Fashion
Chinese cosmetics company Proya has ramped up its expansion on the heels of strong growth this year. In the first half of the year, Proya achieved revenue growth of 28 per cent, representing 89 per cent of the company’s total revenue for the period. At the same time, the firm’s e-commerce platform achieved sales growth of 58 per cent, while its Uzero brand accelerated its opening of single-brand retail outlets modelled as smart stores, signing agreements with more than 1000 locations.
Since the beginning of the year, Proya has been driving sales growth across its cosmetics store-focused network by improving its incentive programs, providing more resources to employees, and encouraging employees to embrace change and continuously enhance skill sets.
Based on shifts in market demand, the company has been focussing its product upgrades on the addition of new functionalities, higher levels of efficiency, as well as new and improved, higher-priced high-value items and a better appearance. It currently retails more than 1000 products under seven brands.
Next year, the company plans to launch additional high-end products with functional and technological advantages that will serve as a cornerstone of a comprehensive product and brand upgrade.
China’s beauty and makeup market was valued RMB361.6 billion (US$52.3 billion) in 2017, with a compound annual growth rate averaging 9.5 per cent over the last 10 years.
