Lin Qingxuan is a Chinese cosmetics company with more 300 retail stores and over 2,000 employees. When forced to close 40% of its stores during the coronavirus crisis, the company acted quickly to leverage WeChat and TaoBao (owned by Alibaba, it’s the world’s biggest e-commerce site) to engage with its customers virtually.
The store sent coupons to their customers and redeployed their 100+ beauty advisors from the closed stores into online influencers. On February 14th, the store launched a large-scale live stream shopping event and were able to engage with 60,000 customers live (they currently have 6 million followers). The sales from one shopping advisor in two hours equaled that of four retail stores.
From “online clubbing sessions” to streamed music festivals, many Chinese brands turned to live streaming during this crisis. It’ll be interesting to see how this industry will grow in the US.
Interesting to note that despite having a pretty big following and social presence online, Sephora has canceled all its North American in-store classes and services as of 3/12.
Why it’s hot: This crisis will likely force brands to be braver and creative and, ultimately, expedite their digital transformation.