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.
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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.
Senior Brand Manager at Samarkand Global