YOUR PRESENCE IN CHINA

Which channels for your products in China?

For a cosmetics brand expanding into China, channel choices depend on its products, positioning and resources. Compare physical and online channels to define their place in your distribution strategy.

PHYSICAL DISTRIBUTION

Experiencing the product.

See, smell and try: physical outlets in China offer a tangible product experience. Channel selection depends on positioning, target cities and access requirements.

Pharmacies

A channel to explore in China for skincare ranges, depending on pharmacy assortments and positioning.

Channel strengths: Pharmacist advice can reassure customers and help explain product use.
What to plan for: Limited shelf space in each pharmacy; sales outreach and ongoing support are needed.

Multi-brand beauty retailers

Beauty retailers in China that bring several brands together, with assortments tailored to their customers and stores.

Channel strengths: Footfall and merchandising can give several products greater visibility.
What to plan for: Strong competition; listings and shelf placement need to be negotiated.

Brand-owned stores

A flagship, permanent store or pop-up operated under the brand’s name.

Channel strengths: The brand manages its environment, prices and customer relationship.
What to plan for: Leases, fit-out and staffing add to fixed costs.

Selective retail and department stores

Beauty counters, selective retail and Chinese department stores, depending on positioning and listing terms.

Channel strengths: A premium environment and customers already interested in beauty.
What to plan for: Demanding commercial terms; discounts and contributions reduce the margin.

Beauty institutes, spas and clinics

Specialist establishments that use products as part of a treatment.

Channel strengths: Demonstrations, application and treatment protocols offer direct product experience.
What to plan for: Take-home product sales volumes are generally limited.

ONLINE DISTRIBUTION

Selling through digital journeys.

Official stores, social channels and Chinese platforms offer different balances between audience, acquisition and control of the customer relationship.

Official stores and mini-programs

An official store or mini-program brings together the brand story, catalog and purchasing, subject to the chosen channel’s features and requirements.

Channel strengths: The brand organises content and retention using the tools and data available through the channel.
What to plan for: Traffic acquisition, commercial activities and access to sales features need preparation.

Content and demonstrations on Douyin, Xiaohongshu or WeChat, subject to suitability, available features and access requirements.

Channel strengths: Demonstrations and live answers support interaction with the community.
What to plan for: Regular production and hosting; logistics suited to order peaks.

Marketplaces

Chinese platforms such as Tmall or JD, to explore according to your range and chosen sales route.

Channel strengths: Reach an audience accustomed to buying on the platform.
What to plan for: Fees, price comparison and platform rules limit control of the experience.

COMPLEMENTARY CHANNELS

Each channel has a role.

In-store advice, brand experience and online purchasing can complement each other. This table compares their roles; the choice depends on your brand and the terms of each channel.

Qualitative comparison of physical and online distribution channels
Channel	Advice and image	Control and margin	Role in the customer journey
Pharmacies	Pharmacy advice and skincare positioning	Negotiated ranges and commercial terms	Reassurance and specialist skincare
Multi-brand beauty retailers	Advice and range presentation	Negotiated visibility and commercial terms	Skincare discovery and comparison
Brand-owned stores	An experience shaped by the brand	Direct control; fixed costs to cover	Brand image, experience and local presence
Selective retail and department stores	Advice and premium merchandising	Margin depends on commercial terms	Brand discovery and awareness
Beauty institutes, spas and clinics	Advice within a treatment setting	Guided sales; limited take-home volumes	Experience and care beyond the treatment
Official stores and mini-programs	Control over presentation and content	Direct sales; acquisition to fund	Direct sales and customer retention
Social and Live Commerce	Demonstrations and interactive dialogue	Direct sales; platform dependency	Engagement, discovery and purchasing
Marketplaces	Presentation within the platform format	Platform fees and rules	Search, comparison and purchasing

Pharmacies

Advice and image: Pharmacy advice and skincare positioning
Control and margin: Negotiated ranges and commercial terms
Role in the customer journey: Reassurance and specialist skincare

Multi-brand beauty retailers

Advice and image: Advice and range presentation
Control and margin: Negotiated visibility and commercial terms
Role in the customer journey: Skincare discovery and comparison

Brand-owned stores

Advice and image: An experience shaped by the brand
Control and margin: Direct control; fixed costs to cover
Role in the customer journey: Brand image, experience and local presence

Selective retail and department stores

Advice and image: Advice and premium merchandising
Control and margin: Margin depends on commercial terms
Role in the customer journey: Brand discovery and awareness

Beauty institutes, spas and clinics

Advice and image: Advice within a treatment setting
Control and margin: Guided sales; limited take-home volumes
Role in the customer journey: Experience and care beyond the treatment

Official stores and mini-programs

Advice and image: Control over presentation and content
Control and margin: Direct sales; acquisition to fund
Role in the customer journey: Direct sales and customer retention

Social and Live Commerce

Advice and image: Demonstrations and interactive dialogue
Control and margin: Direct sales; platform dependency
Role in the customer journey: Engagement, discovery and purchasing

Marketplaces

Advice and image: Presentation within the platform format
Control and margin: Platform fees and rules
Role in the customer journey: Search, comparison and purchasing

Qualitative comparison of physical and online distribution channels

Plan your distribution journey.

Define the channels to explore for your European brand in China, the resources needed and the next steps.