The Chinese cosmetic market is to innovate or die. In fact, young Chinese consumers are looking for something new and are very sensitive to brand innovations …
The art of beauty, an obsession for Man?
Beauty has changed significantly over time, but its place in society remains as important as ever. We have always had a deep interest in the body. And since this attention varies according to the times and the societies, we cannot really give a radical definition of beauty. It is penetrating, disturbing … and omnipresent in our society.
Cosmetics, on the other hand, are hygiene and beautification products for the body. More generally, cosmetics is the art of beautifying things without transforming nature.
In China, for example, the Isana brand used Xiaogui (the Chinese Justin Bieber) to communicate on its new line.
Why innovate or die?
The Chinese market is becoming more and more competitive. Also, as sales growth subsides, foreign companies face stiff rivalry from local brands.
According to a report published by China Industry Information, the cosmetics market in China was expected to exceed RMB 400 billion at the end of 2018, with online transactions accounting for half of the market.
In April 2018, cosmetic product consumption revenues reached RMB 19.6 billion, with a growth rate of 15.1% compared to the same period last year. From January to April 2018, the cumulative consumption income of cosmetic products in China reached RMB 85.6 billion, an increase of 15.9% from year to year.
So, to stay on top and continue to dominate the market in China, cosmetic brands must meet the expectations of new Chinese customers. And this sophisticated clientele demands to be constantly dazzled and kept up with all kinds of original novelties.
What are the innovation tools of the Chinese cosmetic market?
Artificial intelligence will revolutionize Digital in China
Thanks to the rapid development of artificial intelligence and other advanced technologies, the cosmetics industry has been transformed to idealize and continuously improve the customer experience. We will mention the latest accessories and beauty tools which, in constant evolution, influence the traditional mode of make-up and skincare.
Thus, customers who used to buy pre-designed beauty masks, for example, can now make them themselves according to their taste and preferably via intelligent flower mask machines, designers of beauty formulas , etc. (Dailymail).
Small industrial machines for new retail consumption are a trend. However, new retail cosmetics have also taken a new turn.
Several types of new stores, such as the intelligent shopping guide system, the DIY self-service store, the cashless system, the consumer data algorithm system and the concept store… have made the success of the new retail terminal.
Take the example of the Chinese cosmetic brand Mariedalgar. Alibaba’s Tmall, associated with the Mariedalgar, entered the unmanned lipstick vending machine. When consumers open the “TaoBao” application on the mobile phone and scan the QR code to follow the official Mariedalgar account on the Tmall store, then pay the lipstick, they simply remove the lipstick from the distributor. ‘they have chosen.
According to statistics over the trial period of this new concept, nearly 1,600 lipsticks were sold in 3 days, and one lipstick was sold in one minute on average. The number of a machine sold in a single day is equivalent to the volume of offline meter sales per week. Thousands of devices are slated to be installed at multiple locations in China.
The popularity of social commerce
According to statistics, there are currently over a million “owned media” accounts on makeup. In addition, live streaming on the Taobao e-commerce site and on a short video platform, such as MiaoPai and DouYin, have spawned a large number of makeup brands and celebrities on the Internet.
In fact, it is now common in China for a business to cooperate with these celebrities on the Internet. For example, Antarctic e-commerce has signed an agreement with PONY, a celebrity in the Asian make-up sector to enter the field of IP creation of fashion personalities. The company has obtained the exclusive PONY operation in China, including all commercial rights for Hong Kong, Macao and Taiwan.
How to establish a connection between your cosmetic brand and Chinese customers?
1. Increase engagement with customers via social media
As the level of consumption has increased in China, customer behavior has also become more complex. Chinese customers pay attention not only to the quality and reputation of the product, but also to the lifestyle of the brands and their emotional resonance. For this, they get information on the Internet.
Brands therefore need to focus on digital communication with customers. Social media, as the most powerful tool, such as Weibo or WeChat, can give cosmetic brands an opportunity to reach and interact with their customers. Take WeChat as an example: you can create an H5 advertising model, publish it to your WeChat public account and pass it on to consumers who follow your brand. If not, you can simply publish it as paid advertising and run it when you are turning around WeChat. This method can communicate effectively with a dialogue mode and create a strong bond with your customers.
But remember, the content of these digital ads must be engaging and touching, and it must clearly express the characteristics and lifestyle of your brands.
2. Choose your KOL (Key Opinion Leader)
As one of the most influential factors in the cosmetic industry, the
Key Opinion Leaders (KOL) help consumers decide what to buy. For example, many customers will “do their homework” (做 功课 means researching reputation, effectiveness, and product functions) before purchasing cosmetics and skincare products from the Little Red Book . They will then check the KOL comments they have followed.
For that, there are many makeup bloggers on Weibo, who look like makeup celebrities on YouTube and Ins. These bloggers often post makeup videos.
In fact, they promote products from different brands and these videos encourage consumers to choose a brand and then buy a product.
Therefore, using KOL as a third-party media to communicate the idea of your products and attract more consumers through word of mouth marketing is a good way to promote your brand.
3. Cooperate with e-commerce platforms in China
E-commerce platforms represent around half of the total volume of transactions, Tmall and JD.com being the two Chinese giants. Cross-border e-commerce is dominated by Netease Kaola in 2018.
Choosing to cooperate with these platforms can not only solve the problem of lack of sales channels, but also get detailed data on consumer behavior. In the context of big data, brands can better understand their customers thanks to this data.
For example, Tmall can track the purchase history of
customers, analyze their purchasing habits and preferences, then
broadcast ads and products corresponding to their needs and
This platform is a good place where brands can learn about consumer trends of Chinese customers and fully understand their potential customers.
essential to know where your customers are and how to contact them by the
through different types of marketing channels in a complex context. The
combining these methods can create great value for your brand.