Analysis of China's cosmetics industry development status and future development trend

The domestic makeup market has a qualitative leap as a whole, thanks to the upgrade of the makeup industry. However, behind the prosperity of this upgrade, it still can not cover the problems of domestic makeup.

 

First, the sales volume of outlets cannot be broken. At present, the sales channels of make-up are mainly sold through counters, and Maybelline has become one of the magic weapons for cosmetics terminal stores in this respect. Therefore, it is a big challenge to shop with Maybelline. On the other hand, very colorful makeup companies have succeeded in attracting investment and put the goods on the terminal. However, many outlets have been in a stagnant state after the distribution. After one year, in addition to the first batch of purchases, the products are exchanged. Come and change.

 

Second, the product line is not perfect. At present, many domestic makeup products have a relatively uniform product form. Everyone is the same category, and even the packaging is similar. The difference is the name of the company. Under this circumstance, it is also necessary for some brands to be eliminated by consumers because the product system is not strong enough to keep up with the rising consumer demand in the market.

 

The third is the lack of a leader brand. As a beautiful dream of consumers, make-up is eager to have a beautiful mood, and can get a trend, fashion and even the identity symbol from the consumption of makeup. However, at present, domestic makeup does not have this feature. Kazi Lan, Color Zone, Qiao Di Shang Hui, Ding Jiayi, Zheng Mingming, Mao Geping, EFU, Deep Blue, Herborist, Jimmy, Platinum, and 珂珂 are relatively prominent brands, and it is difficult to awaken the desire of consumers.

 

Fourth, there is a serious lack of makeup talent. The talents of make-up include marketing talents, development talents and stylists. The marketing of make-up should be different from the operation of skin care products. However, due to the short development time of domestic cosmetics, there are not many people with expertise in this area. More marketing talents are from skin care products and shampoos. Changed.

 

The production process of make-up products is very complicated and complicated. Only one box of products is produced through packaging inspection, raw material testing, shell assembly, pressing, etc., and there are still chromatic aberration, product texture changes, and rejection between raw materials and containers. phenomenon. Although nearly 40% of local companies have launched makeup line products, most of them have transformed from foreign-branded OEMs. Even though the technology and production process have effectively supplemented the local front, the raw materials, packaging and other links are scattered and important. The understanding of the makeup market is very scarce, and it is impossible to fully confront foreign brands in terms of reputation, service and even logistics.

 

The direction of future makeup products

 

Although there are still many opportunities for newly-entered companies in the context of growing markets, the fierce competition process is also strengthening day by day. In the past, companies can still achieve breakthroughs because of certain advantages. Now companies are required to have Multi-faceted competitiveness can survive.

 

 

First, the effect of makeup. As a product, when the market is extremely saturated, the development of added value must be the means for the product to break through the market. In recent years, the addition of skin care ingredients to make-up has become the main theme of domestic make-up. For example, Jia Meier has positioned the product as a practitioner of the “Makeup + Skincare” model, which has achieved a certain degree of success. The richness of products makes the segmentation of market competition inevitable. Then, in the days to come, makeup companies should better expand the market, believe that make-up will definitely give more functions, or, or develop more multi-maintenance Functional products come.

 

Second, the makeup is simple. Life has entered a fast-paced era, and people's lives are pursuing simplicity while pursuing goodness. Creating convenience for consumers is an obligation that every product must undertake in the future, as well as make-up. At present, although many consumers like to use make-up, it takes at least an hour or two to make a make-up with makeup, in order to perfectly reflect the characteristics of makeup. It is conceivable that the future of makeup products must be transformed into a simpler, making consumer makeup a convenience anytime, anywhere.