Brief

Estee Lauder natural skincare brand Origins wanted to expand its online presence and gain more market share in the competitive beauty category. Following Baozun’s recommendations, Origins launched its flagship store on JD.com in Q3 of 2021.

Solution

After an in-depth market analysis, Baozun recommended the brand choose JD.com for its channel expansion. JD.com is the second-largest e-commerce platform in China, with significant room for growth in the beauty category. It would allow the brand to acquire more potential users and expand its consumer pool.

Baozun put together a solid team of strategy and marketing experts with seasoned operation experience on JD.com in the luxury beauty category to provide precise positioning and merchandising launch plans.

Results

Baozun succeeded in launching Origins’ JD.com flagship store within only one month, delivering high-quality work and service standards. Baozun team also worked on a grand Super Brand Day IP on the first month of the launch to promote the brand on JD.com.