Kuaishou e-commerce tunes into Fujian beauty industry

On June 30, video-sharing app Kuaishou and mobile Internet enterprise Zhonglian Century held a launching ceremony for their beauty e-commerce partnership in Xiamen in Fujian province

The initiative, known as the “Zhonglian Kuaishou Xiamen Beauty Industry Belt”, aims to give the region a competitive edge by providing high-quality marketing for a variety of local beauty brands, suppliers and vendors. Kuaishou intends to make full use of its platform and personnel to empower enterprises throughout the Xiamen region. This will be accomplished by providing training, attracting e-commerce customers, opening stores on the Kuaishou e-commerce app, live streaming, and a series of other services.

Currently, Xiamen is advancing considerably in the beauty industry. In fact, as of June 2022, a total of 45 cosmetic manufacturers are located in Xiamen, accounting for 43% of the total number of cosmetic manufacturers in Fujian province. Operating as the provincial financial hub for the beauty industry, the city attracts relatively mature beauty brands, rich e-commerce resources, and talented content creators.

Zhan Zhaowen, deputy head of the Siming District Government, stated that “as the political, economic, financial and commercial center of Xiamen, Siming District is embracing the new economy with an open mind and focusing on developing the e-commerce industry”. They anticipate that the initiative will make Siming a hot spot for investment and business development in the future.

For the past few years, livestream e-commerce has been taking China by storm. In 2021, almost half a billion people were estimated to have made purchases through livestreams, a 20% increase from the previous year. By the end of 2023, it is expected that over 45% of China’s digital shoppers over the age of 14 will shop via livestream. As pandemic-related constraints have influenced consumer behavior, shoppers now seek to recreate the in-store experience with interactive live streaming channels.

Altogether, the official launch of the “Zhonglian Kuaishou Xiamen Beauty Industry Belt” marks the beginning of a promising new chapter in Xiamen’s beauty industry. The move also highlights the prevalence (and even demand) of livestream e-commerce in the nation. By banding together, Zhonglian Century and Kuaishou E-commerce will spare no effort to accelerate local beauty business and assist local merchants.


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