How Estée Lauder Is Making Its Global Brand Locally Relevant in China
Here is what you need to know about Estée Lauder's China strategy, which has proven very effective in boosting the brand's sales in the region.
Photo: Omeletzz / Shutterstock
Photo: Omeletzz / Shutterstock
Contents
- Jing Daily: How does the company adapt its marketing strategy to attract a Chinese audience?
- Estée Lauder has a highly sophisticated social media strategy in China. How important is WeChat and Weibo to you? Which platform has served your business goals better so far?
- How Does Estee Lauder Use WeChat to Manage Customer Relationship?
- In China, Estée Lauder sells both on Alibaba’s Tmall, the country’s biggest e-commerce platform, and your own Chinese official website. Why is Tmall a crucial sales channel?
- Estée Lauder appointed Chinese actress Yang Mi to be its brand ambassador earlier this year. Why does the brand need a local ambassador? What kind of role does the company expect her to play?
- China is leading in the online-to-offline (O2O) commerce development. Major e-commerce players such as Alibaba and JD.com have worked with high-end brick-and-mortar retailers to connect online shopping to offline retail. What is Estée Lauder’s online-to-offline strategy?
- What are some of the biggest challenges for Estée Lauder to further profit from the Chinese market?
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