Mecca is launching into the Chinese market, via the e-commerce platform, TMall Global. This partnership aims to showcase Australian beauty brands and businesses into the Chinese market.Mecca currently has more than 100 stores across Australia and New Zealand and is one of the leading beauty retailers both online and in-store.
The Australian retailer opened with an edit of 22 brands, including its own private label lines, and will also open up its Loop loyalty program to Chinese shoppers.
The launch was marked by a party held in Shanghai and attended by some 100 KOLs and journalists, with Mecca Founder Jo Horgan attending by livestream.
In development for two years, the launch is happening against the backdrop of a Stage 4 lockdown of metropolitan Melbourne, where Mecca Brands is based, the city’s second lockdown in five months, due to a resurgence of COVID-19 in the state of Victoria. The city of Auckland, New Zealand, has also reentered lockdown due to a resurgence of the virus there.
“China is the second-largest premium beauty market globally, behind the United States,” said Jo Horgan, the Founder and Co-CEO of Mecca. “In three years’ time, it’s predicted to be the number-one market. And consumer dynamics in China are changing in Mecca’s favour; there’s a growing interest in niche, premium brands, in more international brands.”
Mecca’s China move follows on the heels of Perth fashion retailer Richard Poulson launching a new English-Mandarin language e-commerce start-up called Showroom-X, tailored to Chinese consumers and offering Australian and New Zealand fashion, beauty and lifestyle brands.