Sa Sa International, the number one beauty specialist in Hong Kong, has a long and successful history. Founded in 1978 by Simon Kwok Siu-ming, the cosmetics empire boasts over 270 stores selling 17,000 products from 600 brands plus its own brand ranges.
In 2015, Forbes, the prestigious financial media company, named Sa Sa as one of “Asia’s 200 Best Under a Billion” companies.
It was also the first retailer to launch Japanese and South Korean beauty brands in Hong Kong. Sasa.com, the company’s online division, debuted in 2000 and Sa Sa also has partnerships with the two Chinese e-commerce giants, Alibaba’s Tmall and JD.com.
The Covid-19 pandemic hit Sa Sa hard. Visitors from mainland China accounted for 70 per cent of its sales in Hong Kong and Macau. The company also came under pressure when Sephora re-entered the Hong Kong market in 2019.
Sa Sa has revamped its online store and is targeting expansion in Australia, Malaysia, Europe and North America. According to the company, online sales surged 89.3 per cent in the year to March this year to US$23.2 million.
Sa Sa has been actively pursuing an OMO (offline-merge-online) strategy over the past few years in a bid to boost its local and cross-border sales through borderless marketing.
The company will focus first on its online business in Malaysia, where it has 72 outlets.
According to a financial statement – “The group will continue to increase its online investment, actively expand online sales channels in different regions, and strive to build the brand effect of its exclusive products. Through the integration of physical stores and online platforms, it will move towards a more comprehensive OMO operation model.”
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