Chinese cosmetics makers eye better business complexion online

Jahwa's products on display at a light industry expo in Shanghai, Aug 12, 2011. [Photo/IC]

BEIJING, July 9 (Xinhua) -- Chinese cosmetics makers are increasingly taking their battle with global competitors online, where digital marketplaces have been outpacing brick-and-mortar stores in selling cosmetics and personal products.

Earlier this week, Shanghai-based Jahwa inked a deal with online retailer JD.com in Beijing to sell and market its cosmetics and personal care products on JD's marketplace.

The deal will also see Jahwa working with the online retailer to figure out consumer preferences, tailor its own digital marketing program accordingly and participate in JD's programs to reach out to China's increasingly wired consumers.

It entered into a similar deal with JD's arch rival Alibaba last year, setting up its own shop on Alibaba's online marketplace Tmall and running digital campaigns from there.

Both international and domestic cosmetic brands have long regarded department stores and shopping malls as the primary sales channels in China. But as the country's e-commerce revolution sweeps brick-and-mortar stores, cosmetics and personal care products are chief among a list of consumer goods witnessing sales migrating online.

According to consulting firm Bain & Company, products ranging from biscuits and chocolate to shampoos and personal cleaning agents have experienced annual growth of no less than 30 percent in online sales over the past four years.