This is the third post of “Weishang Knows Cosmetics.” In the previous posts, we explained how weishang are gaining more influence in the cosmetic sector and gave an example of a weishang based in Shanghai that leverages their internet celebrity salesforce to build their brand. In this post, we talked with Korean cosmetic OEM/ODM company based in Shanghai to discuss the challenges of weishangs in China and its opportunity for foreign brands.

One major challenge for weishang is building the brand. Weishang (微商, WeChat sellers) that focus too much on quick sales don’t usually last long. This weakness affects not only the weishang itself but also foreign cosmetic companies in China that are helping fill in the gap between traditional cosmetic and the new economy.

“They need to build up the brand to make people crave their brand identity. Currently, weishang have no long term plan. In order to build a brand, they need to establish a long-term plan, and plan their marketing accordingly,” said Eunhee Kim, marketing representative at BT-COS.

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Eva Yoo

Eva Yoo is Shanghai-based tech writer. Reach her at evayoo@technode.com