Keywords: China cosmetics industry, China cosmetics,China cosmetics market
From the change of people’s shopping habits and shopping consciousness, people used to shop to meet their daily needs, but nowadays people’s shopping not only meets their daily needs, but also focuses on the pursuit of high quality life. The main role of cosmetics is to change the charm of women from the outside, but more importantly, it is to adjust the skin and appearance of women from the inside. According to the survey, at present, the consumption group of cosmetics has been gradually replaced by the post-80s and post-90s. The consumer awareness of this age group is more progressive, and the pursuit of fashion is more intense. At the same time, while the economic conditions are improving, the pursuit of high-quality, safe and reliable cosmetics has also become the mainstream melody. The cosmetics of the big brand “light luxury” line has become the first choice naturally.As the global luxury industry continues to be sluggish and the scale of the Chinese luxury market continues to shrink, the China cosmetics industry has ushered in its “new era”. In 2015, with the development of the times and the environment changes, the China cosmetics industry characteristics of industry competition has changed, the demand of mass consumption patterns began to change, consumers started the trend of “public quality” (Masstige), which is selected with high quality quality, the price is not too expensive “mid high” brand, at the same time, this also makes China cosmetics market tendency has the adjustment strategy of transnational corporations. According to the analysis of China cosmetics industry, China cosmetics market now tends to the light and luxurious times of cosmetics.
In 2015 we can see that the dominance of multinational companies still can not shake, by virtue of its strong R & D capability, brand influence and marketing ability, firmly occupy the leading position of the China cosmetics market, ranked the forefront of the company are Europe Lai,p&g,Unilever,Johnson &johnson,Estee Lauder companies, together accounted for about 52.4% of the world’s cosmetics market share. And their light luxury line make-up brand or high-end luxury brand luxury products, after high-end products, become a new force to stir up the “big beam”.
1, the expansion of purchasing channels to accelerate the pace of the light luxury.
Unlike the age of only two or three brands to buy cosmetics in the past, now when you have to choose a piece of cosmetics, there are too many choices. Like a wash milk, as long as you want, you can have a number of ten or more brands of products for you to choose. Check the Internet, many “Little mouse” will tell you what a bottle of cosmetics to choose, numerous evaluation report will help you successfully “grass” or “weeds”, and even software testing, tell you the most suitable for which brand of star products can solve the problem of skin current. “Goods need to be compared to three brands”, the price is moderate, products with good reputation will naturally become the first choice of people’s shopping.
On the one hand, in the era of Internet information, people get more access to information. As mentioned above, the choice of cosmetics is more focused on the effect and quality, rather than blindly pursuing the brand. On the other hand, the rise of China outbound tourism market and the popularity of outbound travel, overseas shopping craze has gradually become the main theme of consumption, and the most obvious is the purchase of cosmetics. “Not afraid to buy goods, not afraid of goods is not enough” has also become a China outbound travel to buy a real picture of cosmetics. Furthermore, with the rapid rise of electronic business platform, cosmetics online shopping platform has gradually become an important way for the sales of cosmetics for many who have no time to travel abroad. They can sit at home, fingertips can choose their favorite cosmetics. These factors, to some extent, have also accelerated the pace of China cosmetics market into the “light and extravagant age”.
2, the middle class as the main consumer.
From the past two years of people overseas commodity crazy,now Chinese luxury market continued to shrink the size of the market and consumer groups, Chinese class are quietly changing, a new generation of consumer groups will play an important role in this transformation, Chinese middle-class wealth in 2015 for $7 trillion and 340 billion, follow to the United States and japan.
The number of middle classes in China is 109 million. Similarly, Wu Xiaobo, a famous financial writer, said in his 2016 inter annual speech that China’s middle class consumer groups are rising. Today, China has 800 million consumers who have mature purchasing power, and more than 100 million belong to the middle class. The middle class, in recent years, has gradually become the mainstream consumer in China, “the middle class will get the future.”
3, the middle class consumers are more rational and consuming groups. They believe more about the quality of products, and no longer believe that they can buy low quality products.
In China cosmetics industry, high-quality, safe, reliable and personalized products are needed by the rising middle class consumers, and the influence of price factors is decreasing. The survey results showed that: when Chinese luxury market continued to shrink the size of the light luxury brand has shown good growth trend of the market, this is entirely due to the rise of the middle class as well as consumers increasingly rational consumption concept, which makes part of the luxury brand to consider lowering the positioning and pricing strategy, hoping to seize the market consumer groups. Therefore, people in China cosmetics industry expect that in the coming years, more and more luxury brands, including cosmetic brands, will pay more attention to the promotion of light luxury lines, and the competition of light luxury brands will face more intense competition. Thus, in the near future, it must be the era of “light luxury” of China cosmetics industry.