Beauty Essentials International in Jiangqiao town of Jiading, Shanghai, hit a turnover of 30.8 million yuan ($5 million) on Nov 11, a date popular for annual online shopping, ranking its online flagship store sixth among all makeup stores on Tmall.
The flagship store reached a sales volume of 10 million yuan within an hour. It also adopted an online to offline (O2O) business model letting customers pay for products online and pick up at stores in order to improve business efficiency.
Niu Er, founder of the company, is a well-known skincare expert in Asia. Since his brand Naruko entered the Chinese mainland, its products have been well-received by customers for its high quality and low price. According to statistics, the company’s turnover on Nov 11 accounted for 72.3 percent of the total sales volumes in the first 10 months of this year.