GENUINE X Tarte

CLEAN BEAUTY, CLEAR STRATEGY: TARTE’S E-COMMERCE ASCENT IN CHINA

GENUINE partnered with Tarte to launch its Tmall flagship store and establish the brand in China’s competitive beauty market. Through localized e-commerce operations, social marketing and real-time performance tracking, we aligned Tarte’s sustainable identity with Chinese consumer values. The result: rapid awareness, strong repeat purchase rates and a loyal digital community.

Services Scope:

E-commerce Operations

Social Marketing

Market Research

Management Summary

To support Tarte’s China entry, GENUINE developed and executed a full-scale e-commerce strategy anchored in data and local insights. We launched and managed the brand’s Tmall flagship store, activated social campaigns to drive engagement, and continuously optimized performance based on real-time analytics. By translating Tarte’s clean beauty positioning into a localized digital presence, we built a strong foundation for growth in one of the world’s most dynamic beauty markets.

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Challenges

Stagnating revenue and market share
Existing partner lacked ability to enable new growth channels (e.g., social commerce)
Fierce competition from various channels
Inconsistent pricing across channels

Genuine solutions

Take-over of all online channels and new prioritization of future growth channels
Re-building of their e-commerce and offline distribution in China
Strong partnership, collaboration and trust between Villeroy & Boch and GENUINE
Revenue increase by +50% in first 6 months

What our clients say

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Challenges and Solutions

Villeroy & Boch faced challenges in optimizing operations on TMALL and JD and contending with increasing competition from domestic brands. Additionally, low conversion rates and underperforming paid traffic channels needed addressing. A comprehensive market analysis led to a focus on certain product areas and price segments to improve conversion rates and maximize growth.

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Digital Marketing and Brand Building

A targeted digital marketing strategy, leveraging the elegant tone of Villeroy & Boch, helped increase brand awareness and boost sales. This strategy included tailoring e-commerce tactics and utilizing innovative advertising measures.

How we made it

Our approach with Villeroy & Boch has been centered on harmonizing their rich heritage with modern digital strategies, demonstrating how traditional brands can thrive in new markets. By customizing our e-commerce solutions to align with Villeroy & Boch's high-quality standards and aesthetic, we've not only expanded their digital footprint but also enhanced their brand prestige among Chinese consumers, leading to sustained growth and a strengthened market position.

Step 1

Strategy Development

Partnering with local stakeholders was crucial for overcoming cultural and linguistic barriers and ensuring an effective market launch. Strategic alignment and local collaboration led to successful positioning of Villeroy & Boch in the Chinese market.

Step 2

Implementation and Monitoring

The implementation of the e-commerce strategy was carefully monitored to make adjustments and ensure the measures were effective. This proactive approach allowed for quick responses to market changes.

Step 3

Results and Outlook

The successful implementation of the strategy enabled Villeroy & Boch to increase its growth in the Chinese market. Continuous monitoring and adaptation of strategies ensure long-term success and expansion.

Step 4

Conclusion

The targeted actions and collaboration with local partners have enabled Villeroy & Boch to establish and continue to strengthen its position as a leading brand in the Chinese market.

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Summary

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Key Takeaways: The collaboration between Villeroy & Boch and its strategic partners has been instrumental in navigating the complex Chinese market. The successful adaptation and implementation of the e-commerce and digital marketing strategies have not only improved operational efficiencies but also significantly enhanced brand visibility and sales performance in China. This case demonstrates the importance of a tailored approach in global expansions, emphasizing the role of strategic partnerships, local insights, and continuous adaptation to local market dynamics.

Unlock your full potential in China

Join forces with GENUINE and let our proven methods give you a competitive edge in the complex Chinese market.

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References

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