shopping online, Chrisanti Indiana did the unexpected.

在網上購物時，克里斯蒂-印第安納州做了一件出人意料的事。

We grew from I think two stores before the pandemic in 2019, and now we have 47 stores.

我們從2019年大流行前的我想兩家店，發展到現在的47家店。

I think we grow 10 times until the end of 2021.

我認為我們在2021年底之前增長10倍。

A lot of people actually told us that it's kind of like a very bold move right to actually

很多人實際上告訴我們，這有點像一個非常大膽的舉動，因為實際上

open offline presence, while everybody's like closing their offline stores.

開設線下機構，而每個人都像關閉他們的線下商店。

But it's always well-calculated that we know that this is the time for us to actually prepare

但是，我們知道這是我們實際準備的時間，這總是經過精心計算的。

our platform to make sure that after the pandemic, it can serve more and more consumers.

我們的平臺，以確保在大流行之後，它可以為越來越多的消費者提供服務。

Looking far ahead turned out to be the right move for this 31-year-old entrepreneur.

對這位31歲的企業家來說，展望未來是正確之舉。

Chrisanti's online and offline approach transformed her e-commerce start-up into a

克里斯蒂的在線和離線方法將她的電子商務初創企業轉變為一個

multi-million beauty conglomerate.

數百萬美元的美容企業集團。

Chrisanti is the co-founder and CMO of Social Bella, a multimillion-dollar Indonesian beauty

克里斯蒂是Social Bella的聯合創始人和CMO，這是一家價值數百萬美元的印度尼西亞美容公司。

products retailer.

產品零售商。

She launched the business with her brother and friend back in 2015.

早在2015年，她就與她的兄弟和朋友一起啟動了這項業務。

It started off as an e-commerce platform, called Sociolla.

它一開始是一個電子商務平臺，名為Sociolla。

But the trio had bigger dreams.

但這三人有更大的夢想。

Social Bella has since expanded to brick-and-mortar shops, while operating as a distributor for

此後，Social Bella已擴展到實體店，同時作為分銷商為

beauty and personal care manufacturers worldwide.

全世界的美容和個人護理製造商。

We become an associate partner for a lot of global brands in Indonesia.

我們成為許多全球品牌在印度尼西亞的準合作伙伴。

So we help them not only like distribute their products to Indonesia, but also understanding

是以，我們不僅幫助他們將產品分銷到印度尼西亞，而且還幫助他們瞭解

the market and become their end-to-end partner that can help them build the business in Indonesia.

變成他們的端到端合作伙伴，幫助他們在印尼建立業務。

A lot of brands from Korea, Japan, can be found in finding Socialla but some of them

很多來自韓國、日本的品牌都可以在Socialla找到，但其中有些品牌

you can also find it in other retailers as well.

你也可以在其他零售商那裡找到它。

In 2018, they launched SOCO, Indonesia's largest consumer review online platform for

2018年，他們推出了印度尼西亞最大的消費者評論在線平臺SOCO，用於

beauty products.

美容產品。

The beauty journey for our customer, it's not just about shopping.

我們的顧客的美容之旅，不僅僅是購物。

But we realized that there's a lot of like, touch point that really important, for example,

但我們意識到，有很多像，接觸點，真的很重要，比如說。

you know, finding the right products for you, it's not just about going to the store and

你知道，找到適合你的產品，這不僅僅是去商店和

pick it up, right, you will make sure that you read the reviews.

拿起它，對，你將確保你閱讀評論。

Maybe you talk to your friends, maybe you know you Google first and so on.

也許你和你的朋友交談，也許你知道你的谷歌第一，等等。

That's why we have SOCO to make sure that they can access like these tons of product

這就是為什麼我們有SOCO，以確保他們能夠獲得像這些噸位的產品。

review before they purchase the products.

在他們購買產品之前進行審查。

The start-up now boasts more than 30 million users across all its business units, offering

這家初創公司目前在其所有業務部門擁有超過3000萬用戶，提供

an inventory of 12,000 products from 400 brands.

400個品牌的12,000種產品的庫存。

The idea for Social Bella came about in 2015, when Chrisanti returned home to Jakarta, after

Social Bella的想法是在2015年產生的，當時Chrisanti回到了雅加達的家，在那之後

studying in Australia.

在澳洲學習。

The brands that I knew and I have been using, those were not available in Indonesia.

我所知道的和我一直在使用的品牌，在印尼是沒有的。

Especially online, because it's hard to get it in offline retail as well.

特別是在網上，因為在線下零售業也很難買到它。

You need to find specific sellers in social media, or from friends, they can purchase

你需要在社交媒體上找到特定的賣家，或者從朋友那裡，他們可以購買

the product for you, either overseas, or, they say they have a source and some kind

為你提供產品，要麼是在海外，要麼，他們說他們有一個來源和某種形式的

of black market.

黑市的。

The proliferation of beauty products in the country has led to a thriving black market.

美容產品在該國的擴散導致了黑市的蓬勃發展。

Locally made counterfeits in Indonesia are rife due to cheap labor costs and materials.

由於廉價的勞動力成本和材料，印度尼西亞當地製造的假貨氾濫成災。

In 2018, local authorities seized illegal cosmetic products worth $9 million, more than

2018年，地方當局查獲了價值900萬美元的非法化妝品，超過了

twice the amount from the previous year.

是前一年的兩倍。

I still remember vividly in my mind that there's a lot of like sellers online, especially in

我仍然清楚地記得，網上有很多喜歡的賣家，尤其是在

social media that sells product, like it's international brand that they proudly claim

銷售產品的社交媒體，就像他們自豪地宣稱的國際品牌一樣。

that it's actually not an authentic product, but it has a quality of authentic products,

它實際上不是一個正宗的產品，但它有一個正宗產品的品質。

it's cheaper.

它更便宜。

The sellers are claiming that the product is like actually maybe like 99% of them authentic.

賣家聲稱產品像其實可能像99%的正品。

What does that mean?

那是什麼意思？

Like 99% authentic?

像99%的真實性？

Armed with a starting capital of $13,000, Chrisanti was determined to build a space

掌握了13,000美元的啟動資金，克里斯蒂決心建立一個空間

where consumers can access curated products that are safe and authentic.

在這裡，消費者可以獲得安全和真實的策劃產品。

How does Social Bella tackle the problem of counterfeit products?

Social Bella如何解決假冒產品的問題？

Since we started, we ensure that we only work with authorized distributors or only the brand

自從我們開始以來，我們確保只與授權經銷商合作，或者只與品牌商合作。

owners.

業主。

We also work closely with the BPOM, which is the Indonesian National drugs and Food

我們還與印尼國家藥品和食品管理局（BPOM）密切合作。

control body to make sure that we follow all of the rules.

控制機構，以確保我們遵循所有的規則。

It was not always easy breezy.

這並不總是輕鬆愉快的。

At the time, the awareness about authentic beauty products, it's not as high as today.

在當時，人們對正宗美容產品的認識，還沒有今天這麼高。

And it's a challenge for us as a business owner.

而這對作為企業主的我們是一個挑戰。

So when you have a business, and then you want it to be successful, but at the same

是以，當你有一個企業，然後你希望它是成功的，但在同時

time, you also want to, you know, make sure that you're following like everything, following

時間，你也想，你知道，確保你遵循像一切，遵循

all the rules, and making sure that you're doing the right thing, when all the other

所有的規則，並確保你正在做正確的事情，當所有其他的

people are doing the other way, right.

人們正在做另一種方式，對吧。

So it was a challenge to educate the consumer, like cheap doesn't always mean better.

是以，教育消費者是一個挑戰，比如便宜並不總是意味著更好。

The global beauty industry, comprising cosmetics, skin care, hair care, fragrances, and personal

全球美容業包括化妝品、皮膚護理、頭髮護理、香水和個人護理。

care generates $500 billion in sales per year.

護理每年產生5000億美元的銷售額。

With rising inflation and costs of living, consumers are cutting back on expenses like

隨著通貨膨脹和生活成本的上升，消費者正在削減開支，如

food and travelling.

食物和旅行。

But the beauty category, which is often seen as an affordable luxury, has remained resilient.

但是，通常被視為負擔得起的奢侈品的美容品類，仍然保持著彈性。

For example, a report published by Allied Market Research predicts that Indonesia's

例如，聯合市場研究公司發表的一份報告預測，印度尼西亞的

skincare market is expected to register a compound annual growth rate of 7.8% from 2021

預計從2021年起，護膚品市場的複合年增長率將達到7.8%。

to 2030, and be worth $18 billion by then.

到2030年，屆時將價值180億美元。

That is driven by a rising affluent population, and the growth of local brands in recent years,

這是由不斷增長的富裕人口以及近年來在地品牌的增長所推動的。

offering consumers more diverse and affordable options.

為消費者提供更多樣化和可負擔的選擇。

When we started, the amount of local brands was quite little, it was less than 10 maybe.

當我們開始時，在地品牌的數量相當少，可能不到10個。

Throughout our journey, we can see that the local brands are growing really rapidly.

縱觀我們的旅程，我們可以看到在地品牌的發展確實非常迅速。

We also see that the quality has been improving, it's very competitive with a lot of international

我們還看到，品質一直在提高，它與許多國際組織相比非常有競爭力。

and global brands.

和全球品牌。

The start-up says it now carries more than 200 local beauty brands, an increase of 20x

這家初創公司表示，它現在擁有200多個在地美容品牌，增加了20倍。

within 4 years.

在4年內。

Over the last two years, Social Bella went through aggressive store expansion, growing

在過去的兩年裡，社會美人經歷了積極的店鋪擴張，增長了

from just 3 stores in 2020, to 47 stores in Indonesia and 16 stores spread across Vietnam.

從2020年只有3家門店，到印度尼西亞的47家門店和遍佈越南的16家門店。

Why did Social Bella go through a rapid store expansion during the pandemic?

為什麼社會貝拉在大流行期間經歷了快速的商店擴張？

The plan of expansion is not because of COVID actually, and we know the pandemic will end

擴張的計劃實際上不是因為COVID，我們知道大流行病將結束

sometime.

某個時候。

When we build the offline stores it's actually to create an omnichannel experience.

當我們建立線下商店時，實際上是為了創造一個全管道的體驗。

So now if you go to our stores, or if you go to our e-commerce, everything will feel

是以，現在如果你去我們的商店，或者你去我們的電子商務，一切都會覺得

like seamless, because we believe that we are serving the same customer.

像無縫一樣，因為我們相信我們在為同一個客戶服務。

They can do click-and-collect, she also can deliver the purchases to her home or like

他們可以做點擊取貨，她也可以把購買的東西送到她家或像

somewhere else.

在其他地方。

So it's more like making sure that she can shop the way she likes.

是以，這更像是確保她能以她喜歡的方式購物。

Social Bella's savvy approach has caught the eye of investors.

Social Bella的精明做法已經吸引了投資者的目光。

Since 2018, the Jakarta-based company has raised around $225 million.

自2018年以來，這家位於雅加達的公司已經籌集了約2.25億美元的資金。

Its investors include Indonesia-based East Ventures, Singapore state investment firm

其投資者包括總部位於印度尼西亞的東方創投、新加坡國家投資公司

Temasek and U.S.-headquartered private equity firm L Catterton.

淡馬錫和總部設在美國的私募股權公司L Catterton。

While its latest funding round of $60 million in October 2022 fell short of expectations,

雖然它在2022年10月的最新一輪6000萬美元的融資沒有達到預期。

the company is in no hurry to be Indonesia's next unicorn.

該公司並不急於成為印尼的下一個獨角獸。

Being a unicorn was never our objective right?

成為獨角獸從來不是我們的目標，對嗎？

Like we want to make sure that we are you know, we are scaling up we're like reaching

就像我們想確保我們是你知道的，我們正在擴大規模，我們喜歡達到

more and more consumer.

越來越多的消費者。

If that's the case then it's a bonus but yeah, it's never become one of our goals.

如果是這樣的話，那就是一種獎勵，但是是的，這從來沒有成為我們的目標之一。

Is the business profitable?

該企業是否盈利？

We are very happy with the current standing in that area I think we can say that we are

我們對目前在該領域的地位非常滿意，我想我們可以說，我們是

on track with our plan.

在我們的計劃的軌道上。

Since day one, we always believe in building a sustainable business, not just scale.

從第一天起，我們始終相信要建立一個可持續的業務，而不僅僅是規模。

For now, Social Bella is focusing on dominating the SHEconomy in Indonesia, which refers to

目前，Social Bella正專注於主導印度尼西亞的SHE經濟，這是指

a new economy driven by an increase in consumer spending by females.

一個由女性消費支出增加所推動的新經濟。

In 2020, the company launched another business unit called Lilla, an e-commerce platform

2020年，該公司推出了另一個名為Lilla的業務部門，一個電子商務平臺。

targeting moms and babies.

針對母親和嬰兒。

We want to serve the entire SHE market to serve more and more women not only in beauty,

我們希望為整個SHE市場服務，為越來越多的女性服務，而不僅僅是美容。

personal care, but also in other industries.

個人護理，但也在其他行業。

Other than growing Social Bella, Chrisanti is also determined to take on the mandate

除了發展社會貝拉之外，克里斯蒂還決心承擔起任務

of reducing its carbon footprint.

削減其碳足跡。

According to the World Bank, Indonesia generates approximately 7.8 million tons of plastic

根據世界銀行的數據，印度尼西亞產生了大約780萬噸的塑料製品。

waste annually.

每年都會產生大量廢物。

This is a commitment from us.

這是我們的一個承諾。

We are the first e-commerce in Indonesia, that commits to zero bubble wrap.

我們是印度尼西亞第一家承諾零保麗龍包裝的電子商務。

And we also provide recycling stations across all social stores.

而且我們還在所有社會商店提供回收站。

I feel proud because I know it's a long journey and it's not always easy but I'm happy like

我感到自豪，因為我知道這是一個漫長的旅程，並不總是容易的，但我很高興，就像

I'm really proud that we choose to do the right things since day one.

我真的很自豪，我們從第一天起就選擇做正確的事情。