A new way for the development of enterprises with fierce competition in cosmetics market

Cosmetics have cleaning, skin care, nutrition, beauty and other special functions Its main purpose is to make cosmetics users more attractive Cosmetics can be divided into three parts: basic cosmetics, beauty cosmetics and special purpose cosmetics In recent years, with the consumers' attention and pursuit of "natural", "active" and "healthy" cosmetics, the new concept of herbal skin care is increasingly sought after The technological transformation of cosmetics based on biological agents, bioactive extracts and natural plant additives has become one of the important areas of skin care research and development, and domestic and foreign enterprises have entered this market segment With the concept of "nourishing skin with herbal medicine", shanghaijiahua has grown up steadily; Shanghai Jiahua has entered the market of medium and high-end skin care products with "herbal collection"; Hegel international has launched "herbal hall" skin care products series; Yunnan Baiyao, Pianzihuang, Tongrentang and other pharmaceutical enterprises have also entered the subdivision field; L'Oreal Paris, Estee Foreign companies such as Lauder have also begun to invest more in this area The field of herbal skin care products shows great growth potential, and the development speed is far higher than the overall level of cosmetics market Women are the main consumers in the cosmetics industry, mainly women aged 20-50 No matter in the first tier developed cities or rural markets, women are the main consumer groups in the cosmetics industry In terms of price, the city's white-collar consumption ability is strong, and the demand for cosmetics is strong, while the products chosen by rural consumers are mainly low-end products In addition to female consumers, male consumers are also growing, but the sales of men's cosmetics are far behind that of women in terms of proportion and quantity At present, the sales volume of men's care products in Beijing, Shanghai, Hangzhou and other cities with the most developed economy in China only accounts for 10% of the total cosmetics market, and it is estimated that it will not exceed 2% if the national situation is taken into account According to Euromonitor's statistics, in 2012, the total sales volume of China's cosmetics market was 122.7 billion yuan, of which Taobao's sales volume exceeded 30 billion yuan More than 80% of the market share belongs to foreign brands The top three in the share of domestic products are "natural hall", "baicaji" and "appropriate Materia Medica" The annual sales of the first two are all over 2 billion, and the number of the latter in the IPO prospectus published last year is 1.3 billion; both are offline brands that have been established for more than 10 years, but all of them have entered the whole e-commerce network channel Among the e-commerce brands, Lefeng announced that its annual sales of its own brands reached 400 million by the end of last year, which is in the leading position Other well-known brands, such as "Afu", "yunifang" and PBA, have a volume of 100-200 million In general, there are not many over 100 million people, and large forces are concentrated in the tens of millions or millions Chart 1 China's cosmetics market scale and growth note: the statistics include skin care, sunscreen, make-up, perfume, men's shaving care and infant care, and so on They do not contain shampoo, bathing, oral care products and other washing chemicals Data source: Euromonitor In China's cosmetics sales market, the market core position of the first tier cities and coastal developed areas is particularly prominent The retail sales of cosmetics in Shanghai, Beijing, Jiangsu, Guangdong, Zhejiang, Shandong and other six provinces and cities exceed 55% of the national retail sales of cosmetics Shanghai, Beijing, Guangzhou and other three first tier cities rank the third in more than 300 cities in China, becoming China's cosmetics Market vane China has become a major consumer of cosmetics in the world Affected by this, international famous daily chemical brands have invested and built factories in China, such as P & G, L'Oreal, Unilever, Johnson & Johnson, etc Therefore, domestic famous foreign brands basically achieve local production Only some products, especially some high-end products, need to be imported, but in general, the proportion of imported products in the Chinese market is relatively low At present, the proportion of imported cosmetics in the domestic market is less than 4% Domestic import brands are mostly high-end products, such as Estee Lauder, Lancome, Givenchy, HR (Helena), SK-II, etc There are also some small brands imported from South Korea and Japan In the report on development research and investment prospect of China's cosmetics market issued by Qianxun consulting, it is pointed out that at present, the competition in China's general cosmetics market is very fierce Most cosmetics manufacturers, especially small-scale enterprises, are mainly concentrated in the basic cosmetics market, and their profit space is squeezed Compared with functional cosmetics, more business opportunities are generated In the future, the growth of daily chemical market will mainly come from the innovation of product functions, the development of new market segments and the satisfaction of special needs, the improvement of category penetration, the satisfaction of higher psychological needs of customers, and the improvement of the average price of products Functional innovation (the development of functional cosmetics) will become the main driving force to promote market development in the future Therefore, cosmetics enterprises can avoid the competitive basic cosmetics market and increase the investment in functional cosmetics market In addition, men's attention to beauty and skin care makes men's make-up a very large growth space in the cosmetics market Different from women's beauty, men's choice of cosmetics is more for specific problems to pursue some special functions, such as acne removal, hair loss prevention and so on Therefore, the development of men's makeup will inevitably promote the prosperity of functional products Therefore, cosmetics manufacturers can increase the development and investment of men's cosmetics market At present, China's cosmetics market still has a large inland market to be developed With the economic development, the acceleration of urbanization and the improvement of living standards in the western and central regions of China, the total consumption demand of urban residents will continue to increase, and the proportion of cosmetics regional market in the whole market in the western region will be higher and higher, and will be the fastest growing market.