China's Suning, L'Oreal to Partner on Celebrity Branding
Zhang Yushuo
DATE:  Jan 30 2019
/ SOURCE:  yicai
China's Suning, L'Oreal to Partner on Celebrity Branding China's Suning, L'Oreal to Partner on Celebrity Branding

(Yicai Global) Jan. 30 -- Chinese retail giant Suning.Com will join hands with a Chinese unit of French cosmetics firm L'Oreal to sell more of the latter's products via celebrity endorsement.

Suning.Com and L'Oreal China penned a 2019 joint business plan at the former's headquarters in Nanjing yesterday, the Chinese store operator said in a statement yesterday. 

The pair will collaborate in terms of online and offline marketing, while putting emphasis on advertising via celebrities. The two will produce live streaming events with stars and promote related products to interact with fans in a more comprehensive manner. 

Suning Jiwu, the company's concept store for European imported goods, and the Clichy-based cosmetics brand teamed up last August during Suning's 818 shopping festival and held a live broadcast for L'Oreal products. The media event was well-received with a click-through rate of 21 percent and a conversion rate of up to 88 percent. 

The firms will create a series of targeted campaigns to meet consumers' individual demands, including a slew of Chinese shopping events such as Tmall Super Brand Day, Suning's 418, and Alibaba Group Holding's Double 11, to enhance L'Oreal's brand influence and sales. 

Editor: Emmi Laine

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Keywords:   Suning,L'Oreal,New Retail