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Douyin the 'next major battleground' in China's e-commerce space


istyle inc’s live commerce company Over The Border is channelling its resources into Chinese social media platform Douyin with hopes to develop it into a ‘core business in China.
Over The Border is a Multi-Channel Network (MCN) company centred on live commerce owned by Japanese beauty retail and media firm istyle Inc.
istyle is the parent company of @cosme, a Japanese beauty retailer and popular online beauty community that aggregates and rates cosmetic products.
The company has been operating in China since 2012 and launched @cosme’s online flagship store on Tmall Global in 2015.
In September 2020, Over the Border was established to help the firm recover the in-bound sales @cosme lost due to the decline in Chinese tourists. Additionally, the firm planned to use this venture as a platform to study the trends in China. ....

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