USHOPAL and TikTok embark on strategic partnership targeting Gen Z luxury consumers : Moodie Davitt Report

USHOPAL and TikTok seek to go beyond livestreaming promotions and build brand loyalty through creative content collaborations, in-store experiences and celebrity-powered livestreams

Argentum quickly grew to become one of the top five beauty brands within three months of its TikTok launch

CHINA. Luxury beauty group USHOPAL’s online to offline retail platform and KOL content community network Bonnie & Clyde, has partnered with video content social platform TikTok to reach Chinese Gen-Z luxury beauty brand consumers.

Shanghai-based USHOPAL Group (see factfile below) is a market leading luxury brand management group, transforming the way global brands scale in China. With a portfolio of fast-emerging brands such as Chantecaille, SUQQU, Natura Bissé, USHOPAL is also an investor in Juliette Has A Gun, Argentum Apothecary, Bulk Homme Japan and others.

The partnership with TikTok combines USHOPAL Group and Bonnie & Clyde’s pool of over 10 million high-ticket VIP shoppers in China with TikTok’s large Gen-Z audience.

The partnership seeks to move beyond livestreaming promotions and develop brand loyalty through creative digital content, high-quality luxury offline services and experiential ecommerce.

USHOPAL Studio (a strategy and studio division for branding and creative content development) with TikTok identifies content-driven KOLs who are not only for sales and develop a coalition to co-create the highest-quality assets and content for the brands.

In the course of three months, more than 1,000 unique coalition contents were created. Each offered a distinctive brand experience, often generating ATVs of over US$150.

**Virtual meets reality**: The online shopping experience is enhanced by Bonnie & Clyde’s real-life stores, which regularly host brand engagement events

Bonnie & Clyde’s retail stores further enhance the real-world luxury shopping experience, with top KOL and celebrity broadcasts in China’s top-tier malls deployed to deepen brand engagement. The partnership helped luxury skincare brand Natura Bisse reach the highest-ever ticket price on Tiktok for beauty, selling out its US$2,600 Beauty Valentines Giftbox within 30 minutes.

Going forward, the partners plan to collaborate with the most influential celebrities in luxury fashion and lifestyle to endorse USHOPAL’s brand partners.

USHOPAL Group works with 15 global luxury brands. It helps brands build an omnichannel presence in China through an in-house branding content studio; an omni-distribution network; logistics operations; brick & mortar stores; and a community of more than 2,500 luxury influencers.

British fragrance brand Argentum Apothecary is the latest to join USHOPAL’s growing roster of luxury beauty brands

It recently invested in British niche luxury skincare brand Argentum Apothecary. Within three months of launching on TikTok and through the partnership, Argentum became one of the top five brands in the beauty category, reaching the top four spot in terms of ticket prices.

[Look out in coming days for a fascinating and wide-ranging interview with USHOPAL and Bonnie & Clyde Partner and Vice President William Lau who talked recently to Martin Moodie about the group’s impressive rise and heady ambitions. He reveals that niche fragrance Juliette Has A Gun generated heady sales of over CNY100 million/US$15 million last year having been “practically non-existent” in China in 2019.]

USHOPAL accelerates luxury beauty brands in China through omnichannel logistics, in-store brand building experiences and a vast network of KOLs

USHOPAL at a glance

USHOPAL Group describes itself as China’s leading luxury beauty brand group, specialised in building the next generation of new luxury brands.

The company works with over 15 brands globally, offering a full brand strategy that embraces a full operation, and an omnichannel online and offline model.

To help brands build an omnichannel presence, USHOPAL has an omnichannel growth team, global logistics operations, a network of over 2,500 luxury influencers, an in-house content studio, a branding team, and brick-and-mortar stores under the Bonnie & Clyde banner.

USHOPAL Group includes:

USHOPAL Studio: A strategy and studio division for branding and creative content development

Bonnie & Clyde: A luxury multi-brand offline and online retail platform and micro-KOL content community network

USHOPAL Commercial: Offering online & offline operation and full omnichannel management

BIXI: USHOPAL’s fully owned hi-tech company for omnichannel integrated ERP to WMS automated management, plus global supply and logistics management and AI/BI capabilities

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