Analysis on the current situation and development trend of China's cosmetics industry market in 2019-XJ BEAUTY
Analysis of the current situation and development trend of China's cosmetics industry market in 2019, e-commerce channels bring new opportunities for local cosmetics enterprises online channel mode tends to be diversified local cosmetics enterprises layout e-commerce channels have been ten years, divided into two stages: the first stage is the Taobao brand period from 2008 to the present.
In 2008, with the help of e-commerce channel dividends, a large number of Taobao brand companies emerged, including yunifang, Afu and menfa family, which are still active in the front line.
In the second stage, with the rise of mobile internet in 2014, social and e-commerce modes have become the development trend of e-commerce channels.
Social platforms headed by Little Red Book and microblog are playing an increasingly important role among young consumers.
The prosperity of social media and the carrying capacity of beauty makeup KOL provide new opportunities for the rise of new brands and new products.
The development of online channels tends to mature, the growth of traditional e-commerce platforms is basically stable, and emerging channels are constantly rising to become incremental traffic dividends.
Local enterprises are fully committed to the distribution of e-commerce channels. Since e-commerce channels have been selling at flat prices and discounts since the beginning of their development, most of the customers they have positioned are mainly customers with high price sensitivity, therefore, at the beginning of development, it has a high degree of agreement with local brands that are positioned as popular parity.
After 2010, e-commerce channels rose rapidly and surpassed KA as the largest sales channel in 2018.
According to Tencent's 'Insight Report on Chinese cosmetics in May 6, 2019' released on 2019, from the perspective of market share, Chinese cosmetics brands have accounted for 56% of the market share;
Judging from consumers' purchase intention, 42% of consumers prefer to choose Chinese beauty brands, and 90% of consumers said they would buy Chinese beauty brands again in the future.
The rise of Chinese beauty makeup is supported by e-commerce channels. For example, baiqueling has won the beauty makeup sales championship in Taobao's 'Double 11' promotion for three consecutive years, and its 'Double 11' sales reached 2 in 2018. 94 billion yuan.
1. Polaiya: make efforts to e-commerce, realize the brand to take off again. Polaiya continues to increase investment in various resources of e-commerce channels, introduce talents, establish e-commerce operation team, and continuously optimize online marketing and sales. 2014-
In 2018, the proportion of e-commerce channel Operating income continued to rise, contributing more and more to the company's revenue.
In the first half of 2019, e-commerce platform revenue accounted for 46. 01%, a growth of 48. 08%, of which direct sales accounted for 47. 30%, distribution accounted for 52. 70%.
In the first half of 2019, poleya continued to refine the operation of various e-commerce platforms.
On Tmall platform, KOL outside the deep cooperation station and live broadcast celebrities inside the station, carry out content marketing for new customers, carry out deep operation for brand members, and carry out online and offline new retail, etc;
On the Jingdong platform, the explosion items such as sun protection and air cushion CC were laid out in advance. During 618, they created a 'one day, one big brand' activity with Jingdong, and combined with spokesperson Li Yifeng to do Star fan drainage, carry out live broadcast with goods with big net red on platforms such as TikTok and Kuaishou.
2. Yujiahui: 'Internet beauty' model, datuo territory yujiahui was established in November 2012. In terms of sales channels, products are mainly sold through the Internet, we have established deep cooperation with mainstream e-commerce platforms such as Tmall, Taobao, Jingdong, Vipshop, Juju and Pinduoduo. 2015-From 2017, the company was in Tmall (Including Tmall International, Tmall supermarkets)
The total operating income of the two major e-commerce platforms of Proview accounts for 61. 21%, 57. 35% and 62. 97%.
Its main product, 'yunifang', has made great efforts to create Internet 'explosive products' by focusing on facial masks, and has quickly realized large-scale sales.
In 2018, the sales volume of yunifang brand ranked the top 5 in Tmall mask category.
3. Shanghai Jahwa: multi-channel collaborative development, online channel helps to take off Shanghai Jahwa's channel strategy is Full Channel, full coverage, online and offline integration, channel and brand matching and common development.
The company's eight channels include: offline sales for dealer distribution, direct KA, maternal and child, cosmetics franchise stores, department stores, overseas; Online sales are e-commerce and special channels.
In the first half of 2019, the company's e-commerce network GMV sales (Retail)Year-on-year growth of 31%.
During the 618 E-Commerce Festival, the GMV of the flagship store increased by 30% year-on-year, while the GMV of the Tmall flagship store, Jingdong, Tmall supermarket and Proview platform increased by more than year-on-year. 2016-
The proportion of online revenue in main business income remained at a high level in 2018, reaching 22 in 2018. 49%, online revenue increased by 13. 11%.
The above data sources refer to the 'analysis report on market demand forecast and investment strategy planning of China's cosmetics industry' issued by the prospective Industry Research Institute. More in-depth industry analysis is in 【Prospective economist APP]
, Can also communicate and interact with 500 economists/senior industry researchers. Source: prospective economist
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