Positive Achievements During the Pandemic Encourage Social Bella's Expansion to Vietnam

The pandemic has not only had an impact on the growth of Social Bella's business, but has also create behavior new in the community, especially beauty enthusiast in Indonesia. To DailySocial Co-Founder & President of Social Bella Christopher Madiam said, the beauty and Skincare to be one that has quite good resilience during the pandemic in the last few months.

"We also see a shift in consumer behavior patterns from offline ke online which is quite significant. This can be seen from the increasing trend of shopping for beauty and personal care products online, said Christopher.

It is noted that self-care products dominate at this time, because the average consumer is motivated to take advantage of moments of activity at home to take care of themselves. Mentioned about how big market share of Sociolla at this time, Christopher was reluctant to say further.

However, in general, during the pandemic period from early March to September, there were a number of improvements organictraffic significantly to the platform during times of pandemic and new adaptations. In addition, there was also an almost 50% increase in shopping cart size for Sociolla during the Covid-19 period compared to before.

"With the integrated Social Bella ecosystem, supported by technology and a deep understanding of consumers in Indonesia, we are able to serve consumers in a relevant and competitive manner," said Christopher.

Since its founding in 2015, Sociolla now has thousands of product choices such as make-up, skin care, hair care, fragrances and beauty tools from hundreds brand leading service to the beauty enthusiast throughout Indonesia. Apart from platforms E-commerce, Sociolla also has 8 shops offline with the OmniChannel concept and has several business units that are expected to serve the needs of around 30 million users by 2020.

"Overall, we see the beauty industry still has promising potential. Through technology support, we hope this industry can continue to grow better," said Christopher.

The development of the business concept direct-to-consumer through digital channels actually also opens up opportunities for beauty product manufacturers to maneuver more. In Indonesia, the trend is starting to show, many brand "indie" care products are popping up, some of them  Base, Callista, and Neuffa.

Expansion to Vietnam

Consistent with the company's plan is over pocketing funding valued at $58 million (over 841 billion Rupiah) last July, the company announced its expansion into Vietnam. Expansion to Vietnam is marked by the presence of platforms E-commerce Sociolla's beauty and personal care in the country.

The company's focus going forward is to try to introduce Sociolla to the Vietnamese people and how to develop the business by providing quality and standardized beauty and personal care products.

“We are very pleased to be able to expand Social Bella's presence outside of Indonesia. As one of the fastest growing beauty and personal care markets in Southeast Asia coupled with a young digitally literate population, Vietnam has a lot in common with Indonesia. Therefore, we believe Vietnam is the right country for our first international expansion plan," said Christopher.

This expansion is claimed to have been carefully prepared, including in understanding behavior local consumers in Vietnam. From an internal analysis of the potential markets for beauty and personal care, Vietnam is one of the fastest growing markets for beauty and personal care in Southeast Asia.

"After our expansion into Vietnam this year, we are focused on improving our technology capabilities to better understand our customers, and continue to innovate to provide the best for our customers and consumers," said Christopher.