Karen Raghavan | The Beauty Market in China

<p><strong>Topics Discussed and Key Points:</strong></p><p>●      The dynamic between heritage brands and startups</p><p>●      How consumption patterns for Chinese consumers change when purchasing abroad versus within China</p><p>●      Comparing travelling Chinese consumers with travelling Western consumers</p><p>●      Whether most big beauty brands need to have a dedicated travelling consumer program</p><p>●      How COVID-19 has changed beauty brands and their marketing</p><p>●      How the pandemic impacted retail</p><p>●      Considerations regarding KOLs and KOCs</p><p>●      How to market hero products versus new products</p><p>●      All about VIPKid</p><p>●      Addressing the “pressure cooker” environment around academic expectations Chinese parents have of their children</p><p>●      Comparing the American and the Chinese school systems with regards to setting students up for success in the workforce</p><p><strong> </strong></p><p><strong>Episode Summary:</strong></p><p>Today on The Negotiation, we talk with Karen Raghavan, a Brand and Business Development Consultant and Growth Advisor to both heritage beauty brands and startups. She is also the Vice President of Brand Development at natural ingredient company Purissima.</p><p>Karen is a member of Chief, a private network built to drive more women into positions of power and keep them there.</p><p>Years ago, it was incredibly difficult for a new company to gain traction in China. Observing this, Karen set out to discover what captures the minds of Chinese consumers.</p><p>She found that consumers travelled to neighboring countries such as Japan and Korea to take advantage of price differentials, while at the same time introducing new brands to friends and family back home. She also discovered that younger Chinese consumers tended to travel abroad individually while older generations tended to do so in groups.</p><p>Today, eCommerce has become an indispensable avenue for the majority of brands. It is important for a company to hone their bran