Korean Skincare Brand Gungjung Bija Expands Presence in China

Gungjung Bija, a skincare brand from Zero to Seven focused on sensitive skin for infants and children, was named 'Excellent New Product Marketing Brand' at the Watsons 2026 Growth Conference held on July 24. This recognition reflects its effective marketing strategies and impactful local outreach.

The conference marked Watsons' 185th anniversary, aiming to share insights on market changes and growth strategies with participating brands. It also featured award ceremonies for outstanding brands across various sectors. Gungjung Bija’s brand pop-up store in Qingdao, Shandong Province, in May was particularly noted for enhancing local consumer connections and promoting its products successfully.

Since beginning its phased entry into Watsons stores in China in February, Gungjung Bija has established its presence in approximately 2,600 stores by mid-year. The brand has reported stable sales performance from the outset, suggesting potential for further growth. Plans are in place to strengthen collaboration with Watsons to expand its local sales foundation, building on its product competitiveness and premium brand positioning.

Additionally, Gungjung Bija is restructuring its distribution framework through its Chinese subsidiary, aiming to enhance profitability. The brand is shifting its strategy from traditional wholesale methods to direct entry into key retail channels. This approach reduces distribution layers, thereby improving market management and ensuring a more consistent brand experience for consumers.

This strategy is also expanding sales touchpoints across major online and offline distribution channels in China. In 2025, the brand intends to enter the popular retail entity, Pandonglai, known for delivering unique customer experiences. Gungjung Bija is already seeing success in Pandonglai’s 14 stores and is pursuing further entry proposals in leading local distribution channels.

Gungjung Bija is adjusting its online distribution strategy as well, transitioning to direct management of major Chinese e-commerce platforms like TikTok and Tmall. This move aims to enhance market responsiveness and brand management capabilities. Notably, Gungjung Bija ranks highest among domestic brands in key categories such as infant sun care and creams on Tmall, demonstrating its competitive edge.

As competition intensifies and the growth rate of the Chinese cosmetics market slows, Gungjung Bija plans to explore additional growth opportunities by segmenting consumers and distribution characteristics by channel. The brand will focus on strengthening its competitiveness and profitability through tailored product offerings and marketing strategies, rather than merely expanding its distribution network.