Chi­nese in US go af­ter beauty prod­ucts

China Daily (USA) - - IN DEPTH - By HEZI JIANG in New York hez­i­jiang@chi­nadai­

The on­line check-out page of lux­ury-goods de­part­ment store Neiman Mar­cus was stormed early Thurs­day when tens of thou­sands of Chi­nese and Chi­nese Amer­i­cans kept adding ex­pen­sive skin­care sets and $400 hair dry­ers to their shop­ping carts.

“$350 off on or­ders over $1,000 for al­most all of their beauty prod­ucts! 35% off, that’s prob­a­bly the best deal I’ve ever seen for beauty,” said Vi­vian Cai, 28, who moved from Bei­jing to the US to go to col­lege and now re­sides in New York.

Cai and those thou­sands of con­sumers in the US who shopped on­line for the prod­ucts at Dal­las-based Neiman Mar­cus were tak­ing part in Sin­gles Day — the world’s largest on­line shop­ping day.

While Sin­gles Day in China is a one-day event, con­sumers in the US get more time to shop be­cause of the time dif­fer­ence be­tween the two coun­tries.

In 2009, Alibaba spot­ted a com­mer­cial op­por­tu­nity with the day, and mar­keted it as a shop­ping day for sin­gle peo­ple to buy things to pam­per them­selves.

The sin­gles shop­ping spree has grown. This year, an­a­lysts ex­pect Sin­gles Day re­tail rev­enue to sur­pass $20 bil­lion, shat­ter­ing last year’s record of $14.4 bil­lion. By com­par­i­son, last year’s Black Fri­day in the US brought in $2.72 bil­lion in e-com­merce sales and $12 bil­lion in to­tal sales over two days.

On Sin­gles Day, Cai used to sit in her New York apart­ment and shop for her par­ents, who are in Bei­jing, through Alibaba. Then two years ago she started to see good deals for her­self of­fered by Amer­i­can re­tail­ers through Weibo, the Chi­nese ver­sion of Twit­ter, and deal sites that specif­i­cally tar­get Chi­nese con­sumers in Amer­ica.

“Sin­gles Day has be­come more rel­e­vant to us Chi­nese in the US. It’s amaz­ing to see that many great deals are just for us. The Neiman Mar­cus promo code this year was ‘Dealmoon’,” she said.

DealMoon, the largest shop­ping-rec­om­men­da­tion site for Chi­nese Amer­i­cans and a ma­jor player in pro­mot­ing the Jen­nifer Wang, 11.11 shop­ping bo­nanza in the US, part­nered with more than 250 de­part­ment stores and in­ter­na­tional brands this year, up from 180 in 2015.

Fo­cus­ing on high-end beauty prod­ucts and fash­ion for Chi­nese Amer­i­cans who are known for their buy­ing power and de­vo­tion to lux­ury brands, its part­ners in­clude Saks Fifth Av­enue, Bloom­ing­dale’s, La Mer, Lan­come, Es­tee Lauder and Michael Kors.

“Some of our part­ners sold over $1 mil­lion last year,” said its co-founder Jen­nifer Wang. The top win­ners were Amer­i­can lux­ury de­part­ment store Bergdorf Good­man and beauty brand Glam Glow.

“It’s be­com­ing the Cy­ber Mon­day for lux­ury brands,” said Wang. “Al­most all that par­tic­i­pated last year will be mak­ing of­fers again this year, some with deeper dis­counts, and we have more brands join­ing us, in­clud­ing Adi­das and Jimmy Choo.”

Ac­cord­ing to the 2010 US Cen­sus, the Chi­nese Amer­i­can pop­u­la­tion in the US was ap­prox­i­mately 3.8 mil­lion. There are also about 300,000 Chi­nese stu­dents study­ing in the US, along with a good num­ber of peo­ple who have grad­u­ated and now work in the coun­try.

Last year, DealMoon re­ceived 53 mil­lion screen views and 2.9 mil­lion vis­its on its mo­bile app. Wang ex­pects the num­ber to in­crease this year.

When they went shop­ping on the Neiman Mar­cus site, Wang and Cai bought the La Mer gift set for $410 and La Prairie caviar eye cream for $335.

“I’ve never bought them be­fore be­cause they are too ex­pen­sive, but with this dis­count, I’m go­ing for it,” said Cai.

It’s be­com­ing the Cy­ber Mon­day for lux­ury brands.” co-founder of DealMoon

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