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The level of consumption in the Mainland of China continues to increase, and the international business contacts become more frequent. The working men and women are paying more and more attention to personal appearance. The market growth potential of skin care products and cosmetics in the Mainland cannot be ignored. According to the forecast of Euromonitor Consulting Co., Ltd., the retail sales of the skin care products and cosmetics market in Mainland China will grow by an average of 12.8% year-on-year in 2016-2019, which is higher than the global 6.0%. It is estimated that by 2019, the retail sales of the skin care and cosmetics market in Mainland China will reach RMB 287 billion [1].

To understand the characteristics and development trends of the Chinese skin care and cosmetics market, the HKTDC conducted corporate visits, consumer symposia and online consumer surveys in the Mainland from October to December 2015 (for details, please refer to the Appendix); In-depth discussion of consumer attitudes and demand characteristics, purchase considerations and channels for mainland consumers on skin care products and cosmetics. This article will focus on the Chinese consumers’ perception of cosmetics consumption and demand characteristics.

Young respondents have a higher proportion of makeup than mature respondents

In this survey, the women interviewed were divided into two groups: young (20-30 years old) and mature (31-45 years old). Among the young respondents (88%), the proportion of makeup habits was higher than that of mature respondents (83%). Respondents at the symposium said that they would prefer to use “light makeup” on their regular days, but they would attend the event with “full makeup” when attending important occasions (such as banquets and meeting with business customers). Young respondents believe that make-up is one of the ways to express themselves and please themselves, not just for work or special occasions. Overall, 27% of the respondents said that they would “make makeup every day”; most (59%) of the respondents said that they would make up “when needed”; 14% of the respondents said that “no need to cosmetic”.

Although the habit of makeup is gradually popularized in the Mainland, it may not be necessary for daily life, so the purchasing power of consumers will affect their makeup habits to some extent. According to the survey, the higher the monthly income of the respondents, the higher the proportion of “doing makeup every day”. Respondents with a monthly household income of more than 20,000 yuan said that the proportion of “doing makeup every day” was higher than the overall average ratio. In contrast, respondents with a monthly household income of less than 20,000 yuan were more likely to make up “when needed”. The average ratio is high.
Cosmetics with different functions for emergency needs

Overall, respondents used an average of 4.7 cosmetics. The most commonly used cosmetics included BB cream/CC cream (57%), makeup remover (46%), cream/sunscreen (44%), lipstick (37%) and foundation. (34%). The proportion of young respondents who used BB cream/CC cream, makeup remover, barrier cream/sunscreen was significantly higher than that of mature respondents.

Respondents at the symposium said that the “light makeup” requires three basic cosmetics, and the “full makeup” requires nearly 10 kinds of cosmetics; therefore, they have different kinds of cosmetics in case of emergency. On the other hand, cosmetics are also affected by the seasons and trend culture. For example, the autumn and winter seasons need to use a moisturizing and moisturizing liquid foundation, while the liquid foundation used in the spring and summer seasons is clearer and lighter. The overall makeup also needs to be matched with the clothing. For example, the color of the lipstick and the eye shadow should be matched properly, so the respondent often has more than one cosmetic with the same effect. Taking lipstick as an example, some respondents indicated that they have more than 6 lipsticks; another respondent said that they bought the lipstick brand used by the heroine under the influence of Korean TV dramas.
The primary reason for makeup: “Make yourself more beautiful and enhance self-confidence”

The survey shows that respondents regardless of age group, city or family income agree that “making yourself more beautiful and enhancing self-confidence” is the primary reason for makeup. The higher the family monthly income, the more respondents agree that “makeup reflects personal image and taste” and “respect for others”. Some interviewees in the symposium said that as long as they go out, they must wear makeup, and the current cosmetics are comprehensive and easy to use. For example, the BB cream/CC cream on the market generally contains sunscreen effect. It is better to use BB cream/CC cream instead of sunscreen only, which can protect the face and skin color.

“Product efficacy” is the primary factor when purchasing cosmetics

Overall, the most important considerations for respondents to purchase cosmetics include: “product efficacy / effectiveness” (66%), “brand” (64%) and “word of mouth” (60%). Young respondents were more susceptible to “word of mouth” and “price” factors, while mature respondents were more attracted to “natural/organic/herb plants” and “high-tech/biotech development” factors.Pkbazaar.Pk

Relative to the overall respondents, respondents with a monthly household income of less than 20,000 yuan were more affected by the “price” factor; those with a monthly household income of more than 20,000 yuan were concerned with “brand”, “brand origin” and “product origin”. And the “propaganda” factor is more sensitive. Some interviewees in the symposium said that because they wear makeup every day, if they use cosmetics of non-known brands, they will worry about adverse effects on the skin, so they tend to buy cosmetics of famous brands. The data shows that the higher the monthly income of respondents’ families, the more important the “brand” as a consideration in the purchase of cosmetics. Respondents with a monthly household income of more than $40,000 said that the percentage of “doing makeup every day” (42%) was higher than the overall (27%), and “brand” was their most important consideration.

Some interviewees also said that they tend to buy international brands for products that need makeup when going out (such as lipstick, compressed foundation, rouge, etc.). Because cosmetics may need to be displayed before others, it would be embarrassing to use an unknown brand. Therefore, for some cosmetics that need to be carried around, respondents often buy famous brands at the same time.

“Product efficacy” is the primary factor when purchasing cosmetics

Overall, the most important considerations for respondents to purchase cosmetics include: “product efficacy / effectiveness” (66%), “brand” (64%) and “word of mouth” (60%). Young respondents were more susceptible to “word of mouth” and “price” factors, while mature respondents were more attracted to “natural/organic/herb plants” and “high-tech/biotech development” factors.

Relative to the overall respondents, respondents with a monthly household income of less than 20,000 yuan were more affected by the “price” factor; those with a monthly household income of more than 20,000 yuan were concerned with “brand”, “brand origin” and “product origin”. And the “propaganda” factor is more sensitive. Some interviewees in the symposium said that because they wear makeup every day, if they use cosmetics of non-known brands, they will worry about adverse effects on the skin, so they tend to buy cosmetics of famous brands. The data shows that the higher the monthly income of respondents’ families, the more important the “brand” as a consideration in the purchase of cosmetics. Respondents with a monthly household income of more than $40,000 said that the percentage of “doing makeup every day” (42%) was higher than the overall (27%), and “brand” was their most important consideration.

Some interviewees also said that they tend to buy international brands for products that need makeup when going out (such as lipstick, compressed foundation, rouge, etc.). Because cosmetics may need to be displayed before others, it would be embarrassing to use an unknown brand. Therefore, for some cosmetics that need to be carried around, respondents often buy famous brands at the same time.

Like the brand’s suit series

According to the survey, the characteristics of cosmetics used by women interviewed are similar to those of skin care products. They all like to follow the brand’s recommendations (please refer to the article: Chinese women’s demand for skin care products ). Overall, 28% of respondents like to use the brand’s collections, which may be related to the brand’s often launching new products in a package. For example, the spring and summer series of liquid foundation, crushed powder, compressed foundation set; makeup series of rouge, eye shadow, lipstick, nail polish and other suits. More respondents (50%) will use other brands or other individual products of the same brand based on the branded product line. Only 22% of respondents like to use their own products with different brands and different series. It can be seen that the respondents prefer certain cosmetic brands and have a high loyalty to the brand.Pkbazaar.pk

Brand new brands need innovative products or makeup themes to attract consumers

Overall, 52% of respondents only buy certain fixed-brand cosmetics. 34% of young respondents said they would buy and try different brands of cosmetics, and mature respondents (28%) had lower tastes. However, when some new brands/new products launch products that are not currently available in the market (such as air cushion BB cream and two-tone lipstick), respondents believe that as long as new brands/new products are attracted, they will not resist it. However, whether it will continue to be purchased depends on the quality and effect of the brand/product.
Overall, respondents have a certain degree of loyalty to the cosmetics brand, so when a brand new brand enters the mainland market, it is more likely to attract consumers’ attention if there are innovative products or novel makeup themes. Take the liquid foundation as an example. Traditionally, the liquid foundation is in a liquid state. In recent years, some brands have introduced gel-like and foamy liquid foundations to attract consumers’ attention. As for the makeup theme, in addition to seasonal and festive makeup themes, some brands use special makeup themes as a promotional strategy. For example, when a brand launches a new series of lipsticks, the theme of “petal lips” and workshops on related makeup techniques attract consumers. However, the most attractive factor for respondents to buy a new brand is the brand’s launch of “more targeted products” (65%), such as cosmetics for different ages and skin characteristics.

In recent years, Korean culture and trends have become very popular in the Mainland. Overall, the percentage of respondents who bought Korean brand cosmetics (31%) was higher than that of mainland brands (24%), while those who bought Japan, Europe and the United States accounted for 42%. Among the young respondents, 35% said they bought the Korean cosmetics brand most often, followed by the mainland brand (24%). Mature respondents are also the most frequently purchased cosmetics brands in Korea (27%), followed by mainland brands (24%). It is worth noting that mature respondents buy cosmetics brands in the US (12%), which is significantly higher than young respondents (7%).

The price of imported cosmetics brands is higher than that of mainland brands, so the purchasing power of consumers affects consumers’ choices to some extent. If the family monthly income is used as the difference, the monthly household income of less than 12,000 yuan is the most popular for mainland cosmetics brands, and the monthly household income of more than 12,000 yuan is most often used to purchase Korean brand cosmetics. If the price of cosmetics is used as the difference, the average price of liquid foundation and lipstick for respondents with a monthly household income of less than 12,000 yuan is about 236 yuan and 171 yuan respectively; for respondents whose family monthly income is more than 12,000 yuan, buy foundation. The average price of liquid and lipstick is about 345 yuan and 261 yuan respectively.
Learned from agents who visit mainland skin care products and cosmetics (please refer to the article: Make good use of cross-border e-commerce to develop the Chinese skin care and cosmetics market ), mainland consumers have different skin care and cosmetics brands in different countries or regions, even if they have not tried The brand’s products have formed a certain degree of impression. For example, consumers generally believe that Swiss brands focus on medical beauty; American brand products are more advanced; Japanese brands focus on whitening and are more suitable for oriental skin. Pkmarts.com

Overall, the three main factors for women to buy cosmetics are: quality assurance / good reputation (67%), cost-effective (57%) and special formula / product unique (36%). Of the respondents who most frequently purchased Korean brand cosmetics, 70% said they had a good quality/good reputation. Among the respondents who most frequently purchase cosmetics from mainland brands, the high cost performance (72%) is the most important factor.

to sum up

The survey showed that the habit of makeup was gradually popularized in the Mainland, especially for young respondents, who had a higher proportion of makeup than mature respondents. Although make-up is a kind of respect for others, respondents even agree that make-up is a way to “make yourself more beautiful and enhance self-confidence.” Overall, the primary consideration for respondents when purchasing cosmetics is the efficacy of the product. However, the higher the monthly income of the respondents’ families, the more important the “brand” is considered. For cosmetics that need to be used when going out, respondents may prefer to buy international brands because they may have the opportunity to show them before others. Overall, respondents have a certain degree of loyalty to the cosmetics brand, so when a brand new brand enters the mainland market, it needs to have innovative products or novel makeup themes to attract consumers. If the brand can organize related makeup workshops with new products, I believe it will attract more consumers’ interest.

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