The beauty company Avon has opened its first mainland Chinese flagship store in downtown Shanghai.
Located in downtown Shanghai’s Nanjing Road W, the opening event featured the debut of its ANEW Renewal Activating Serum with PROTINOL™, first time launching in the Asian market, and the upgraded Avon Little Black Dress Charm fragrance series.
“This first-store opening in such a prominent location in a dynamic city such as Shanghai is significant for us at Avon globally,” said Irving Holmes Wong, Managing Director, Asia Pacific.
The launch of the flagship store reinforces the brand’s strategy of “In China, For China” and it is said to contribute to a new “first-store economy” development model in Shanghai, according to Shine.cn.
“The Chinese market occupies an important position in Avon’s global development strategy. We set up an internal strategy of ‘China First’ and the management has been given much autonomy to decide what is relevant for Chinese consumers,” continued Wong.
Targeting the Gen Zs, the store offers livestreaming studio for a more digital shopping experience for the customers.
“I believe that today is a new start. In the future, Avon will further improve the omni-channel strategy, bring more innovative products tailored to China, provide better products and experience for Chinese consumers, and contribute to the new development pattern of ‘dual circulation’ in China,” Wong said.
