In 2019, Chinese beauty brands are grabbing more market share, but EU and foreign brands still dominate the high-end beauty market in China. European and foreign brands that are new to the market should carefully consider how to position themselves and differentiate themselves from local brands.
On the biggest e-commerce market in the world, beauty is definitely the most popular category by sales volume. For the Chinese beauty market, consumer preferences are continuing to change, such as the green beauty trend.
What is green beauty?
In general, “green beauty” is a generic term referring to a completely natural skin care product made from real natural or naturally derived ingredients in the laboratory. Some people may go a step further and say that green beauty products should be made using sustainable and renewable resources. Green beauty is also often referred to as “eco-beauty.”
Consider the fact that skin is our largest organ and absorbs up to 70% of what we apply. Although there are plenty of ingredients that still require further study, there are many that are proved harmful or controversial for the human body and the environment.
In addition, there is another very impotent feature for green beauty. These brands do not conduct animal testing. They guarantee that their brands along with their ingredient suppliers do not test on animals, and they require legally binding contracts stating so.
The French brand NUXE is doing well on green beauty. All their products are environmentally friendly, natural, exclusive, high quality products. On average, 80% of the content is of natural origin, and the products are also without parabens, mineral oils and ingredients from animals.
For green beauty, the top brand for Chinese market is Innisfree which is based on organic natural ingredients from the volcanic island of JeJu, located south of Korea. Innisfree only eco-friendly containers, Pure ingredients form clean naturewhich benefits of pure nature.
Tmall brings beauty brands to China as demand booms
As China’s appetite for beauty products grows, Tmall is expanding its related offerings by adding another 1,000 beauty-focused virtual stores to the platform in 2019.
“Tmall has now become the de facto, primary e-commerce destination for premium beauty,” said Danielle Bailey, Managing Vice President of APAC at business intelligence firm Gartner L2. “We’re into the second year of that being the case. Some premium brands, rather than investing in their own website, are using Tmall to reach consumers.”
Tmall serves as a go-to product search engine for Chinese consumers, while brands use it to educate and engage customers, rev up their in-store experiences with online-to-offline integration and access a “360-degree view” of the consumer to inform their future business decisions and product innovation, she said.
But don’t forget one thing that influencers (KOLs) are helping the cosmetics industry to develop in China. Now the popular influencers are teaching millennials how to use makeup and skin care through online video tutorials on Chinese social media channels.
Join our skin care event 27 August in Copenhagen and get to know more and learn how other brands sell their products in China.
Written by Frangrui Xu