Chinese 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.
Click here to conduct market research video.
What are the main trends in the cosmetics market in China?
To answer this question, decided to Labbrand an extensive video conduct qualitative research in Shanghai, by interviewing users of cosmetics directly, 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 costs cosmetic product attributes, and store and spa concepts. By examining these themes, has been able Labbrand an accurate picture of the Chinese perception of beauty get, and to better understand 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 for the cosmetic industry, both in products and distribution channels. The scope of the research deals with the trends in Shanghai in particular.
To carry out this research, Labbrand focused on four key dimensions of the market: consumers and the different consumer segments, the trends for the products, how brands communicate their products to different market segments and distribution channels.
This article will outline the main results of the study and discuss opportunities for foreign brands in the Chinese cosmetic market.
Research Project Details
• Date: June 2009
• 45 participants in the survey.
• 28 women and 17 men.
• High-end consumers using cosmetic products.
• places: the most fashionable and trendy places in Shanghai (Nanjing Road, Plaza 66 mall, Xintiandi, Jingan Temple, Herbalist and Spa Barbie Store)
• Language: Chinese
Market and Consumer
In discussing the differences between men and women, it has been said that men from Mars and women from Venus. Although Chinese male and female consumers on 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 the same underlying concepts of beauty. Beauty in China is seen as a balance between physical and spiritual qualities that can be natural his or improved. However, physical beauty is seen mainly as a result of external aid. While talking about beauty, interviewees often mentioned the 'happiness', in Confucianism refers to the values of success, joy, health and education, to name a few.
For the Chinese people, beauty is a part of a happy life, which explains why Chinese consumers so interested in cosmetics and to make a lot of money on 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 1.000 RMB (approximately 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 both domestic and foreign brands can choose to target.
Chinese men and women also share specific behaviors on their consumption cosmetics. China's cosmetics consumers are generally not very loyal to brands. You do not choose a product because it belongs to one brand for each product you the one that 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 a number of brands Compare. Another feature of the Chinese cosmetic consumers is that they show seasonal consumption of products. In Shanghai, in particular due to the large difference in climate between winter and summer, Chinese people change their habits according to the season. In summer, they will use more sunscreen to the whiteness of their skin to maintain and less fat and 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 only emerging. The steps of becoming a regular cosmetic consumers are as follows: first you become aware of a problem, and acknowledge the need for external assistance to go, then you start using cosmetic products as a treatment for this problem. As you notice the positive effects of the products, you start using it daily. At this stage you become a long term customer, you acknowledge your basic needs and begin developing new. While men have been in the final stage of this process, men are just beginning to reap the benefits of cosmetic brands, and to be daily users of the beauty and skin products.
Communications
In communication and advertising for their brands, it is necessary for cosmetic companies to take for differences between the maturity of male and female cosmetic markets. If women are aware of their needs and general knowledge of the product, or advertising to women will focus on explaining the products, their ingredients and their specific effects on the skin. Thus a scientific approach will be promoted for the female market. To the other hand, 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, the 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 communications. their range of products are really clear about details of their functions "Chinese consumers seem to believe that international brands have their identity and foreign cars account. According to Charles, mentioned earlier, they do not really need to fit the Chinese market, they just have to be themselves. They introduce their brand and their culture, which 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 about the French brands, they have to hold and I think they will be successful. "While foreign brands may wish to retain their identity, they often have to slightly adapt the Chinese market through a compelling Chinese name or packaging design adapted to local cultural codes. (See our previous articles on "Why do you have 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 many different products and brands, and talk about them to compare and finally finds are best suited for their specific needs and desires. This need to communicate with brands was clearly expressed in our survey. Li, a 19-year-old girl, said: "I brands want to ask for my opinion after I've tried their products. I want quick note to warn me when they have special events so I can 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 in China toward cosmetic products with natural ingredients. Chinese consumers fear the risks of chemicals and are firmly convinced that natural products are more effective that chemical ones. For example, a 22-year-old man named Yan, said: "I made a natural product of fruits and vegetables that would use any chemicals like that would be safer and 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 have used L'Occitane, it is good, but the products smell very strong, so I'm afraid they put in some chemical perfume. Sisley products smell like medicines and are made from natural plants, I like it. "
This preference for natural products is with a strong commitment to Traditional Chinese Medicine (TCM), a significant part of Chinese culture. Through the survey, we found that Chinese consumers TCM generally associate with quality, safety and efficiency in the long run. Some companies have understood this trend and have seized the opportunity: new brands with TCM are emerging throughout China and Europe, as Herbalist. Chinese Herbalist is a cosmetics brand, using TCM in its products. "The Herbalist products are made of herbs, of 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 started to export its products to Europe. For example, in France, the famous brand advertising for Sephora Herbalist. In its promotion for Herbalist, Sephora calls on 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 French human spirits.
Distribution channels
In China there are two major distribution channels for high-end cosmetic products by luxury department stores and spas. Department stores are convenient and they are focused on a broad range of consumers. They generally offer 20 to 30 different brands, from mid to high end. The is easy for customers to find products, because each brand has its own counter. Chinese people generally like going to stores because they like to buy, and try different products and brands to use. Moreover, shopping is a popular pastime among the Shanghaiese.
Another efficient distribution channel for cosmetics The Chinese market is spas, which offer both cosmetic products 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. Spas for men than women and are more regular massage clients, perhaps due to their high pressure stress at work. However, people under 20 years almost never go to spas, because they can not afford it.
In Shanghai, we can see two main types of spas: fashionable and traditional. A very trendy spa in Shanghai, the newly opened Barbie Store. This luxurious spa offers beauty treatments, hair and nail services and skin care products to "Barbie girls" of all ages in a modern, trendy area made of brightly colored plastic furniture and an electro-pop music atmosphere. On the other end of the spectrum, the Herbalist-branded spas are one of 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 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 already have an image of Herbalist products in mind, and they naturally Herbalist confidence in spas to provide the same quality and equal respect for tradition.
Opportunities
The results of this study illustrate the general trends in the cosmetic market in China, and based on these trends, a number of opportunities for international brands take shape, or they have already on the Chinese market or not.
First, there is a real potential in the Chinese male cosmetics market, which has only recently 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 should focus their communication efforts aimed at men the fundamental usefulness of cosmetic products. International brands have an advantage over Chinese brands, as they are perceived to hold a high standard of quality consumer trust. Yes, the Chinese market in male cosmetics is definitely an opportunity for international brands who already holds a strong reputation outside China.
Another opportunity for the international cosmetics brands is to open branded spas. "I have to trust the brand to go in its SPA. I go to SPA, which has a network, such Herbalist, but never the ones that are just one place. If a spa L'Oreal, I'd go there because it is a good brand. If I ever tried a brand that a spa, I would go into the spa, "says Xie, a 40-year-old woman. So, when a brand has been successfully applied to the Chinese market, a brand spa constitute an opportunity for further developing and strengthening the brand value.
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.
Natukong or barbie doll?
I felt strange but cause most of the Malaysian Chinese worship Natukong in the form of a Malaysian Tuan Haji where they do not offer him wine or pork. But this is so strange what happens in Singapore lor … Check them out worship barbie Kong LOR on Pulau Ubin … The small temple hut is yellow and they offer her cosmetic things like lotions, Rouges, powders, creams, small mirrors and combs. wah so good mah …. http://www.freerepublic.com/focus/f-news/1858206/posts this question is: can we all do the same in Malaysia. replacement of the original datok with Barbie dolls, for a woman as a deity country is great compared to a male deity land … it is synonymous with what we called Mother Earth that is female.
Natukong is a Malay country god they look like a Malay old man with a cane and a tiger to accompany him while the Barbie doll is actually a ghost who died during the First World War, she is a German girl murdered by the British AFET rhat ppl found it supernatral power so ppl setup a shrine for her and her worship as a god in Chinese deity called the YIN
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