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618 Vol.4: Lessons from a High Performing Cosmetics Brand in China - CHANDO 618 Sales

CHANDO, a Chinese domestic cosmetic brand with a 19-year history, performed excellently during the 2020, 618 shopping festival. It achieved these results by focusing on segmented products targeting niche demographics and prioritized the marketing of these products. It also adopted an omnichannel marketing strategy with a specific emphasis on livestreaming. As a nationwide marketing campaign launched during the post-COVID19 period, 618 2020 has taken on special significance this year as a surrogate metric for consumer confidence and a measure of economic recovery in post-Covid China.

The 618 mid-year shopping festival is the second-biggest shopping festival in China. As a nationwide marketing campaign launched during the post-COVID19 period, 618 2020 has taken on special significance this year as a surrogate metric for consumer confidence and a measure of economic recovery in post-Covid China.

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