How to Build a Hero Product in China

China’s beauty market grew at 13.8% in 2020 – and it has become one of the most fiercely competitive global markets. One of the most common market entry tactics used in China is building Hero Products – and a successful strategy can see sales grow from 10s to 1000s of units in a short space of time. But what tools are available to brands to build a hero, is it the right strategy for your brand, and how do they identify the product with the most potential? Join Yang Chen and Eva Merkel from China Cross-Border E-Commerce specialist Samarkand Global who will be sharing practical tips and brand building strategies to help you plan your next steps in the world’s second-largest beauty market.

This webinar is free for CEW Members. Not a member? Contact us at [email protected] to purchase a non-member ticket.

Eva Merkel

Brand Manager at Samarkand Global

Eva Merkel joined Samarkand Global as a Multi-lingual Brand Manager and she now manages a portfolio of UK and European Beauty brands. Eva has 8 years of China related work experience, 4 of them in the field of e-commerce. Boasting a master’s degree in International trade and Mandarin Chinese, Eva launched her career as an Export Manager in China (Beijing) where she lived for 5 years before moving back to Europe before joining Samarkand in 2020.

Yang Chen

Senior Brand Manager at Samarkand Global

Yang CHEN (Allison) is a Senior Brand Manager at Samarkand Global with seven years of experience in the ecommerce and digital marketing industry. She is an expert in the current China e-commerce market environment and is a beauty enthusiast with ingredient-level trend knowledge and a passion for discovering new products and brands. Since she joined Samarkand in July 2018, Allison has worked with brands including Iconic London, MZ SKIN, and many others and grown their sales to China.

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