The Cosmetics Industry Booming In China

The cosmetics industry is making its way into the Chinese market. Here's how you can follow in the footsteps of companies that are already making a difference

Index

Internationalization Content marketing Translation SMBs

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Just a few days ago, the rate at which the Spanish cosmetics industry is strengthening its growth in China was published. Sales that are now growing exponentially began to take off in 2015, although the best figures for the Spanish cosmetics industry came in 2017, and the forecasts for this year are on the rise.

Spain could end the year as the sixth international supplier of cosmetic products to the Chinese giant, only behind France, among European suppliers.

Among the factors driving growth, two can be highlighted: the expansion of online shopping -which in China already reaches 25% penetration for cosmetic products- and the reputation of Spanish cosmetics as well-differentiated products, innovative and of high quality and design.

In addition, the brands that are currently leading the positioning of the Spain in this sector in China are managing digital trends successfully , introducing their products on the country’s leading digital platforms such as Tmall (Alibabá) or DJ, and channelling demand generation through local influencers and social networks.

A sector that generates more than 47,000 million euros a year is a great opportunity for the cosmetics industry. However, to overcome the cultural barrier in a country in which not only the language is different poses a great challenge to overcome before riding the internationalisation wave.

How To Tap Into A Potential Market Of More Than 1.3 Billion Inhabitants

The Chinese market has a population of more than 1.3 billion, and it is the world’s leading economy by GDP. Thus, a small market share can mean large sales figures.

For this reason, Spanish industrial companies, and especially those within cosmetics, which already know where the opportunity lies, must begin to work on their communication and marketing strategy in the Asian country.

And that business strategy requires translating business content into Chinese. Potential customers -in the case of cosmetics, mainly Millennial women- need to know the brand’s value proposition -product specifications, what makes the product different from the competition or why they should choose a particular product over another one- in their local language.

And have frequently updated content available, in line with the pace of social networks that have made it possible for Spain to become popular as a leading provider.

Some key steps companies should follow to be able to communicate with local potential customers :

Identify the business content that needs to be translated : Legal documentation and contracts, product specifications, and marketing material (both for the end customer and for distributors).

Select a dependable specialised translation service provider to be your partner throughout the go-to-market strategy. This step is key because it is not easy to get native Chinese employees at your Spanish office, nor is it safe to make a draft or use a free application to "translate some sentences" without running the risk of causing a disaster.

It is advisable to work with a team of native translators who are both fluent in the language and up to date in China’s current affairs, especially to reach a young audience with expertise in technology and the Internet.

Quality control is also essential in the translation process. For companies without Chinese speaking employees, it is difficult to control the quality of the translation in-house, so it is also advisable to rely on suppliers who already have quality control procedures in place.

The Gear Translations platform simplifies processes while maintaining high quality standards. Our clients can translate their business content into more than 21 languages , choosing the type of translation according to the technical complexity of the texts, and with delivery turnarounds starting at 5 hours.

And all this is done through a centralised platform that enables the easy management of all business translations featuring a translation library and a terminology database where to quickly search for files or technical specific terms.

In addition, our system’s smart algorithm identifies all previously translated content so that it is discounted when you request a new instant online quote.

At Gear Translations, we can help you shorten the path to success in new markets.