Consumers in lower tier cities have a positive attitude towards emerging skincare concepts (eg the skin barrier), and are willing to change their skincare routine with guidance. Brands need to invest in long-term brand awareness and a professional image, impressing consumers in the lower tier market with all-round authenticity in terms of service, product efficacy and brand reputation.
Jane Chai, Senior Research Analyst, Beauty and Personal Care, China
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Overview
- What you need to know
- Key issues covered in this Report
- Objective and methodology
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Executive Summary
- The market
- The consumer
- Graph 1: methods adopted to deal with damaged skin barrier, by age, 2022
- Graph 2: selection factors of function-driven brands, by age, 2022
- Graph 3: desired brand values, by age, 2023
- Graph 4: reasons for using beauty services, by age, 2023
- What we think
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Introduction to Lower Tier Cities in China
- Demands for sustainable development and differentiation emerge
- Graph 5: GDP sector compositions, by city tier, 2019-2021
- Salary growth slows, while consumption momentum weakens
- Graph 6: per capita annual salary, by city tier, 2019-2021
- Graph 7: total retail sales of consumer goods, by city tier, 2019-2021
- The pull effect of the metropolitan economy is expected
- Graph 8: total domestic highway mileage and growth rate, by city tier, 2020-21
- The increase in flexible employment and work-on-the-go brings new opportunities for the development of low tier cities
- Graph 9: type of employment, by city tier, 2020-23
- Graph 10: company types, by city tier, 2020-23
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Market Factors
- Financial confidence continues to fluctuate
- Graph 11: confidence in improving future finances, by city tier, 2020-23
- Upgrading demand has declined and high-end consumption become more cautious
- Chain service brands tap into lower tier cities, driving the innovation and quality improvement of consumer experience
- Graph 12: changes in the number of stores of Helen's, Miniso and Haidilao in different cities, by city tier, 2021 vs 2022
- Graph 13: convenience store shopping frequency – once a day or more, by city tier, 2019 vs 2023
- The influence of short videos has expanded, accelerating the conversion of traffic value to user value
- Graph 14: changes in short video usage – every day, by city tier, H1 2021-H1 2023
- Domestic travel is recovering strongly, and the combination of local cultural tourism resources and commerce has attracted attention
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Interviews with Industry Experts
- Leverage the value-for-money advantage of small town model through store, equipment and menu adjustment
- Focus on household consumption habits and the construction of logistics networks
- Initiate conversations on consumption scenarios integrating regional features
- Explore 'down-to-earth' communication methods and channels
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The Consumer
- Skin health: accepted as a concept, and gradually exerting an influence on consumers
- Graph 15: methods adopted to deal with damaged skin barrier, by age, 2022
- Functional skincare: consumers are cautious when trying and rational when being influenced
- Graph 16: selection factors of function-driven brands, by age, 2022
- Premiumisation of national brands: significant progress, but effort still needed
- Graph 17: desired values from prestige skincare brands, by age, 2023
- Barriers to cosmetic surgery: consumers encounter obstacles in experimenting, and are more inclined towards safety
- Graph 18: reasons for using beauty services, by age, 2023
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Appendix
- Abbreviations
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