By scanning QR codes, consumers can order items that are warehoused in China’s free trade zone
Eugene He
US skin care brand Ceramiracle is exploring novel ways to sell its products in China, without sacrificing on its anti-animal testing policy.
Its strategy involves opening ‘stockless pop-ups’ that do not directly sell any products.
Consumers are invited to try samples, but to make a purchase they must scan a QR code placed next to the products, pulling up Ceramiracle’s WeChat store.
Orders will either be shipped from a bonded warehouse in the free trade zone in China or direct from a fulfillment centre located in Singapore.
Speaking to Cosmetics Business, founder Eugene He explained that the stockless pop-ups also have the added advantage of keeping the indie brand “small and nifty”, in a country with over 19,000 cities.
“We actually see it [pop-ups] as a direct replacement to traditional retail fronts as Chinese consumers are extremely ...
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