Consumers' deeper understanding of cosmetics, the improvement of consumption power, the gradual refinement of the cosmetics product line and the peak consumption at the end of the year have accelerated the market's heavy volume, including male makeup products, middle-aged and old-age makeup, children and sports cosmetics. The update has brought vitality to the industry, especially the gradual expansion of the men's makeup market, which will make men's makeup the next bright spot in the Chinese cosmetics market.
Men fall in love with the "face" movement
Mr. Cheng, the owner of a small Guangzhou company, told reporters that he had no prior knowledge of beauty and makeup, and even disliked his family’s frequent visits to beauty salons. However, after the improvement of economic conditions, especially with his own company, the concept was obvious. The improvement, the company has to expand, there are more opportunities for business exchanges, and it is definitely not good to not pay attention to the image. Now basically three or five days will go to do a face wash, and the family also has their own set of cosmetics. According to the reporter, there are still a few men who have similar experiences with Mr. Process.
After visiting the cosmetics counters of many large shopping malls, the reporter found that at present, men's special skin care, hair, hair, sunscreen and bath liquids quietly occupy the counter and gradually heat up. JS Junshi series, Gough and other men's cosmetics counters stand out in the cosmetics area dominated by women's skin care products. Adidas, which advertises the concept of “sportsâ€, sells its aftershave, perfume and shower gel. Internationally renowned brands such as Estee Lauder, CD, Biotherm, Shiseido, L'Oreal, Dior, Nivea, and Mentholatum have their own exclusive male brands. Some even introduced subtle products such as men's lip balm, conditioning water, moisturizing lotion, deodorant, shower gel and conditioner. A set of men's care products is as low as one hundred yuan, and the highest is five or six hundred yuan. It is understood that with the increasing emphasis on men's beauty and skin care, the sales of men's cosmetics continue to rise, with an average annual increase of 20% to 30%.
It is not difficult to see that the "face" movement is no longer a patent for women. In this regard, Professor Li Qiang of the School of Social Sciences of Tsinghua University said in an interview that the development of the male beauty industry reflects that men pay more attention to the instruments, reflecting their more positive attitude toward life, the embodiment of social progress, and the symbol of the improvement of social civilization. .
100 billion men's makeup market gold mine to be excavated
In recent years, the sales of men's beauty and skin care products worldwide have increased by more than 50%. In Europe and the United States, the market share of men's care products has accounted for more than 30% of the entire cosmetics market. About 40% of men in France use high-end skin care products, and one-third of men invest in beauty, and men spend more than 10% of the total beauty market. The annual consumption of cosmetics for British men is 100 million pounds, and the annual consumption of men's cosmetics in the United States is as high as 2.3 billion dollars. In contrast, the total sales of cosmetics in China is close to 40 billion yuan, and the annual growth rate is above 9%. The promising men's makeup products are becoming a bright spot in the market. It is recognized in the industry that the male cosmetics market is a “gold mine†to be developed.
The person in charge of the China Spice and Fragrance Cosmetics Industry Association estimates that the market share of men's cosmetics this year will reach 400 million yuan, and will reach 4 billion yuan by 2010. According to industry insiders, by 2010, the total sales volume of China's cosmetics market will reach 80 billion yuan. From the point of view of market demand, the variety of demand is also constantly changing. Cosmetics, nutrition, curative, multi-functional and naturalized cosmetics become the new favorite of men.
According to industry analysts, as more and more men join the ranks of beauty consumption, the contradiction between supply and demand is highlighted. For merchants, the male beauty market is like a “gold mine†to be developed, which has unlimited business opportunities. Therefore, merchants should start from the male consumer psychology and consumption characteristics, actively develop targeted products, improve supporting services, and meet the needs of men's beauty fashion.
Giants grabbed the market and the competition intensified
The huge market opportunity for male cosmetics has attracted well-known Chinese and foreign brands to compete, and Chinese male cosmetics are no longer the cologne “one husband and one officialâ€. L'Oreal, Dior, Nivea and others have launched men's series cosmetics, and Shanghai Jahwa has also launched the first domestic male cosmetics brand "Gaofu". With more “man-made†cosmetics, men don’t have to “suck†neutral or feminine cosmetics, and they have the right personalized product “serving†from head to toe.
Experts in the industry believe that the development of Chinese men's makeup is still immature compared to women's makeup, and the market development space is still very large. On the one hand, many well-known foreign brands such as Estee Lauder, Shiseido, L'Oreal, Procter & Gamble, etc. have not fully landed in the Chinese market. In terms of the number of domestic professional men's makeup brands, there are no leading brands, and men's professional beauty salons or counters for men to buy and consume are rare. However, this cake will soon be bigger, and many big brands are entering at a faster speed. The R&D and production of major manufacturers are in the midst of intense development. The new products and new series that are constantly launched in the market is a The best performance. On the other hand, this also gives consumers more and more choices.
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