Table of Contents
Introduction
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- Products covered in this report
- Retail outlets covered in this report
- Methodology
- Market Sizing definition
- Abbreviations
Executive Summary
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- Slowdown in growth
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- Figure 1: Best- and worst-case forecast of total retail sales of cosmetics in china, 2009-19
- The era of mobile shoppers
- Bricks-and-mortar retailers have more advantages in cross-selling than online retailers
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- Figure 2: Repertoire of beauty products bought in-store/online in the past three months, November 2014
- Independent beauty stores are declining
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- Figure 3: Stores visited and when, November 2014
- Time concept is blurring online
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- Figure 4: Stores visited and when, November 2014
- Multiple characteristics of beauty shoppers
- Shoppers’ typology in-store
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- Figure 5: In-store shopper behaviour, November 2014
- Shoppers’ typology towards promotion
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- Figure 6: Shopper behaviour towards promotion, November 2014
- The blurred line between social and shopping
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- Figure 7: Digital information channel usage, November 2014
- Mobile marketing
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- Figure 8: Attitudes towards mobile devices, November 2014
- What we think
Issues and Insights
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- Bricks-and-mortar stores have more advantages in cross-selling than online retailers
- The facts
- The implications
- Leveraging social shopping behaviour
- The facts
- The implications
- Multiple characteristics of beauty shoppers
- The facts
- The implications
- The era of mobile shopping
- The facts
- The implications
Trend Application
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- Make It Mine
- Collective Intelligence
- Access Anything, Anywhere
Market Drivers
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- Key points
- The era of mobile shoppers
- Everyone can become a businessman on WeChat
- The rise of a young generation of shoppers
- It’s all about a healthier lifestyle
- Promotion, Promotion and Promotion
Who’s Innovating?
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- Key points
- In the race to drive online-to-offline movement
- Sephora leads the way in high-tech shopping experiences
- Facial mask centres in beauty retailers
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- Figure 9: Mask centre in Watsons store in K11 Shanghai, February 2015
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- Figure 10: Mask wall at Etude House at Shanghai Plaza, February 2015
- Korean single-brand store storm
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- Figure 11: The Innisfree Green Tea Mint Fresh range with its eco-friendly design packaging, Q1 2015
Market Size and Forecast
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- Key points
- Slowdown in growth
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- Figure 12: China cosmetics products retailing value sales, 2009-14
- Volume growth remains
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- Figure 13: Best- and worst-case forecast of total retail sales of cosmetics in china, 2009-19
- Forecast methodology
Market Share
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- Key points
- Top five players are fighting hard against online pure players
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- Figure 14: Top five offline players, by value, 2011-14
Companies and Brands
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- A.S. Watson
- Company background
- Positioning and products
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- Figure 15: Imported product section in Watsons Shanghai K11 store
- Recent developments
- Sephora
- Company background
- Positioning and products
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- Figure 16: Sephora colourful mask range, May 2015
- Recent developments
- Gialen Cosmetics
- Company background
- Positioning and products
- Recent developments
- Tmall
- Company background
- Position and products
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- Figure 17: Penetration rate of Chinese shopping websites, 2013 and 2014
- Recent developments
The Consumer – Beauty Products Purchased
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- Key points
- Feminine care products are essential
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- Figure 18: Beauty products bought in the past three months, November 2014
- Most consumers still prefer buying beauty and personal care products in-store
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- Figure 19: Beauty products bought in the past three months, November 2014
- Bricks-and-mortar have more advantages in cross-selling than online retailers
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- Figure 20: Repertoire of beauty products bought in-store/online in the past three months, November 2014
- Young affluent female shoppers exhibit strongest spending power
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- Figure 21: Repertoire of beauty products bought in the past three months, by demographics, November 2014
- Shanghai, champion for online shopping
The Consumer – Stores Visited and When
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- Key points
- Where to shop beauty products
- Independent beauty stores are declining
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- Figure 22: Stores visited and when, November 2014
- Females are the major shoppers for beauty retailing chains
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- Figure 23: Stores visited and when, by gender, November 2014
- When to visit
- Online shopping, access anything at any time
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- Figure 24: Stores visited and when, November 2014
- Weekend promotions are important to hypermarkets/supermarkets and shopping malls
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- Figure 25: Stores visited and when, November 2014
- Night time is essential for online retailers
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- Figure 26: Stores visited and when, November 2014
- Shopping behaviour varies by city
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- Figure 27: Stores visited and when, by city, November 2014
The Consumer – Buying Behaviour In-store
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- Key points
- Shoppers’ typology in-store
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- Figure 28: In-store shopper behaviour, November 2014
- Shoppers are generally driven by value
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- Figure 29: In-store shopper behaviour, by repertoire of beauty products bought in-store in the past three months, November 2014
- In-store digital marketing to target at Exploratory and Imaginative shoppers
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- Figure 30: In-store shopper behaviour, by gender and age, November 2014
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- Figure 31: In-store shopper behaviour, by income, November 2014
- Male shoppers are more practical
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- Figure 32: In-store shopper behaviour, by gender and age, November 2014
- Multiple characteristics of beauty shoppers
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- Figure 33: In-store shopper behaviour, by in-store shopper behaviour, November 2014
- Tier one shoppers are more exploratory
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- Figure 34: In-store shopper behaviour, by city tier, November 2014
The Consumer – Shopping Behaviour towards Promotions
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- Key points
- Shoppers’ typology towards promotions
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- Figure 35: Shopper behaviour towards promotions, November 2014
- Branding is essential
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- Figure 36: Shopper behaviour towards promotion, by income, November 2014
- Who can get the best deal
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- Figure 37: Shopper behaviour towards promotion, by gender and age, November 2014
- Low-income shoppers come with low level of involvement in promotion
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- Figure 38: Shopper behaviour towards promotion, by income, November 2014
- Convenience is important to affluent groups
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- Figure 39: Shopper behaviour towards promotion, by income, November 2014
- Prudent savers
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- Figure 40: Shopper behaviour towards promotion, by shopper behaviour towards promotion, November 2014
- Correlation analysis
- Promotions of prestige brands are more likely to be shared
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- Figure 41: Shopper behaviour towards promotion, by shopper behaviour towards promotion, November 2014
- Convenience is important for deal seekers
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- Figure 42: Shopper behaviour towards promotion, by shopper behaviour towards promotion, November 2014
- Reach them via social media
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- Figure 43: Digital information channels usage, by shopper behaviour towards promotion, November 2014
The Consumer – Digital Marketing – Online
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- Key points
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- Figure 44: Digital information channels usage, November 2014
- The blurred line: Social or shopping
- Reach male and female audience differently
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- Figure 45: Digital information channels usage, by gender and age, November 2014
- City disparities
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- Figure 46: Digital information channels usage, by city tier, November 2014
- Integrated digital marketing to reach the affluent groups
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- Figure 47: Digital information channels usage, by income, November 2014
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- Figure 48: Repertoire of digital information channels usage, by income, November 2014
The Consumer – Mobile Marketing
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- Key points
- The era of mobile shoppers
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- Figure 49: Attitudes towards mobile device, November 2014
- The boom of WeChat Business
- Location-based marketing
- Relevancy is crucial when targeting young technology savvies
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- Figure 50: Attitudes towards mobile device, by gender and age, November 2014
- Affluent shoppers are embracing mobile marketing
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- Figure 51: Attitudes towards mobile device, by income, November 2014
- Guangzhou, the prudent shoppers
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- Figure 52: Attitudes towards mobile device, by city, November 2014
- Improving browsing experience for mobile shoppers
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- Figure 53: Digital information channels usage, by attitudes towards mobile device, November 2014
Appendix – The Consumer – Beauty Products Purchased
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- Figure 54: Beauty products bought in the past three months, November 2014
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- Figure 55: Most popular beauty products bought in the past three months – In-store/online, by demographics, November 2014
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- Figure 56: Next most popular beauty products bought in the past three months – In-store/online, by demographics, November 2014
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- Figure 57: Other beauty products bought in the past three months – In-store/online, by demographics, November 2014
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- Figure 58: Most popular beauty products bought in the past three months – Have bought in-store, by demographics, November 2014
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- Figure 59: Next most popular beauty products bought in the past three months – Have bought in-store, by demographics, November 2014
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- Figure 60: Other beauty products bought in the past three months – Have bought in-store, by demographics, November 2014
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- Figure 61: Most popular beauty products bought in the past three months – Have bought online, by demographics, November 2014
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- Figure 62: Next most popular beauty products bought in the past three months – Have bought online, by demographics, November 2014
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- Figure 63: Other beauty products bought in the past three months – Have bought online, by demographics, November 2014
- Repertoire analysis – In-store/online (combined)
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- Figure 64: Repertoire of beauty products bought in the past three months, November 2014
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- Figure 65: Repertoire of beauty products bought in the past three months, by demographics, November 2014
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- Figure 66: Digital information channels usage, by repertoire of beauty products bought in the past three months, November 2014
- Repertoire analysis for in-store buyers
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- Figure 67: Repertoire of beauty products bought in-store in the past three months, November 2014
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- Figure 68: Repertoire of beauty products bought in-store in the past three months, by demographics, November 2014
- Repertoire analysis for online buyers
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- Figure 69: Repertoire of beauty products bought online in the past three months, November 2014
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- Figure 70: Repertoire of beauty products bought online in the past three months, by demographics, November 2014
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Appendix – The Consumer – Stores Visited and When
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- Figure 71: Stores visited and when, November 2014
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- Figure 72: Stores visited and when, November 2014
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- Figure 73: Most popular stores visited and when – Working time buyer, by demographics, November 2014
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- Figure 74: Next most popular store visited and when – Working time buyer, by demographics, November 2014
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- Figure 75: Most popular stores visited and when – Non-working time buyer, by demographics, November 2014
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- Figure 76: Next most popular stores visited and when – Non-working time buyer, by demographics, November 2014
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- Figure 77: Stores visited and when – Working time buyer, by demographics, November 2014
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- Figure 78: Stores visited and when – Non-working time buyer, by demographics, November 2014
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Appendix – The Consumer – Buying Behaviour In-store
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- Figure 79: In-store shopper behaviour, November 2014
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- Figure 80: Most popular in-store shopper behaviour, by demographics, November 2014
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- Figure 81: Next most popular in-store shopper behaviour, by demographics, November 2014
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- Figure 82: Other in-store shopper behaviour, by demographics, November 2014
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- Figure 83: In-store shopper behaviour, by most popular in-store shopper behaviour, November 2014
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- Figure 84: In-store shopper behaviour, by next most popular in-store shopper behaviour, November 2014
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- Figure 85: In-store shopper behaviour, by other in-store shopper behaviour, November 2014
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Appendix – The Consumer – Shopping Behaviour towards Promotion
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- Figure 86: Shopper behaviour towards promotion, November 2014
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- Figure 87: Digital information channels usage, by most popular shopper behaviour towards promotion, November 2014
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- Figure 88: Digital information channels usage, by next most popular shopper behaviour towards promotion, November 2014
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- Figure 89: Digital information channels usage, by other shopper behaviour towards promotion, November 2014
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Appendix – The Consumer – Digital Marketing – Online
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- Figure 90: Digital information channels usage, November 2014
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- Figure 91: Most popular digital information channels usage, by demographics, November 2014
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- Figure 92: Next most popular digital information channels usage, by demographics, November 2014
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- Figure 93: Other digital information channels usage, by demographics, November 2014
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- Figure 94: Digital information channels usage, by most popular digital information channels usage, November 2014
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- Figure 95: Digital information channels usage, by next most popular digital information channels usage, November 2014
- Repertoire analysis
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- Figure 96: Repertoire of digital information channels usage, November 2014
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- Figure 97: Repertoire of digital information channels usage, by demographics, November 2014
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Appendix – The Consumer – Mobile Marketing
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- Figure 98: Attitudes towards mobile device, November 2014
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- Figure 99: Most popular attitudes towards mobile device, by demographics, November 2014
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- Figure 100: Next most popular attitudes towards mobile device, by demographics, November 2014
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- Figure 101: Other attitudes towards mobile device, by demographics, November 2014
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- Figure 102: Digital information channels usage, by attitudes towards mobile device, November 2014
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