The core data of this paper: the development of cosmetics in China and the present situation of cosmetics market in China.
Industry overview
1, definition
In China's national economic classification (GB/T4754- 20 17), cosmetics are defined as daily chemical industrial products applied to any part of the human body (skin, hair, nails, lips, etc.). ) by daubing, spraying or other similar methods to achieve the purpose of cleaning, odor elimination, skin care, beauty and modification.
Products in the cosmetics industry are mainly divided into the following categories:
2. Analysis of industrial chain: There are various circulation channels for commodities.
The upstream of the industrial chain of cosmetics industry is mainly the raw material industry (including oil, powder, colloid, active agent, etc. ) and packaging raw materials industry (including paper, glass, plastic, aluminum packaging, etc. ), and the downstream of the industry is mainly the commodity circulation industry (including online dealers and offline retailers).
Industry development process: domestic brands are rising.
193 1 year, the first domestic brand Baiqueling in China was established, but due to the economic system, the cosmetics industry in China developed slowly. It was not until the 1990s, with the promotion of reform and opening up, that the local cosmetics brands in China officially started. However, while opening the country, foreign brands also poured into China, and local brands were once in a weak position. It was not until the popularity of the Internet led to the rise of e-commerce and the prevalence of new marketing such as variety shows and social media that local brands in China seized the opportunity to break the ice.
Industry Policy Background: Cosmetic supervision is gradually standardized.
In recent years, China's cosmetics industry has developed rapidly, but there are also problems such as low quality and efficiency, insufficient innovation ability, low brand awareness and illegal addition. In view of this, China has continuously introduced policies to regulate the development of the industry in recent years. In 2020, China issued a new version of the Regulations on the Supervision and Administration of Cosmetics (hereinafter referred to as the Regulations), which is the first time since 1989 to reform the regulatory rules and regulations of cosmetics-related industries. The regulations innovatively put forward classified management of cosmetics, registration management of special cosmetics and high-risk new raw materials, and filing management of ordinary cosmetics and other new raw materials; In addition, the regulations also put forward registrants and filers for the first time, and defined the person in charge, strengthened the main responsibility, standardized the supervision system, and increased the punishment, which is conducive to promoting the standardized development of the cosmetics industry.
Industry development status:
1, cosmetics live broadcast with goods to achieve a big outbreak.
China's online retail scale ranks first in the world. In 2020, the growth rate of online retail in China will reach 27.5%, which is close to the overall level of online sales. The market scale will reach 2.3 trillion US dollars, ranking first in global online sales for seven consecutive years. By the end of June 5438+February 2020, the number of online shopping users in China has reached 780 million, accounting for 79% of the total number of netizens. In March and February of 2020, the number of online shopping users in China increased from 7 1 10,000 to 780 million, with a growth rate of 9.86% in three quarters.
According to the data of the National Bureau of Statistics, the total retail sales of cosmetics of enterprises (units) above designated size in China will be 340 billion yuan in 2020, an increase of 13.6% compared with 20 19. The epidemic in 2020 has a great impact on the overall economy, and the retail sales of cosmetics can still maintain growth in this environment, especially the "Double Eleven" and "Double Twelve" promotions at the end of the year. In 20021,1- 10, the retail sales of cosmetics above designated size was 309.7 billion yuan, up 16.7% year-on-year.
Note: "Enterprises above designated size" refers to wholesale enterprises with annual sales of 20 million yuan or more; Retail enterprises with annual sales of more than 5 million yuan
2. The rise of cross-border e-commerce has promoted the gradual prosperity of the beauty export market.
In 2020, the export volume of beauty cosmetics and toiletries in China was 9,99019 tons, up by 4.3% year-on-year, and the export volume was 4,243.92 million US dollars, down by 1 1.2% year-on-year. Lipstick, eye shadow and blush are the most popular beauty products in the sea, while mascara and powder have great development potential.
3. The market scale is getting bigger and bigger.
With the continuous development of China's economy and the continuous improvement of residents' income level, domestic consumers' concept of cosmetics consumption has been gradually strengthened. With the development of China market by big-name cosmetics companies in Europe, America, Japan and South Korea, the domestic cosmetics market has expanded rapidly.
According to Euromonitor's statistics, the scale of cosmetics market in China is increasing year by year in 2011-201-9, but the growth rate of market scale shows a trend of first decreasing and then increasing. The market size of China has increased from US$ 336,543,800 million in 2065,438+0 to US$ 73.2 billion in 2020, with a compound growth rate of about 9.22%. The epidemic in 2020 has a great impact on the overall economy. In this environment, the scale of cosmetics market can still maintain a positive growth rate of 6.83%, which fully reflects the unlimited potential of China cosmetics market in the future.
Industry competition pattern
1. Regional competition: Guangdong Province has the largest number of enterprises.
Cosmetic production enterprises are mainly concentrated in East China and South China, with a concentration rate of 84. 16%, in which the population of East China and South China exceeds 500 million, and the urbanization rate of some provinces and cities reaches 65%, which affects the industrial layout of cosmetic production enterprises to some extent. Another factor is that due to the centralized supply of raw materials and equipment in East China and Guangdong, the overall production cost of cosmetics products is low, which is conducive to the survival of the industry, but it also faces fierce competition pressure from homogenized products.
Specifically, as of June 5438+1October 13 in 2022, there were 57 14 registered enterprises in China, among which 3,224 enterprises in Guangdong Province obtained production licenses, occupying an absolute advantage in the country, accounting for 56.42%.
2. Enterprise competition: Different market leading enterprises are different.
International brands have great advantages in the competition. International brands pay attention to product marketing and R&D investment, with guaranteed product quality and good brand image. Domestic cosmetics enterprises are mainly small and medium-sized enterprises, and cosmetic safety problems occur frequently, which also hinders the development of domestic brands.
According to Euromonitor's data, the high-end market is mainly occupied by top international brands. The top three brands are L 'Oreal, Estee Lauder and Louis Vuitton, with market shares of 18.4%, 14.4% and 8.8% respectively. In the high-end market, the top ten state-owned brands with market share are Guangzhou Adolf and Yunnan Bettaney, ranking seventh and ninth respectively, with market share of 3% and 2.3% respectively.
In the mass cosmetics market, P&G occupies the main market share of 12. 1%, followed by L 'Oré al, accounting for about 8.9%. Local brands Baiqueling, THE TEMPLE OF JIALAN Group, shanghai jahwa and Shangmei all have a certain market share, accounting for 3.9%, 3.7%, 2.3% and 1.9% respectively.
Development prospect and trend forecast
1, trend forecast: men's skin care fragrance market is sought after by consumers.
In the future, the cosmetics industry may have the following development trends:
2. Scale forecast: In 2027, the market scale will exceed 6543.8 USD+050 billion.
On the whole, China cosmetics market has great potential for future development, with a large market scale, and it is expected to maintain its position as the leading market in the global cosmetics industry in the next five years. With the rapid recovery and sustained growth of China's economy, China has become the most potential cosmetic market in the world. In the future, driven by the demand for instant beauty and the pursuit of personality display, the cosmetics consumption market in China will grow at a faster speed. In 2027, the cosmetic market in China will reach157.7 billion USD, and the compound annual growth rate from 2022 to 2027 will be about 1 1.
The above data refer to the analysis report of Prospect Industry Research Institute "Market Prospect and Investment Strategic Planning of Cosmetics Industry in China".