The Estée Lauder Cos. Inc. is paving a digital path in China.
In the second quarter, sales across the company’s branded e-commerce sites in China — namely Estée Lauder, MAC Cosmetics, Clinique and Origins — surged 200 percent. That increase helped fuel 30 percent growth across the company’s total e-commerce and mobile business in the quarter.
Following the company’s earnings call with Wall Street analysts on Feb. 5, Fabrizio Freda, president and chief executive officer, told WWD the company’s branded sites are doing well. “We are learning how to attract traffic to them,” and what kind of marketing programs work, he added.
Freda noted that the company e-commerce efforts rely on a combination of Lauder’s branded sites and stores on tmall.com.
He anticipates that off-line retailers will work to create and improve an online presence, which will bode well for Lauder.
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“We are growing our dot.com business in a sustainable way,” said Freda.