Beauty instrument is more popular among young people in China

   

In China, today's young women generally pursue white skin, young state, lean body. They are mainly influenced by the comments on the Internet and the stars who deliberately keep their figure in order to appear on the camera. They ignore own advantages and follow the trend seriously. Some time ago, the palm-sized face, A4 waist, prominent clavicle on the Internet set off an upsurge, attracting people to follow suit.

Due to the convenience of the information age, people are bombarded with various kinds of information every day, and they can't distinguish the direction. Various marketing IDs begin to instill some skin care knowledge into consumers. For example, females should begin to smear eye cream at the age of 20; After the age of 25, the protein starts to run off, and the face value starts to slide; How important is the application of the mask; How important it is to use sunscreen; How important the essence is; How important it is to resist aging; How important the hand cream is; And stay up late with liver protection tablets. In addition, all kinds of bloggers explain how important these products are with their own personal experience, and the urgency of skin care brought by the product sales staff, so that consumers inadvertently formed such a concept, skin care should be bought as soon as possible, even if it is expensive, skin care is very important for women.

The fear of "early aging" has made young Chinese women the main users of beauty devices. And social network makes beauty instrument from weak demand to strong demand.

At present, China's beauty instruments are almost completely imported from abroad. Foreign brands with first mover advantage are leading China enterprises in product performance, popularity and patents. At the same time, due to the late start of China's beauty instrument industry, different enterprise sizes, low industry concentration and weak competitiveness, China has no voice in the field of high-end products. According to relevant data, foreign brands basically occupy a monopoly position in the high-end beauty instrument market with more than 1500 yuan. Most of China's beauty instruments are distributed in the low-end market of less than 500 yuan and the middle end market of 500-1500 yuan.

The consumption of cosmetics in China is mainly concentrated in the post-85-95 consumer groups. The consumption amount of facial care for women aged 40-59 in Europe is nearly twice that for women aged 25-39, while the main consumer group of facial care products is women under 39 in China.

 Whether it's selling lipstick or beauty instrument, Internet Influencer is an inseparable link. The beauty industry has been completely changed by the trend of democratization of information dissemination channels. More and more consumers get inspiration from the demonstration of Internet Influencers and opinion leaders. Unlike stars, Internet Influencers are more like "problem-solving partners" of ordinary people. Consumers who don't know so much about some products tend to go to platforms like Weibo, Xiaohongshu, Zhihu and Bilibili to see some product evaluation or skin care knowledge explanation. They think that compared with those hard advertisements, the sharing of users on these platforms is more real.

At the beginning of the birth of medical beauty industry, it was intended to help some people with physiological defects, but with the expansion of its scope, it has been conveying to people the idea of reshaping their own image through self efforts. Hype the effect of cosmetic surgery, exaggerate the importance of appearance for work, social and money. Suggestive marketing all the time promotes people's anxiety about appearance.

”618”Shopping Festival has these new changes in 2021

 

The annual “618” is coming. For Chinese e-commerce or consumers, "618" is like a carnival. The shop owners are thinking that they can make a good profit at last, while the consumers are thinking that they can pick up a bargain again and quickly store goods.

 

Originally, June 18 was the anniversary of JD. JD was founded by Liu qiangdong on June 18, 1998 in Zhongguancun, Beijing. Starting from a simple computer sales company, the company expanded its business in constant exploration and experienced many times of expansion and transformation. In 2003, it officially transformed to online sales, that is, the mode of e-commerce. After the successful transformation into a e-commerce giant in China, JD hosts large-scale promotion activities in the day of anniversity every year, which is the origin of “618”.

 

Due to the fact that every “618” activity of JD has a huge momentum, it has a far-reaching influence on China market. This made Taobao and Tmall have to respond, so they also launched “618” large-scale promotion activities. In this way, “618” was turned into another Shopping Festival.

 

"618" and "double 11" have become the annual festival of China's e-commerce industry "Double 11" was set up by Taobao, and "618" was launched by JD, forming a half year celebration situation in the field of e-commerce. From the perspective of traditional retail, mid June and mid November are both in the relatively low season of retail industry, and e-commerce can get twice the result with half the effort on these Shopping Festivals .

 

“618” campaign has become the first choice for China's major e-commerce platforms to increase turnover. The biggest difference between this year's 618 and the previous model is that the pre-sale of goods begins on May 24, and the activity will last until June 20, as long as half a month. In addition to extending the promotion time and promoting the transaction, it can also effectively relieve the peak pressure of e-commerce platform and express delivery; From the point of view of the activity, the preferential rules that consumers complaint more complicated than advanced mathematics have been simplified a lot, details as follow:

 

1.Super red packet, JD (May 24 - June 18) and Tmall (May 29 - June 18), are directly used for consumption during “618’. They can be superimposed with various promotional offers, and can be used up to 10 at a time, with a maximum denomination of 18618 yuan.

 

2. From June 1 to June 18, in different stores or the same store, if the consumption value reaches 200 or above, you can enjoy 30 yuan discount; if the consumption value reaches 1000 or above, you can enjoy 60 yuan discount. Most products will participate, and this form of discount can be used in parallel with various discount cards and coupons.

 

3.Pre-sale lucky bag, Tmall (May 24 - May 31), consumers can open a lucky bag by participating in the pre-sale activities. Last year's double 11 activity was to get welfare red packets of 8 yuan, 18 yuan and 38 yuan with 2 or 3 or 5 orders.

 

4.The interaction activities such as cat stacking and build a building,which can be upgraded by browsing the shop, and each upgrade will be rewarded with red packets or coupons; In addition, open team, team PK victory can be divided up the corresponding red packets.

 

5.Category day activities, from June 4 to June 15, a venue for a specific category will be opened every day. On that day, the category discount will be released on the page.

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Sunscreen market in China

 For Chinese women who go out with umbrellas, sunscreen must be a necessity all year round. Most Chinese girls like white skin，in China, there is a saying "white skin can cover a hundred ugly things". They usually try every means to make themselves whiter. Online popular whitening methods are eating one or two tomatoes a day, or insisting on drinking lemonade, or insisting on applying body lotion with whitening effect every day, etc. In addition to avoiding sunburn and tanning, another important reason is to prevent skin aging and growing spots. Women are willing to spend money on skin care. In the face of such a huge consumer market, sunscreen products are constantly bringing forth new ones.

 

According to the "Research report on China's cosmetic market operation and strategy in 2019-2025" released by Zhiyan consulting, under the background of global consumption upgrading, sunscreen is becoming one of the fastest growing categories in the cosmetic market, and will continue to maintain this momentum in the next three years. In the future, the global sunscreen cosmetics market will grow at an average annual rate of 5.6%.

 

Among different sunscreen products, sunscreen cosmetics are the most popular among consumers, with a heat index of 30.2. Behind them are umbrellas, sunglasses, sun hats, sun suits and ice sleeves.

 

As China's cosmetics industry started relatively late and the high-end market has been occupied by foreign brands for a long time, consumers lack confidence in domestic brands and tend to buy the same kind of products from foreign countries which have been developing in this market for a long time. According to the statistics of the heat index of nearly 100 kinds of sunscreen products by “micro hot spots”, Winona sunscreen, ranked sixth, has become the only Chinese brand on the list among the popular sunscreen products.

 

At the top of the list, ANESSA, for a long time in the past, has been regarded as a synonym for sunscreen. ANESSA is the only professional sunscreen product of Shiseido in Japan. It has Aqua booster water energy sunscreen technology, which provides additional protection against water, resists ultraviolet radiation, effectively inhibits sweat, water and sebum, and keeps skin dry, moist and comfortable for a long time. That's why new sunscreen products emerge one after another every year, and ANESSA's position in China's sunscreen market is as stable as Mount Tai.

 

Winona, a Chinese brand of skin care products, focuses on the research and development of sensitive skin products. It adopts the skin science level based approach and uses high-tech biotechnology to provide products to improve skin problems. Winona has suddenly become very popular in recent years. It is precisely because it has received a lot of praise for sensitive skin products. In addition, it also takes the route of hospitals and pharmacies in the channel, so many people can buy this product from hospitals, which further increases the credibility of consumers on the effect of the product.

 

 

In 2018, the sales scale of Tmall sunscreen products is about 1.98 billion yuan. By 2019, the sales scale of Tmall sunscreen products will increase to 3.01 billion yuan, an increase of about 48%. From June 2019 to may 2020, the retail sales of sun protection products in the whole network is 7.929 billion yuan, and the sales volume is 93.448 million pieces. Consumers' sun protection awareness is significantly improved, and the scale of sun protection market is increasing year by year.

 

According to the sales of sunscreen cosmetics on Alibaba platform from January to April 2020, 50-100 yuan sunscreen cosmetics are the most popular, accounting for 35.6% of sales, and 32.4% of goods on sale. But at the same time, the contribution of 100-200 yuan of high-end sunscreen cosmetics followed closely, accounting for 32.1% of sales, and 28.9% of goods on sale. The profile shows that the market potential of high-end sunscreen cosmetics is huge.

 

According to the prediction of authoritative institutions, the global sunscreen care market will continue to grow in the future. In 2024, the global sunscreen care market may reach US $25 billion (about RMB 161.6 billion). The market prospect is very broad. Sunscreen is a potential outlet in the future, and the price is an important factor affecting consumers' purchase. In terms of efficacy, sunscreen and isolation are the main products, and international sunscreen brands are in the main position.

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How is the development of meal replacement shake in China?

 

Recently, with the increasing number of obese people in China, the state has issued a series of policies calling for reasonable diet as an important means of health intervention. The favorable policies undoubtedly stimulate the innovative development of meal replacement food. Coupled with the social media, the demand for health, body management and anxiety gradually spread, people's pursuit of health has become more urgent, and the market education of meal replacement has finally become a new concept known to all ages.

At present, the meal replacement market is still dominated by meal replacement powder, meal replacement shake, meal replacement stick and other categories. At the same time, more meal replacement products are emerging in different "faces" to meet the increasingly segmented market demand. The main subdivisions of meal replacement include weight management, snacks and convenient meals. At present, in the meal replacement market, weight management meal replacement products are popular among many people because of their balanced nutrition, significant effect and convenient eating.

In today's situation, the brand concentration of China's meal replacement is not high, and the 10 billion level market also means the opportunity to create new giants and a high elimination rate. From the perspective of meal replacement shake market, the rapid development of bottled meal replacement shake market makes traditional and new brands at home and abroad launch meal replacement shake products one after another, and the competition is approaching white hot.

According to relevant statistics, the brands of meal replacement shakes in the Chinese market can be roughly divided into the following categories:

New consumer brands. With the double blessing of market and capital, many new consumer brands have emerged in this track. Such as Wonderlab, LePur', Smeal, etc. The breakthrough of such brands is often the result of capital, product and marketing. Because of their obvious Internet gene, these brands often open up their popularity through star endorsement, blogger promotion, live commerce and other means, mainly through online channels.

Traditional food enterprises entered this market. In june 2020, PepsiCo launched its first meal replacement shake product under Guige brand; In August, Bestore launched the brand of "Bestgym"; In October, the traditional food giant will make the meal replacement shake from the small crowd to the public through the education market.

Health industry related enterprises to broaden the product line. Whether it is the health management app distributes meal replacement shake products through own food line, or the entry of traditional nutritional dietary supplement enterprises such as Herbalife and BY-HEALTH, or the transboundary pharmaceutical enterprises such as Jiangzhong Diet Therapy and Taisho Pharmaceutical, it has promoted the further expansion of meal replacement shake track.

In recent years, more and more china consumers measure their food by calories and nutrition, but as a country of eating, most people still like to enjoy delicious food very much. As a result, there are various flavors of meal replacement shakes on the market, such as vanilla shakes, grape shakes, chocolate shakes and so on.

As a new concept of meal replacement food, bottled milk shake has the highest acceptance in the first and second tier cities in China. Bottled milkshakes accounted for more than three quarters of bottled alternative products in July 2018-june 2019. Among them, the post-90s is the main consumer of bottled milkshake, accounting for more than a quarter of the consumption. In addition, women consumers contribute five times as much to bottled milkshakes as men.

The main sales channel of meal replacement shakes is still online, and it is difficult for the offline market to sink, which also means that the frequency of meal replacement shakes in the daily consumption scenes of consumers is low, and it does not reach most consumers. meal replacement shakes started relatively late in the Chinese market, and the low channel penetration may be one reason, but the more important reason may be that meal replacement shakes have not yet opened a larger audience market. The users of meal replacement shakes are portrayed as young female white-collar workers and students in first and second tier cities, not mass consumer goods. Another reason is that the price of milkshakes on the market is not low, mainly concentrated in the price band of 10-15 yuan.

However, the development prospect of Chinese meal replacement shakes is still considerable. According to Euromonitor International report, China is currently the fastest growing meal replacement market in the world, and the market scale is expected to reach 120 billion yuan in 2022.

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Hyaluronic acid bibcock, Bloomage Biotech and Freda

 

In recent years, the upsurge of "hyaluronic acid skin care products and medical beauty" has pushed the industry leading enterprises Bloomage Biotech and Freda to consumers.

As a world-renowned bioactive material company, hyaluronic acid and other bioactive materials produced by Bloomage Biotech are well known in the industry. Some insiders have revealed that many large-scale enterprises such as Estee Lauder, Oreal, Unilever, and Coca Cola are all used hyaluronic acid raw materials produced by Bloomage Biotech.

 

In the industrialization level, the fermentation yield of Bloomage Biotech acid reached 12-14g / L, which was far higher than the industry optimal level of 6-7g / L reported in the literature, and was in the leading level in the world. The main quality parameters of its pharmaceutical grade products, such as nucleic acid, endotoxin and other impurities, are 1 / 50 and 1 / 20 of the values specified in the European Pharmacopoeia international standard respectively, and the product quality is far beyond the international standard.

 

Bloomage Biotech began to enter the terminal market in 2016, and in 2018, it began to adjust its business strategy, on the basis of maintaining the advantages of raw material business, it began to pay attention to the terminal product business. In addition to the comprehensive layout and implementation of multi brand strategy, it also focused on promoting online channels. It has formed a functional skin care brand matrix composed of Biohyalux, Aqualuna, QuadHA, MedRepair and other skin care brands.

In 2018, Bloomage Biotech's production of hyaluronic acid has reached nearly 200 tons, and its raw materials have been sold to SK-II, L'Oreal, Estee Lauder and other international first-line brands in more than 40 countries and regions, such as the United States, European Union countries, South Korea and Japan. In 2018, the total sales volume of hyaluronic acid raw materials in China accounted for 86% of the global total sales volume, while Bloomage Biotech accounted for 36%, which means that more than one third of the hyaluronic acid products in the world are related to Bloomage Biotech. China is the largest producer and distributor of hyaluronic acid.

 

In the process of localization of hyaluronic acid, Freda is an unavoidable existence. As a large production base of ophthalmic drugs in China, Freda has focused on the research and development of hyaluronic acid for 37 years, and has a number of patented hyaluronic acid ingredients. It is the undisputed leader of China's hyaluronic acid industry. Freda is not only the world's leading R & D, production and application base of hyaluronic acid, but also the exclusive supplier of hyaluronic acid raw materials for many international first-line cosmetics enterprises.

 

As a leading enterprise of hyaluronic acid in China and a pioneer and leader of hyaluronic acid "stoste" skin care products, Freda beauty has been specializing in hyaluronic acid products for more than 30 years. Now it has created a product matrix with high cost performance, firmly occupying the market of mid-range skin care products.

 

Freda's skin care brand "Rellet", which specializes in hyaluronic acid skin care, has won the top two positions of the most favored China cosmetics brand by virtue of its deep strength and excellent reputation; Dr.Alva, who focuses on skin microecology and scientific skin care, takes two "sales first" achievements in probiotics mask and water milk market. Freda's another skin care brand, Shreda moisturizing mask, made 30 million sales of single product, and made remarkable achievements in 618 in 2020.

 

Driven by the "2030 healthy China" series of national strategies, health consumption is further upgraded, and functional foods with efficacy and nutrition are favored by more and more people. In particular, on January 7, 2021, China Health Commission officially approved sodium hyaluronate as a new food raw material, which means that China will enter the era of localization of hyaluronic acid food, and sodium hyaluronate will become an important oral beauty raw material alongside collagen, which will undoubtedly inject a new force into China's functional food industry.

 

In this new opportunity, Bloomage Biotech has launched hyaluronic acid snacks "Healing", including chewable tablets, soft candy, American ginseng drink, bird's nest drink and potato chips, as well as hyaluronic acid drinking water brand "Shuijiquan", while Freda has launched a number of hyaluronic acid sodium drinks. The status of Bloomage Biotech and freda in China's hyaluronic acid industry is equivalent to that of Yili and Mengniu in China's dairy industry.

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China's tampon market with great potential

 

According to statistics, about 42% of women in the United States use tampons, and 70% of women in Europe use tampons. However, in China, only 1.9% of women use tampons in 2016. Sanitary napkins are still the top of the list of Chinese women's menstrual hygiene products, followed by liquid sanitary napkins, safety pants and other products.

 

It's hard to see tampons on the shelves of supermarkets in China, as well as in first tier cities. People like sanitary napkins most, in recent years, liquid sanitary napkins have become popular. For tampons, some women may not know the existence of such products, or women who have heard of tampons may not be able to use them correctly. Most women find it hard to accept the way it is used. In addition, the price of tampons is relatively expensive, which is why Chinese women prefer sanitary napkins.

 

In fact, as early as 1989, a tampon named Tampax began to enter the Chinese market. Because people were relatively conservative at that time and were not willing to accept such new things, Tampax finally withdrew from the Chinese market. After being acquired by P & G in 1997, P & G quietly launched Tampax in Nanjing market in 1999, and finally withdrew from China market again in 2000 due to unsatisfactory sales. In 2017, Tampax entered the Chinese market for the third time, due to social media publicity, changes in people's thinking, and the diversification of cross-border e-commerce purchasing channels, Tampax saw hope for tampons in China. Although we don't know how Tampax will end this time, there is an obvious change that Chinese women's acceptance of tampons is improving.

 

Women's sanitary products mainly include sanitary napkins, pads, tampons and menstrual cups. Today, sanitary napkins occupy an absolute leading position in the whole market of women's sanitary products, whether in China or other countries. In the Chinese market, the penetration rate and share of sanitary napkins have exceeded 95%, which means that it is very difficult for the sanitary napkins market to grow again.

 

In this case, it seems that it is difficult to improve the number and use of female hygiene products. At this time, the opportunities of the industry come from two aspects: one is the upgrading of the stock market, and the other is the emergence of new alternative categories.

 

In recent years, many sanitary napkin brands have launched their own high-end products. For example, P & G's "always" liquid sanitary napkin has been recommended and sold by China's popular Taobao anchor Viya and Li Jiaqi. In addition, it has been shared and exposed by many users on many social media in China, and has won high popularity, upgraded new products bring women a more comfortable experience.

 

Although the high-end sanitary napkin upgrades the traditional sanitary napkin in terms of material and sense of use, it does not solve the pain point of sanitary napkin, and the emerging tampons can change the feeling of using menstrual care products.

In recent years, the concentration of China's sanitary napkin industry has increased steadily. In 2018, the top four enterprises in China's sanitary napkin Market are HengAn, unijia, P & G and Jingxing. The sanitary napkin industry in developed countries is relatively more concentrated, in 2018, the Cr4 of sanitary napkin industry in the United States and Japan were 76.7% and 98.2% respectively. In contrast, the concentration of sanitary napkin industry in China still has a large space to improve.

 

According to the statistical of the tissue paper committee, the compound average growth rate of China's women's sanitary products market from 2013 to 2018 reachs 9.7%. According to the conservative forecast of the constant growth rate of 9.7%, the market scale of China's sanitary napkins (including pads) will exceed 90 billion yuan by 2023, and the market scale of China's women's sanitary napkins (including pads) manufacturing industry will reach 99.5 billion yuan by 2024.

 

In general, there is still much room for development in China's tampon market.

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