A V-shaped recovery is evident across a number of categories post-pandemic in China. Online sales of Personal Care & Cosmetics Products are continuing to grow fast in the China market, and the brands that succeed are those which are monitoring and analyzing the ecommerce status of all products in real-time, according to a new report by Edge by Ascential.
The latest E^ Ecommerce Performance Index (E^I) report dives into the performance of key brands and SKUs within the personal care and cosmetics categories, analyzing digital shelf and sales performance, and proving the relationship between winning digital shelf space and winning market share.
E^I integrates all metrics to measures performance by brands, and benchmarks them against the category average. A score above 120 means a brand’s product is performing well, a score below 80 means it is doing poorly.
For Personal Care and Cosmetics online sales in China in the period March 9 to March 15, 2020, Shiseido ranked highest with an E^I score of 153 due to strong search results. Olay also scored above 120, while the E^I scores for Lancôme and Estée Lauder were impacted by product availability issues.
E^I scores and analysis allow brands to instantly identify where they rank versus the competition, and what the drivers and barriers are that are impacting on sales performance. Using E^I gives brands the strategic focus needed to win online.
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