Amorepacific in hybrid approach to China market

Deployment of both high-end and mass market products will be the dual focal points for South Korean cosmetics company Amorepacific in China, a country representing one-fifth of the firm's total revenue and among its fastest growing markets, according to Charles Kao, president of the company's operations in China.

Such a hybrid approach is backed by a continuous digitalization drive, featuring data analysis for product customization and social media interaction to better engage with an army of new and existing consumers, Kao told China Daily in an exclusive interview.

"For new product launches in China, we are moving from 'intuition-driven readiness' to the employment of data that depicts the clear preferences of customers," said Kao, under whose leadership the group has seen nearly 30 percent of revenue generated through online channels.