China's beauty sector is on fire. From cutting-edge digital platforms to traditional brick-and-mortar, the challenges and competition grows increasingly fierce. Following the opening of a high-tech flagship store in Beijing's Sanlitun district in May, Sephora is doubling down on meeting the expectations of sophisticated Chinese beauty consumers. Through a partnership with Dada Group, China's leading local on-demand delivery and retail platform JD Daojia (JDDJ), Sephora will be able to offer one-hour delivery.
As of now, over 70 Sephora stores have launched on the JDDJ platform, covering first- and second-tier Chinese cities. Based on Dada Group's partnership with JD.com, these Sephora stores will be simultaneously online with JD.com. When consumers order via the JDDJ app or mini program, beauty products are delivered from the nearest Sephora store within one hour by Dada Now's riders.
By the end of 2021, all Sephora stores in China will be integrated both on JDDJ and JD.com, furthering Sephora's omnichannel strategy. Jointly the businesses are building a new on-demand retail model of beauty brands. JDDJ will assist in product management, digital marketing, targeted user operations, and order fulfillment optimization, and provide an integrated O2O retail solution. With a large base of consumers with strong consumption power, JD Beauty can provide powerful advertising and help the brand reach more consumers.
Presently there are over 3,400 beauty stores on JDDJ. The platform has also established partnerships with Watsons, Gialen, Innisfree, The Colorist, and Wow Colour, creating a high-density and large-scale beauty supply network with beauty brands and chain retailers.
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