@Cosme flagship store opens on Tmall

@cosme on Tmall 1Japanese beauty portal Istyle has launched an @Cosme flagship store on Chinese e-commerce platform Tmall.

Istyle has run an online store on the cross-border website Tmall Global, operated by Alibaba, since 2015. In addition to the sales of cosmetics products, the site has provided local Chinese users opportunities to experience beauty products and obtain beauty information in the same way as domestic Japanese consumers, creating a channel for many users to learn more about Japanese cosmetics brands.

The number of monthly active users in the entirety of China’s e-commerce market reached 699 million people last year, proving the scale of the general trade e-commerce market in China is larger than that of cross-border e-commerce.

Regarding Istyle’s entry into the general trade e-commerce market, Alibaba has commented that it “would like Istyle to bring many popular Japanese cosmetics products and brands to Chinese consumers, along with @Cosme’s rankings and beauty information.”

The new online store carries around 20 Japanese cosmetics brands and around 100 SKUs. The brand is aiming to carry 30 brands and 200 SKUs by the end of June.

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