EIOM Expands to Chinese Market via Douyin Entry

EIOM, a dermacosmetic skincare brand by New Select, will launch on Douyin, a leading short-form e-commerce platform in China, marking a significant move into the Chinese market.

Recently, the e-commerce landscape in China has seen a surge in content commerce, driven by short-form content and live commerce, particularly among younger consumers. This trend has positioned Douyin as a pivotal platform for global beauty brands seeking entry into the Chinese market.

Through its entry into Douyin, EIOM aims to broaden its online presence among local consumers and strengthen tailored marketing strategies utilizing short-form content and live commerce. The brand plans to consistently introduce content that effectively communicates product features, elevate brand awareness, and gradually expand into offline distribution channels based on online sales.

To enhance its local distribution capabilities, EIOM has secured an exclusive distribution agreement with YN Global, a firm recognized for its deep understanding of the Chinese market and extensive distribution network. The partnership aims to expand local online distribution through Douyin while conducting marketing activities that align with the characteristics of Chinese consumers, thereby supporting EIOM's market establishment.

Focusing on its flagship product, the Trouble Patch Mask Pack, EIOM is differentiating its dermacosmetic offerings. The brand has recently gained recognition for its product competitiveness by winning the Excellence Award at the Qoo10 Japan Mega Debut Awards. Additionally, EIOM continues to expand its distribution networks in Southeast Asia by entering platforms like Shopee in Singapore and Malaysia.

The Douyin entry is expected to be a pivotal step in EIOM’s global expansion, which has so far centered on Japan and Southeast Asia. EIOM plans to enhance its brand competitiveness in the global market by employing distribution and marketing strategies tailored to the specific market conditions and consumer needs of each country, with plans to gradually expand into North America and Europe.

A representative from New Select stated, “By entering Douyin, a major content commerce platform in China, we have established a foundation for direct communication with local consumers and promoting EIOM’s brand and product competitiveness. We will continue to strengthen our presence in Asia, including China, based on distribution and marketing strategies tailored to regional market characteristics, and maintain efforts to expand our global distribution partnerships, including in North America and Europe.”