1. Skin care products are growing rapidly and there is huge room for development. According to Euromonitor's data, the skin care market in China will reach 223.7 billion yuan in 20021year, and the compound growth rate of skin care market in 2017-202 1 year is about 6%. With the rapid development of China's national economy and the continuous improvement of per capita disposable income, the per capita consumption of skin care products will greatly increase. According to the data of the National Bureau of Statistics, the disposable income of urban households in China has increased from 6 of 200/kloc-0 to 336 16 yuan of 20 16, with a compound annual growth rate of1.18%; The per capita disposable income in rural areas increased from 2366 yuan in 200 1 year to 200 12363 yuan in 6 years, with a compound annual growth rate of 1 1.65%. With the deepening of urbanization, the change of population structure, the improvement of income level and the cultivation of consumption habits and concepts of skin care products, consumption upgrading has become the general trend.
2. The consumers of core skin care products are growing rapidly. As a kind of daily consumer goods, skin care products have been accepted by more and more consumers. Especially in recent ten years, European and American cosmetics brands have been continuously investing in and cultivating the domestic market, and domestic consumers have gradually formed correct usage habits and consumption concepts, which has brought more market opportunities for the skin care products market. In this huge consumer group, adult women have become the main force of skin care products consumption. Among consumers of skin care products, the consumption demand of skin care products with different age structures is quite different, and the per capita consumption amount also has a certain gap. At present, young women aged 25-39 in China grew up after the reform and opening up in the 1980s, and their economic strength and consumption habits are very different from those of consumers before the 1960s. With the increase of age and income, the consumption upgrade of skin care products of this group is very obvious, and the consumption curve will change accordingly. By then, mature women will become the main force of skin care products, especially anti-aging skin care products. From this point of view, in the next 10-20 years, consumers in China are likely to copy the mature markets in Europe and America.
3. Domestic enterprises are rising gradually. The domestic skin care industry began to develop after the 1990s. There are many small and medium-sized production enterprises, most of which are located in third-and fourth-tier cities. Most of them meet the basic nursing needs of consumers with functional categories, and the overall market influence is limited. In the past 20 years, they have been in a weak position in the market. However, in the increasingly fierce competition between international and domestic enterprises, the fast-growing daily chemical enterprises in China have reshuffled, and a number of brands have emerged to actively penetrate into the middle and high-end market. With the gradual maturity of domestic consumers' consumption concept and the rapid development of e-commerce channels in recent years, domestic skin care enterprises focusing on brand planning, technology research and development and marketing have gradually seized the market share of multinational enterprises by increasing investment and relying on local advantages. In 20 16, local skin care companies including shanghai jahwa, Galand Group, Baiqueling, Shangmei and Polaiya appeared in the top 20 list of domestic market share of skin care products, and most of them showed an upward trend; At the same time, the total market share of the above-mentioned enterprises has also increased year by year, from 4.4% of 20 1 1 to 20 161%. Although the market share of local brands is increasing year by year, there is still much room for improvement compared with developed countries. Domestic local skin care enterprises can enhance brand awareness and trust by better satisfying consumers' consumption preferences, accurate brand positioning, flexible supply chain management and tacit cooperation with daily chemical specialty stores and e-commerce channels, and local skin care brands are expected to maintain sustained and steady growth.
4. E-commerce channels have developed rapidly. In recent years, with the acceleration of information infrastructure construction in China, the information network infrastructure has been further improved, and the application service level has been continuously improved, which has led to the explosive growth of information consumption. The advantages of e-commerce channel in information display, information dissemination and information sharing have opened up the channel restrictions of different positioning skin care brands in different regions. International brands can develop low-tier cities at low cost through e-commerce, while domestic brands have the opportunity to gain the consumer market in core cities. Online market has become an important channel favored by international and domestic brands.