests headed in his majority by students, finally have given his fruit, and the Chinese authorities announced the past week that relaxed the measures. This wants to say, that China will do an attempt for going back to the normality after more than two years. This will be able to influence in an instantaneous growth of the consumption of the luxury, especially, in those people that have taken advantage of these more than 2 years in saving his money expecting the normality that never seemed to arrive.
The fashionable companies, luxury and beauty follow living the current situation of China like a challenge. In how much to the e-commerce, the day culminate for the Chinese market is the 'Singles Day', that celebrates the 11.11. This year, so much Alibaba like other actors prefer not offering data of his platforms of this day.
As it advances, 'Business of Fashion', the big companies of beauty have moderated his expectations. In his quarterly gains published during the month of November, for example, The Estée Lauder Companies affirmed that it has seen like the sales diminished between the 6 and the 8 percent in comparison with the past year.
With these data, to the companies of beauty, personal care, fashion and luxury only remains them stick to that what will come derived of the relaxation of the measures of contingency of Covid-19, was key to improve his numbers. Thus, they are launching exclusive products, with packagings innovative and creating campaigns of celebration to give the welcome to the next Chinese year.
The marks adapt to new formats, as for example, 'Helena Rubenstein', 'Yves Saint-Laurent', 'Dior Beauty', among others, have decided to incorporate his products to new formats like the calendars of Advent, and are exploring different formats of gift to increase his sales: "The marks want to capitalise the season of boons of end of year where the consumers would have extra money to squander" indicate Adrian Pech, general manager of fashion and beauty for the division of Asia in 'Taste Collective' for 'Business of Fashion'.
China is the winning horse
In spite of two years in which a lot of companies of beauty have experienced a very gradual growth in the Asian country, follow investing because they ensure that when it recover , will experience a swifter growth that in any country of the globe.
Besides, as it indicates the Anglo-Saxon portal specialised in fashionable information, another of the challenges to which face up the marks no-Asian is the big received that have in the market the new launchings of own marks that have his target main in Chinese consumers, Japanese and Koreans. To compete in front of this tendency, the conglomerates are working in creating and launch new units of business with the end to understand and satisfy the preferences of the venues.