“Despite tough challenges in 2022, the lifting of the COVID-19 prevention and control policies will see consumers purchasing more BPC products and returning to physical stores. With spending sentiment becoming less impulsive and more driven by quality and experience, it will be important for both online and offline channels to use diverse strategies and provide quality experiences that engage consumers to justify purchases. Brands must also become more genuine in their presentation at different touchpoints to build a wholesome lasting relationship with consumers.”
– Renee Gu, Senior Analyst
This Report looks at the following areas:
- Ideal retail experience of offline stores
- Online purchase platform strategy recommendations based on target audiences
- Changes in consumers’ spending on beauty and personal care
- Shopping methods of different product categories
- The usage of different online purchase channels and their main audience profiles
- Consideration factors in the selection of online purchase channels
- Consumers’ preferred features of livestreaming
Collapse All
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Overview
- What you need to know
- Key issues covered in this Report
- Definition
- Subgroup Definition
- What you need to know
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Executive Summary
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- The market
- Figure 1: Best-and worst-case forecast of total value sales of beauty retailing, China, 2017-27
- Companies and brands
- Figure 2: Sales value, store numbers and sales per store of the top five beauty retailers, China, 2021-22
- The consumer
- Personal care essentials stand firm, and haircare is on the rise
- Figure 3: Changes in spending, 2022
- Preferred shopping channels differ by categories
- Figure 4: Shopping methods, 2022
- Abundant product selections attract consumers to visit offline channels
- Figure 5: Attractive features of offline stores, 2022
- Douyin is the up-and-coming destination for purchasing BPC products
- Figure 6: Online purchase channels, 2022
- Competitive prices, vast product selections and high quality services are top motivators of purchase on specific online platforms
- Figure 7: Consideration factors in selecting online channels, 2022
- Livestreaming channels are more than just a place to offer price deals
- Figure 8: Preferred features of livestreaming, 2022
- What we think
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Issues and Insights
- Catch up with the evolving store experience
- Figure 9: Florasis flagship store in Hangzhou, China, 2022
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- Figure 10: HARMAY Black Market sale post on WeChat, China, 2022
- Online promotion should adopt a sincerer tone
- Figure 11: Posts on Zhuben’s official Xiaohongshu account and Zhuben’s CEO’s account, China, 2022-23
- Livestreaming can go for cultivation more besides offering competitive pricing strategies
- Figure 12: Livestreaming of Austin Li and Dongfangzhenxuan, China, 2023
- Tailor sales strategies on leading ecommerce platforms
- Catch up with the evolving store experience
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Market Size and Forecast
- Tough challenge in 2022 but steady recovery expected in the future
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- Figure 13: Best-and worst-case forecast of total value sales of beauty retailing, China, 2017-27
- Tough challenge in 2022 but steady recovery expected in the future
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Market Factors
- Impact of pandemic measures impact store footfall and spending sentiment
- Figure 14: COVID-19 impact on BPC purchase, China, 2022
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- Figure 15: Purchase of BPC plans after the new COVID-19 regulations, China, 2023
- Short footfall leads to close down of offline stores
- Figure 16: Store numbers of beauty retailer outlets, by segment, 2020-22 (est)
- Real on-site personalisation is now encouraged by local policy
- Impact of pandemic measures impact store footfall and spending sentiment
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Market Share
- Retailers are going through transformation to overcome adversity
- Watsons
- Sephora
- AFIONA
- Figure 17: Sales value, store numbers and sales per store of the top five beauty retailers, China, 2021-22
- Retailers are going through transformation to overcome adversity
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Market Activities and Innovations
- Stores and counters deliver exclusive brand experiences
- Figure 18: Stores of AESOP and BAUM, China, 2022
- Figure 19: Armani Beauty Shenzhen store opening, China, 2022
- Professional services in-store
- Figure 20: Skinceuticals SKINLAB in Shenzhen, China, 2022
- Offer negotiation at the front stage
- Figure 21: Offer For All The Girls, China, 2022
- Personalised product recommendation
- Figure 22: YSL Scent-sation, China, 2022
- Combination of art and beauty under one roof
- Figure 23: Herbeast themed exhibition, China, 2023
- Stores and counters deliver exclusive brand experiences
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Changes in Spending
- Personal hygiene essentials on the must-have list
- Figure 24: Changes in spending, 2022
- Males are equally attentive to essential categories while females show more interest in fragrances
- Figure 25: Changes in spending, by gender, 2022
- Haircare a hot spot for spending but investments in lifting appearance take a hit from lower income group
- Figure 26: Change in spending, by monthly personal income, 2022
- Personal hygiene essentials on the must-have list
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Shopping Methods
- Consumers are more assertive when making one-stop purchases
- Figure 27: Shopping methods, 2019 vs 2022
- Personal care products rely more on offline shopping while beauty products are preferred online
- Figure 28: Shopping methods, 2022
- Mature consumers look to offline channels while online channels are favoured by younger consumers
- Figure 29: Shopping methods of selected categories, by age, 2022
- Consumers are more assertive when making one-stop purchases
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Attractive Features of Offline Stores
- Offline channels are expected to offer novel experiences
- Figure 30: Attractive features of offline stores, 2022
- Affluent consumers value the in-store experience
- Figure 31: Attractive features of offline stores, by monthly personal income, 2022
- Females 25-49 seek value-added services and males 25-29 favour aesthetic environments
- Figure 32: Attractive features of offline stores, female, by age, 2022
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- Figure 33: Attractive features of offline stores, male, by age, 2022
- Offline channels are expected to offer novel experiences
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Online Purchase Channels
- Tmall and JD are the top go-to destinations for purchasing BPC products while Douyin and Pinduoduo are catching up
- Figure 34: Online purchase channels, 2022
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- Figure 35: Online offers comparison between Pinduoduo and Tmall, China, 2023
- Tmall attracts female consumers aged 25-29 and also shows high overlap with JD
- Figure 36: Online purchase channels – ‘purchased within the past 1 year’ on Tmall, by selected demographics, 2022
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- Figure 37: Online purchase channels – ‘purchased within the past 1 year’ on JD, by selected demographics, 2022
- Douyin is favoured by younger females
- Figure 38: Online purchase channels – ‘purchased within the past 1 year’ on Douyin, by selected demographics, 2022
- Pinduoduo attracts a wide consumer base with its competitive price offer
- Figure 39: Online purchase channels – ‘purchased within the past 1 year’ on Pinduoduo, by selected demographics, 2022
- Kuaishou is more welcomed among consumers aged 25-39
- Figure 40: Online purchase channels – ‘purchased within the past 1 year’ on Kuaishou, by selected demographics, 2022
- Xiaohongshu is more welcome by female consumers and high earners, and also a choice of channel among male consumers
- Figure 41: Online purchase channels – ‘purchased within the past 1 year’ on Xiaohongshu, by selected demographics, 2022
- Poizon shows appeal to younger consumers
- Figure 42: Online purchase channels – ‘purchased within the past 1 year’ on Poizon, by selected demographics, 2022
- Figure 43: Product page on Poizon for FlowerKnows and Judydoll, China, 2023
- Private domains more popular among tier 1 cities consumers
- Figure 44: Online purchase channels – ‘purchased within the past 1 year’ on brand’s official website/apps/WeChat mini program, by selected demographics, 2022
- Tmall and JD are the top go-to destinations for purchasing BPC products while Douyin and Pinduoduo are catching up
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Considerations in Selecting Online Channels
- Price, product selections and services are the top most important factors
- Figure 45: Consideration factors in selecting online channels, 2022
- Male consumers value the practical aspects while women seek out more comprehensive content
- Figure 46: Consideration factors in selecting online channels, by gender, 2022
- The more affluent are more interested in the service and width of choice
- Figure 47: Consideration factors in selecting online channels, by monthly personal income, 2022
- Xiaohongshu attracts consumers looking for specialised beauty content, and the emerging Kuaituantuan shows strength in its social aspect
- Figure 48: Consideration factors in selecting online channels, by purchase channel used in past 1 year, 2022
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- Figure 49: Examples of individual niche buyers using Kuaituantuan group buying and WeChat group sharing, China, 2023
- Price, product selections and services are the top most important factors
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Preferred Feature of Livestreaming
- Value for money is still the top motivator for purchasing from live streams
- Figure 50: Preferred features of livestreaming, 2022
- Knowledge sharing gets affluent consumers to enjoy livestreaming shopping
- Figure 51: Preferred features of livestreaming, by monthly personal income, 2022
- Younger females are attracted to discounts, giveaways as well as good services and introductions
- Figure 52: Preferred features of livestreaming, female, by age, 2022
- Value for money is still the top motivator for purchasing from live streams
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Beauty Personas
- Who are they?
- Functionalists look to the professional advice
- Figure 53: Attractive features of offline stores, by beauty persona, 2022
- Beauty Mavens are drawn to specialised beauty and personal care product sections
- Figure 54: Consideration factors in selecting online channels, by beauty persona, 2022
- Aggressive Apprentices are eager to learn
- Figure 55: Preferred features of livestreaming, by beauty persona, 2022
- Who are they?
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Appendix – Market Size and Forecast
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- Figure 56: Market value and growth rate of beauty retailing, China, 2017-27
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Appendix – Methodology and Abbreviations
- Methodology
- Abbreviations
- Methodology
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