The clean beauty-focused brand announced in September that the company would expand into the Chinese market with the help of SuperOrdinary, which has guided more than 30 brands through similar moves in China and other Asian markets. from the South East.
SuperOrdinary CEO and Founder Julian Reis said that after being closely involved in the rise of social commerce in China, the company aims to be a partner for brands it deems viable in Asian markets.
Before moving forward with a brand in overseas markets, Reis said it’s important for a company to have the right corporate infrastructure in place to withstand organizational constraints such as cash flow and demand planning.
Meet consumers in their retail environment
One of the major adjustments for brands moving into China from the US is their key retail environment. DTC is increasingly important in the US market, but brick-and-mortar retailers like Sephora and Ulta are still big players.
However, social commerce is driving retail in China, Reis said.
Because most of the brands SuperOrdinary brings to China are relatively unknown in the market, Reis said focusing so heavily on social commerce and creators is an effective way to create brand recognition.
“We are creating demand for the brand by working with over 100,000 creators over the past four years,”says Reis. “Thanks to our technology, we are able to identify creators to work with. We’re able to really build the brands message and story from the ground up. »
As brand manager in overseas markets for the companies they partner with, Reis said it was important for SuperOrdinary to build a consistent message with local creators.
Brand localization
Reis also said it’s a priority for SuperOrdinary to make American brands feel natural in overseas markets.
In the United States, The Honest Co is known thanks to its famous founder, actress Jessica Alba. However, because she’s not as well-known in China, Reis said the cost of acquiring customers will be higher as they have to build another avenue of brand recognition.
SuperOrdinary also has experienced beauty professionals in each foreign market they work in who can guide brands as they integrate into local markets.
“The brands we localize look like Chinese brands, even if they are American brands”,says Reis. “He’s not using the same marketing billboard we’d see at Melrose Place in LA and just putting it in Shanghai…because that’s where brands lose momentum.”
Taking these steps helps brands build trust in overseas markets like China, which Reis says is an essential step for established brands that have already defined their product lines.
Patience is a virtue
While some start-ups are very excited about entering overseas markets in the early years, Reis said it’s important to have patience when taking these steps.
“It takes a long time to build a brand”says Reis. “I think that’s something most people forget. In my opinion, it always takes five years and more.”
Before considering entering a new market, he said brands should lock down their core brand points, hero SCUs, product formulation, business structure and other core brand factors. .
One of SuperOrdinary’s strategies as a partner for transitioning to overseas markets is to provide honest feedback on whether a brand is ready. Reis said brands can express their ambitions in Asian markets and SuperOrdinary will monitor them to determine when and if the right time for a move presents itself.