赫本最爱的护肤品牌是它?你喜欢吗?
“Tofu” cream. “Protein” lotion. “Ice white” facial masks. These are the nicknames that loyal Chinese fans of the skincare company Erno Laszlo have made up for the brand's products. And when consumers get creative with pet-names for brands and products in China, it means that those items have become wildly popular. Erno Laszlo's CEO Charles Denton is fully aware of the potential his brand has in the Chinese market. After entering the country's marketplace over five years ago by setting up several counters in department stores and shops on Alibaba's B2C marketplace Tmall. “Our goal [in China] is over the next five years to have 30-40 department stores [up from five] and 10-20 boutiques, which we call ‘Laszlo spaces,’” Denton told Jing Daily in a recent interview in New York, adding that “we will be launching our stand-alone stores with the first one in Shenzhen this spring/summer.” In the West, Erno Laszlo is fortunate to have had a legendary line-up of devotees, including Hollywood goddesses Audrey Hepburn, Marilyn Monroe, and Grace Kelly, which, to some extent, makes the brand an easy sell. In China, Erno Laszlo is still a niche brand, but it has accumulated a small number of loyal fans in recent years because of its high-quality products. Denton said that this loyal group of Erno Laszlo advocates would need to be the company’s champions for it could grow in the future. |