由 caicai8478 Introduction
In recent years, domestic cosmetics brands have risen rapidly in the domestic market, and some brands have begun to target overseas markets, trying to compete with international brands. However, with limited brand influence and marketing budget, how can niche domestic cosmetics break through? One of the key strategies is to beat international brands with logistics speed.
This article will analyze actual cases to explore how domestic cosmetics brands can use efficient logistics systems to improve the shopping experience of overseas consumers, thereby gaining a foothold in the fiercely competitive international market.
Logistics pain points of international brands
International cosmetics giants (such as Estee Lauder, L’Oreal, etc.) usually adopt a global supply chain model, and products often need to go through multiple links from production to consumers:
Concentrated production sites: The main factories are located in Europe, America or a few Asian countries, and cross-border transportation takes a long time.
Scattered warehousing but slow response: Although there are warehouses around the world, the replenishment cycle is long, and the delivery time in some regions is still slow (for example, it takes 5-10 days for European and American consumers to deliver after placing an order).
High return and exchange costs: The cross-border return and exchange process is complicated, affecting user experience.
These pain points give domestic brands with strong flexibility and high logistics efficiency an opportunity.
Logistics speed advantage of domestic beauty products
Case 1: Huaxizi – overseas warehouse + localized distribution
When Huaxizi entered the Southeast Asian market, it deployed overseas warehouses in Malaysia, Singapore and other places in advance, and cooperated with local logistics service providers to achieve:
Delivery within 3 days: far exceeding the average delivery time of international brands (more than 7 days).
Reduce logistics costs: Reduce international shipping costs for a single order by transporting in batches to overseas warehouses.
Flexible response to promotions: During big promotions (such as “Double 11”), it can ship quickly to avoid international logistics congestion.
Effect: Huaxizi’s repurchase rate on platforms such as Shopee and Lazada increased by 30%, and the logistics praise rate was as high as 95%.
Case 2: Perfect Diary – Cross-border dedicated line + data optimization
When Perfect Diary expanded its European and American markets, it chose to cooperate with cross-border dedicated line logistics providers and use big data to optimize delivery routes:
Dedicated line logistics 5-7 days: more economical and efficient than traditional international express delivery (such as DHL, FedEx).
Smart warehouse distribution: based on consumer distribution data, stock popular products in warehouses close to the target market in advance.
No worries about returns and exchanges: cooperate with overseas third-party return and exchange service providers to simplify the process.
Effect: The order fulfillment time in the European and American markets was shortened by 40%, and the return rate was reduced by 15%.
How to replicate the “logistics speed” strategy?
- Layout overseas warehouses to shorten the last mile
Rent or cooperate with overseas warehouses in target markets (such as Southeast Asia, Europe and the United States) to achieve local delivery.
Combined with sales data, stock popular items in advance to reduce cross-border transportation time.
- Choose an efficient cross-border logistics dedicated line
Cooperate with dedicated logistics such as Cainiao International and Jitu International to balance speed and cost.
Use the “bonded warehouse + direct mail” model to improve customs clearance efficiency.
- Optimize the response speed of the supply chain
Adopt a flexible supply chain, produce in small batches and multiple batches, and respond quickly to market demand.
Cooperate with domestic leading logistics companies (such as SF Express and JD Logistics) to improve domestic transportation efficiency.
- Provide transparent logistics tracking services
Provide real-time logistics updates on independent sites or e-commerce platforms to enhance consumer trust.
Combined with marketing (such as “overtime compensation”), further strengthen the perception of “fast”.
Conclusion
When the brand power is not yet comparable to that of international brands, domestic beauty products can create differentiated competitiveness with logistics speed. Through strategies such as overseas warehouses, dedicated logistics, and intelligent supply chains, niche brands can not only improve user experience, but also achieve overtaking in repurchase rate and reputation. In the future, with the improvement of cross-border e-commerce infrastructure, “China Speed” may become another trump card for domestic products to go overseas.