2022
0
China Beauty Retailing Market Report 2022
2022-02-08T03:04:21+00:00
OX1101399
3695
147795
[{"name":"Health and Beauty Retail","url":"https:\/\/store.mintel.com\/industries\/retail\/health-beauty"}]
Report
en_GB
“China’s retailing landscape continues to evolve, with new players and platforms emerging quickly. Brands need to operate private domain traffic in an effective way, providing personalised product recommendations and practical…

China Beauty Retailing Market Report 2022

£ 3,695 (Excl.Tax)

Description

“China’s retailing landscape continues to evolve, with new players and platforms emerging quickly. Brands need to operate private domain traffic in an effective way, providing personalised product recommendations and practical beauty tips, and leveraging non-beauty information to cater to consumers’ emotional needs, so as to retain consumer interest and cultivate brand loyalty.”
– Jane Chai, Research Analyst

This Report looks at the following areas:

  • Market overview and competitive landscape in beauty retailing market
  • Changes in consumer spending on different beauty retailing channels
  • Consumers’ pain points of shopping in online and offline channels
  • Consumer perceptions of different beauty retailing channels
  • Consumers’ information needs from personal beauty advisor or brand community

Table of Contents

  1. Overview

      • Key issues covered in this Report
        • Definitions
          • Channels covered in this Report:
          • Executive Summary

              • The market
                • Figure 1: Best-and worst-case forecast of total value sales of beauty retailing, China, 2016-26
              • Companies and brands
                • Figure 2: Sales value, store number and sales per store of the top five beauty retailers, China, 2020-21
              • The consumer
                • Few consumers upgrade their BPC consumption in offline channels
                  • Figure 3: Changes in spending on BPC products in offline channels, 2021
                • High price and limited product choices are top concerns when shopping in offline channels
                  • Figure 4: Pain points of shopping BPC products in offline channels, 2021
                • Consumers spend more on domestic comprehensive shopping websites
                  • Figure 5: Changes in spending on BPC products in online channels, 2021
                • Trial experiences and customer service are key areas of improvements for online channels
                  • Figure 6: Pain points of shopping BPC products in online channels, 2021
                • Cosmetics stores are strong at services; live streaming/short video platforms have unclear positioning
                  • Figure 7: Correspondence analysis – Perceptions of purchasing channels, 2021
                • Beauty advisor/brand community should serve as a lifestyle trend setter
                  • Figure 8: Information needs from personal beauty advisors or brand communities, 2021
                • What we think
                • Issues and Insights

                  • Operate private domain traffic in an effective way
                    • Figure 9: Examples of rauer and PMPM’s personal beauty advisors sharing beauty tips, China, 2021
                    • Figure 10: Example of PMPM’s personal beauty advisor sharing travelling photos, China, 2021
                  • Improve online services to recruit more consumers
                    • Figure 11: Examples of Kiehl’s little game to distribute samples, China, 2021
                    • Figure 12: Examples of online sampling platform ‘Tmall U Trial’, China, 2021
                    • Figure 13: Face Maestro from Armani Beauty, China, 2021
                • Market Size and Forecast

                  • Strong momentum in 2021
                    • Figure 14: Best-and worst-case forecast of total value sales of beauty retailing, China, 2016-26
                  • Cosmetics stores are the drivers for offline channels
                    • Figure 15: Store number of beauty retailer outlets, by segment, 2019-21
                • Market Drivers

                  • Elevated importance of beauty in consumers’ daily lives
                    • Expanded consumer groups offer opportunities
                      • Emerging purchase channels help reach more potential consumers
                        • Private domain traffic drives growth
                        • Market Share

                          • Top retailers are under transformation
                            • Watsons
                              • Sephora
                                • AFIONA
                                  • Figure 16: Sales value, store number and sales per store of the top five beauty retailers, China, 2020-21
                              • Marketing Activities

                                • Digitalisation enhances offline shopping experience
                                  • Figure 17: Example of digitalisation in B+ Tube stores, China, 2020
                                • Cultivating the new channel – Douyin live streaming
                                  • Figure 18: Herborist’s Douyin live streaming featuring popular TV series, China, 2021
                                • Leveraging immersive experiences to build emotional connection
                                  • Figure 19: Armani Box On Air pop-up store with four curated scenarios, China, 2020
                              • Who’s Innovating?

                                • Building a sustainable mindset in consumers
                                  • Figure 20: Watsons’ sustainable choices category, China, 2021
                                • Experiment with contactless beauty
                                  • Figure 21: SK-II’s Mini Magic Scan contactless skin test machine, China, 2021
                              • Changes in Spending in Offline Channels

                                • Regular supermarkets/hypermarkets remain the most popular offline channels
                                  • Figure 22: Changes in spending on BPC products in offline channels, 2021
                                • Women devote more money into brand counters; men prefer convenience store/grocery stores
                                  • Figure 23: Changes in spending on BPC products in offline channels – spend more, by gender, 2021
                                • Different ages have different priorities
                                  • Figure 24: Changes in spending on BPC products in offline channels – spend more, by age, 2021
                              • Pain Points of Shopping Offline

                                • High price and limited product choices are the biggest disadvantages for offline channels
                                  • Figure 25: Pain points of shopping BPC products in offline channels, 2021
                                • Trial experience could be better
                                  • Young women prioritise trial experiences; young men focus more on gifts/benefits
                                    • Figure 26: Pain points of shopping BPC products in offline channels, female, by age, 2021
                                    • Figure 27: Pain points of shopping BPC products in offline channels, male, by age, 2021
                                  • Affluent consumers are most concerned about limited product choices
                                    • Figure 28: Pain points of shopping BPC products in offline channels, by monthly personal income, 2021
                                • Changes in Spending in Online Channels

                                  • Domestic comprehensive shopping websites are mainstream
                                    • Figure 29: Changes in spending on BPC products in online channels, 2021
                                  • Live stream/short video platforms attract young men and women in their 30s
                                    • Figure 30: Changes in spending on BPC products in online channels – live streaming/short video platforms, 2021
                                • Pain Points of Shopping Online

                                  • Trial experiences are also important for online shopping
                                    • Figure 31: Pain points of shopping BPC products in online channels, 2021
                                  • Online services still have room for improvements
                                    • 18-24s prefer customised services; 50-59s pay attention to genuine safeguard
                                      • Figure 32: Pain points of shopping BPC products in online channels, by age, 2021
                                  • Perceptions of Purchasing Channels

                                    • Methodology
                                      • Cosmetics stores can highlight their good service and quality guarantee
                                        • Figure 33: Correspondence analysis – Perceptions of purchasing channels, 2021
                                      • Domestic comprehensive shopping websites are strongly associated with convenience
                                        • Brands’ official websites/apps/WeChat mini-program provides rich product information
                                          • Live streaming/short video platforms have less distinctive position
                                          • Information Needs from Private Domain Traffic

                                            • Customised and practical information are the most popular
                                              • Figure 34: Information needs from personal beauty advisors or brand communities, 2021
                                            • Non-beauty information also arouses consumer interest
                                              • Affluent consumers are more interested in offline services
                                                • Figure 35: Information needs from personal beauty advisors or brand communities, 2021
                                            • Appendix – Market Size and Forecast

                                                • Figure 36: Market value and annual change of beauty retailing, China, 2016-26
                                            • Appendix –Methodology and Abbreviations

                                              • Consumer research methodology
                                                • Fan chart forecast
                                                  • Abbreviations

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