Santa Maria Novella's Perfume Odyssey in the Chinese Market

The history of Santa Maria Novella can be traced back to 1221 when it was originally a monastery for monks, now considered the world's oldest pharmacy. The art of its pharmacists has been passed down through eight centuries, deeply woven into the history, culture, and social fabric of Florence, creating an ever-evolving narrative and establishing itself as a renowned fragrance brand. Today, Santa Maria Novella is celebrated worldwide for its perfumes, scented candles, and other products. Now, let's explore Santa Maria Novella's journey of "venturing" into China.

Entering the Chinese Market Through Tmall Global

In January 2022, with a history spanning 800 years, Santa Maria Novella officially ventured into the Chinese market, with its preferred platform being Tmall Global. Since joining Tmall Global, the brand achieved a GMV (Gross Merchandise Volume) exceeding tens of millions of euros. Several star products secured top positions on the best-seller lists, such as the Florence 1221 series perfumes, which claimed the number one spot in the fragrance category rankings on the Double 12 Overseas Flagship Store in the same year.

In the 2022 fiscal year, Santa Maria Novella's sales reached 46.6 million euros, marking a 55% year-on-year growth. Another star product, the Small Bluebell Cologne, recently received the "THEONE Fashion" 2023 Beauty Opening-Year Fragrance Awards in the Fresh Cologne category.

When asked why they chose Tmall Global as their primary platform for entering the Chinese market, Santa Maria Novella's CEO stated,

When asked why they chose Tmall Global as their primary platform for entering the Chinese market, Santa Maria Novella's CEO stated, "Given that digital marketing has become the primary means for Chinese consumers to discover and explore new products, it is crucial for us to establish a digital presence. Tmall Global was the perfect choice for us. On the Tmall platform, we continuously adjust our marketing strategies, allowing us to reach new consumers by providing brand information, product details, and trial campaigns. This is of paramount importance as it enables us to gain deep insights into Chinese consumers and digital marketing methods, filling a gap that we had in our global outreach efforts."

Establishing Offline Stores to Offer Chinese Consumers an Immersive Shopping Experience

Following the success in the online e-commerce channels, Santa Maria Novella embarked on a strategy to establish offline stores. On March 8, 2023, Santa Maria Novella inaugurated its first boutique store in China, located in Shenzhen's Luohu MixC World Section III. This move aims to provide Chinese consumers with an exceptional in-person immersive shopping experience. The store recreates the ambiance of Florence during the Renaissance era, guiding consumers into the enchanting realm of fragrances, allowing them to immerse themselves in the romantic Italian atmosphere, catering to the diverse shopping needs of different consumers.

Currently, Santa Maria Novella has established three boutiques in China, including the one in Luohu MixC World, Shenzhen, with an additional two boutiques in Hong Kong.

Conquering the Chinese Market with Exceptional Quality

When approaching the Chinese market, Santa Maria Novella maintains unwavering confidence in its brand, driven by a steadfast belief in attracting Chinese consumers through the use of natural ingredients and exceptional quality.

To ensure the outstanding quality of its products, all of Santa Maria Novella's items are produced in Florence, Italy, and many of the product ingredients are sourced from the brand's own botanical garden, without resorting to private labeling or contract manufacturing. Moreover, the brand restricts its sales channels to proprietary boutiques and counters, engaging directly with consumers, bypassing intermediaries. All of these efforts are aimed at providing Chinese consumers with the finest Santa Maria Novella shopping experience.

Gian Luca Perris, the CEO of Santa Maria Novella, has disclosed that the brand is continuously enhancing its online channels. It will soon introduce an upgraded platform and e-commerce services by the end of this month. This initiative is aimed at facilitating a more effortless access for Chinese consumers to enjoy the brand's products and services.

Interested in creating effective Chinese marketing content for your brand targeting the Chinese market? Contact the Lotus Social Team! We're here to help you navigate the intricate world of Chinese marketing and create strategies that leave a lasting impact.