SaSa stores link with Taobao in cross-channel innovation
E-commerce platform Taobao Global has entered into a partnership with cosmetics retailer Sa Sa International to develop a new integrated online/offline platform.
The new collaboration is envisaged as a “complete loop retail ecosystem” with the goal being to encourage local buyers to promote and sell from SaSa stores in Hong Kong on Taobao’s online platform. Mainland customers will be able to purchase products from SaSa stores through these buyers.
The new strategy, which ties in with celebrations of Sa Sa’s 40th anniversary, serves to enhance SaSa’s brand exposure and potentially boost sales.
Conversely, Taobao Global will be promoting its most popular products at a “Taobao Global Counter” to be opened in five SaSa stores in Tsim Sha Tsui, Mongkok and Causeway Bay. Approximately 70 Taobao Global buyers will present in-store live broadcasts to recommend selected products to mainland consumers. Mainland consumers will be able to watch the live broadcast and shop online at the same time.
Taobao Global Counter will be gradually set up in the next batch of around 100 SaSa stores in Hong Kong, offering benefits targeted at Mainland consumers.
Dr Simon Kwok, chairman and CEO of the group, said: “Being the leading cosmetics and retail group in Hong Kong, SaSa possesses a strong physical retail network. Combining the strengths of SaSa stores and Taobao Global’s huge base of influential buyers, we will broaden our customer base through developing a new retail operation model of online-to-offline collaboration, which will bring more overseas cosmetics and beauty brands to the vast group of Chinese consumers.”
Wei Meng, GM of Taobao Global said Taobao Global connects active buyers across the globe to mainland consumers and offers different arrays of unique oversea goods.
“Through Taobao Global buyers’ online recommendations, SaSa’s diversified and trendy products will be able to swiftly meet Chinese customer’s demands for customised goods. We expect that Taobao Global and SaSa can develop a new retail model with the joining of online and offline platforms and bring a more personalised and advanced shopping experience to users. The shopping model provides quality merchandise and offers an official regulated place in hope of encouraging more local residents to pursue the role of being buyers and realise their dreams of owning a business.”
SaSa will also mark its anniversary with store revamps of some of its largest stores. Six new stores in Hong Kong slated for opening in the second half of 2018 will also adopt the new design.