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Beauty Retailing - China - March 2015

The beauty retailing market continued its strong growth to reach RMB182.5 million in 2014.

Technological advancements such as mobile shopping, mobile applications, tablet computers and increased internet penetration have boosted the popularity of online beauty retailing while the expansion of giant stores such as Watsons and Sephora into lower tier cities has contributed to make the market grow steadily.


Meanwhile, the market is becoming increasingly competitive. Traditional bricks-and-mortar stores are facing severe challenges as more and more consumers are moving online.

To counter that, many bricks-and-mortar stores have opened their online websites. In addition, they are using the online-to-offline model and attracting users online and directing them to offline physical stores.

Products covered in this report

  • Feminine care products (eg sanitary towel, tampon, hair remover)
  • Haircare (eg shampoo, conditioner, hair treatments)
  • Facial skincare (eg facial cleaner, facial cream, mask)
  • Men’s shaving products (eg razor, shaving foam, aftershave)
  • Oral care products (eg toothpaste, teeth whitening products, mouthwash)
  • Shower and bath products (eg soap, shower gel, bath salt)
  • Hair beauty products (eg hair styling products, colourants)
  • Body skincare (eg body lotion, body oil)
  • Colour cosmetics (eg foundation, lipsticks, nail polish)
  • Fragrances/bodysprays
  • Beauty accessories (eg fake eyelash, eyebrow razor, fake nail)
  • Beauty supplements (eg oral collagen, whitening pills)


Retail outlets covered in this report

  • Convenience stores (eg FamilyMart, 7-Eleven)
  • Hypermarkets/supermarkets
  • Health and beauty chain retailers (eg Watsons, Mannings)
  • Independent beauty stores (eg privately owned colour cosmetics store, girls’ stores)
  • Department stores
  • Shopping malls
  • Multi-brand beauty product chain stores (eg Sephora, Sasa, Gialen)
  • Single-brand specialty stores (eg Herborist, Kiehl’s, L'Occitane en Provence)
  • Taobao/Tmall
  • Comprehensive online shopping website (eg Yihaodian, jd.com), excluding Taobao/Tmall
  • Specialised beauty product specialty online shopping websites (jumei.com, lefeng.com)
  • Fashion and beauty products shopping websites (mogujie.com, meilishuo.com)

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Table of contents

  1. Introduction

      • Products covered in this report
        • Retail outlets covered in this report
          • Methodology
            • Market Sizing definition
              • Abbreviations
              • Executive Summary

                  • Slowdown in growth
                    • Figure 1: Best- and worst-case forecast of total retail sales of cosmetics in china, 2009-19
                  • The era of mobile shoppers
                    • Bricks-and-mortar retailers have more advantages in cross-selling than online retailers
                      • Figure 2: Repertoire of beauty products bought in-store/online in the past three months, November 2014
                    • Independent beauty stores are declining
                      • Figure 3: Stores visited and when, November 2014
                    • Time concept is blurring online
                      • Figure 4: Stores visited and when, November 2014
                    • Multiple characteristics of beauty shoppers
                      • Shoppers’ typology in-store
                        • Figure 5: In-store shopper behaviour, November 2014
                      • Shoppers’ typology towards promotion
                        • Figure 6: Shopper behaviour towards promotion, November 2014
                      • The blurred line between social and shopping
                        • Figure 7: Digital information channel usage, November 2014
                      • Mobile marketing
                        • Figure 8: Attitudes towards mobile devices, November 2014
                      • What we think
                      • Issues and Insights

                          • Bricks-and-mortar stores have more advantages in cross-selling than online retailers
                            • The facts
                              • The implications
                                • Leveraging social shopping behaviour
                                  • The facts
                                    • The implications
                                      • Multiple characteristics of beauty shoppers
                                        • The facts
                                          • The implications
                                            • The era of mobile shopping
                                              • The facts
                                                • The implications
                                                • Trend Application

                                                    • Make It Mine
                                                      • Collective Intelligence
                                                        • Access Anything, Anywhere
                                                        • Market Drivers

                                                          • Key points
                                                            • The era of mobile shoppers
                                                              • Everyone can become a businessman on WeChat
                                                                • The rise of a young generation of shoppers
                                                                  • It’s all about a healthier lifestyle
                                                                    • Promotion, Promotion and Promotion
                                                                    • Who’s Innovating?

                                                                      • Key points
                                                                        • In the race to drive online-to-offline movement
                                                                          • Sephora leads the way in high-tech shopping experiences
                                                                            • Facial mask centres in beauty retailers
                                                                              • Figure 9: Mask centre in Watsons store in K11 Shanghai, February 2015
                                                                              • Figure 10: Mask wall at Etude House at Shanghai Plaza, February 2015
                                                                            • Korean single-brand store storm
                                                                                • Figure 11: The Innisfree Green Tea Mint Fresh range with its eco-friendly design packaging, Q1 2015
                                                                            • Market Size and Forecast

                                                                              • Key points
                                                                                • Slowdown in growth
                                                                                  • Figure 12: China cosmetics products retailing value sales, 2009-14
                                                                                • Volume growth remains
                                                                                  • Figure 13: Best- and worst-case forecast of total retail sales of cosmetics in china, 2009-19
                                                                                • Forecast methodology
                                                                                • Market Share

                                                                                  • Key points
                                                                                    • Top five players are fighting hard against online pure players
                                                                                      • Figure 14: Top five offline players, by value, 2011-14
                                                                                  • Companies and Brands

                                                                                    • A.S. Watson
                                                                                      • Company background
                                                                                        • Positioning and products
                                                                                          • Figure 15: Imported product section in Watsons Shanghai K11 store
                                                                                        • Recent developments
                                                                                          • Sephora
                                                                                            • Company background
                                                                                              • Positioning and products
                                                                                                • Figure 16: Sephora colourful mask range, May 2015
                                                                                              • Recent developments
                                                                                                • Gialen Cosmetics
                                                                                                  • Company background
                                                                                                    • Positioning and products
                                                                                                      • Recent developments
                                                                                                        • Tmall
                                                                                                          • Company background
                                                                                                            • Position and products
                                                                                                              • Figure 17: Penetration rate of Chinese shopping websites, 2013 and 2014
                                                                                                            • Recent developments
                                                                                                            • The Consumer – Beauty Products Purchased

                                                                                                              • Key points
                                                                                                                • Feminine care products are essential
                                                                                                                  • Figure 18: Beauty products bought in the past three months, November 2014
                                                                                                                • Most consumers still prefer buying beauty and personal care products in-store
                                                                                                                  • Figure 19: Beauty products bought in the past three months, November 2014
                                                                                                                • Bricks-and-mortar have more advantages in cross-selling than online retailers
                                                                                                                  • Figure 20: Repertoire of beauty products bought in-store/online in the past three months, November 2014
                                                                                                                • Young affluent female shoppers exhibit strongest spending power
                                                                                                                    • Figure 21: Repertoire of beauty products bought in the past three months, by demographics, November 2014
                                                                                                                  • Shanghai, champion for online shopping
                                                                                                                  • The Consumer – Stores Visited and When

                                                                                                                    • Key points
                                                                                                                      • Where to shop beauty products
                                                                                                                        • Independent beauty stores are declining
                                                                                                                          • Figure 22: Stores visited and when, November 2014
                                                                                                                        • Females are the major shoppers for beauty retailing chains
                                                                                                                            • Figure 23: Stores visited and when, by gender, November 2014
                                                                                                                          • When to visit
                                                                                                                            • Online shopping, access anything at any time
                                                                                                                              • Figure 24: Stores visited and when, November 2014
                                                                                                                            • Weekend promotions are important to hypermarkets/supermarkets and shopping malls
                                                                                                                              • Figure 25: Stores visited and when, November 2014
                                                                                                                            • Night time is essential for online retailers
                                                                                                                              • Figure 26: Stores visited and when, November 2014
                                                                                                                            • Shopping behaviour varies by city
                                                                                                                              • Figure 27: Stores visited and when, by city, November 2014
                                                                                                                          • The Consumer – Buying Behaviour In-store

                                                                                                                            • Key points
                                                                                                                              • Shoppers’ typology in-store
                                                                                                                                • Figure 28: In-store shopper behaviour, November 2014
                                                                                                                              • Shoppers are generally driven by value
                                                                                                                                  • Figure 29: In-store shopper behaviour, by repertoire of beauty products bought in-store in the past three months, November 2014
                                                                                                                                • In-store digital marketing to target at Exploratory and Imaginative shoppers
                                                                                                                                    • Figure 30: In-store shopper behaviour, by gender and age, November 2014
                                                                                                                                    • Figure 31: In-store shopper behaviour, by income, November 2014
                                                                                                                                  • Male shoppers are more practical
                                                                                                                                      • Figure 32: In-store shopper behaviour, by gender and age, November 2014
                                                                                                                                    • Multiple characteristics of beauty shoppers
                                                                                                                                      • Figure 33: In-store shopper behaviour, by in-store shopper behaviour, November 2014
                                                                                                                                    • Tier one shoppers are more exploratory
                                                                                                                                      • Figure 34: In-store shopper behaviour, by city tier, November 2014
                                                                                                                                  • The Consumer – Shopping Behaviour towards Promotions

                                                                                                                                    • Key points
                                                                                                                                      • Shoppers’ typology towards promotions
                                                                                                                                        • Figure 35: Shopper behaviour towards promotions, November 2014
                                                                                                                                      • Branding is essential
                                                                                                                                          • Figure 36: Shopper behaviour towards promotion, by income, November 2014
                                                                                                                                        • Who can get the best deal
                                                                                                                                            • Figure 37: Shopper behaviour towards promotion, by gender and age, November 2014
                                                                                                                                          • Low-income shoppers come with low level of involvement in promotion
                                                                                                                                              • Figure 38: Shopper behaviour towards promotion, by income, November 2014
                                                                                                                                            • Convenience is important to affluent groups
                                                                                                                                              • Figure 39: Shopper behaviour towards promotion, by income, November 2014
                                                                                                                                            • Prudent savers
                                                                                                                                              • Figure 40: Shopper behaviour towards promotion, by shopper behaviour towards promotion, November 2014
                                                                                                                                            • Correlation analysis
                                                                                                                                              • Promotions of prestige brands are more likely to be shared
                                                                                                                                                • Figure 41: Shopper behaviour towards promotion, by shopper behaviour towards promotion, November 2014
                                                                                                                                              • Convenience is important for deal seekers
                                                                                                                                                • Figure 42: Shopper behaviour towards promotion, by shopper behaviour towards promotion, November 2014
                                                                                                                                              • Reach them via social media
                                                                                                                                                • Figure 43: Digital information channels usage, by shopper behaviour towards promotion, November 2014
                                                                                                                                            • The Consumer – Digital Marketing – Online

                                                                                                                                              • Key points
                                                                                                                                                  • Figure 44: Digital information channels usage, November 2014
                                                                                                                                                • The blurred line: Social or shopping
                                                                                                                                                  • Reach male and female audience differently
                                                                                                                                                    • Figure 45: Digital information channels usage, by gender and age, November 2014
                                                                                                                                                  • City disparities
                                                                                                                                                      • Figure 46: Digital information channels usage, by city tier, November 2014
                                                                                                                                                    • Integrated digital marketing to reach the affluent groups
                                                                                                                                                      • Figure 47: Digital information channels usage, by income, November 2014
                                                                                                                                                      • Figure 48: Repertoire of digital information channels usage, by income, November 2014
                                                                                                                                                  • The Consumer – Mobile Marketing

                                                                                                                                                    • Key points
                                                                                                                                                      • The era of mobile shoppers
                                                                                                                                                        • Figure 49: Attitudes towards mobile device, November 2014
                                                                                                                                                      • The boom of WeChat Business
                                                                                                                                                        • Location-based marketing
                                                                                                                                                          • Relevancy is crucial when targeting young technology savvies
                                                                                                                                                              • Figure 50: Attitudes towards mobile device, by gender and age, November 2014
                                                                                                                                                            • Affluent shoppers are embracing mobile marketing
                                                                                                                                                              • Figure 51: Attitudes towards mobile device, by income, November 2014
                                                                                                                                                            • Guangzhou, the prudent shoppers
                                                                                                                                                              • Figure 52: Attitudes towards mobile device, by city, November 2014
                                                                                                                                                            • Improving browsing experience for mobile shoppers
                                                                                                                                                              • Figure 53: Digital information channels usage, by attitudes towards mobile device, November 2014
                                                                                                                                                          • Appendix – The Consumer – Beauty Products Purchased

                                                                                                                                                              • Figure 54: Beauty products bought in the past three months, November 2014
                                                                                                                                                              • Figure 55: Most popular beauty products bought in the past three months – In-store/online, by demographics, November 2014
                                                                                                                                                              • Figure 56: Next most popular beauty products bought in the past three months – In-store/online, by demographics, November 2014
                                                                                                                                                              • Figure 57: Other beauty products bought in the past three months – In-store/online, by demographics, November 2014
                                                                                                                                                              • Figure 58: Most popular beauty products bought in the past three months – Have bought in-store, by demographics, November 2014
                                                                                                                                                              • Figure 59: Next most popular beauty products bought in the past three months – Have bought in-store, by demographics, November 2014
                                                                                                                                                              • Figure 60: Other beauty products bought in the past three months – Have bought in-store, by demographics, November 2014
                                                                                                                                                              • Figure 61: Most popular beauty products bought in the past three months – Have bought online, by demographics, November 2014
                                                                                                                                                              • Figure 62: Next most popular beauty products bought in the past three months – Have bought online, by demographics, November 2014
                                                                                                                                                              • Figure 63: Other beauty products bought in the past three months – Have bought online, by demographics, November 2014
                                                                                                                                                            • Repertoire analysis – In-store/online (combined)
                                                                                                                                                              • Figure 64: Repertoire of beauty products bought in the past three months, November 2014
                                                                                                                                                              • Figure 65: Repertoire of beauty products bought in the past three months, by demographics, November 2014
                                                                                                                                                              • Figure 66: Digital information channels usage, by repertoire of beauty products bought in the past three months, November 2014
                                                                                                                                                            • Repertoire analysis for in-store buyers
                                                                                                                                                              • Figure 67: Repertoire of beauty products bought in-store in the past three months, November 2014
                                                                                                                                                              • Figure 68: Repertoire of beauty products bought in-store in the past three months, by demographics, November 2014
                                                                                                                                                            • Repertoire analysis for online buyers
                                                                                                                                                              • Figure 69: Repertoire of beauty products bought online in the past three months, November 2014
                                                                                                                                                              • Figure 70: Repertoire of beauty products bought online in the past three months, by demographics, November 2014
                                                                                                                                                          • Appendix – The Consumer – Stores Visited and When

                                                                                                                                                              • Figure 71: Stores visited and when, November 2014
                                                                                                                                                              • Figure 72: Stores visited and when, November 2014
                                                                                                                                                              • Figure 73: Most popular stores visited and when – Working time buyer, by demographics, November 2014
                                                                                                                                                              • Figure 74: Next most popular store visited and when – Working time buyer, by demographics, November 2014
                                                                                                                                                              • Figure 75: Most popular stores visited and when – Non-working time buyer, by demographics, November 2014
                                                                                                                                                              • Figure 76: Next most popular stores visited and when – Non-working time buyer, by demographics, November 2014
                                                                                                                                                              • Figure 77: Stores visited and when – Working time buyer, by demographics, November 2014
                                                                                                                                                              • Figure 78: Stores visited and when – Non-working time buyer, by demographics, November 2014
                                                                                                                                                          • Appendix – The Consumer – Buying Behaviour In-store

                                                                                                                                                              • Figure 79: In-store shopper behaviour, November 2014
                                                                                                                                                              • Figure 80: Most popular in-store shopper behaviour, by demographics, November 2014
                                                                                                                                                              • Figure 81: Next most popular in-store shopper behaviour, by demographics, November 2014
                                                                                                                                                              • Figure 82: Other in-store shopper behaviour, by demographics, November 2014
                                                                                                                                                              • Figure 83: In-store shopper behaviour, by most popular in-store shopper behaviour, November 2014
                                                                                                                                                              • Figure 84: In-store shopper behaviour, by next most popular in-store shopper behaviour, November 2014
                                                                                                                                                              • Figure 85: In-store shopper behaviour, by other in-store shopper behaviour, November 2014
                                                                                                                                                          • Appendix – The Consumer – Shopping Behaviour towards Promotion

                                                                                                                                                              • Figure 86: Shopper behaviour towards promotion, November 2014
                                                                                                                                                              • Figure 87: Digital information channels usage, by most popular shopper behaviour towards promotion, November 2014
                                                                                                                                                              • Figure 88: Digital information channels usage, by next most popular shopper behaviour towards promotion, November 2014
                                                                                                                                                              • Figure 89: Digital information channels usage, by other shopper behaviour towards promotion, November 2014
                                                                                                                                                          • Appendix – The Consumer – Digital Marketing – Online

                                                                                                                                                              • Figure 90: Digital information channels usage, November 2014
                                                                                                                                                              • Figure 91: Most popular digital information channels usage, by demographics, November 2014
                                                                                                                                                              • Figure 92: Next most popular digital information channels usage, by demographics, November 2014
                                                                                                                                                              • Figure 93: Other digital information channels usage, by demographics, November 2014
                                                                                                                                                              • Figure 94: Digital information channels usage, by most popular digital information channels usage, November 2014
                                                                                                                                                              • Figure 95: Digital information channels usage, by next most popular digital information channels usage, November 2014
                                                                                                                                                            • Repertoire analysis
                                                                                                                                                              • Figure 96: Repertoire of digital information channels usage, November 2014
                                                                                                                                                              • Figure 97: Repertoire of digital information channels usage, by demographics, November 2014
                                                                                                                                                          • Appendix – The Consumer – Mobile Marketing

                                                                                                                                                              • Figure 98: Attitudes towards mobile device, November 2014
                                                                                                                                                              • Figure 99: Most popular attitudes towards mobile device, by demographics, November 2014
                                                                                                                                                              • Figure 100: Next most popular attitudes towards mobile device, by demographics, November 2014
                                                                                                                                                              • Figure 101: Other attitudes towards mobile device, by demographics, November 2014
                                                                                                                                                              • Figure 102: Digital information channels usage, by attitudes towards mobile device, November 2014

                                                                                                                                                          Companies Covered

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                                                                                                                                                          Beauty Retailing - China - March 2015

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