China. China Duty Free Group (CDFG) and The Estée Lauder Companies have signed a landmark cooperation agreement for travel retailers’ CDF Member WeChat Mini Program.
America’s beauty powerhouse brings 13 well-known brands to its mini-programs.It will open an independent brand hall that includes beauty, skincare and fragrance categories to serve a wide range of consumer groups with a variety of beauty needs.
The brands that have signed up are Estée Lauder, La Mer, M A C, Clinique, Jo Malone London, Tom Ford Beauty, Bobby Brown, Origins, Darphin, Lab Series, Kylian Paris, Editions de Parfums Frederic Malle, Dr. Jart. is.
According to CDFG, the deal represents a comprehensive digital marketing cooperation.
CDFG took note of The Estée Lauder Companies’ longstanding commitment to the Chinese market, having entered the Clinique and Estée Lauder brands in 1993.
“The Estée Lauder Companies has always been committed to creating the most beautiful, high quality and elegant experiences. This approach has won the trust and love of Chinese consumers,” said CDFG. says.
The two partners have long focused on “win-win” cooperation within the growing travel retail sector, the company added. This has enabled a vibrant high-end consumption experience that integrates travel, vacation, shopping and leisure, he said.
The Estée Lauder Companies has begun designing and developing each brand hall, which will be officially unveiled in the near future.
Commenting on the collaboration, a CDFG marketing spokesperson said: In recent years, travel retailers and brands have increased their investments in digital platform building, data analytics, digital marketing, etc. and have established dedicated digital teams to focus on this important area.
“CDFG’s member traffic value and digital marketing capabilities will help the supply chain within China’s travel retail channel upgrade from the traditional 1.0 ‘purchase and marketing’ model to the ‘purchase and marketing + digital marketing’ 2.0 model.” increase.
“The Estée Lauder Group represents the high end of the global duty free industry. The emergence of 13 brands as the travel retail leader in the beauty category demonstrates the industry’s recognition of the value of CDFG’s member traffic and digital marketing capabilities. It also strengthens our confidence in our continued digital transformation and enhancement.”
The retailer described the CDF member mini-program as an important step in its digital development.
After releasing version 1.0 in November 2020, as of August 2022, the platform has approximately 10 million free members. It has peak daily active users of 350,000, representing the largest and most popular user base in the travel retail industry, according to CDFG.
CDFG states that “accuracy” is one of the core values of miniprograms. Mini-program users are her CDF members who have registered on the platform and have traveled abroad or to Hainan. In addition, they participate in mini-programs for very clear and specific reasons. They plan to shop at CDF’s physical or online store. In other words, these users are the very target customers that the brand wants to market.
CDFG said it has continuously reviewed the needs of its members in recent years. Based on its high service requirements, the company has always strived to enhance its membership mini-programs.
In September 2021, CDFG’s front-end and back-end systems were comprehensively upgraded and optimized. This marks the release of version 3.0 of the CDF Member Mini-Program, enhanced by the launch of two content sharing platforms: CDF Super-buyers and CDF Brands.
By inviting brands and CDF member KOLs to the platform, CDFG hopes to encourage brand partners and members to create and share high-quality travel shopping content.
Through the “CDF Community” content aggregation and sharing platform, brands and CDF members can share the joy of travel shopping and easily convey brand values and traditions. Through version 3.0 of the mini-program, members can also check reward points, book VIP transportation, learn about promotions, shop with her vouchers, watch livestreams, participate in Lucky-Her draws and other activities. can do.
The CDF Member Mini Program has also become an important sales and marketing tool for brand owners. Several Brand Houses and individual brands such as Beam Suntory, Bacardi and Glenfiddich have set up Brand Halls to share their brand stories, curated products and special offers.
Brands can also conduct precise and targeted marketing such as promotional information and lucky draws in various sections of mini-programs, as well as soft marketing on the “CDF Community” platform through content sharing and live streams. increase.
In June, Moody-Davit Reports launched a new quarterly eZine called Moody-Davit China Travel Retail Report. The cover story was dedicated to China Tourism Group. Click on the image to see the bilingual title. His next issue will be published in October with a comprehensive follow-up on CTG Duty Free’s global offering and Hong Kong’s secondary listing. Email Kristyn@ModieDavittReport.com for a free first year subscription.