Victoria Beckham Beauty makes Tmall Global debut

Spice Girl turned entrepreneur Victoria Beckham is launching her eponymous beauty line on Alibaba Group’s Tmall Global platform this week, marking the brand’s first foray into the China market.

“You can’t be a successful global brand without a solid China business – it’s just not possible these days,” says CEO, Sarah Creal.

“We knew Alibaba would be a really good partner for us because we’re looking for a long-term strategy in China – not simply a few big, splashy moments. We’re confident that our partnership will help us create the right product offering for the China market and help us grow our business in the country over the long-term in a meaningful, authentic way,” she adds.

The brand teamed up with Viya, one of China’s leading livestreamers, on 27th July. She featured an exclusive offer on its new Power Glow Set and also took part, with Beckham, in a Q&A during the session.

“It’s an amazing, blow-your-mind trend. The livestreaming phenomenon is indicative of the pace of development and innovation coming out of China. It’s absolutely brilliant. On the practical side, it promotes education and gives brands a way to inform consumers about products. At the same time, it’s riveting entertainment that creates a great deal of engagement and excitement about products,” Creal comments.

The company is also working on plans with Beckham related to 11.11 and “some very exciting things” for Queens’ Day in March. “We’re hoping that Victoria will be able to be on the ground in China at some point in the future. We’re both absolutely committed to developing our business in China and to understanding the Chinese consumer better, and our partnership with Tmall Global will be key to both,” says Creal.

“No market moves faster than China – things that worked for brands even six months ago will not work today. We know we must stay nimble and constantly learn, then formulate our plans accordingly,” she concludes.