After transforming the competitive landscape in China, local cosmetics brands are consolidating their dominance. According to a recent article by Euromonitor, a market research firm, these companies are now turning to other territories for growth, such as Southeast Asia.
Southeast Asia appears to be a key destination for Chinese cosmetics brands seeking international expansion. Geographical proximity, but above all similar, digital-focused purchasing behaviors, “constitute a favorable breeding ground for their deployment.”
To penetrate these markets, some Chinese companies have decided to create dedicated brands, with a localized positioning and often no apparent link to China. These structures focus on accessible prices, collaborate with local influencers and adapt their discourse to cultural specificities. “Some go so far as to locate their factories in the region to gain in competitiveness.”
The power of digital
One of the reasons these companies are able to make their mark so quickly is that they have mastered the codes of e-commerce. “Chinese companies export proven digital strategies to their domestic markets, adapting them to local preferences,” notes Euromonitor. “The structural similarities between Southeast Asian platforms (Lazada, Shopee, TikTok) and their Chinese equivalents (Tmall, Taobao, JD, Douyin) make their task easier. Platform-integrated promotions, live shopping, content marketing, partnerships with influencers: companies have a ready-made arsenal.”
The loyalty challenge
But brands can’t rely on price alone to last. “Sustainable growth is not based on short-term gains, but on the ability to build …
