Hi-tech Chinese cosmetics retailer hits Australia

By Natasha Spencer

- Last updated on GMT

Hi-tech Chinese cosmetics retailer hits Australia
Avid Australian beauty adopters are embracing Chinese cosmetics and skin care names.

Chinese household cosmetics and beauty company, Jala Group, has embarked on a trip to Australia’s major cities including Melbourne and Sydney to explore the technological retail arena.

Teaming up with e-commerce retail heavyweight, Alibaba, the two leading names are exploring the use and potential of next-generation retail industry tools including facial recognition technology and QR codes.

Tech triumph

Jala Group’s recent tour also gave Australian cosmetic lovers a glimpse of this technology at play via its augmented reality-based (AR) smart mirror. A webcam placed above the screen enables customers to take a photo of their face and instantly apply a selection of makeup applications using “Snapchat-esque filters”​.

All applied virtually, the ‘magic mirror’ then displays QR codes, which the consumer can scan, add to their cart and buy.

Jala Group has entered into a "strategic consensus"​ with Tmall, as it now plans to lift its brand presence in Australia and increase its global market share.

"We believe wellness and beauty are interdependent and interrelated. So, our goal is to make more high-qualified beauty products like CHANDO's, and move to global market,”​ encouraged Wu Meng, the president of sales of Jala Group.

“Also, we want to share our brand concept of 'you are born to be beautiful' with the world,"​ Meng added.

Entry and longevity

Ever since its market entry in Shanghai in 2001, Jala Group has strived to aggregate “Worldwide Resources to Build Chinese Brands"​. Over the past 17years, the well-known Chinese name has developed four key brands Jala — Maysu, Chando, Botanical Wisdom and insea, to push its leading reputation in the fields of technology, innovation and design.

It has partnered with various partners from all over the world including Japan, the US and France over the last ten years to achieve this.   

As it entered into its second decade, in 2011, Jala established its plan for the next ten years — known as the Dragon Plan. It emphasised that it would progress its core cosmetics and skin care business activities, while pursuing its three strategic goals: to "be a domestic industry leader in cosmetics"​, "enter into international market"​, and "establish China's own world-class brand".

Through its efforts in gaining domestic market share and brand performance, Jala has now created over 21,800 retail outlets set up in 31 provinces in China. It features in cosmetics retailers, department stores, pharmacies, supermarkets and marketplaces.

Related topics: Brand Innovation

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