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G3_POYA, G3 (BAITIA1 Aileen, IPCM4 Tiffany, IBS4 Kai, IBSm1 Allen) -…
G3_POYA
Background
The brand under POYA
Poya beauty
Poya
Poya home
Product
Cosmetic
Household goods
Expansion
2008 has 44 stores
2025 has 430 stores
Target
Focuses on POYA Beauty
Makeup industry is trend oriented
Demographics
Female customer of 15~40 y.o
Market position
OTC listed on the Taipei Exchange
Motivation
The company transformed successfully
From a single store to a multi-brand channel
POYA Beauty, a pure cosmetics brand, has become a major "profit dark horse" in recent years
In 2024, among the 55 newly opened stores, 49 were POYA Beauty locations, accounting for 90%
Becoming Taiwan's largest beauty retail channel
23.6 billion total revenue in 2024
POYA Beauty continues to expand its market share and operational scale, aiming to reach a total of 420 stores nationwide by the end of 2024
How POYA utilizes an omnichannel strategy to manage its customer ecosystem
Driving traffic between online and offline channels
three aspects
channel integration
payment tools
membership system
Exploring how POYA established a "one-stop shopping" channel
Includes fashion and cosmetics, daily necessities, and exquisite personal care items
To provide a diverse, personalized, and sophisticated product portfolio to meet consumers' needs
Intended goal
The strategy of corporation transformation
Enhancing the digital membership program
POYA App as mobile members
link physical cards, collect points, and receive coupons digitally
POYA pay & POYA buy
convenient in-store mobile payments
and online shopping
OMO (Online-Merge-Offline)
both online and in-store purchases are counted together
Challenge
Privacy controversy
Membership data protection
Competitor
Watsons、COSMED
Develop private-label products
Develop medical beauty and health supplement products
Add an AI chatbot
Chatbot（Customer service chatbot）
One-stop shopping
means providing customers with everything they need in one place
Convenience
to make shopping faster, easier, and more enjoyable
Variety
Lifestyle products
What are the benefits for the company?
Higher sales
When customers find everything they need in one place
they will spend more and come back more often.
G3
BAITIA1 Aileen
35%
IPCM4 Tiffany
50%
IBS4 Kai
40%
IBSm1 Allen
30%