Asia Barbie
High-end cosmetics trends in China
The cosmetics industry in North America and Europe are now very large and mature markets. Products are not enough, many men and women are getting cosmetic surgery to improve their appearance. But in other parts of the world, the high-end cosmetic market is at an earlier stage of development and exhibiting different trends. Let's take a look at a unique, dynamic and emerging markets, the high-end cosmetics industry in China.
What are the main trends in the cosmetics market in China?
To answer this question, an extensive video Labbrand decided to conduct qualitative research projects in Shanghai, by interviewing cosmetics users instantly, and the place where they buy their products. For a broad and comprehensive overview of the cosmetics market, Labbrand chose seven topics to explore during the interview: beauty accessories, cosmetic brands, skin problems, daily facial and body care, beauty, cost, cosmetic product attributes, and store and spa concepts. By examining these themes, Labbrand has been able to get an accurate picture of the Chinese perception of beauty, and more Understanding the Chinese consumer habits regarding the use of beauty products and daily routines. The interviews also a significant insight into the expectations of Chinese consumers the cosmetic industry, both in products and distribution channels. The scope of the study concerns the trends in Shanghai in particular.
For conducting this research, Labbrand focused on four key dimensions of the market: consumers and the various consumer groups, the trends regarding the products, the way brands communicate their products to different market segments and distribution channels.
This article will outline the main results of the investigation and discuss opportunities for foreign brands in the Chinese cosmetic market.
Research Project Details
• Date: June 2009
• 1945 survey participants.
• 28 women and 17 men.
• High-end consumers using cosmetic products.
• places: the main fashionable and trendy places in Shanghai (Nanjing Road, Plaza 66 mall, Xintiandi, Jingan Temple, Herbalist and Spa Barbie Store)
• Language: Chinese market and consumers
In discussing the differences between men and women, it has been said that men from Mars and women from Venus. While Chinese male and female consumers are different planets, they certainly belong to the same solar system. Specifically, although the two markets are distinct, the survey found that Chinese men and women have the same underlying concepts of beauty to share. Beauty in China is seen as a balance between physical and spiritual qualities that can be natural or improved. However, physical beauty primarily considered a result of external aid. While talking about beauty, the interviewees often called "happiness", which refers to the Confucianism values of success, joy, health and education, to name a few.
For Chinese people, beauty is a part of a happy life, which explains why Chinese consumers are so interested in spending a lot of money on cosmetics and beauty products. Charles, a 28-year-old man, said: "The trend (in cosmetics consumption) will be stronger and stronger, because people want to look good, they want to be trendy and make-up and skin care are part of fashion, they are part of your life. "Moreover, a number of interviewees, mainly women, said their monthly spending on beauty and skincare products reached RMB 1,000 (about 150 USD). Although many Chinese consumers, in Shanghai and elsewhere, still have difficulty earning 150 USD per month, the rich market segment represents a growing and lucrative group of consumers that both the foreign and domestic brands can choose to target.
Chinese men and women also share specific practices concerning their use of cosmetics. Chinese consumers Cosmetics are generally not very loyal to brands. "You do not need to choose a product because it belongs to one brand for each product you have with those better suits your skin to find, it does not always have the same brand, "says Ren, a 31-year-old woman. Chinese consumers like to try different brands to compare them. Another feature of the Chinese cosmetic consumers is that they show seasonal consumption of products. In Shanghai, in particular due to the great difference in climate between the winter and summer months, Chinese people change their habits according to the season. In summer, they will use more sunscreen to the whiteness of their skin to retain and thick and less fat than cream in the winter months.
However, although men and women share the above characteristics, the two markets have not yet reached the same level of maturity. Women are a skilled cosmetic market, while men are still only emerging. The steps of becoming a regular cosmetic products to consumers are: First you become aware of a problem, and acknowledge the need for external assistance to go, then you start to use cosmetics as a treatment for this problem. As you can see that the positive effects of the products, you start using them daily. At this stage you become a long term customer, you acknowledge your basic needs and begin developing new. While women are already in the final stage of this process, only men begin to notice the benefits of cosmetics, and daily users of beauty and skincare products become.
Communications
In the communication and advertising for their brands, it is necessary for cosmetic companies to take into account differences between the maturity of male and female cosmetic markets. If women are aware of their needs and general knowledge of the products, ads targeted at women will focus on explaining the products, their ingredients and their specific effects on the skin. Thus a scientific approach preferable for the female market. On the other hand, for the emerging male cosmetic market, ads highlight daily steps and the tangible results of the products will have on the skin.
In terms of communication, interviewees stressed the effectiveness of international brand. Sha, a 23-year-old man, said that "the international brands are really efficient when it comes to marketing and communication and their ranges of products are really clear about details of their functions. "Chinese consumers seem to believe that international brands have their identity retained as foreign brands. According to Charles, mentioned earlier, they do not really need to fit the Chinese market, they should just be themselves. They introduce their brand and their culture, that is important. They have a lot of things to do on the image in detail, it is very important that the spirit of the French brands. It is delicate, good quality, this is how we think the French brands, they have to hold and I think they will be successful. "While foreign brands may wish to maintain their identity, they often have to slightly adapt for the Chinese market through a compelling Chinese name or packaging design adapted to local cultural codes. (See our previous articles about 'target = "_blank"> Why do you need a Chinese name? ", And" Advertising Decoded "for more information.)
Chinese consumers have a strong need to communicate with brands and share their experiences. As mentioned earlier, Chinese consumers like to try many different products and brands, and talk about them to compare and ultimately find the most suitable to their specific needs and desires. This need to communicate with Trade was clearly expressed in our survey. Li, a 19-year-old girl, said: "I want brands to ask for my opinion after I've tried their products. I would quickly notice warn me when they have special events so I have to buy new products. "Word of mouth is a powerful tool in China, especially for cosmetics. Some People will buy products only if they are recommended to them by friends.
Products
There is a clear preference toward China of cosmetic products with natural ingredients. Chinese consumers fear the risks of chemicals and are firmly convinced that natural products more efficiently that chemical ones. For example, a 22-year-old man named Yan, said: "I would like a natural product made from fruits and vegetables that would use some chemicals that would be safer and give better results on the skin. "Chinese consumers tend to rely on smell to judge how natural a product. Li, a 27-year-old woman said: "I've used L'Occitane, it's good, but the products smell very strong, so I'm afraid that they put some chemical in perfume. Sisley products smell like drugs and are made from natural plants, I like it. "
This preference for natural products is accompanied by a strong commitment to Traditional Chinese Medicine (TCG), a significant part of Chinese culture. Through the survey, we found that Chinese consumers generally associate with TCM quality, safety and efficiency in the long term. Some companies have understood this trend and have seized the opportunity: new brands using TCM are emerging throughout China and Europe, as Herbalist. Chinese Herbalist is a cosmetic brand, using TCM in its products. "The Herbalist products are made of herbs in traditional Chinese medicine, they smell very natural, So it's good for beauty, you feel happy and relaxed. "(Xun, a 22-year-old woman) This brand is very successful in China, and has even launched its products to Europe export. For example, in France, the famous brand advertising for Sephora Herbalist. In its promotion for Herbalist, Sephora calls for the Chinese and traditional aspects of products, Using the package with the yin / yang symbol, which is one of the best known aspects of Chinese culture in French people's minds.
Distribution channels
In China, there are two major distribution channels for high-end cosmetics, namely luxury stores and spas. Department stores are convenient and they are focused on a wide range of consumers. They generally have 20 to 30 different brands, from mid to high end. It is easy for customers to find products, because each brand has its own counter. Chinese people generally like going to stores because they want to buy, and try different products and brands to use. Going shopping is a popular pastime Shanghaiese below.
Another effective distribution channel for cosmetics on the Chinese market spas, both cosmetic and relaxing treatments in advanced environments. Massages and spas are part of the Chinese habits-60% of respondents said they went to spas several times a year. Men go to spas more than women and are regular massage clients, perhaps due to their high pressure and stress at work. However, people younger than 20 years because they almost never go to spas can not afford.
In Shanghai, we can see two main types of spas: fashionable and traditional. A very fashionable spa at the newly opened Shanghai Barbie Store. This luxurious spa offers beauty treatments, hair and nail services and skin care products "Barbie girls" of all ages in a modern, trendy environment made of brightly colored plastic furniture and an electro-pop music atmosphere. At the other end of the spectrum, the Herbalist-branded spas are among the most traditional spas in Shanghai. The natural and Zen-like atmosphere of these spas, transmitted by the use of natural and solid materials and the sound of the waterfalls, reflecting the traditional methods used for the treatments, and natural aspects of the products sold. Moreover, the fact that Herbalist is a branded spa chain is well seen by the customers. They have Herbalist products have an image in mind, and have a natural confidence in the Herbalist spas to provide the same quality and equal respect for tradition.
Opportunities
The results of this survey provide a picture of overall trends in the cosmetics market in China, and based on that trends, a number of opportunities for international brands take shape, whether they have already entered the Chinese market or not.
Firstly, there is a real potential male cosmetics in the Chinese market, which is just emerging. At this stage, men are less aware than women of the technical and scientific aspects of beauty and skincare. As we noted above, brands have their communication aimed at men on the fundamental utility of cosmetic products are directed. International brands have an advantage over Chinese brands, as they are seen to possess a high standard of quality that consumers trust. Yes, the male cosmetics market in China is certainly a possibility for international brands who already holds a strong reputation outside China.
Another opportunity for the international cosmetics brands is to open branded spas. "I must rely on the brand to go in its SPA. I go to SPA, which has a network, such as an Herbalist, but never in those who have just one place. If a spa L'Oreal, then I would go there because it is a good brand. If I ever tried a brand that has a spa, I would go into the spa, "says Xie, a 40-year-old woman. So, as a brand successfully implemented in the Chinese market, a brand spa are an opportunity to further develop and strengthen brand equity.
Would you like to Asia more about cosmetics? Contact Labbrand for a detailed presentation of the results. info@labbrand.com
About the Author
Vladimir Djurovic is the founder and Managing Director of Labbrand, a Shanghai based innovative brand agency specialized in brand research, strategic and creative services. Labbrand website at: http://labbrand.com/ is also the portal to Labbrand branding blog: http://labbrand.com/english/news_and_articles.php/
and reviews of branding related hot topics, with a special focus on China.
How much is my barbie worth?
I've never opened a barbie doll, limited eition, first in series Fantasy Goddess of Asia. how much is it worth?
On Amazon, they have, ranging from about $ 90 to $ 130. Considering the doll is from 1998, I doubt you over $ 150 for a serious collector, some vendors to sell dolls that are even older for less than $ 20 (I assume they have no idea what they do it) Personally I would not pay that much for a doll, unless is rare. Buyers usually pay that much for a doll, whether based on condition, availability and quality. Someone who collects specific Barbie dolls like yours would be prepared but to pay more. A 11-year-old doll is not too old, but still hang out and watch its value rise.
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