British styling brand sees bright future in Chinese market

"(Chinese) consumers are very tech-savvy, well-informed and ultra-digitalized. They take time to analyze the brands and products through better access to information and high-quality content shared on different social media platforms," the CEO said.

Despite gaining recognition among Chinese consumers just in few years, as a relative newcomer to the Chinese market, GHD knows the significance of the new dynamics and the aspirations of its new affluent consumers who mostly are young people. Their young customers are strongly influenced by opinion leaders at home and abroad.

Thus, to create luxury and efficacy discernment among the young consumers, GHD demonstrated its products both online and offline through own channels and via social influencers. And in April, GHD opened its second official Tmall flagship store.

Temmerman guarantees GHD's products can greatly satisfy Chinese consumers.

"Our latest smart ultra-zone technology caters for the Chinese hair delivering great results, preserving hair health, 76 percent more shine and less damage versus many other stylers," the CEO said.

Up to now, GHD has opened two stores on Tmall, in addition to one on Jingdong and one WeChat Mini Program.