China Cosmetics Consumption Behaviour

China Cosmetics Consumption Behaviour

Consumption in New Digital Age More Online Shopping, Consuming Level & Behaviour Diversifying

Spending frequency/amount:

Spending tends to average Different spending levels in different parts of China

High/mid/low-end cosmetics all have large number of consumers

Frequencies of spending depend on seasonality

Difference in areas:

West China has the highest frequency of spending

Preferred shopping channel:

Online has become the main shopping channel for cosmetics, comprehensive e-marketplace preferred

Difference in cities:

Advanced cities

accepting to Haitao, individual overseas shopping

Mega cities prefer

European/US brands

2nd tier cities more

accepting to Chinese/ Korean/Japanese brands

Preferred countries of origin:

European/US products

preferred

Chinese skincare brands

on the rise

Japanese/Korea makeup

becoming popular

Level of products preferred:

High-end makeup brands on the rise

Large, Comprehensive E-marketplace Is Preferred Channel For Online Shipping Online Is the Main Shopping Channel For Cosmetics

? Online penetration increases with the development of e-commerce, online has become a preferred shopping channel

? Consumers are more concerned with product safety and authenticity, comprehensive e-marketplace has become preferred shopping channel

Preferred Channel For Cosmetics Shopping

Buy more online

Buy equally

online/offline

Buy more offline

Buy only offline

Buy only online

Online Shopping Channel For Cosmetics

Comprehensive

e-marketplace

Vertical e-marketplace

Brand's own site

Haitao

Individual overseas shopping

Other

Shopping Frequency Dependant on Seasonality Shopping frequency for skincare dependent on seasonality, 1-2 times per season, shopping of makeup less frequent

? As basic cosmetic/skincare product, skincare products are more frequently used and bought ? Skincare usage and purchase are highly dependent on seasonality, bought 1-2 times per season ? Cosmetic products are bought for replenishment, less than 5 times per year

Frequency of skincare consumption/year

Frequency of makeup consumption/year

1-3 times

3-5 times

5-10 times

More than

10 times

1-3 times

3-5 times

5-10 times

More than

10 times

Spending Averaging, Full-Coverage Strategy More Suitable for China Spending level for skincare tend to average, spending level for makeup is mostly

below 3,000 Yuan

? Spending on skincare tends to average, Chinese skincare consumers are evenly distributed,

large consumer groups exist for high/mid/low-level cosmetics products

? Over 50% consumers spend 3,000 Yuan on makeup; over 13.5% spend over 10,000 Yuan, there is a market for high-end makeup

Skincare spending/year (CNY)

10,000

Makeup spending/year (CNY)

10,000

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