[Asia Economy Reporter Yoo Hyun-seok] CKH announced on the 30th that it is accelerating its cosmetics business by launching online and offline stores of the cosmetics brand 'Kimparis Elravie' in China.
CKH recently opened online stores on e-commerce platforms JD.com (京?), Tmall Global (天猫??), and Xiaohongshu (小??), and officially started sales by entering offline cosmetics stores in Sichuan Province, China. The company is currently preparing to enter other e-commerce platforms as well, and plans to actively target the market by expanding to 50 online agents and 500 offline stores within this year.
Before the full-scale sales launch, the cosmetics business was already promoted in the market through many major Chinese media outlets, and aggressive marketing was carried out using beauty influencers on SNS platforms such as Weibo (微博). To further strengthen store expansion and marketing capabilities, pre-training for store staff is also being conducted to accelerate the business.
The products sold by CKH under 'Kimparis Elravie' are five types of premium mask packs. Since quality is increasingly emphasized in the Chinese cosmetics market, the company plans to establish itself as a representative premium cosmetics brand by launching high-quality products.
'Kimparis Elravie' is a brand jointly launched by CKH and the domestic listed company Humedix targeting the Chinese market. The cosmetics incorporate Humedix's technological expertise. To promote the cosmetics business, CKH signed a joint venture contract with Humedix through its domestic subsidiary CKH Health Industry on October 15 last year.
A company official stated, “As Chinese consumers' awareness of quality improves, the premium cosmetics market is showing growth. Since we have devoted all efforts to quality, we expect high consumer satisfaction.”
Meanwhile, CKH is engaged in the health functional food sales business in China. As of May, the health functional food division has passed the review for six new health functional food products in China and plans to officially launch them in early 2021 after market testing.
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