Feb. 21 On March 12, Hanashiko opened a pop-up shelf exhibition at the beauty collection store @cosme*** in Shibuya, Tokyo, to sell her "Mongolian Impression" series of products launched at the end of last year.
The series includes six items, including Jade Cushion, Jade Powder Powder, Jade Gauze Powder, Embossed Eyeshadow Palette, Blush Palette, Silk Lip Veil and limited peripherals.
It was further learned that the products sold on-site ** were higher than the domestic selling price.
For example, one of the Yurong gauze powder cakes (Mongolian impression model) is priced at 189 yuan online*** in China, which is equivalent to about 4,000 yen, and the price at the scene in Tokyo is 6,710 yen after tax;
Another Mongolian lip veil is priced at 125 yuan (about 2,600 yen) in China, while it is priced at 3,795 yen after tax.
On the social platforms X and TikTok, many Japanese consumers posted **and** on the spot.
This offline store in Shibuya-Harajuku is the largest @cosme*** in Tokyo, with a total of three floors and a collection of thousands of brands from all over the world.
cosme*** is a cosmetics store launched by cosme, a well-known and authoritative cosmetics reputation in Japan, with the core concept of "experience and encounter destined cosmetics", through experience, consultation and ranking to help consumers find destined cosmetics, and create a space where consumers can easily and freely encounter their own destiny cosmetics.
In addition to the products on the COSME rankings, there are also brands that are exclusive to COSME. Cosme offline stores have become the first choice for many domestic beauty brands to enter the Japanese market, which is not only a touchstone and springboard to test the brand's acceptance in the Japanese market, but also an important part of entering other chain beauty stores and drugstores.
It is understood that this is the second instant sales event held by Huaxizi in Japan in 2024.
From January 31 to February 5 this year, Hanaxiko held a week-long pop-up exhibition at Lucua, a commercial complex in Osaka, Japan's second largest city, to exhibit the "Mongolian Impression" series of products for the first time in Japan.
Looking back on Hanashiko's journey in Japan, as early as a year ago, on February 15, 2023, Hanaxiko held the brand's first overseas offline pop-up event at @cosme*** in Shibuya, Tokyo. At that time, the pop-up store with the theme of "Hidden Garden: Tokyo Limited" attracted nearly 100 locals**, influencers, and more than 500 customers on the first day of opening.
When asked why he wanted to do an overseas pop-up storeHuaxizi co-founder of Flying SlowHe once said: "Huaxizi has a relatively good user base and reputation in Japan, and we have also received many calls from Japanese users who want to know more about Huaxizi, and we hope that through some offline interactions, Huaxizi can better understand overseas users, and also allow overseas users to understand Huaxizi at zero distance and feel the quality and beauty of China." ”
Due to the similarity of geographical location and cultural customs, Japan and Southeast Asia have always been the first choice for many domestic beauty brands to go overseas.
As the first overseas market for Huaxizi, Japan has always played a key role in Huaxizi's overseas layout. As part of its global strategic expansion, it was previously revealed that Huaxizi is planning to open 25 stores in Japan.
In September 2023, Hanaxiko entered the main store of Shinjuku, a high-end department store in Japan, and opened a seasonal limited counter to compete with Chanel Chanel, forming a "face-to-face" pattern.
Since both being ridiculed with Li Jiaqi last year, Huaxizi's products and pricing have been questioned by consumers, but it does not seem to have had much impact on its sales performance. During last year's Double 11, Huaxizi's Tmall makeup pre-sale ranking fell out of the top 20, but finally ranked 9th on the Double 11 sales list.
According to Gray Dolphin data, since the beginning of this year, the number of fans of Huaxizi Douyin has decreased by nearly 20,000, and the total sales are between 50 million and 75 million yuan. In the past 30 days, the number of views of its related notes on Xiaohongshu has been close to 11 million.