by Direct Commerce Magazine
January, 2018; Direct Commerce
Feelunique is to introduce a selection of beauty and cosmetic products tailored specifically for customers in Asia-Pacific, as the company consolidates its position as a localised retailer in the region. The products will be selected from niche, local brands designed for the Chinese complexion and will provide a complementary fit to the western bestsellers that Feelunique currently carries on its Chinese website.
Feelunique partnered with ecommerce solutions company Azoya in 2015 to launch a Chinese-language website in response to the appetite for western beauty products. Azoya also provides Feelunique with logistics solutions and other operational services to ensure the retailer meets local customer demands. In just two years since launch, China has become Feelunique's largest international market and now accounts for 10 percent of group sales and growing.
"Having established a very strong online presence in China, we are now focused on further augmenting our customer experience to position ourselves as a go-to local retailer," said Joel Palix, CEO of Feelunique. "By working with Azoya and leveraging their extensive knowledge of Chinese culture and lifestyle, we are able to truly understand our customers' requirements and develop a range of locally-sourced beauty products that embrace the latest trends. We recently opened an office in Hong Kong and are planning to open a distribution centre here to support the strong growth we continue to experience in China, with the potential to further expand our cross-border operation in the Asia-Pacific region."
The retailer also continues to diversify its digital marketing channels in China to address consumers' demand for interactive, real-time content. These include working with Key Online Influencers (KOLs) on the promotion of products, and live streaming, in order to acquire new customers and further build engagement and loyalty with existing ones.
"Feelunique provides Chinese shoppers with convenient online access to both luxury western beauty products and now local brand favourites," said Don Zhao, co-founder of Azoya. "By offering such an extensive range, Feelunique stands apart from other online cosmetics retailers, reflecting their deep understanding of the market."