This e-retailer uses influencers to sell niche brand cosmetics in high-growth markets

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Huajuan Mall is a popular makeup e-mall for young women in smaller Chinese cities, turning little-known local brands into big hits

Years ago when Han Hui was working at the online cosmetics retailer, she travelled often to South Korea, home to many cosmetics of niche brands. While there, Han enjoyed watching a shopping TV channel and was impressed by the way cosmetics were advertised. While the presenter was showing viewers how to apply makeup step by step, advertisements for the items being used would appear at a corner of the TV screen. However, at that time, Chinese cosmetics retailers still preferred advertisements focusing mainly on their products.In late 2015, noticing the growing popularity of short vide...
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Edited by S. Mani , Wang Xiao'e

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