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市場調查報告書

中國的臉部護膚市場

Facial Skincare - China - August 2014

出版商 Mintel China 商品編碼 283259
出版日期 內容資訊 英文 194 Pages
商品交期: 最快1-2個工作天內
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中國的臉部護膚市場 Facial Skincare - China - August 2014
出版日期: 2014年08月01日 內容資訊: 英文 194 Pages
簡介

中國的護膚消費者有同時購買大量相似的產品,頻繁更換品牌的趨勢。另一方面,提供複數品牌的廠商則持續推銷涵蓋全日常需求的多功能超人產品,投入配合特定需求或市場季節性的產品,以求獲得最大銷售額。

本報告提供中國的臉部保養市場相關調查,為您彙整市場結構·規模與趨勢,消費者的購買行動及其背後的影響要素,消費者懷抱的問題及對護膚產品的要求(概括性機能,各種功能等)等資料。

第1章 簡介

第2章 摘要整理

第3章 課題與考察

  • 護膚的穩固體制與專攻領域的行動
    • 事實·影響
  • 專攻領域行動背後的行動
  • 全面性方法
  • 「什麼都想要」消費者的願望

第4章 利用方法的趨勢

  • 影響度
  • 「隨時皆可」連結

第5章 市場推動因素與趨勢

  • 主要的要點
  • 推動市場要素:可支配所得的擴大
  • 推動市場要素:電子商務革命促進消費
  • 推動市場要素:伴隨異常氣象·污染問題的市場機會擴大
  • 市場趨勢:消費者的專攻領域·行動
  • 市場趨勢:消費者容易受推銷左右
  • 市場趨勢:跨境消費
  • 市場趨勢:法律規章的變化

第6章 市場規模與其預測

  • 主要的要點
  • 新市場的急速成長和競爭水準的提高,消費者洗練化
  • 激烈的競爭
  • 抗老化部門的大幅成長
  • 護膚面膜的衝擊
  • 市場預測技術

第7章 市場區隔和佔有率

  • 主要的要點
  • 保濕性產品現在仍是最大的部門
  • 外資品牌和國內品牌一同成長

第8章 各公司的商品開發動向

  • 主要的要點
  • 所有人都追求多功能
  • 能量強化
  • 從微整形外科到V字臉用血清
  • 護膚面膜·持續熱潮
  • 藥用植物的原料
  • 食品營養
  • 「故事」與包裝
  • 「漂亮的美」的新時代
  • WeChat(微信用)上的「我的美容(My Beauty)」單元

第9章 企業和品牌

  • L'Oreal
  • 資生堂
  • Procter & Gamble
  • Jala Group

第10章 消費者:現在擁有的護膚問題

  • 主要的要點
  • 計多中國女性介意膚色暗沉
  • 愈來愈重視抗老化
  • 許多女性,擁有無數皮膚方面的問題
  • 認識城市間的差距

第11章 消費者:使用行動

  • 主要的要點
  • 利用方法
  • 缺乏彈性的皮膚護理制度
  • 護膚面膜的普及
  • 所得決定那個人的成熟度
  • 行動專攻領域
  • 大部分的消費者,都橫跨好幾個品牌
  • 高所得者在許多產品類型,都採取強力的專攻領域行動
  • 忠誠度的再設定

第12章 消費者:淨白產品

  • 主要的要點
  • 淨白現在仍是「最高級美容品」
  • 淨白的新時代

第13章 消費者:抗老化產品

  • 主要的要點
  • 抗老化:愈早起步
  • 年齡·所得的要素
  • 許多解決的辦法

第14章 消費者:銷售管道的使用概況

  • 主要的要點
  • 高級品(奢侈品)經銷商為主流
  • Taobao/Tmall:線上市場上的主導權
  • 銷售管道的整合
  • 高所得層的持續性消費經驗
  • 各城市銷售管道的偏好

第15章 消費者:品牌的偏好

  • 主要的要點
  • 外資品牌 對 國內品牌
  • 日系 對 韓國系企業
  • 高所得層的理解度
  • 可得性:為了獲得無特別品牌偏好之消費者的關鍵

第16章 消費者:使用·購買習慣

  • 主要的要點
  • 口碑的力量
  • 在專攻領域行動背後運作的力量
  • 成熟的「轉換客人」(switchers)
  • 不滿足的「轉換客人」
  • 追求廉價銷售品的人們
  • 對美容敏感的人們

第17章 消費者:美容·生活方式的想法方面

  • 主要的要點
  • 微整形外科:是否是未來的趨勢?
  • 沒有勝過健康生活習慣之物
  • 家用護膚設備:是否會成為美髮廳市場對手?
  • 完人的手法和診斷性手法:西洋和東洋的邂逅
  • 「什麼都想要」消費者

第18章 附錄:現在擁有的護膚問題

第19章 附錄:使用行動

第20章 附錄:淨白產品

第21章 附錄:淨白產品--考察

第22章 附錄:抗老化產品

第23章 附錄:抗老化--考察

第24章 附錄:銷售管道的使用概況

第25章 附錄:使用·購買習慣

第26章 附錄:美容·生活方式的想法方面

本網頁內容可能與最新版本有所差異。詳細情況請與我們聯繫。

目錄

"The China facial skincare market is evolving fast with enhanced level of competition and consumer sophistication. Consumers want multi-benefit products that fit into their multi-tasking lifestyles, they also want specifically designed products for certain problems. So the next question is "When"?

Given consumers' repertoire behaviour, there is a high possibility they use several products at the same time or switch brands very often. Companies with multiple brand portfolios can maximise sales by driving specially targeted products through key seasonal associations such as summer, winter or high pollution days, while maintaining ongoing campaigns promoting the all-in-one "hero" product for everyday use. This strategy will maximise sales by driving consumer demand for both types of product throughout the year."

- Wenwen Chen, Research Analyst

This report looks at the following issues:

  • Solid skincare regime and repertoire behaviour
  • Forces behind the repertoire behaviour
  • An holistic approach
  • I want it all

Table of Contents.

1. Introduction

  • Products covered in this report:
  • Methodology
  • Abbreviations
  • Definitions

2. Executive Summary

  • A fast evolving market with heightened level of competition and consumer sophistication
    • Figure 1: Best- and worst-case forecast of China retail value sales of facial skincare, 2009-19
  • Solid skincare regime and repertoire behaviour
    • Figure 2: Repertoire behaviour, by category, June 2014
  • An holistic approach
    • Figure 3: Current skin problems, June 2014
    • Figure 4: Skincare approach preference, healthy lifestyle vs premium skincare products, June 2014
  • I want it all
    • Figure 5: Repertoire of current skin problems, June 2014
  • What we think

3. Issues and Insights

  • Solid skincare regime and repertoire behaviour
  • The facts
  • The implications
  • Forces behind the repertoire behaviour
  • The facts
  • The implications
  • An holistic approach
  • The facts
  • The implications
  • I want it all
  • The facts
  • The implications

4. Trend Applications

  • Influentials
  • Access Anything Anywhere

5. Market Drivers and Dynamics

  • Key points
  • Market drivers: Growing disposable income
    • Figure 6: Per capita income level in rural and urban, China, 2008-13
  • Market drivers: E-commerce revolution powering consumption
  • Market drivers: Extreme weather and pollution create more opportunities
    • Figure 7: Clinique Even Better City Block Anti-Pollution SPF40/PA+++, q1 2014
  • Market dynamics: Consumer repertoire behaviour
  • Market dynamics: Consumers are promotion-driven
  • Market dynamics: Shopping without borders
  • Market dynamics: Legislative change

6. Market Size and Forecast

  • Key points
  • A fast evolving market with heightened level of competition and consumer sophistication
    • Figure 8: China facial skincare market, value sales, 2009-13
    • Figure 9: Best- and worst-case forecast of China retail value sales of facial skincare, 2009-19
  • Intensive competition
  • Strong growth in anti-ageing
    • Figure 10: Best- and worst-case forecast of China retail value sales of anti-ageing facial skincare, 2009-19
  • The facial mask sensation
    • Figure 11: Best- and worst-case forecast of China retail value sales of facial mask skincare, 2009-19
  • Forecast methodology

7. Segmentation and Market Share

  • Key points
  • Moisturising remains the primary segment
    • Figure 12: Value market share, by segment, 2009-13
    • Figure 13: Value market share, by segment, 2013
  • International and national brands blossom together
    • Figure 14: Company market share, by value, 2011-13

8. Who's Innovating?

  • Key points
  • Everyone is looking for multiple benefits
    • Figure 15: New product launches, by top category in the facial skincare market in China, 2009-13
    • Figure 16: Olay Total Effects 7 in One range, Q3 2013
  • Energy boost
    • Figure 17: Estée Lauder Nutritious Rosy Prism range: essence and cc cream, Q1 2014
    • Figure 18: Lancôme énergie de Vie range, Q1 2014
    • Figure 19: Origins GinZing Energy-Boosting moisturizer, Q1 2014
    • Figure 20: Yue Sai Vitalize Ganoderma Youth Preserving Elixir, Q1 2014
    • Figure 21: Sulwhasoo Harmonizen Regenerating Cream, Q4 2013
  • From micro plastic surgery to V-shaper serum
    • Figure 22: Dior Capture Lift Ultra-Stretch Remodelling Crème, Q2 2013
    • Figure 23: Clarins Shaping Facial Lifting Total V contouring, June 2014
    • Figure 24: L'Oréal Paris - L'Oréal Paris revitalift v shaper serum, Q2 2014
  • Facial mask boom continues
  • Herbal origins
    • Figure 25: Tong Ren Tang facial mask ancient herbal extract range, May 2014
    • Figure 26: Ming Cao She Yuan facial mask product in China Beauty Exhibition, May 2014
  • Food nutrition
    • Figure 27: Bei Da Huang' s Dong Bei Mo Yang 's a golden harvest range: soybean moisturising mask, May 2014
    • Figure 28: faith in face is the latest must-have mask based on hydrogel technology, Q4 2013, Hong Kong
  • Storytelling and packaging
    • Figure 29: My Beauty Diary, 10th anniversary variants, Q4 2013
    • Figure 30: Eye gel patch from Etude House and Watsons' own-label facial mask, 2013-14
  • New era for smart beauty
    • Figure 31: Clarisonic press release, 2014
  • My Beauty Box on WeChat

9. Companies and Brands

  • L'Oréal
    • Figure 32: L'Oréal annual report, 2013
    • Figure 33: L'Oréal skincare portfolio in China, 1992-2013
  • Shiseido
    • Figure 34: Shiseido company finances, March 2013
    • Figure 35: Shiseido skincare portfolio in China, 1981-2013
  • Procter & Gamble
    • Figure 37: P&G skincare portfolio in China, 1989-2013
  • Jala Group
    • Figure 38: Jala skincare portfolio in China, 1997-2013

10. The Consumer - Current Skincare Problem

  • Key points
  • Most Chinese women concerned with dull skin
    • Figure 39: Current skin problems, June 2014
  • Anti-ageing concerns on the rise
    • Figure 40: Current skin problems, 2013 vs 2014
    • Figure 41: Artistry Creme LuXury collection, Q2 2012
  • Many women have multiple skin problems
    • Figure 42: Repertoire of current skin problems, June 2014
    • Figure 43: Women with six or more current skin problems, by monthly personal income, June 2014
  • Recognising disparity between cities
    • Figure 44: Repertoire of current skin problems, by cities, June 2014

11. The Consumer - Usage Behaviour

  • Key points
  • Usage
  • A solid skincare regime
    • Figure 45: Product usage, June 2014
  • Prevalence of face mask
    • Figure 46: Non-users of face asks or peels, by age, June 2014
  • Income defines level of sophistication
    • Figure 47: Usage behaviour, by age and income, June 2014
  • Repertoire behaviour
  • Most consumers switch between several familiar brands in all skincare categories
    • Figure 48: Repertoire behaviour, by category, June 2014
  • Higher income earners exhibit strong repertoire behaviour in many categories
    • Figure 49: Repertoire behaviour, by monthly personal income, June 2014
  • Redefining loyalty
    • Figure 50: Repertoire behaviour, June 2014

12. The Consumer - Whitening Products

  • Key points
  • Whitening remains the ultimate beauty
    • Figure 51: Usage of whitening products, June 2014
  • New era of whitening
    • Figure 52: Additional benefits sought for whitening, June 2014
    • Figure 53: Additional benefits sought for whitening products, by income, June 2014
    • Figure 54: Usage of whitening products, by skin type, June 2014
    • Figure 55: Haruki whitening range, 2012

13. The Consumer - Anti-ageing Products

  • Key points
  • Anti-ageing: start early
    • Figure 56: Usage of anti-ageing products, June 2014
    • Figure 57: Usage of anti-ageing products, by age, June 2014
  • Age and income factors
    • Figure 58: Usage of anti-ageing products, by demographics, June 2014
  • Multiple solution
    • Figure 59: Additional benefits sought for anti-ageing products, June 2014

14. The Consumer - Channel Usage

  • Key points
  • Premium channel takes the crown
    • Figure 60: Purchase channels for facial skincare and colour cosmetics, June 2014
    • Figure 61: Purchase channels, by income, June 2014
  • Taobao/Tmall leads online shopping
    • Figure 62: Purchase channels online, June 2014
    • Figure 63: China online retailer market shares, by value, 2013
  • Channel integration
    • Figure 64: Repertoire of purchase channels, June 2014
  • Consistent shopping experience for higher income earners
    • Figure 65: Repertoire of purchase channels, by income, June 2014
  • Channel preferences among cities
    • Figure 66: Purchase channel, by cities, June 2014

15. The Consumer - Brand Preferences

  • Key points
  • International brands versus local brands
    • Figure 67: Brand preferences, June 2014
  • Japanese versus Korean
    • Figure 68: Laneige Snow BB Soothing Cushion SPF 30+ PA++, Q3 2013
  • Higher income groups' savviness
    • Figure 69: Facial moisturiser brand preference, June 2014
    • Figure 70: Facial serum brand preference, June 2014
    • Figure 71: Facial cleanser, June 2014
    • Figure 72: Brand preferences in facial moisturisers, by salon visits, June 2014
  • Availability is key to recruit shoppers without brand origin preferences

Figure 73: Brand preferences, by purchase channel, June 2014 City differences Figure 74: Facial moisturiser brand preferences, by cities, June 2014

16. The Consumer - Usage and Buying Habits

  • Key points
  • The power of word-of-mouth
    • Figure 75: Usage and purchase behaviour, June 2014
    • Figure 76: Usage and purchase behaviour, by age group, June 2014
    • Figure 77: Kimiss app, March 2014
  • Forces behind the repertoire behaviour
    • Figure 78: Factors behind switching brands, June 2014
  • The sophisticated switchers
    • Figure 79: Factors behind switch, by income group, June 2014
    • Figure 80: Clinique Even Better Essence range, Q4 2013
    • Figure 81: P&G's Dongfangjidao range, Q2 2013
  • The unsatisfied switchers
    • Figure 82: Factors behind switching, by age group, June 2014
  • The deal seekers
    • Figure 83: Factors behind switching, June 2014
    • Figure 84: Factors behind switching, by income groups, June 2014
  • The beauty conscious
    • Figure 85: Usage and purchase behaviour, June 2014
    • Figure 86: Factors behind switching, by income group, June 2014
    • Figure 87: Factors behind switching, by age, June 2014

17. The Consumer - Attitudes towards Beauty Lifestyles

  • Key points
  • Micro plastic surgery, is it a future trend?
    • Figure 88: Skincare approach preference, micro plastic surgery vs skincare products using scientific advancements, June 2014
    • Figure 89: Lancôme Visionnaire Advanced Skin Corrector, q2 2014
  • Nothing can beat a healthy lifestyle
    • Figure 90: Skincare approach preference, healthy lifestyle vs premium skincare products, June 2014
  • Will home skincare devices challenge the beauty salon market?
    • Figure 91: Skincare approach preference, skincare devices vs beauty salons, June 2014
  • Holistic versus Diagnostic: East meets West
    • Figure 92: Skincare approach preference, traditional Chinese medicine vs cosmeceuticals, June 2014
    • Figure 93: Skincare approach preference, oral cosmetics vs food therapy, June 2014
  • I want it all
    • Figure 94: Skincare approach preference, June 2014

18. Appendix - Current Skincare Problem

  • Figure 95: Current skin problems, June 2014
  • Figure 96: Most common current skin problems, by demographics, June 2014
  • Figure 97: Next most common current skin problems, by demographics, June 2014
  • Figure 98: Repertoire of current skin problems, June 2014
  • Figure 99: Repertoire of current skin problems, by demographics, June 2014

19. Appendix - Usage Behaviour

  • Figure 100: Repertoire behaviour, June 2014
  • Figure 101: Repertoire behaviour - Make-up remover, by demographics, June 2014
  • Figure 102: Repertoire behaviour - Facial cleanser, by demographics, June 2014
  • Figure 103: Repertoire behaviour - Facial toner/softener, by demographics, June 2014
  • Figure 104: Repertoire behaviour - Facial moisturiser/emulsion/lotion, by demographics, June 2014
  • Figure 105: Repertoire behaviour - Facial serum/essence, by demographics, June 2014
  • Figure 106: Repertoire behaviour - BB/CC cream, by demographics, June 2014
  • Figure 107: Repertoire behaviour - Block sheer, by demographics, June 2014
  • Figure 108: Repertoire behaviour - Face mask or peels, by demographics, June 2014
  • Figure 109: Repertoire behaviour - Eye cream/gel, by demographics, June 2014
  • Figure 110: Repertoire behaviour - Facial oils, by demographics, June 2014
  • Figure 111: Repertoire behaviour - Lip balm, by demographics, June 2014

20. Appendix - Whitening Products

  • Figure 112: Usage of whitening products, June 2014
  • Figure 114: Current skin problem, by usage of whitening products, June 2014

21. Appendix -Whitening Products - Consideration

  • Figure 115: Additional benefits sought for whitening, June 2014
  • Figure 116: Most popular additional benefits sought for whitening, by demographics, June 2014
  • Figure 117: Next most popular additional benefits sought for whitening, by demographics, June 2014

22. Appendix - Anti-Ageing Products

  • Figure 118: Usage of anti-ageing products, June 2014
  • Figure 119: Usage of anti-ageing products, by demographics, June 2014
  • Figure 120: Current skin problems, by usage of anti-ageing products, June 2014

23. Appendix - Anti-Ageing - Consideration

  • Figure 121: Additional benefits sought for anti-ageing products, June 2014
  • Figure 122: Most popular additional benefits sought for anti-ageing products, by demographics, June 2014
  • Figure 123: Next most popular additional benefits sought for anti-ageing products, by demographics, June 2014

24. Appendix - Behaviour - Channel Usage

  • Figure 124: Purchase channels, June 2014
    • Figure 125: Most popular purchase channels, by demographics, June 2014
    • Figure 126: Next most popular purchase channels, by demographics, June 2014
    • Figure 127: Other purchase channels, by demographics, June 2014
  • Repertoire analysis
    • Figure 128: Repertoire of purchase channels, June 2014
    • Figure 129: Repertoire of purchase channels, by demographics, June 2014
    • Figure 130: Brand preferences, June 2014
    • Figure 131: Brand preferences - Facial cleanser, by demographics, June 2014
    • Figure 132: Brand preferences - Facial toner/softener, by demographics, June 2014
    • Figure 133: Brand preferences - Facial moisturiser/emulsion/lotion, by demographics, June 2014
    • Figure 134: Brand preferences - Facial serum/essence, by demographics, June 2014
    • Figure 135: Brand preferences - BB cream/CC cream, by demographics, June 2014
    • Figure 136: Brand preferences - Block sheer, by demographics, June 2014
    • Figure 137: Brand preferences - Face mask or peels, by demographics, June 2014
    • Figure 138: Brand preferences - Eye cream/gel, by demographics, June 2014

25. Appendix - Usage and Buying Habits

  • Figure 139: Usage and purchase behaviour, June 2014
  • Figure 140: Most popular usage and purchase behaviour, by demographics, June 2014
  • Figure 141: Next most popular usage and purchase behaviour, by demographics, June 2014

26. Appendix - Attitudes towards Beauty Lifestyles

  • Figure 142: Skincare approach preferences, June 2014
  • Figure 143: Skincare approach preferences - Micro plastic surgery, by demographics, June 2014
  • Figure 144: Skincare approach preferences - Using food therapy to enhance skin condition, by demographics, June 2014
  • Figure 145: Skincare approach preferences - Going to a beauty salon for facial care services, by demographics, June 2014
  • Figure 146: Skincare approach preferences - Cosmeceutical skincare products from other countries, by demographics, June 2014
  • Figure 147: Skincare approach preferences - All-in-1 skincare products, by demographics, June 2014
  • Figure 148: Skincare approach preferences - To improve skin condition by leading a healthy lifestyle, by demographics, June 2014
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