Beauty e-commerce companies try their best to attract a large number of loyal users, whether it is selling goods live in Tik Tok, selling goods in Aauto Quicker and Taobao, or sharing small red books and planting grass. With the consumer army of generation Z gradually occupying the market, the development of beauty e-commerce will be more diversified, and the addition of capital will make the development potential of beauty e-commerce greater.
Major listed companies in the beauty e-commerce industry: Liren Lizhuang (605 136), Wang Yichuang (300792) and Ruoyuchen (0030 10).
The core data of this paper: the penetration rate of beauty e-commerce in China, the size of the cosmetics market in China, and the sales of beauty products in China.
—— The forms of beauty e-commerce are diversified, and the epidemic situation has promoted the "live broadcast" of the next level.
In 2020, a sudden epidemic broke the rhythm of everyone's life and forced many living habits to become "online". This dark sky has changed many industry formats and formed a new retail model, so e-commerce in China has entered a new stage of development; The biggest change is the live sale of beauty products and the new form of short video planting grass and pulling weeds. In fact, the live selling of goods in China was created and used by Taobao as early as 20 16, and video Amway appeared on video websites such as Bili Bili in earlier years.
Thanks to the rapid development of the mobile Internet, the popular consumer demand in 2020 and the changes in the form of streaming media, live broadcast has now become one of the hottest sales methods on all platforms. Live broadcast has grown rapidly in the times and become a young but highly concerned format. From the category point of view, cosmetics are an important sales category of live broadcast, and industry analysts believe that live broadcast contributes to the sustained and rapid growth of cosmetics categories.
—— "Black Swan" drives online consumption, and the penetration rate of beauty e-commerce increases.
The "black swan" of epidemic situation has greatly changed people's lifestyle and affected people's consumption patterns. Being unable to go out makes consumers spend more time watching videos and live broadcasts at home, especially since 20 19, with the rise of social media e-commerce and KOL related to beauty cosmetics, e-commerce of beauty products has provided consumers with more convenient and extensive choices.
In 2020, the sales of Double Eleven reached a new high, among which Tmall's sales exceeded 490 billion yuan, and JD.COM. The sales of COM exceed 270 billion yuan. Star map data shows that the sales of double 1 1 net beauty products reached 154 billion yuan, up 38% year-on-year; Consumers in China have turned their "retaliatory" consumption in the later period of the epidemic to the e-commerce platform.
At the beginning, all major integrated e-commerce platforms solved the difficulty of consumers "where to buy". Today's emerging vertical e-commerce, live e-commerce and short video content e-commerce have begun to solve the problem of "what to buy" for consumers in the beauty industry. Bloggers personally experience various brand products and plant grass for the audience. According to the data released by Euromonitor, the penetration rate of e-commerce channels in China has also steadily increased from 65,438+00% in 2065,438+02 to 32% in 2065,438+09.
—— "Yan value economy" has driven the demand in the beauty market to increase, and e-commerce has solved the supply and demand difficulties.
In the era of "face value is the rule", the public pays more attention to appearance and face value, and the demand for corresponding products to enhance appearance also increases. With consumers of Generation Z entering the market, this group of powerful demanders has accelerated the growth of personal care and cosmetics industry in China. According to the data released by Euromonitor, the scale of China cosmetics market continues to grow, from181400,000 yuan in 20/20 years to 59.62 billion yuan in 2020. And before the epidemic hit the global economy, the growth rate exceeded 30% for two consecutive years.
According to the analysis of iResearch, in recent years, in China, the number of beauty brands in the e-commerce service agency industry ranks first, followed by the number of service brands in clothing and 3C household appliances, which is obviously ahead of other categories. The increase of beauty e-commerce is not only the demand for beauty brought by the "face value economy", but also because beauty e-commerce solves the difficulties for consumers to choose products and helps brand promotion. The demand for beauty e-commerce is increasing day by day.
The reasons for the highest demand for beauty e-commerce services are as follows: First, there are many and miscellaneous brand products in the market, and many domestic products are constantly emerging. In the past two years, domestic cosmetics have occupied a place in cheap cosmetics, and domestic and foreign brands compete for cakes in the beauty market, with fierce competition;
Secondly, because the products of cosmetics are diversified and updated quickly, the market depends on the iterative speed of products; In addition, the unit price of cosmetics is not high, which belongs to consumables. If the quality of the product itself passes, the repurchase rate of this product is relatively easy to achieve. These reasons have contributed to the rapid development of beauty e-commerce in China.
For more industry-related data, please refer to Forward-looking Industry Research Institute's Market Prospect Forecast and Investment Strategic Planning Analysis Report of China Beauty New Retail Industry.