BSMO Co., Ltd.: Reaching the World through D2C and Social Media

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BSMO Group forming a business alliance with Chinese e-commerce operating company Shanghai Meila Business Consulting Service Co., Ltd. The first official store for a Japanese color contact lens brand, envie, will open on April 24th on China’s largest e-commerce website “T-mall”.

BSMO Co., Ltd. (headquarters: Minato-ku, Tokyo, Japan, Representative Director: Tadashi Shimizu, hereinafter referred to as “Bsmo”), which promotes domestic and cross-border D2C businesses, makes a full-scale entry into China’s cross-border D2C market by forming a business alliance with China’s e-commerce operating company Shanghai Meila Business Consulting Service Co., Ltd. (headquarters: Shanghai, China, Representative Director: Shi Kaimin, hereinafter referred to as “Meila”). As a pioneer, ANW Co., Ltd., a BSMO Group company, will open the first official store for a Japanese colored contact lens brand, envie, on “T-mall”, operated by Alibaba Group. 

Representative Director of ANW Co., Ltd., a BSMO Group company, Hideaki Takahashi, and Meila's Representative Director, Shi Kaimin

■Background / Outline of this business alliance 

  Although the purchase of Japanese contact lenses by Chinese visitors in Japan has been on the rise, and the scale of cross-border e-commerce sales and agency purchasing business is expanding, due to the China Electronic Commerce Law enforced in 2019, tariffs on shipments to China via EMS (which is the main shipment modality for cross-border sales) have become mandatory, making it difficult to sell from Japan both through agencies and via e-commerce. 

In response to the evolving Chinese E-commerce landscape, Bsmo has formed a business alliance with Meila, which is the subsidiary of a Chinese Government certified pharmacy group with extensive know-how in the sale of contact lenses. From now, China will be positioned as the most important market for ANW, aiming for sales of 800 million yen starting with the opening of an official shop on T-Mall. 

■About Bsmo Group 

  Since its establishment, BSMO has been a pioneer in the social media marketing sector, working with companies wanting to sell products from Japan to the world or to improve their inbound strategy. BSMO’s customers can find an answer to all their needs in BSMO, which has developed over the years a deep know-how especially regarding promotion and creative planning, analysis, social media operations or reporting using a highly accurate targeting on Facebook, Instagram and other platforms. 

■About Shanghai Meila Business Consulting Service Co., Ltd. 

Meila was founded in 2004 and was one of the first companies focusing on e-commerce operations in China. It provides diversified services such as operations and sales, and is one of the trend-setters in the constantly evolving Chinese e-commerce market.

Meila has an expertise in the e-commerce operations of contact lenses, and has been actively engaged in e-commerce collaborations since 2011. Meila has developed business alliances with companies such as Tmall Direct Import, Xiaohongshu or TikTok.

Currently, in addition to running domestic e-commerce stores, Meila is also focusing on cross-border store operations and new media operations.  

・Chinese e-commerce platforms 

Number of platforms operated: 12
Number of stores managed: 31
Annual sales: 689,000,000 RMB  

・Brand services 

Number of brand services: 21
Number of stores managed: 31
Number of products handled: 8,000+ 

・Cross-border e-commerce business 

Number of cross-border brands: 100+
Number of cross-border platforms: 9
Annual sales: 12,000,000,000 JPY  

・Owned media 

Number of in-house influencers: 100+
Total number of fans: 280,000,000
Number of active fans: 69,000,000 

■ “envie” colored contact lenses   

“envie” colored contact lenses, sold by a company of BSMO Group, use Rinka as a model and are popular not only in Japan, but also in China, thanks to their natural design that is easy for adult women to wear. In Japan, “envie” is available in more than 3,000 stores, including Don Quijote and various drugstores. 

envie Official Website ▶️ 


■ About T-mall 

 T-mall is operated by Alibaba Group, the largest online mobile commerce company in the world, and is the largest e-commerce platform for B2C in China. By attracting 699 million users every month, it plays a core role in Alibaba Group e-commerce strategy. 

In 2017, the gross merchandise sales reached 8.4 trillion Japanese yen. On Singles Day 2019, 10 billion yuan sales were estimated in only 1 minute and 36 seconds, a record that was widely covered in international news. 

Alibaba Official Website ▶ 

●Company profile

BSMO Co., Ltd.
Representative Director: Tadashi Shimizu
Address: Freund Mita 912, 2-14-5 Mita, Minato-ku, Tokyo 108-0073, Japan
Description of business: Social media advertising, data analysis, consulting, growth hacking

ANW Co., Ltd.

Representative Director: Hideaki Takahashi
Address: Freund Mita 912, 2-14-5 Mita, Minato-ku, Tokyo 108-0073, Japan
Description of business: Wholesale and retail of medical devices, product planning, advertising planning

Shanghai Meila Business Consulting Service Co., Ltd.

Representative Director: Shi Kaimin
Address: Shanghai, China
Description of business: E-commerce operations, brand strategy, store operations, cross-border e-commerce


■Please address inquiries regarding this press release to: 

BSMO Co., Ltd.
Contact: Press Relations
Tel: +81(0)3-6459-4414

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