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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