China's beauty industry is highly prosperous.
Benefiting from the expansion of beauty crowd and consumption upgrade, the high prosperity of beauty industry in China is positive. From 20 12 to 20 19, the total retail sales of cosmetics in China increased year by year. According to the data of the National Bureau of Statistics, in 20 19, the retail sales of cosmetics above designated size in China was close to 300 billion yuan, up 12.6% year-on-year, 8.9 percentage points higher than the retail sales of commodities above designated size, and continued to maintain rapid growth.
According to the latest data from the National Bureau of Statistics, the retail sales of cosmetics in China in August 2020 was 28.4 billion yuan, up 19% year-on-year. Cumulatively, from June 20438 to August 2020, the total retail sales of cosmetics nationwide reached199.6 billion yuan, an increase of 3.2% over the same period last year.
Note: The growth rate of retail sales in 20 13 is 2 1.25%.
Domestic brands are the most concerned by beauty people.
In recent years, local cutting-edge cosmetics brands in China have gradually emerged, and domestic cosmetics brands such as Perfect Diary, Flower West and Half-acre Flower Field have been loved by many consumers. In March 2020, among TOP 100 brands, domestic brands received the highest attention, reaching 37%.
In addition, the top three brands of beauty professionals are domestic brands, among which the perfect diary is the most concerned by beauty professionals, accounting for 16.3%.
Note: Attention refers to the proportion of users who pay attention to a certain brand to all users who pay attention to this category in the statistical period.
Mobile APP is an important way to buy beauty.
With the development of mobile Internet, mobile APP has become an important way for many domestic beauty professionals to purchase beauty products, covering community e-commerce, shopping guide sharing, cross-border e-commerce and so on. Representative apps include micro-stores, product acquisition, and product identification. In March, 2020, Micro Store became the most active mobile APP for beauty buyers in China, with an active penetration rate of TGI of 258.
Note: Apps with active penetration rate greater than 1% have been screened out = penetration rate of beauty cosmetics crowd on an APP/penetration rate of mobile netizens on the APP * 100.
-For more data and analysis, please refer to Foresight Industry Research Institute's Market Prospect Forecast and Investment Strategic Planning Analysis Report of China Beauty New Retail Industry.
What is the prospect of cosmetic industry now?
The domestic cosmetics market is growing rapidly.
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.
The echelon division is obvious.
China cosmetics market can be divided into five market segments according to the price and target consumer groups: high-end cosmetics, high-end cosmetics, middle and high-end cosmetics, mass cosmetics and the ultimate cost performance. The five market segments are all in a state of multi-brand competition.
The high-end cosmetics market and high-end cosmetics market are mainly occupied by top international brands, such as Guerlain and Christine? Dior, Chanel, Clarins, Lancome, Estee Lauder, etc. This kind of brand is mainly aimed at a few consumers with high income level, and takes advantage of its international brand to set up counters in department stores in big cities in China, so as to establish the image of high-end brands and high-end consumption.
In the middle and high-end market, foreign brands of cosmetics compete with domestic classic brands, and foreign brands maintain strong market competitiveness, while domestic brands gradually develop into the middle and high-end market. And popular cosmetics are divided by some foreign brands and local brands. Such brands are mainly aimed at low-and middle-income consumer groups, and are generally sold through supermarkets, supermarkets, franchise stores and other channels. At present, it is also the most widely distributed among e-commerce.
The high-end market is mainly occupied by top international brands.
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.
L 'Oreal Procter & Gamble has obvious advantages in the mass cosmetics brand market.
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.
The CR 10 of cosmetics industry in China fluctuates around 40%.
From 20 1 1 to 2020, the market concentration of cosmetics industry in China shows a trend of first decreasing and then increasing. In 20 16 years, CR3/5/ 10 reached a low point, accounting for 22%, 27.8% and 38.6% respectively. CR3/5/ 10 in 2020 will be 25.6%, 32.2% and 42.9% respectively.
On the whole, at present, the competition echelon of domestic cosmetics market is clearly divided, the high-end market is almost monopolized by international brands, and China local cosmetics brands only occupy a place in the popular and civilian market.
—— The above data refer to the Analysis Report on Market Foresight and Investment Strategic Planning of China Cosmetics Industry by Forward-looking Industry Research Institute.
Employment prospect of cosmetic technology specialty
Employment prospects: China cosmetics market is the largest emerging market in the world. The overall consumption level of cosmetics in China has surpassed that of the European Union and Japan, ranking second in the world after the United States, with a shortage of employees. Although China's cosmetics industry started late, with the continuous growth of consumer demand, the cosmetics industry has developed very rapidly. Cosmetic R&D engineers belong to the sunrise profession and have broad development prospects. After accumulating experience, you can develop into other management positions in the cosmetics industry.
Employment area: China's cosmetics production enterprises are mainly distributed in the eastern coastal areas.
Employment field: Graduates can work in cosmetic formulator, cosmetic marketing, dermatology, beauty and other fields, or start their own businesses.
Training objectives and requirements of cosmetic technology and engineering specialty
Training objectives of cosmetic technology and engineering specialty
This major mainly trains senior applied technical talents who can engage in cosmetic quality control, product research and development, efficacy evaluation, production management, marketing and other aspects, and have innovative practical ability.
Cosmetic technology and engineering training requirements
Students in this major need to master the basic theory, process principle, engineering technology and other professional knowledge in the field of cosmetics, have knowledge of related disciplines and artistic fashion cultivation, have the core ability to develop cosmetic product formula technology, and have the ability of quality control, engineering technology and production management.
Present situation and development trend of cosmetics industry
Share the cosmetics industry from the aspects of market prospect, industry development stage, product trend and growth strategy.
1, market prospect-improving in the second and fourth quarters.
There is still huge room for development in the cosmetics market. Although the growth rate of the industry has slowed down, the development space is still broad in the long run. Compared with Japan and South Korea, the per capita cosmetic consumption in 2020 is 103 and 165 respectively, while that in China is $45, which is significantly lower than that in Japan and South Korea. Combined with the awakening of beauty consciousness and the cultivation of beauty consumption habits in the sinking market, as well as the industry development law of escalating consumer demand, China beauty market still has a large penetration space. However, with the increase of the base and the decrease of the flow dividend, the industry will inevitably enter the stage of low-speed growth. From the perspective of industry growth in 2022 alone, in the first quarter, with the continuous epidemic in many places across the country, beauty consumption entered a weak period, superimposed on last year's high base, and the growth was weak. With the improvement of epidemic situation, the recovery of consumer confidence, the coming of the big promotion period of merchants in the second and fourth quarters and the release of consumption power, the industry is expected to gradually improve.
2. Industry development stage-product polishing is an iron rice bowl.
The industry has entered the stage from channel to product. In the past, the growth of beauty brands was highly dependent on offline channels, and the traffic dividends brought by online and offline channel switching. However, with the increasing maturity of consumers and the increasing cost of traffic under the intensified market competition, enterprises must return to the essence and pay attention to the polishing of products, and the beauty industry in China will gradually enter the product-driven stage.
3, product trends-plus in-depth research and development is the key.
Under the general trend of intensified competition in the domestic beauty market and refined upgrading of demand, brand overweight and deep R&D innovation have been put on the agenda. From the past "big brand replacement", category addition and product design innovation, we will further tap consumer demand and promote innovation and product differentiation at the basic level such as formula innovation, raw material innovation and process innovation. From the perspective of product layout, local beauty companies continue to attack high-end brands. For a long time, the high-end market has been the main battlefield of international brands, and the layout of local brands is limited, but this year will be an important turning point for domestic beauty companies to attack the high-end market and supplement the vacancy of brand matrix. In 20021year, after Laqi's parent company Shangmei Co., Ltd. completed the 400 million yuan series B financing, its founder said that it would further lay out the high-end beauty market, and planned to push the brand share to the top three in the market in 2022. Bettaney also talked about the high-end market many times last year, and plans to launch a high-end anti-aging brand this year at a price of about 1 000 yuan. Shanghai jahwa also launched the skin care brand "herborist Taiji" at the end of last year, betting on the impact on the high-end beauty market this year. In addition, Marumi, Polaiya, Lin Qingxuan and Huaxi Bio all released new products, and focused on high-end racetracks to compete with European and American brands. The scale, volume and market education formed by the collective investment of domestic beauty brands in the high-end market are also expected to promote the accelerated growth of the industry.
4. Growth strategy
Consolidate product differentiation cognition
Under the background of the rise of domestic products and the homogenization of products, marketing differentiation has become the key to brand breakthrough-avoiding the traditional selling points from entering the aesthetic fatigue period, digging deep into the demand of Z generation, emphasizing R&D ability and star composition through tracking and application of hot spots, tailoring more subdivided buying scenarios, reshaping consumers' minds and competing with international brands.
Pay attention to the promotion of brand power
Social media marketing has gradually entered the Red Sea market, and the traffic cost is increasing. ROI 1 has become the norm for more brands. Therefore, brand marketing means are facing transformation. While embracing new marketing methods, we should also pay attention to the balance between conversion rate and product promotion based on the purpose of brand differentiation, and cultivate the ability of full-link operation in order to obtain the long-term comprehensive effect brought by brand power improvement.
Remodeling the value of channels
On the basis of focusing on brand power, beauty companies need to re-examine the channel value. With the continuous differentiation of online traffic and the sudden emergence of new offline beauty shops and medical beauty channels, we should mobilize marketing resources to deepen various purchase scenarios, spread and amplify existing brand power in public channels, establish corporate reputation and brand power in private channels, establish user stickiness, and finally achieve sales growth.
Multi-brand and multi-category layout
In 2022, the development of multi-brand and multi-category will remain the core topic of beauty enterprises. In the past two years, the listing process of beauty group has been accelerated, investment institutions have supported cutting-edge brands and provided capital for their own incubation and mergers and acquisitions, and the pace of multi-brand and multi-category beauty enterprises has been accelerated. With the improvement of product and brand matrix, the synergy effect of enterprises in product development, channel bargaining and marketing resources will be obvious, thus opening up the imagination space for medium and long-term development.
The benign development under the tightening of industry supervision
The overall supervision of the cosmetics industry is becoming stricter, and the threshold of product safety and marketing compliance is constantly improving. This not only increases the capital cost of product testing, but also helps to eliminate industry chaos to a certain extent, obtain a more friendly development environment for enterprises and contribute to the healthy growth of brands.
Go out to sea and start new growth
Domestic beauty cosmetics are speeding up. Huaxi Zi, Perfect Diary, Zhiyouquan, Mao Geping, etc. , either rely on platform and channel resources to achieve brand output, or acquire local brands to achieve overseas market layout. With the rapid development of global e-commerce industry, domestic brands with mature online operation experience and product strength are expected to make breakthroughs in overseas markets.
Is the employment prospect of learning makeup good?
Now makeup involves a wide range of fields. People of all ages are learning to make up or make up for themselves, mainly because the public's requirements for beauty and their own aesthetic requirements have improved, so people of all ages know more or less about makeup, and the industries that need makeup artists are also in great demand.
In addition, everyone wants to improve their aesthetic feeling, and learning makeup is equivalent to acquiring a skill, so learning makeup is ok. The analysis is as follows:
1. In this era of "face value economy", the beauty industry must be the industry that benefits the most. Therefore, the development prospects of practitioners in the beauty industry are definitely good. As the mainstream practitioners in the industry, after a new round of technological upgrading, women will be able to master new skills and new trends. Is able to keep up with the pace of industry development.
If you want to engage in this industry, it is recommended not to blindly enter this industry. First of all, you need to determine your own development direction, and then choose the corresponding curriculum system to study. The skills and abilities of makeup artists in different industries are different. For example, the makeup artist in the studio pays attention to the ability of customers and the control of photography style. The makeup artists of the crew pay attention to their own ability level and adaptability.
At present, the mainstream courses of makeup include studio bride, film and television crew, stage performance and so on. And it involves many fields of employment, such as advertising companies, media companies, film crews, photo studios, wedding shops and so on.
If you are employed, you can be a full-time makeup artist, a freelance makeup artist, a makeup lecturer, or open a shop. You can choose according to your personal situation or the employment mode you are interested in.