“The indifference of consumers in lower tier cities to the concept of ‘affordable alternatives’ reflects the importance of innovation in product efficacy. In the era of ‘efficacy is king’, this has revealed the direction for brands to focus on. Domestic and niche brands have the potential to emerge thanks to their cost-effectiveness and functional innovation.
The transparency and ease of access to information has made it possible for consumers in lower tier cities to freely gather advice from real consumers who are in tune with their situation and needs, without being limited by ‘authority’ and ‘right to speak’. They have a more sophisticated and holistic understanding of ‘beauty’, which will drive brands to explore more deeply in terms of value in order to win the hearts and minds of consumers. At the same time, strengthening investment in channels with beauty attributes and continuously improving the immersive ambience of offline channels will be the efforts that brands need to make in terms of their channel development.”
– Yali Jiang, Associate Director
Key issues covered in this Report:
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