German Wellness Brand Pushes into China

Beurer Far East Ltd is attending CE China, distributing heating blankets, therapy and beauty devices, massagers and medical devices, as part of a major thrust into the mainland China market. We asked Managing Director Kaikang Le to tell us more about the company’s development in the region.

Beurer, as specialist and market leader in health and well-being products, started cross-border E-commerce to Chinese customers at Tmall Global in 2015. After four years’ development, we have opened two agship stores at Tmall Global (Beurer Overseas Flagship Store and Beurer Healthcare Overseas Flagship Store) and launched more than 60 articles there. In the meantime, we also extended our distribution to JD, VIP, KAOLA, and RED. In 2018 Beurer Shanghai Health Product Co. Ltd. was founded. With the new subsidiary in Shanghai, we are going to launch more Beurer products in the Chinese domestic market and build up the Beurer brand in China.

What are the differences between the dynamics of the Chinese market and the European market?

The market potential in China is huge for Beurer, while the European market is more mature. Another difference is that the life cycle of product in China is shorter than in Europe and the best-seller in China is often driven by a market trend and sometimes in uenced by KOL.

What are your thoughts on the initiative of Messe Berlin to run this show in Guangzhou?

We welcome Messe Berlin’s initiative to organise the Guangzhou show based on the same concept as IFA. Beurer has shown up every year at IFA for more than 20 years, so it is a good chance for Beurer to promote its products and brand to the Chinese market at CE China in Guangzhou

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Photo: Kaikang Le, Managing Director, Beurer Far East Ltd.