The Power of Glam: Cosmetics Industry Trends and Policy Dynamics in China, held July 13th, 2023

The China-Italy Chamber of Commerce (CICC) in cooperation with the EU SME Centre, has successfully organized the workshop "The Power of Glam: Cosmetics Industry Trends and Policy Dynamics in China". The event was held on July 13th in Shanghai, with over 80 people present offline and online.

The workshop was jointly arranged by the EU SME Centre and the CICC, and it brought together experts in different fields of the cosmetics sector to explore and brainstorm the latest trend and regulations of the fast-evolving cosmetics market in China.

Addressing attendees at the workshop, Iris Zuo, Senior Manager at ChinaSkynny, Andrea Sorgato, Associate at Studio Zunarelli, and Laura Billocci, BD Specialist at Adiacent China, provided key insights to successfully deal with the recent cosmetics market developments in China and with the legal intricacies related to retailing and licensing processes, with presentations specifically tailored for small and medium-sized enterprises. The discussions were moderated by Renzo Isler, Secretary General of the CICC and Coordinator of the EU SME Centre Project - Phase IV.

Described as one of the wider and most dynamic markets worldwide, with “almost 100 cosmetics products launched every day”, Iris Zuo offered a comprehensive overview of the state of the art of the Chinese cosmetics market, highlighting that despite the remarkably high demand and opportunities of growth for emerging brands, cosmetics brands in China might face several challenges that require competence and ad-hoc strategies to keep up consumers appetite.

By showcasing indeed practical examples of brands’ pitfalls and success, Ms. Zuo presented key priorities that every brand should include in their agenda, identifying the creation of a valuable brand that fits into the context via a localised approach, investments in relationship-building with targeted consumers via a personalised strategy and the diversification of the sale channels as the main pillars to ensure success.

To follow, Andrea Sorgato drew attention to the legal intricacies that animate the Chinese context. Mr. Sorgato first filled the knowledge gap on the differences, advantages, and disadvantages of entering the Chinese cosmetics market via traditional import or cross-border e-commerce, considering the recent technical regulations. Furthermore, he raised participants’ understanding of the importance of brand awareness in China, shedding light on the potential risks of unfair competition and counterfeiting.

To conclude, liability and the related legal implications have been addressed with Mr. Sorgato suggesting deepening the rules’ understanding to exit what he defined as “the labyrinth” of the Chinese regulatory framework.

Laura Billocci presented to participants the China Digital Index accomplished by Adiacent in 2022, which explores how Italian beauty brands position themselves in digital and social channels in China, thus analysing 315 Italian brands’ digitalisation index and the respective digital channel analysis. According to the Index, Italian brands are still far from succeeding in the Chinese digital market, with only 14.9% of brands looking at the Chinese digital channels with interest and participation, and only 4 brands (1.3%) that have achieved a great degree of digitalisation. A scenario that differs from other brands within the European Union and other non-EU countries.

Finally, the workshop gave space to an enlightening Q&A session that addressed doubts and inquiries from the audience while providing crucial information and suggestions on how to succeed in one of the biggest and most complex cosmetics markets.

For more information, please email sh.events@cameraitacina.com.

ABOUT THE EU SME CENTRE

The EU SME Centre is a European Union initiative that provides a comprehensive range of hands-on support services to European small and medium-sized enterprises (SMEs), getting them ready to do business in China. The team of experts provides advice and support in four areas – business development, law, standards and conformity, and human resources. Collaborating with external experts worldwide, the Centre converts valuable knowledge and experience into practical business tools and services easily accessible online. 

To know more, visit their website by clicking the LINK.