RMK 看好潜力无限的中国高端化妆品市场
近日，该品牌于电子商务平台天猫国际正式推出其官方旗舰店，标志着正式迈入中国市场。
中国大陆是 RMK 的第四个海外市场，紧随中国台湾、中国香港和韩国之后。
RMK 的公关代表 Hiroka Satou 表示，在过去几年里，借由中国赴日游客和代购的助推，RMK 在中国消费者中的受欢迎程度稳步攀升。
RMK 的天猫旗舰店将出售 178 款产品，其中包括 RMK 粉底液、RMK 隔离霜、RMK 粉底霜等畅销产品。
多年以来，RMK 一直渴望进军中国市场。但是，作为最受中国消费者欢迎的 RMK 粉底霜，其配方却不甚符合中国相关规定。
为此，RMK 不得不另辟蹊径，在中国社交媒体网站开通新浪微博官方账号，以此回应中国游客赴日旅游需求的增长，以激发消费者对品牌入驻的期待，同时趁机调整其旗下明星产品的配方。
进军中国第一步
目前，RMK 计划继续通过电子商务来打造品牌。
“我们选择将跨境电商渠道作为我们 [迈入中国] 的第一步，因为 RMK 产品在中国 [代购] 的口碑与销售均有目共睹。同时，还因为在跨境电商平台，中国消费者寻求新颖独特产品的意识和影响力均居高不下。”Satou 说道。
不过，她表示，公司最终也会考虑拓展线下渠道。
“中国大陆存在诸多监管壁垒，做好万全准备很有必要，但我们的确有此计划。”
Satou 指出，RMK 计划利用其专为亚洲消费者提供底妆的高端美容品牌形象。
“在中国，欧美品牌主导着高端化妆品市场，但却鲜有底妆产品能够真正满足亚洲女性的需求，毕竟亚洲女性的肤质和面部特征与西方消费者截然不同。”
她补充道：“RMK 善于为亚洲女性打造靓丽肌肤，我们坚信，RMK 底妆产品在中国市场潜力无限。”
RMK 认为，尽管中国的美容消费者更青睐于高遮瑕粉底，但其自然轻透的粉底也必定能够引起消费者的共鸣。
“目前，中国市场主流消费者对粉底的需求仍是高遮瑕，但我们相信，透明裸妆的需求肯定会与日俱增，真正未来可期。” Satou 说道。
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