市場調査レポート

中国のフェイシャルスキンケア市場

Facial Skincare - China - August 2014

発行 Mintel China 商品コード 283259
出版日 ページ情報 英文 194 Pages
納期: 即日から翌営業日
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中国のフェイシャルスキンケア市場 Facial Skincare - China - August 2014
出版日: 2014年08月01日 ページ情報: 英文 194 Pages
概要

中国のスキンケア消費者には、似たような製品を同時に大量に買って、ブランドを頻繁に乗り換える傾向があります。他方、複数のブランドを提供しているメーカー側では、日常的ニーズの全てをカバーした多機能「ヒーロー」商品のプロモーションを継続しつつ、特定のニーズや市場の季節性に合わせた製品を投入して、売上の最大化を図っています。

当レポートでは、中国のフェイシャルスキンケア市場について調査し、市場構造・規模と動向、消費者の購買行動とその背後にある影響要因、消費者の抱える問題とスキンケア製品への要望(包括的アプローチ、各種機能など)などについてまとめております。

第1章 イントロダクション

第2章 エグゼクティブサマリー

第3章 課題と考察

  • スキンケアの強固な体制とレパートリー行動
    • 事実・影響
  • レパートリー行動の背後にある行動
  • 包括的なアプローチ
  • 「何もかも欲しい」消費者の願望

第4章 利用方法の傾向

  • 影響度
  • 「何でも・いつでも」アクセス可能

第5章 市場の促進要因と動向

  • 主なポイント
  • 市場促進要因:可処分所得の拡大
  • 市場促進要因:eコマース革命による消費促進
  • 市場促進要因:異常気象・汚染問題伴う市場機会の拡大
  • 市場の動向:消費者のレパートリー・行動
  • 市場の動向:消費者はプロモーションになびきやすい
  • 市場の動向:越境ショッピング
  • 市場の動向:法規制の変化

第6章 市場規模とその予測

  • 主なポイント
  • 新規市場の急成長と、競争レベルの向上、消費者の洗練化
  • 苛烈な競争
  • アンチエージング部門の大幅な成長
  • 美肌マスクの衝撃
  • 市場予測の手法

第7章 市場のセグメンテーションとシェア

  • 主なポイント
  • 保湿性製品(モイスチャライジング)が今でも最大の部門
  • 外資系ブランドも国内系ブランドも共に成長

第8章 各社の商品開発の動き

  • 主なポイント
  • 誰もが多機能のものを求めている
  • エネルギー強化
  • マイクロ形成外科からV字顔用血清まで
  • 美肌マスク・ブームの継続
  • 薬草の原料
  • 食品栄養
  • 「物語」とパッケージング
  • 「スマートな美」の新たな時代
  • WeChat(微信)上の「わたしの美容(My Beauty)」コーナー

第9章 企業とブランド

  • L'Oreal
  • 資生堂
  • Procter & Gamble
  • Jala Group

第10章 消費者:いま抱えているスキンケアの問題

  • 主なポイント
  • 多くの中国人女性が肌のくすみを気にしている
  • アンチエージングに対する関心の増大
  • 多くの女性が、肌に関する幾つもの問題を抱えている
  • 都市間の格差を認識する

第11章 消費者:使用行動

  • 主なポイント
  • 利用方法
  • 硬直的なスキンケア・レジーム
  • 美肌マスクの普及
  • 所得がその人の洗練度を決定する
  • 行動レパートリー
  • ほとんどの消費者が、幾つものブランドを渡り歩いている
  • 高所得者はいくつもの製品カテゴリーで、強いレパートリー行動を取る
  • ロイヤルティの再設定

第12章 消費者:ホワイトニング製品

  • 主なポイント
  • ホワイトニングが現在も「究極の美容品」として残る
  • ホワイトニングの新時代

第13章 消費者:アンチエージング製品

  • 主なポイント
  • アンチエージング:早い段階からの着手
  • 年齢・所得による要因
  • いくつもの解決策

第14章 消費者:販売チャネルの利用状況

  • 主なポイント
  • 高級品販売店が主流を占める
  • Taobao/Tmall:オンライン市場での主導権
  • 販売チャネルの統合
  • 高所得層の継続的なショッピング経験
  • 各都市での販売チャネルに対する選好

第15章 消費者:ブランドに対する選好

  • 主なポイント
  • 外資系ブランド 対 国内系ブランド
  • 日系 対 韓国系企業
  • 高所得層の理解度
  • 入手可能性:特にブランドの好みの無い消費者を獲得するための鍵

第16章 消費者:使用・購買習慣

  • 主なポイント
  • 口コミの力
  • レパートリー行動の背後で働く力
  • 洗練された「乗り換え客」(switchers)
  • 不満足の「乗り換え客」
  • バーゲン品を探し求める人々
  • 美容に敏感な人々

第17章 消費者:美容・ライフスタイルに対する考え方

  • 主なポイント
  • マイクロ形成外科:未来のトレンドとなるのか?
  • 健康な生活習慣に勝るものは無い
  • 家庭用スキンケア装置:美容室市場のライバルとなるのか?
  • 全人的手法と診断的手法:西洋と東洋の邂逅
  • 「何もかも欲しい」消費者

第18章 付録:いま抱えているスキンケアの問題

第19章 付録:使用行動

第20章 付録:ホワイトニング製品

第21章 付録:ホワイトニング製品−−考察

第22章 付録:アンチエージング製品

第23章 付録:アンチエージング−−考察

第24章 付録:販売チャネルの利用状況

第25章 付録:使用・購買習慣

第26章 付録:美容・ライフスタイルに対する考え方

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目次

"The China facial skincare market is evolving fast with enhanced level of competition and consumer sophistication. Consumers want multi-benefit products that fit into their multi-tasking lifestyles, they also want specifically designed products for certain problems. So the next question is "When"?

Given consumers' repertoire behaviour, there is a high possibility they use several products at the same time or switch brands very often. Companies with multiple brand portfolios can maximise sales by driving specially targeted products through key seasonal associations such as summer, winter or high pollution days, while maintaining ongoing campaigns promoting the all-in-one "hero" product for everyday use. This strategy will maximise sales by driving consumer demand for both types of product throughout the year."

- Wenwen Chen, Research Analyst

This report looks at the following issues:

  • Solid skincare regime and repertoire behaviour
  • Forces behind the repertoire behaviour
  • An holistic approach
  • I want it all

Table of Contents.

1. Introduction

  • Products covered in this report:
  • Methodology
  • Abbreviations
  • Definitions

2. Executive Summary

  • A fast evolving market with heightened level of competition and consumer sophistication
    • Figure 1: Best- and worst-case forecast of China retail value sales of facial skincare, 2009-19
  • Solid skincare regime and repertoire behaviour
    • Figure 2: Repertoire behaviour, by category, June 2014
  • An holistic approach
    • Figure 3: Current skin problems, June 2014
    • Figure 4: Skincare approach preference, healthy lifestyle vs premium skincare products, June 2014
  • I want it all
    • Figure 5: Repertoire of current skin problems, June 2014
  • What we think

3. Issues and Insights

  • Solid skincare regime and repertoire behaviour
  • The facts
  • The implications
  • Forces behind the repertoire behaviour
  • The facts
  • The implications
  • An holistic approach
  • The facts
  • The implications
  • I want it all
  • The facts
  • The implications

4. Trend Applications

  • Influentials
  • Access Anything Anywhere

5. Market Drivers and Dynamics

  • Key points
  • Market drivers: Growing disposable income
    • Figure 6: Per capita income level in rural and urban, China, 2008-13
  • Market drivers: E-commerce revolution powering consumption
  • Market drivers: Extreme weather and pollution create more opportunities
    • Figure 7: Clinique Even Better City Block Anti-Pollution SPF40/PA+++, q1 2014
  • Market dynamics: Consumer repertoire behaviour
  • Market dynamics: Consumers are promotion-driven
  • Market dynamics: Shopping without borders
  • Market dynamics: Legislative change

6. Market Size and Forecast

  • Key points
  • A fast evolving market with heightened level of competition and consumer sophistication
    • Figure 8: China facial skincare market, value sales, 2009-13
    • Figure 9: Best- and worst-case forecast of China retail value sales of facial skincare, 2009-19
  • Intensive competition
  • Strong growth in anti-ageing
    • Figure 10: Best- and worst-case forecast of China retail value sales of anti-ageing facial skincare, 2009-19
  • The facial mask sensation
    • Figure 11: Best- and worst-case forecast of China retail value sales of facial mask skincare, 2009-19
  • Forecast methodology

7. Segmentation and Market Share

  • Key points
  • Moisturising remains the primary segment
    • Figure 12: Value market share, by segment, 2009-13
    • Figure 13: Value market share, by segment, 2013
  • International and national brands blossom together
    • Figure 14: Company market share, by value, 2011-13

8. Who's Innovating?

  • Key points
  • Everyone is looking for multiple benefits
    • Figure 15: New product launches, by top category in the facial skincare market in China, 2009-13
    • Figure 16: Olay Total Effects 7 in One range, Q3 2013
  • Energy boost
    • Figure 17: Estée Lauder Nutritious Rosy Prism range: essence and cc cream, Q1 2014
    • Figure 18: Lancôme énergie de Vie range, Q1 2014
    • Figure 19: Origins GinZing Energy-Boosting moisturizer, Q1 2014
    • Figure 20: Yue Sai Vitalize Ganoderma Youth Preserving Elixir, Q1 2014
    • Figure 21: Sulwhasoo Harmonizen Regenerating Cream, Q4 2013
  • From micro plastic surgery to V-shaper serum
    • Figure 22: Dior Capture Lift Ultra-Stretch Remodelling Crème, Q2 2013
    • Figure 23: Clarins Shaping Facial Lifting Total V contouring, June 2014
    • Figure 24: L'Oréal Paris - L'Oréal Paris revitalift v shaper serum, Q2 2014
  • Facial mask boom continues
  • Herbal origins
    • Figure 25: Tong Ren Tang facial mask ancient herbal extract range, May 2014
    • Figure 26: Ming Cao She Yuan facial mask product in China Beauty Exhibition, May 2014
  • Food nutrition
    • Figure 27: Bei Da Huang' s Dong Bei Mo Yang 's a golden harvest range: soybean moisturising mask, May 2014
    • Figure 28: faith in face is the latest must-have mask based on hydrogel technology, Q4 2013, Hong Kong
  • Storytelling and packaging
    • Figure 29: My Beauty Diary, 10th anniversary variants, Q4 2013
    • Figure 30: Eye gel patch from Etude House and Watsons' own-label facial mask, 2013-14
  • New era for smart beauty
    • Figure 31: Clarisonic press release, 2014
  • My Beauty Box on WeChat

9. Companies and Brands

  • L'Oréal
    • Figure 32: L'Oréal annual report, 2013
    • Figure 33: L'Oréal skincare portfolio in China, 1992-2013
  • Shiseido
    • Figure 34: Shiseido company finances, March 2013
    • Figure 35: Shiseido skincare portfolio in China, 1981-2013
  • Procter & Gamble
    • Figure 37: P&G skincare portfolio in China, 1989-2013
  • Jala Group
    • Figure 38: Jala skincare portfolio in China, 1997-2013

10. The Consumer - Current Skincare Problem

  • Key points
  • Most Chinese women concerned with dull skin
    • Figure 39: Current skin problems, June 2014
  • Anti-ageing concerns on the rise
    • Figure 40: Current skin problems, 2013 vs 2014
    • Figure 41: Artistry Creme LuXury collection, Q2 2012
  • Many women have multiple skin problems
    • Figure 42: Repertoire of current skin problems, June 2014
    • Figure 43: Women with six or more current skin problems, by monthly personal income, June 2014
  • Recognising disparity between cities
    • Figure 44: Repertoire of current skin problems, by cities, June 2014

11. The Consumer - Usage Behaviour

  • Key points
  • Usage
  • A solid skincare regime
    • Figure 45: Product usage, June 2014
  • Prevalence of face mask
    • Figure 46: Non-users of face asks or peels, by age, June 2014
  • Income defines level of sophistication
    • Figure 47: Usage behaviour, by age and income, June 2014
  • Repertoire behaviour
  • Most consumers switch between several familiar brands in all skincare categories
    • Figure 48: Repertoire behaviour, by category, June 2014
  • Higher income earners exhibit strong repertoire behaviour in many categories
    • Figure 49: Repertoire behaviour, by monthly personal income, June 2014
  • Redefining loyalty
    • Figure 50: Repertoire behaviour, June 2014

12. The Consumer - Whitening Products

  • Key points
  • Whitening remains the ultimate beauty
    • Figure 51: Usage of whitening products, June 2014
  • New era of whitening
    • Figure 52: Additional benefits sought for whitening, June 2014
    • Figure 53: Additional benefits sought for whitening products, by income, June 2014
    • Figure 54: Usage of whitening products, by skin type, June 2014
    • Figure 55: Haruki whitening range, 2012

13. The Consumer - Anti-ageing Products

  • Key points
  • Anti-ageing: start early
    • Figure 56: Usage of anti-ageing products, June 2014
    • Figure 57: Usage of anti-ageing products, by age, June 2014
  • Age and income factors
    • Figure 58: Usage of anti-ageing products, by demographics, June 2014
  • Multiple solution
    • Figure 59: Additional benefits sought for anti-ageing products, June 2014

14. The Consumer - Channel Usage

  • Key points
  • Premium channel takes the crown
    • Figure 60: Purchase channels for facial skincare and colour cosmetics, June 2014
    • Figure 61: Purchase channels, by income, June 2014
  • Taobao/Tmall leads online shopping
    • Figure 62: Purchase channels online, June 2014
    • Figure 63: China online retailer market shares, by value, 2013
  • Channel integration
    • Figure 64: Repertoire of purchase channels, June 2014
  • Consistent shopping experience for higher income earners
    • Figure 65: Repertoire of purchase channels, by income, June 2014
  • Channel preferences among cities
    • Figure 66: Purchase channel, by cities, June 2014

15. The Consumer - Brand Preferences

  • Key points
  • International brands versus local brands
    • Figure 67: Brand preferences, June 2014
  • Japanese versus Korean
    • Figure 68: Laneige Snow BB Soothing Cushion SPF 30+ PA++, Q3 2013
  • Higher income groups' savviness
    • Figure 69: Facial moisturiser brand preference, June 2014
    • Figure 70: Facial serum brand preference, June 2014
    • Figure 71: Facial cleanser, June 2014
    • Figure 72: Brand preferences in facial moisturisers, by salon visits, June 2014
  • Availability is key to recruit shoppers without brand origin preferences

Figure 73: Brand preferences, by purchase channel, June 2014 City differences Figure 74: Facial moisturiser brand preferences, by cities, June 2014

16. The Consumer - Usage and Buying Habits

  • Key points
  • The power of word-of-mouth
    • Figure 75: Usage and purchase behaviour, June 2014
    • Figure 76: Usage and purchase behaviour, by age group, June 2014
    • Figure 77: Kimiss app, March 2014
  • Forces behind the repertoire behaviour
    • Figure 78: Factors behind switching brands, June 2014
  • The sophisticated switchers
    • Figure 79: Factors behind switch, by income group, June 2014
    • Figure 80: Clinique Even Better Essence range, Q4 2013
    • Figure 81: P&G's Dongfangjidao range, Q2 2013
  • The unsatisfied switchers
    • Figure 82: Factors behind switching, by age group, June 2014
  • The deal seekers
    • Figure 83: Factors behind switching, June 2014
    • Figure 84: Factors behind switching, by income groups, June 2014
  • The beauty conscious
    • Figure 85: Usage and purchase behaviour, June 2014
    • Figure 86: Factors behind switching, by income group, June 2014
    • Figure 87: Factors behind switching, by age, June 2014

17. The Consumer - Attitudes towards Beauty Lifestyles

  • Key points
  • Micro plastic surgery, is it a future trend?
    • Figure 88: Skincare approach preference, micro plastic surgery vs skincare products using scientific advancements, June 2014
    • Figure 89: Lancôme Visionnaire Advanced Skin Corrector, q2 2014
  • Nothing can beat a healthy lifestyle
    • Figure 90: Skincare approach preference, healthy lifestyle vs premium skincare products, June 2014
  • Will home skincare devices challenge the beauty salon market?
    • Figure 91: Skincare approach preference, skincare devices vs beauty salons, June 2014
  • Holistic versus Diagnostic: East meets West
    • Figure 92: Skincare approach preference, traditional Chinese medicine vs cosmeceuticals, June 2014
    • Figure 93: Skincare approach preference, oral cosmetics vs food therapy, June 2014
  • I want it all
    • Figure 94: Skincare approach preference, June 2014

18. Appendix - Current Skincare Problem

  • Figure 95: Current skin problems, June 2014
  • Figure 96: Most common current skin problems, by demographics, June 2014
  • Figure 97: Next most common current skin problems, by demographics, June 2014
  • Figure 98: Repertoire of current skin problems, June 2014
  • Figure 99: Repertoire of current skin problems, by demographics, June 2014

19. Appendix - Usage Behaviour

  • Figure 100: Repertoire behaviour, June 2014
  • Figure 101: Repertoire behaviour - Make-up remover, by demographics, June 2014
  • Figure 102: Repertoire behaviour - Facial cleanser, by demographics, June 2014
  • Figure 103: Repertoire behaviour - Facial toner/softener, by demographics, June 2014
  • Figure 104: Repertoire behaviour - Facial moisturiser/emulsion/lotion, by demographics, June 2014
  • Figure 105: Repertoire behaviour - Facial serum/essence, by demographics, June 2014
  • Figure 106: Repertoire behaviour - BB/CC cream, by demographics, June 2014
  • Figure 107: Repertoire behaviour - Block sheer, by demographics, June 2014
  • Figure 108: Repertoire behaviour - Face mask or peels, by demographics, June 2014
  • Figure 109: Repertoire behaviour - Eye cream/gel, by demographics, June 2014
  • Figure 110: Repertoire behaviour - Facial oils, by demographics, June 2014
  • Figure 111: Repertoire behaviour - Lip balm, by demographics, June 2014

20. Appendix - Whitening Products

  • Figure 112: Usage of whitening products, June 2014
  • Figure 114: Current skin problem, by usage of whitening products, June 2014

21. Appendix -Whitening Products - Consideration

  • Figure 115: Additional benefits sought for whitening, June 2014
  • Figure 116: Most popular additional benefits sought for whitening, by demographics, June 2014
  • Figure 117: Next most popular additional benefits sought for whitening, by demographics, June 2014

22. Appendix - Anti-Ageing Products

  • Figure 118: Usage of anti-ageing products, June 2014
  • Figure 119: Usage of anti-ageing products, by demographics, June 2014
  • Figure 120: Current skin problems, by usage of anti-ageing products, June 2014

23. Appendix - Anti-Ageing - Consideration

  • Figure 121: Additional benefits sought for anti-ageing products, June 2014
  • Figure 122: Most popular additional benefits sought for anti-ageing products, by demographics, June 2014
  • Figure 123: Next most popular additional benefits sought for anti-ageing products, by demographics, June 2014

24. Appendix - Behaviour - Channel Usage

  • Figure 124: Purchase channels, June 2014
    • Figure 125: Most popular purchase channels, by demographics, June 2014
    • Figure 126: Next most popular purchase channels, by demographics, June 2014
    • Figure 127: Other purchase channels, by demographics, June 2014
  • Repertoire analysis
    • Figure 128: Repertoire of purchase channels, June 2014
    • Figure 129: Repertoire of purchase channels, by demographics, June 2014
    • Figure 130: Brand preferences, June 2014
    • Figure 131: Brand preferences - Facial cleanser, by demographics, June 2014
    • Figure 132: Brand preferences - Facial toner/softener, by demographics, June 2014
    • Figure 133: Brand preferences - Facial moisturiser/emulsion/lotion, by demographics, June 2014
    • Figure 134: Brand preferences - Facial serum/essence, by demographics, June 2014
    • Figure 135: Brand preferences - BB cream/CC cream, by demographics, June 2014
    • Figure 136: Brand preferences - Block sheer, by demographics, June 2014
    • Figure 137: Brand preferences - Face mask or peels, by demographics, June 2014
    • Figure 138: Brand preferences - Eye cream/gel, by demographics, June 2014

25. Appendix - Usage and Buying Habits

  • Figure 139: Usage and purchase behaviour, June 2014
  • Figure 140: Most popular usage and purchase behaviour, by demographics, June 2014
  • Figure 141: Next most popular usage and purchase behaviour, by demographics, June 2014

26. Appendix - Attitudes towards Beauty Lifestyles

  • Figure 142: Skincare approach preferences, June 2014
  • Figure 143: Skincare approach preferences - Micro plastic surgery, by demographics, June 2014
  • Figure 144: Skincare approach preferences - Using food therapy to enhance skin condition, by demographics, June 2014
  • Figure 145: Skincare approach preferences - Going to a beauty salon for facial care services, by demographics, June 2014
  • Figure 146: Skincare approach preferences - Cosmeceutical skincare products from other countries, by demographics, June 2014
  • Figure 147: Skincare approach preferences - All-in-1 skincare products, by demographics, June 2014
  • Figure 148: Skincare approach preferences - To improve skin condition by leading a healthy lifestyle, by demographics, June 2014
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