Beauty firms tap big potential in small cities

BEIJING - In a lightly furnished cosmetics shop in the southern Chinese city of Huizhou, Guangdong province, an array of skin care and makeup products from leading global brands and new brands are on display.

The products can be bought in-store or online via an app, with user experiences shared online.

The store is the first New Retail offline outlet of domestic beauty platform Rosilolly. The startup aims to open 3,000 stores in small cities and counties nationwide by 2020, as it finds huge untapped market potential in these areas.