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Description

Description

Covered in this report

This year, China’s beauty retail market has performed a satisfactory growth rate that brings more possibility to the market. Local domestic cosmetic store brands such as Gialen and T3C continue to expand, especially in lower tier cities, whereas Sephora remains the top retailer in tier one cities. The retail model of syncing online and offline activities is no longer new but a common practice in the market. Although online shopping continues to flourish, many brands have shifted their focus back to the bricks-and-mortar stores to attract consumers offline

“Bricks-and-mortar stores are no longer just a place to sell products but also a destination to create experiences for consumers, the focus should not only be selling products with price competition with online channels, but shift to create memorable experiences, to provide expert advice and the most importantly is to design an atmosphere for shoppers to approach new products and comfortable product trial environment.”
– Amy Jin, Research Analyst

This report examines the following areas:

  • Not all opportunities are found online
  • Live streaming is a mirage with more loyalty to discounts
  • Evolving bricks-and-mortar stores to stay in the game

What's included

What's included

Table of contents

Table of contents

  1. Overview

    • What you need to know
      • Covered in this Report
        • Channels covered in this Report:
          • Subgroup definitions (by monthly household income)
            • Subgroup definitions (by residents segment)
            • Executive Summary

                • The market
                  • Figure 1: Best- and worst-case forecast of total value sales of beauty retailing, China, 2014-24
                • Companies and Brands
                  • Figure 2: Sales value, store number and sales per store of the top five beauty retailers, China, 2018-19
                • The Consumer
                  • Browse and shop at one stop
                    • Figure 3: Beauty and personal care shopping methods in the last six months, December 2019
                  • Chain retailers continue to occupy the offline market
                    • Figure 4: Most often visited bricks-and-mortar stores in the last six months, December 2019
                  • Domestic shopping website is the top place to buy online
                    • Figure 5: Most often visited online stores in the last six months, December 2019
                  • Consumers are buying what they need from live streaming sites
                    • Figure 6: Purchase behaviours in live streaming/short video platform in the last six months, December 2019
                  • Brands’ official sites have more credibility
                    • Figure 7: Features associated with two online channels in the last six months, December 2019
                  • Free samples and trails are the key to attract consumers
                    • Figure 8: Services preferred at the store, December 2019
                  • What we think
                  • Issues and Insights

                    • Not all opportunities are found online
                      • The facts
                        • The implications
                          • Live streaming is a mirage with more loyalty to discounts
                            • The facts
                              • The implications
                                • Evolving bricks-and-mortar stores to stay in the game
                                  • The facts
                                    • The implications
                                    • The Market – What You Need to Know

                                      • Promising growth maintained
                                        • More innovations in retail format
                                        • Market Size and Forecast

                                          • Steady growth is expected to continue
                                            • Figure 9: Best- and worst-case forecast of market value beauty retailing, China, 2014-24
                                          • Various channels continue to growth
                                            • Figure 10: Store number of beauty retailer outlets, by segment, 2017-19
                                        • Market Factors

                                          • More possibilities in store
                                            • Figure 11: Xiangyihui in Shanghai
                                          • Pursuit of ‘beauty’ and greater desire for segmentation
                                            • KOL and idol effects
                                            • Key Player – What You Need to Know

                                              • Domestic cosmetic stores are opening up more stores
                                                • Online made brands to go offline with more possibilities
                                                  • Collaborating between different brands
                                                  • Market Share

                                                    • Overview of top five beauty retailers
                                                      • Figure 12: Sales value, store number and sales per store of the top five beauty retailers, China, 2018-19
                                                    • Watsons
                                                      • Sephora
                                                        • Figure 13: Sephora’s frozen party game
                                                      • Mannings
                                                        • Gialen
                                                          • T3C
                                                            • Who debuted the China market?
                                                              • Figure 14: Aritaum’s WeChat app and offline store
                                                            • Who left the competition?
                                                            • Competitive Strategies

                                                              • More online brands go offline
                                                                • Figure 15: Perfect Diary opening offline stores, China, 2019
                                                              • AR technology for make up buyers
                                                                • Figure 16: AR for Armani, China, 2019
                                                              • More service stores to elevate brands’ professionalism
                                                                • Figure 17: Fillmed by Filorga, China, 2019
                                                              • Tutorial services for booking
                                                                • Figure 18: M.A.C make up services, China, 2019
                                                            • Who’s Innovating?

                                                              • Retail format
                                                                • Figure 19: New retail formats, China, 2018 and 2019
                                                              • Crossover collaborations with different brands
                                                                • Figure 20: Examples of crossover collaborations, China, 2019
                                                            • The Consumer – What You Need to Know

                                                              • The utilisation of offline shopping methods is on par with online shopping
                                                                • Health and beauty chain retailer challenge the leader in the offline market
                                                                  • 15% have bought BPC products on live streaming/short video platforms
                                                                    • Consumers say they are buying what they need from live streaming sites
                                                                      • Live streaming shows more edge on price and detailed product introduction
                                                                        • Free samples and trails are the key to attract consumers to offline stores
                                                                        • Shopping Methods

                                                                          • The shopping patterns of online and offline loyalty buyers are similar
                                                                            • Figure 21: Beauty and personal care shopping methods in the last six months, December 2019
                                                                          • eCommerce matters more to China’s consumers than US shoppers
                                                                            • Figure 22: Beauty and personal care shopping methods in the last six months, China 2019 vs US 2018
                                                                          • Younger generation aged 18-24 tends to buy online as their top choice whereas older generation prefer to buy in-store
                                                                            • Figure 23: Beauty and personal care shopping methods in the last six months - first choice, by age, December 2019
                                                                          • Buyers from tier two cities use both ways to shop
                                                                            • Figure 24: Beauty and personal care shopping methods in the last six months - first choice, by city tier, December 2019
                                                                          • Rural to urban migrants are the top online users
                                                                            • Figure 25: Beauty and personal care shopping methods in the last six months - first choice, by resident type, December 2019
                                                                        • Most Visited Bricks-and-Mortar Stores

                                                                          • Health and beauty chain retailers challenge the position of regular supermarkets/hypermarkets…
                                                                            • Figure 26: Most often visited bricks-and-mortar stores in the last six months, December 2019
                                                                          • …mainly driven by 30s
                                                                            • Figure 27: Most often visited bricks-and-mortar stores in the last six months - first choice, by age, December 2019
                                                                          • Rural-to-urban migrants purchased more in supermarkets
                                                                            • Figure 28: Most often visited bricks-and-mortar stores in the last six months - first choice, by resident type, December 2019
                                                                        • Most Visited Online Stores

                                                                          • Domestic shopping websites ranked as top online purchasing channel left other platforms far behind
                                                                            • Figure 29: Most often visited online stores in the last six months, December 2019
                                                                          • High earners are more likely to purchase from brands’ official websites and less often to visit domestic shopping websites
                                                                            • Figure 30: Most often visited online stores in the last six months - first choice, by monthly personal income, December 2019
                                                                          • Consumers from lower tier cities purchase more from social ecommerce platforms
                                                                            • Figure 31: Most often visited online stores in the last six months - first choice, by city tier, December 2019
                                                                          • Middle aged consumers prefer to buy from domestic shopping websites
                                                                            • Figure 32: Most often visited online stores in the last six months - first choice, by age, December 2019
                                                                        • Purchase Behaviours in Live Streaming/Short Video Platforms

                                                                          • Consumers think they are rationale shoppers
                                                                            • Figure 33: Purchase behaviours in live streaming/short video platform in the last six months, December 2019
                                                                          • Females are more focused on needs whereas males buy what they don’t have
                                                                            • Figure 34: Purchase behaviours in live streaming/short video platform in the last six months, by gender, December 2019
                                                                          • 80s are more interested in participation whereas 70s are more reasonable towards making purchase
                                                                            • Figure 35: Purchase behaviours in live streaming/short video platform in the last six months, by generation, December 2019
                                                                          • Lower tier cities enjoys promotion whereas higher tier cities are more interactive towards live streaming
                                                                            • Figure 36: Purchase behaviours in live streaming/short video platform in the last six months, by city tier, December 2019
                                                                        • Features Associated with Two Online Channels

                                                                          • Brands’ official flagship stores have more advantages than live streaming platforms
                                                                            • Figure 37: Features associated with two online channels, December 2019
                                                                          • Authenticity is the main concern for those who do not use live streaming platform to buy
                                                                            • Figure 38: Features associated with two online channels, live streaming/short video platforms user, December 2019
                                                                            • Figure 39: Features associated with two online channels, live streaming/short video platforms non-user, December 2019
                                                                        • Services Preferred in Bricks-and-Mortar Stores

                                                                          • Free samples are the most preferred service in store
                                                                            • Figure 40: Services preferred in store, December 2019
                                                                          • Price promotion and leisure experience are triggers that attract online buyers to visit offline stores
                                                                            • Figure 41: Services preferred in store, by shopping method, December 2019
                                                                          • Professional in-store beauty advisor in lower tier cities is more important to attract consumers
                                                                            • Figure 42: Services preferred in store, by city tier, December 2019
                                                                          • Professional BA appeal to consumers with broadened horizon
                                                                            • Figure 43: Services preferred in store - ‘professional in-store beauty advisor’, by resident type, December 2019
                                                                        • Meet the Mintropolitans

                                                                          • Mintropolitans use similar shopping methods as non-Mintropolitans
                                                                            • Figure 44: Beauty and personal care shopping methods in the last six months - first choice, by consumer classification, December 2019
                                                                          • Mintropolitans have a wider offline purchase channel
                                                                            • Figure 45: Most often visited bricks-and-mortar stores in the last six months - first choice, by consumer classification, December 2019
                                                                          • Brands’ official website/apps are preferred by Mintropolitans
                                                                            • Figure 46: Most often visited online stores in the last six months - first choice, by consumer classification, December 2019
                                                                          • Mintropolitans appreciate professional services provided by in-store beauty advisors and free skin test
                                                                            • Figure 47: Services preferred in store, by consumer classification, December 2019
                                                                        • Appendix – Market Size and Forecast

                                                                            • Figure 48: Total value sales of beauty retailing, China, 2014-24
                                                                        • Appendix – Methodology and Abbreviations

                                                                          • Methodology
                                                                            • Fan chart forecast
                                                                              • Abbreviations

                                                                              About the report

                                                                              This report will give you a complete 360-degree view of your market. Not only is it rooted in robust proprietary and high-quality third-party data, but our industry experts put that data into context and you’ll quickly understand:

                                                                              • The Consumer

                                                                                What They Want. Why They Want It.

                                                                              • The Competitors

                                                                                Who’s Winning. How To Stay Ahead.

                                                                              • The Market

                                                                                Size, Segments, Shares And Forecasts: How It All Adds Up.

                                                                              • The Innovations

                                                                                New Ideas. New Products. New Potential.

                                                                              • The Opportunities

                                                                                Where The White Space Is. How To Make It Yours.

                                                                              • The Trends

                                                                                What’s Shaping Demand – Today And Tomorrow.

                                                                              Please Note: This is a sample report. All of the figures, graphs, and tables have been redacted.

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